As AI rapidly transforms the marketing ecosystem, one element emerges as essential: first-party data. In the new book First-Party Data Activation: Modernize Your Marketing Data Platform, GrowthLoop Co-Founder David H. Joosten and co-authors present a clear, actionable guide for marketers to realign their data strategy in a privacy-focused, AI-powered landscape.

David H. Joosten, who previously held a leadership role at Google, emphasizes the foundational importance of data:

“Everyone’s racing to adopt AI, but most teams are skipping the most important step: building a solid first-party data foundation.”

Why First-Party Data is the Foundation of AI Marketing

• AI thrives on high-quality, compliant data—first-party data collected directly from customers is the most reliable source.

• The book underscores that without solid data infrastructure, AI cannot deliver lasting value or personalization at scale.

• Transitioning from third-party tracking and cookies is no longer optional—it’s a necessity in a post-cookie, privacy-regulated world.

What the Book Covers: Key Takeaways

The book is broken down into three strategic parts and is filled with real-world examples from brands like Indeed, NASCAR, and Google Chrome for Enterprise.

Part 1: Strategy & Principles

• Understanding the evolution of marketing and privacy expectations

• Driving organization-wide cultural change to embrace data-first thinking

Part 2: Building Infrastructure

• Implementing data lakehouses and composable CDPs

• Constructing scalable identity resolution systems

• Setting up data architecture for real-time personalization

Part 3: Advanced Activation & AI

• Leveraging generative AI and data clean rooms

• Designing hyper-personalized customer experiences

• Embedding consent, transparency, and ethical data use into processes

• Accelerating campaign cycles for compounding growth

Author Contributions and Industry Credibility

• Co-authors include:

  • David H. Joosten (GrowthLoop)

  • Alina D. Magauova (Segment360)

  • Oscar Kennis (OPSangels Inc.)

• Joosten contributed key chapters on:

  • Change management

  • Identity resolution

  • Marketing data lakehouses

  • AI integration for marketing acceleration

Endorsements include praise from Jim Lecinski, Clinical Professor of Marketing at Northwestern University’s Kellogg School of Management, who called it:

“A strategic playbook combining clarity, architecture, and AI to future-proof your marketing.”

Live Book Tour Events – June 2025

Marketers and data professionals can meet the authors and industry leaders at these exclusive events:

• San Francisco | June 3 | Snowflake Summit (6:00–9:00 PM)

  • Partners: GrowthLoop, Qlik, Passerelle

• Boston | June 10 | Fenway Park (11:30 AM–1:00 PM)

  • Featuring: Frank Cespedes, Harvard Business School

• Chicago | June 11 | Soho House (12:00–2:00 PM)

  • Featuring: Jim Lecinski (Kellogg), Dani Silva (Google)

• New York City | June 17 | Harvard Club (12:00–2:00 PM)

  • Featuring: Tara Mattiello, Google

Guests will receive a complimentary copy of the book (limited supply available).

GrowthLoop’s Broader Vision: The Compound Marketing Engine

• In April, GrowthLoop launched its Compound Marketing Engine, powered by agentic AI.

• This platform activates first-party data directly in the cloud, reducing campaign cycles and enhancing ROI.

• The strategic vision aligns closely with the frameworks in First-Party Data Activation.

The future of AI-powered marketing isn’t just about tools—it starts with clean, compliant, and connected first-party data. First-Party Data Activation provides the roadmap marketers need to bridge strategy and execution in today’s privacy-first digital world. With expert insights, architectural blueprints, and real-life case studies, it’s a must-read for any brand aiming to future-proof their marketing stack.

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