GrowthLoop is proud to share that Co-Founder David Joosten has co-authored a new book: “First-Party Data Activation: Modernize Your Marketing Data Platform.” This resource is a must-read for marketing and technology leaders looking to build a competitive edge in an AI-powered future.
As AI reshapes the marketing landscape, one element is proving to be the make-or-break factor: data. Specifically, first-party data is quickly becoming the critical foundation for any successful AI initiative. In “First-Party Data Activation,” David shares a tactical, jargon-free guide to modernizing data infrastructure in a privacy-first, AI-powered world.
"Everyone’s racing to adopt AI, but most teams are skipping the most important step: building a solid first-party data foundation," says David, whose contributions draw on his experience at Google and co-founding GrowthLoop. “This book is about helping marketing and technology leaders connect the dots between data strategy, privacy expectations, and AI to deliver lasting compound growth. Because if you don’t get your data house in order, AI can’t deliver its full value.”
The book covers how to:
- Transition away from relying on cookies and third-party tracking tools
- Modernize marketing technology with data lakehouses and composable architecture
- Build privacy-compliant data collection strategies
- Hyper-personalize messaging using generative AI and data clean rooms
- Embed transparency, consent, and data ethics in the marketing process
- Accelerate marketing operations to unlock compounding growth
David and his co-authors also include real-world examples from brands like Indeed, NASCAR, the Boston Red Sox, and Google Chrome for Enterprise.
“First-Party Data Activation” is structured in three parts:
- It begins by laying out foundational principles, such as how marketing and privacy expectations have evolved, and how to drive organization-wide change to adapt.
- The second section details how to build the right infrastructure, including identity resolution and data architecture frameworks.
- The final section explores where the field is heading next, covering tools like generative AI and clean rooms that reshape how marketers engage customers at scale.
David joined the project after publisher Manning invited him to review the manuscript, which soon led to full co-authorship. He wrote and co-wrote several chapters on marketing data lakehouses, change management, identity resolution, and AI for marketing acceleration.
Many of the ideas introduced in “First-Party Data Activation” echo the foundation behind the GrowthLoop Compound Marketing Engine, a platform powered by agentic AI that helps companies activate first-party data directly on their data cloud to enable faster campaign cycles and compound growth.
"‘First-Party Data Activation’ is a strategic playbook for activating first-party data across your marketing stack, combining clarity, architecture, and AI to future-proof your marketing,” said Jim Lecinski, Clinical Professor of Marketing at Northwestern University's Kellogg School of Management.
Co-authors Alina D. Magauova, founder of Segment360, and Oscar Kennis, founder of OPSangels Inc., led the original concept and structure of the book. Together with David, the trio created a guide for both business and technical stakeholders to align on a modern, data-first approach to marketing.
Book tour schedule
To celebrate the launch, David and/or his co-authors will appear at four book tour events this June alongside professors from Harvard Business School and Kellogg School of Management and marketing leaders from companies like Google.
We invite marketing and technology leaders to attend, where they can meet David and learn more about first-party data activation for AI. Guests will receive a copy of the book while supplies last.
- When: Tuesday, June 3 at 6:00pm-9:00pm
- Where: Data Outpost Happy Hour at Snowflake Summit
- Featuring: Partners GrowthLoop, Qlik, and Passerelle
- When: Tuesday, June 10 at 11:30am-1:00pm
- Where: Fenway Park
- Featuring: Frank Cespedes, Senior Lecturer at Harvard Business School
- When: Wednesday, June 11 at 12:00pm-2:00pm
- Where: Soho House
- Featuring: Jim Lecinski, Clinical Professor of Marketing at Northwestern University, Kellogg School of Management and Dani Silva, Director of Strategic Retail at Google
- When: Tuesday, June 17 at 12:00pm-2:00pm
- Where: Harvard Club
- Featuring: Tara Mattiello, Global Product Lead, Ads Marketing Technology & Operations at Google
“First-Party Data Activation” is available on Manning Publications now and on Amazon and other book retailers beginning July 29, 2025.