May 2025
Beginner to intermediate
264 pages
8h 43m
English
Content preview from First-Party Data Activation
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.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.
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 ...
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