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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The Lacek Group, an Ogilvy One agency and leader in customer loyalty and CRM, has appointed Randy Gunderson as its new chief executive officer. Gunderson, formerly Senior Vice President of Client Services, brings deep client and industry expertise to lead the agency’s next growth phase.

1. Leadership Transition at The Lacek Group

• Randy Gunderson succeeds Bill Baker as CEO; Baker transitions to chairman until retirement.
• Bill Baker’s 25-year tenure includes 20+ years as CEO, leading significant agency growth.
• Gunderson’s appointment ensures continuity and momentum built on strong legacy leadership.

2. Randy Gunderson’s Vision and Experience

• Extensive background in client services and deep understanding of agency culture.
• Commitment to advancing The Lacek Group’s legacy of innovation in customer loyalty.
• Focus on leveraging data-driven engagement to deliver exceptional client results.

3. Expanded Role for Michelle Wildenauer

• Michelle Wildenauer promoted to Executive Vice President, Client Services and Strategy.
• Role enhancement to drive integrated, high-impact solutions for clients.
• Strengthens agency’s focus on exceeding business and customer goals.

4. Comments from Leadership

• Gunderson emphasizes building on 30-year legacy of innovation and customer relationships.
• Bill Baker expresses confidence in Gunderson and Wildenauer’s ability to guide future success.
• Agency poised to continue delivering results amid evolving consumer landscape.

With Randy Gunderson as CEO and Michelle Wildenauer’s expanded leadership role, The Lacek Group is set to continue its pioneering work in customer loyalty and CRM. Their combined expertise promises to drive growth and innovation, maintaining the agency’s position as a market leader.

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Yext, Inc., a leading digital presence platform for multi-location brands, is set to release its first quarter fiscal year 2026 financial results on June 3, 2025. The company will also hold a conference call to discuss its performance and outlook with investors and analysts.

1. Earnings Release Date and Time

• Q1 FY 2026 results will be published after market close on Tuesday, June 3, 2025.

• The timing allows investors to digest the results before the market opens the next day.

2. Conference Call Information

• Yext will host a live conference call at 5:00 p.m. ET / 2:00 p.m. PT on June 3, 2025.

• The call is designed to provide detailed insights into the company’s financial results and future guidance.

3. Access Details for Investors

• The live webcast will be accessible on the Yext Investor Relations website: https://investors.yext.com.

• Domestic dial-in number: (877) 883-0383.

• International dial-in number: (412) 902-6506.

• Passcode for call access: 5676430.

4. Replay Availability

• A replay of the conference call will be available until midnight (ET) on June 17, 2025.

• Domestic replay number: (877) 344-7529.

• International replay number: (412) 317-0088.

• Passcode for replay: 1595457.

Yext’s upcoming earnings release and investor call provide a key opportunity for stakeholders to gain insights into the company’s latest financial performance and strategic direction. Investors and interested parties can participate live or access the replay for detailed information.

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Typeform has released its groundbreaking report "Get Real: The Data on Influencer Marketing", blending data and candid video storytelling. With insights from over 1,300 influencers, marketers, and consumers, the report dives deep into the evolving dynamics of digital influence in a world increasingly fatigued by AI and scripted content. The findings are a wake-up call for brands chasing reach without resonance.

1. The Shift from Aesthetics to Authenticity

• Modern consumers value relatable, honest content over polished visuals.

• Authenticity and trust now outweigh follower counts in driving engagement.

• Influencer marketing must prioritize real stories to build digital credibility.

2. Key Findings from the Report

• Relatability over Reach

  • 40% of consumers trust influencers for being relatable, not famous.

  • 50% would unfollow influencers known to have bought followers.

  • 1 in 3 influencers admit to buying followers or engagement.

• AI and Authenticity Conflict

  • 81% of influencers use AI to aid content creation.

  • 35% of consumers distrust AI-generated influencer content.

  • 61% believe AI use should be disclosed by influencers.

• Trust Can't Be Scripted

  • Consumers dislike inauthentic and non-transparent influencer content.

  • Top creator frustration: being forced to sound inauthentic.

  • Only 33% of consumers believe influencers actually use the products they promote.

  • 71% of consumers have regretted purchases from influencer recommendations.

3. Insights from Industry Voices

• Notable contributors like Corporate Natalie, Gigi Robinson, and Brandon Smithwrick provided real stories behind today’s influence.

• The campaign illustrates how honesty and nuance can pierce the noise of overproduced content.

4. Methodology Behind the Report

• Over 1,300 global participants from various sectors including fashion, travel, and tech.

• Data gathered using Typeform's conversational logic and new video capabilities.

• Respondents included: 22% influencers, 26% marketers, 52% consumers.

As digital marketing rapidly evolves, Typeform’s Get Real report stands as a compelling reminder: authenticity isn’t just a buzzword—it’s a strategy. Brands must move beyond vanity metrics and scripted messages to embrace transparent, relatable storytelling. The path forward in influencer marketing is clear: trust, connection, and honesty must lead the way.

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Radicle Science, a health tech leader in clinical evidence for wellness and natural products, announces the appointment of Liya Sharif Lancia as its new Chief Marketing Officer. This key leadership addition supports Radicle’s mission to transform precision wellness globally through trusted, evidence-based solutions.

1. Liya Sharif Lancia’s Extensive Marketing Experience

• Over 20 years of expertise in transformative marketing, communications, and brand strategies.

• Past leadership roles include VP of Marketing at Qualcomm, leading global teams and executing the largest corporate rebrand in Qualcomm’s history.

• Co-founder of AI and data tech company Cercle, focused on healthcare transformation for women.

• Background in psychology (UC San Diego) and interior architecture/design (Academy of Arts, San Francisco).

• Former professional Russian ballerina with a unique creative perspective.

2. Role and Vision at Radicle Science

• Sharif Lancia aims to leverage marketing to build brand love, open new customer channels, and create lasting value.

• She joins Radicle at a transformative growth phase to help drive the company’s global expansion and evidence-based wellness revolution.

3. Leadership Endorsements and Company Growth

• Co-founders Pelin Thorogood and Dr. Jeff Chen highlight Sharif’s combination of creativity and strategic discipline as vital for Radicle’s next growth chapter.

• Radicle Science has doubled clinical trials annually and studied over 70,000 Americans in blinded placebo-controlled trials since 2021.

• The company is redefining research by harnessing technology, science, and real-world data.

4. Additional Strategic Developments

• Appointment of Dr. Rob Sinnott as Senior Strategic Advisor to further enhance growth.

• Radicle Science’s growing presence at major healthtech events, including the Plug and Play Silicon Valley Summit and Nutriform Business Days.

• Focus on AI’s impact on precision health and nutraceutical innovation showcased by Radicle’s leadership.

Liya Sharif Lancia’s arrival as Chief Marketing Officer marks a pivotal step for Radicle Science in accelerating its mission to democratize wellness through clinical evidence and cutting-edge technology. With strong leadership and expanding global influence, Radicle is set to shape the future of personalized, evidence-based health solutions.

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Pairzon, a leading AI-powered marketing intelligence platform, has launched its advanced Retail Media Solution designed to help retailers convert first-party data into a powerful growth engine. This solution enables precision targeting and revenue generation through AI-driven retail media campaigns.

1. Transforming Retail Media with First-Party Data

• Pairzon allows retailers to anonymously and securely share personalized audiences with brand partners.

• Enables AI-powered campaigns that maximize ROAS across both in-store and online channels.

• Focuses on real transactional data rather than modeled or third-party data for accuracy.

2. AI-Driven Audience Segmentation and Activation

• Uses actual in-store and online transactional data to create predictive audience segments in real time.

• Segments are activated across major platforms like Meta, Google, TikTok, and others.

• Maintains strict compliance with data privacy laws such as GDPR and CCPA.

3. Enhanced Attribution and Campaign Transparency

• Provides closed-loop attribution linking ad impressions directly to physical or digital purchases.

• Offers measurable insights for both retailers and brands on campaign performance drivers.

• Empowers retailers and brands with clear visibility into marketing ROI.

4. Industry Adoption and Market Impact

• Trusted by retailers worldwide across sectors including fashion, sportswear, grocery, and specialty retail.

• Supports data-driven marketing strategies, enhancing customer insights and optimizing performance.

• Helps retailers become true media owners with improved value, visibility, and verified results for brand partners.

Pairzon’s Retail Media Solution represents a major advancement in retail advertising, combining first-party data and AI to deliver precise targeting, measurable growth, and stronger retailer-brand partnerships. This platform is redefining retail media’s future by unlocking actionable insights from everyday transactions.

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Quartile, the world’s largest retail media optimization platform, has launched Quartile Pro Suite, a next-gen upgrade designed to give brands a competitive edge in Amazon advertising. The suite combines advanced audience targeting, real-time market intelligence, and an AI assistant to optimize campaign precision and performance.

1. Advanced Audience Targeting with AMC Audiences

• Leverages Amazon Marketing Cloud (AMC) for hyper-specific audience segments.

• Enables hyper-targeted Sponsored Campaigns at scale with algorithm-driven bidding.

• Empowers brands to reach precise micro-audiences beyond typical customers.

2. MarketIQ: Real-Time Market Intelligence

• Provides actionable insights and competitive benchmarking within the Quartile platform.

• Offers centralized views of category trends, competitor analysis, and keyword opportunities.

• Helps brands identify untapped opportunities and optimize strategies dynamically.

3. AI Data Assistant: Conversational AI for Faster Insights

• Intuitive AI assistant translates performance data into easy-to-understand insights.

• Delivers new data visualizations and exportable reports for streamlined analysis.

• Accelerates decision-making with conversational queries and real-time data answers.

4. Proven Performance Gains for Brands

• A health supplement brand boosted conversion rates by 57% targeting new micro-audiences.

• A coffee brand achieved a 120% conversion rate increase and 55% reduction in ACoS.

• An eyewear company increased new-to-brand sales by 94% through audience refinement.

5. Availability and Access

• Quartile Pro Suite is available now as an upgrade for existing clients.

• New brands can request demos to explore Pro Suite’s impact on retail media strategies.

Quartile Pro Suite revolutionizes Amazon retail media with AI-powered audience targeting, comprehensive market intelligence, and an intuitive data assistant. This powerful upgrade helps brands maximize ad performance and gain a sustainable competitive advantage.

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In today’s fast-paced B2B landscape, businesses face increasing pressure from demanding customers, shortened buying cycles, and erratic revenue trends. Amidst these challenges, a new player is entering the consulting scene to help mid-sized B2B companies and private equity-backed firms eliminate growth barriers and capture untapped commercial opportunities — Accelerate Executive Partners.

Founded by global sales and marketing veteran Steve Robert, the firm aims to bring clarity, alignment, and hands-on guidance to drive performance from the top-down.

1. A Strategic Partner for Mid-Sized B2B Leaders

• Tailored for CEOs, Presidents, and leadership teams.

• Focused on mid-sized B2B and private equity-backed firms.

• Offers direct involvement in both strategy and execution.

2. Founder’s Experience and Vision

• Steve Robert brings over 20 years of executive experience across North America, Europe, the Middle East, and Asia.

• Proven track record in turning around underperforming commercial functions and building high-performing teams.

• Vision: Uncover and resolve the internal misalignments that hinder business potential.

3. The Accelerate Methodology

• Proprietary, customizable system designed for practical, real-world implementation.

• Empowers sales teams to:

  • Lead strategic, high-impact client engagements.

  • Accelerate deal velocity and close cycles.

  • Maintain customer trust and long-term value.

4. Specialized Offerings

• Sales and Marketing Alignment: Integrates both functions to ensure unified GTM execution.

• Commercial Turnarounds & GTM Optimization: Repositions companies for profitable growth.

• High-Stakes Sales Training & Enablement: Equips teams for critical engagements.

• Client Contract Negotiations: Navigates complex deal-making scenarios.

• Interim/Fractional Sales Leadership: Provides executive-level guidance on-demand.

5. Results-Driven Execution

• Practical, no-fluff consulting approach.

• Works side-by-side with executive stakeholders and frontline teams.

• Helps organizations sharpen positioning, eliminate blind spots, and improve win rates.

Accelerate Executive Partners launches with a powerful promise: to unlock potential and drive sustainable commercial success for B2B organizations. By combining decades of global experience with a hands-on, results-oriented methodology, the firm is well-positioned to redefine how leadership teams approach sales, marketing, and growth strategy in an increasingly competitive environment.

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