May 2025
Beginner to intermediate
264 pages
8h 43m
English
Content preview from First-Party Data Activation
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4 Choosing your first-party data solution
This chapter covers
- Core technology capabilities for first-party data platforms
- Comparing the major marketing technology solutions by category
- Considerations and recommendations based on recent marketing technology offerings
Marketing technology is no longer just a department; it’s the foundation for how businesses grow.—Scott Brinker, “Godfather of Martech” and VP of Platform Ecosystems at Hubspot
Many of you reading this book may face a confusing set of options and time pressures to find the right first-party data solution for your organization. According to the CDP Institute (a vendor-neutral organization dedicated to helping companies manage customer data) in their 2024 member survey, “The ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.