Alina Darkhovsky

First-Party Data Activation

First Party Data Activation introduces techniques to collect and act on first-party data to drive growth—all with your customer’s consent. You’ll start with the basics of privacy-centric marketing, including the evolving regulations around data collection and usage. Then, you’ll explore concrete techniques for gathering, storing, and analyzing first-party data to level up targeting and personalization, including how to use AI agents and applications effectively. Along the way, you’ll also develop a first-party data platform that provides a clear view of your customers to your marketing tools and teams.