First-Party Data Activation: Modernize Your Marketing Data Platform
暫譯: 第一方數據啟用：現代化您的行銷數據平台
Magauova, Alina D., Kennis, Oscar, Joosten, David H.
- 出版商: Manning
- 出版日期: 2025-07-15
- 售價: $1,970
- 貴賓價: 9.5 折 $1,872
- 語言: 英文
- 頁數: 264
- 裝訂: Quality Paper - also called trade paper
- ISBN: 1633436365
- ISBN-13: 9781633436367
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相關分類:
行銷/網路行銷 Marketing
尚未上市，無法訂購
相關主題
商品描述
Learn the modern approach to data for digital marketing used by the world's leading brands to drive amazing, compound growth with transparency, privacy compliance, and data-driven personalization. First Party Data Activation shows you how to transform general user data into a deep understanding of who your customers are, what resonates with them, and where to focus your marketing efforts. You'll discover how to effectively collect, analyze, and act on data from direct customer interactions to drive consistent, incremental growth- all with your user's consent. Gone are the days when "batch and blast" email campaigns could be sent with abandon to drive results. Consumer expectations, promotional inboxes, and privacy regulations have forced marketing teams to level up targeting and personalization efforts. Organizations with a deep well of data and insights on their customer base have the competitive upper hand. Major transitions in browser tracking and the need to reach consumers with consistent and relevant messaging across an ever-increasing set of channels make this a critical moment to reexamine old assumptions. This book helps marketers to meet those challenges using a new, data-first approach focused on a single view of each customer available to all of an organization's marketing tools and teams. In First Party Data Activation you will learn how to: - Transition away from cookies and third-party tracking tools
- Modernize your marketing technology with data lakehouses and composable CDPs
- Build sustainable and privacy-compliant data collection strategies
- Hyper-personalize your messaging using generative AI and data clean rooms
- Embed transparency, consent, and data ethics in your marketing process
- Drive faster marketing operations to achieve higher growth for your company Anyone involved in digital marketing or the support of digital marketing will benefit from this book. Digital marketing leaders will find in this book a recipe for the future that breaks away from tool-based thinking and moves toward a unified view and approach to each customer. Data Scientists and Data Engineers will benefit from understanding the technical concepts and concerns such as data lakehouses, customer data platforms (CDPs), and data privacy that matter to the marketing clients whom they are serving. The information provided offers valuable insights into how technical infrastructure supports modern marketing strategies, bridging the gap between IT and marketing domains. In a rapidly-evolving digital ecosystem, marketers who rely on outdated approaches like third-party cookie collection risk falling behind their competitors. First Party Data Activation teaches you to build a modern marketing strategy that's based on first-party data--the data freely given through login events, page views, product clicks, payment info, and more. You'll utilize technologies like composable customer data platforms (CDPs), data lakehouses, data clean rooms, and generative AI to improve your targeting and personalization, all while ensuring data is handled to the highest privacy standards. Purchase of the print book includes a free eBook in PDF and ePub formats from Manning Publications. About the book First Party Data Activation is a comprehensive guide to collecting, storing, and using first-party data for effective digital marketing. The book focuses on building customer trust by putting privacy at the heart of your marketing strategy. It presents a clear and actionable framework to rearchitect how you collect and store data, and how you turn it into results. You'll learn how to make best use of new technologies--including generative AI and identity resolution--and drive change across teams as you update the way you market. Each new idea is illustrated with insightful real-world case studies, such as the Boston Red Sox's use of audience segmentation and Indeed's data-driven customer re-engagement campaigns?. About the reader For marketing leaders who want to develop strategies to maximize the potential of their first-party data to drive more effective, more repeatable growth across all marketing channels. For data scientists and data engineers who work in support marketing efforts and want to bring more value by understanding the challenges faced by their clients and the direction in which digital marketing trends are heading. About the author Alina D. Magauova is the founder of Segment360, a brand strategist and a product marketing leader who has worked with Fortune 500 and Global 500 companies across Asia, Europe, and North America. Oscar Kennis is the founder of OPSangels Inc. He has over 18 years of experience in the technology sector. David H. Joosten is the co-founder of GrowthLoop and a former Google marketer who has advised companies including Indeed, Priceline, and Google on their first-party data strategy.
- Modernize your marketing technology with data lakehouses and composable CDPs
- Build sustainable and privacy-compliant data collection strategies
- Hyper-personalize your messaging using generative AI and data clean rooms
- Embed transparency, consent, and data ethics in your marketing process
- Drive faster marketing operations to achieve higher growth for your company Anyone involved in digital marketing or the support of digital marketing will benefit from this book. Digital marketing leaders will find in this book a recipe for the future that breaks away from tool-based thinking and moves toward a unified view and approach to each customer. Data Scientists and Data Engineers will benefit from understanding the technical concepts and concerns such as data lakehouses, customer data platforms (CDPs), and data privacy that matter to the marketing clients whom they are serving. The information provided offers valuable insights into how technical infrastructure supports modern marketing strategies, bridging the gap between IT and marketing domains. In a rapidly-evolving digital ecosystem, marketers who rely on outdated approaches like third-party cookie collection risk falling behind their competitors. First Party Data Activation teaches you to build a modern marketing strategy that's based on first-party data--the data freely given through login events, page views, product clicks, payment info, and more. You'll utilize technologies like composable customer data platforms (CDPs), data lakehouses, data clean rooms, and generative AI to improve your targeting and personalization, all while ensuring data is handled to the highest privacy standards. Purchase of the print book includes a free eBook in PDF and ePub formats from Manning Publications. About the book First Party Data Activation is a comprehensive guide to collecting, storing, and using first-party data for effective digital marketing. The book focuses on building customer trust by putting privacy at the heart of your marketing strategy. It presents a clear and actionable framework to rearchitect how you collect and store data, and how you turn it into results. You'll learn how to make best use of new technologies--including generative AI and identity resolution--and drive change across teams as you update the way you market. Each new idea is illustrated with insightful real-world case studies, such as the Boston Red Sox's use of audience segmentation and Indeed's data-driven customer re-engagement campaigns?. About the reader For marketing leaders who want to develop strategies to maximize the potential of their first-party data to drive more effective, more repeatable growth across all marketing channels. For data scientists and data engineers who work in support marketing efforts and want to bring more value by understanding the challenges faced by their clients and the direction in which digital marketing trends are heading. About the author Alina D. Magauova is the founder of Segment360, a brand strategist and a product marketing leader who has worked with Fortune 500 and Global 500 companies across Asia, Europe, and North America. Oscar Kennis is the founder of OPSangels Inc. He has over 18 years of experience in the technology sector. David H. Joosten is the co-founder of GrowthLoop and a former Google marketer who has advised companies including Indeed, Priceline, and Google on their first-party data strategy.
商品描述(中文翻譯)
了解全球領先品牌用於數位行銷的現代數據方法，以透明度、隱私合規性和數據驅動的個性化推動驚人的複合增長。
第一方數據啟用 讓您學會如何將一般用戶數據轉化為對客戶的深刻理解，了解他們是誰、什麼對他們有共鳴，以及在哪裡集中您的行銷努力。您將發現如何有效地收集、分析和利用來自直接客戶互動的數據，以推動持續的增長，所有這一切都在用戶的同意下進行。 過去隨意發送「批量郵件」行銷活動以推動結果的時代已經結束。消費者的期望、促銷郵件的收件箱和隱私法規迫使行銷團隊提升目標設定和個性化的努力。擁有豐富數據和客戶洞察的組織在競爭中佔據優勢。瀏覽器追蹤的重大變化以及需要在不斷增加的渠道中以一致且相關的訊息接觸消費者，使得重新檢視舊有假設成為一個關鍵時刻。本書幫助行銷人員以新的數據優先方法來應對這些挑戰，專注於每位客戶的單一視圖，並使所有組織的行銷工具和團隊都能使用。 在第一方數據啟用中，您將學會如何： - 擺脫 cookies 和第三方追蹤工具- 使用數據湖屋和可組合的客戶數據平台 (CDPs) 現代化您的行銷技術
- 建立可持續且符合隱私的數據收集策略
- 使用生成式 AI 和數據清理室超個性化您的訊息
- 在行銷過程中嵌入透明度、同意和數據倫理
- 加快行銷運營以實現更高的公司增長 任何參與數位行銷或支持數位行銷的人都將從本書中受益。數位行銷領導者將在本書中找到未來的配方，擺脫基於工具的思維，朝向對每位客戶的統一視圖和方法。數據科學家和數據工程師將受益於理解技術概念和關注點，例如數據湖屋、客戶數據平台 (CDPs) 和對行銷客戶而言重要的數據隱私。本書提供的信息提供了有關技術基礎設施如何支持現代行銷策略的寶貴見解，彌合 IT 和行銷領域之間的鴻溝。 在快速演變的數位生態系統中，依賴過時方法如第三方 cookie 收集的行銷人員風險落後於競爭對手。第一方數據啟用教您建立基於第一方數據的現代行銷策略——這些數據是通過登錄事件、頁面瀏覽、產品點擊、支付信息等自由提供的。您將利用可組合的客戶數據平台 (CDPs)、數據湖屋、數據清理室和生成式 AI 等技術來改善您的目標設定和個性化，同時確保數據以最高的隱私標準處理。 購買印刷書籍可獲得 Manning Publications 提供的免費 PDF 和 ePub 格式電子書。 關於本書 第一方數據啟用 是一本全面指南，介紹如何收集、存儲和使用第一方數據以進行有效的數位行銷。本書專注於通過將隱私置於行銷策略的核心來建立客戶信任。它提供了一個清晰且可行的框架，以重新設計您收集和存儲數據的方式，以及如何將其轉化為結果。您將學會如何充分利用新技術——包括生成式 AI 和身份解析——並在更新行銷方式的同時推動團隊之間的變革。每個新想法都通過有見地的真實案例研究進行說明，例如波士頓紅襪隊使用受眾細分和 Indeed 的數據驅動客戶重新參與活動。 關於讀者 針對希望制定策略以最大化第一方數據潛力的行銷領導者，以推動所有行銷渠道的更有效、更可重複的增長。針對支持行銷工作的數據科學家和數據工程師，想要通過理解客戶面臨的挑戰和數位行銷趨勢的方向來帶來更多價值。 關於作者 Alina D. Magauova 是 Segment360 的創始人，品牌策略師和產品行銷領導者，曾與亞太、歐洲和北美的《財富》500 強和全球 500 強公司合作。 Oscar Kennis 是 OPSangels Inc. 的創始人，擁有超過 18 年的科技行業經驗。 David H. Joosten 是 GrowthLoop 的共同創始人，曾是 Google 的行銷人員，為包括 Indeed、Priceline 和 Google 在內的公司提供第一方數據策略的建議。
作者簡介
Alina D. Magauova is the founder of Segment360, a brand strategist and a product marketing leader who has worked with Fortune 500 and Global 500 companies across Asia, Europe, and North America. Oscar Kennis is the founder of OPSangels Inc. He has over 18 years of experience in the technology sector. David H. Joosten is the co-founder of GrowthLoop and a former Google marketer who has advised companies including Indeed, Priceline, and Google on their first-party data strategy.
作者簡介(中文翻譯)
Alina D. Magauova 是 Segment360 的創辦人，擔任品牌策略師及產品行銷領導者，曾與亞洲、歐洲及北美的《財富》500 強及《全球》500 強公司合作。
Oscar Kennis 是 OPSangels Inc. 的創辦人，擁有超過 18 年的科技領域經驗。David H. Joosten 是 GrowthLoop 的共同創辦人，曾任 Google 行銷專家，並為包括 Indeed、Priceline 和 Google 在內的公司提供第一方數據策略的建議。
