7 First-party data activation: igniting the marketing engine

“In healthcare, first-party data isn’t just a marketing asset—it’s a matter of life and insight. The more we understand patients through their own data, the more precisely we can predict, prevent, and personalize care—while respecting their privacy every step of the way.”

— Scott Penberthy, Distinguished Engineer, Google – Applied AI & CTO, AI for Cancer

This chapter focuses on data activation—the critical step that turns the customer insights you’ve collected and segmented into high-impact marketing initiatives. For marketing leaders, activation isn’t just the technical final step; it’s the moment when data-driven strategies become tangible results. By transforming raw information into actionable campaigns, activation empowers teams to deliver personalized experiences, improve conversion rates, and outmaneuver the competition.

7.1 Understanding data activation: from insights to impact

7.2 Precision targeting with paid media

7.3 Nurturing relationships through personalized communication

7.4 Empowering sales teams with data through CRM & sales outreach

7.5 From reactive to proactive with customer engagement & support data

7.6 Use case with GrowthLoop

7.7 Proving the impact of data activation

7.7.1 The three essential categories of marketing measurement for data activation

7.7.2 Essential category 1: Campaign counts and rates – tracking basic performance

7.7.3 Essential category 2: Experiments – proving causal impact

7.7.4 Essential category 3: Multi-channel models – directional guidance for investment

7.7.5 Data collection for effective data activation measurement

7.7.6 Turning measurement into actionable targeting: The measurement–activation feedback loop

7.7.7 Visualization and reporting

7.8 Summary