Part 2 First-party data
building blocks
Once a first-party data strategy is in place, the next step is to ensure that data is structured, enriched, and activated for marketing effect. This section explores the foundational components required to achieve that goal, from building a unified customer profile to executing personalized, data-driven campaigns.
Chapter 5 explains how modern marketing data platforms, specifically data lakehouses and composable CDPs, unify structured and unstructured data while enabling flexible segmentation and scalable personalization. Chapter 6 covers identity resolution and enrichment, a crucial process that stitches together fragmented customer data across devices, channels, and touchpoints to build a complete customer profile. Chapter 7 focuses on first-party data activation, demonstrating how to turn insights into action across paid media, CRM, email, and other engagement channels.
By the end of this part, you’ll have a structured, scalable approach for managing and activating your first-party data—ensuring your marketing is both data-driven and future-ready.