Oscar

1. Alina D , Magauova
2. Oscar , Kennis
3. David H , Joosten

First-Party Data Activation

Take a new approach to digital marketing based on transparency, relevance, and delivering real value to your audience.First-Party Data Activation shows you how to transform general customer data into a deep understanding of who your customers are, what resonates with them, and where to focus your data-driven marketing efforts. You'll discover how the world’s most tech-savvy brands effectively collect, analyze, and act on data from direct customer interactions to drive hyper-personalized digital marketing—all with their customers’ consent. In First-Party Data Activation you will learn how to: • Transition away from third-party cookies and fragmented point solutions • Modernize and unify your marketing technology with data lakehouses and composable customer data platforms (CDPs) • Build sustainable and privacy-compliant data collection, consent management, and data ethics into your marketing by design • Scale hyper-personalization and collaboration using generative AI and data clean rooms • Prove the impact of your marketing with robust experimentation and marketing analytics • Drive faster marketing operations and marketing analytics to achieve higher growth The future of marketing lives in first-party data—and this book is your key to unlocking its full potential. More than a manual, First-Party Data Activation is a strategic guide full of real-world examples to help you navigate the complex AI and data landscape with confidence, ethics, and unprecedented strategic insight. Foreword by Murat Genc, CIO / CDO / CTO at P&G; | Whirlpool | McLane. About the technology Website clicks and interactions, customer purchase history and contact data, email opens and unsubs, and other data you collect directly from your customers is pure gold for modern digital marketing. This first-party data tells you exactly who your customers are and what resonates with them. In this book, you’ll learn how to transition from cookies and other third-party tools toward sustainable and privacy-compliant data-driven marketing. About the book 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. What's inside • Transparency, consent, and data ethics in your marketing • Modernize marketing technology with data lakehouses and composable CDPs • Hyper-personalize messaging using AI and data clean rooms • Achieve higher growth for your company About the reader For marketing professionals who want to maximize their data’s potential. About the authors Alina D. Magauova is the founder of Segment360, a brand strategist, and a product marketing leader. Oscar Kennis is the founder of OPSangels Consultancy and has over two decades of experience in the technology sector. David H. Joosten is the co-founder of GrowthLoop and a former Google marketer. Table of Contents Part 1 1 First-party data in the digital marketing space 2 Privacy-centric marketing 3 Marketing first-party data: Crawl, walk, run 4 Choosing your first-party data solution Part 2 5 Modernizing the marketing data platform: Data lakehouses and composable CDPs 6 Identity resolution and enrichment: Building a complete customer profile 7 First-party data activation: Igniting the marketing engine Part 3 8 Data clean rooms 9 Upcoming: Generative AI for marketing Appendixes A Integrating GrowthLoop with Klaviyo B Creating customer journeys in GrowthLoop Get a free eBook (PDF or ePub) from Manning as well as access to the online liveBook format (and its AI assistant that will answer your questions in any language) when you purchase the print book.

Fuzzy, Rough and Intuitionistic Fuzzy Set Approaches for Data Handling

This book facilitates both the theoretical background and applications of fuzzy, intuitionistic fuzzy and rough, fuzzy rough sets in the area of data science.

1. Alma Y Alanis
2. Oscar D Sánchez
3. Alonso Vaca Gonzalez

Bio-Inspired Strategies for Modeling and Detection in Diabetes Mellitus Treatment

Alma Y. Alanis received a Ph.D. degree in electrical engineering from the Advanced Studies and Research Center of the National Polytechnic Institute (CINVESTAV-IPN), Guadalajara Campus, Mexico, in 2007. Since 2008, she has been with the University of Guadalajara, where she is currently a Chair Professor in the Department of Computer Science. She is also a member of the Mexican National Research System (SNI-3) and the Mexican Academy of Sciences. She has published papers in recognized international journals and conferences, as well as eight international books. She is a Senior Member of the IEEE and a Subject Editor for the Journal of Franklin Institute (Elsevier), IEEE/ASME Transactions on Mechatronics, IEEE Access, IEEE Latin American Transactions, and Intelligent Automation & Soft Computing. In 2013, she received the grant for women in science by L'Oreal-UNESCO-AMC-CONACYT-CONALMEX. In 2015, she received the Marcos Moshinsky Research Award. Since 2008, she has been a member of the Accredited Assessors record RCEA-CONACYT, evaluating a wide range of national research projects, and has served on important national and international project evaluation committees. Her research interests center on neural control, backstepping control, block control, and their applications to electrical machines, power systems, and robotics. Dr. Oscar D. Sánchez received his Ph.D. degree in Electronic and Computer Science from the University of Guadalajara. He is a researcher in the Computer Department at the University Center for Exact Sciences and Engineering at the University of Guadalajara. Dr. Sánchez’s research interests are modeling and identification of systems, bioinformatics, optimization and prediction with intelligent systems. Dr. Alonso Vaca González is a physician at the University of Guadalajara. He holds a Master’s Degree in Medical Microbiology, with diplomas in Applied Public Health, Mental Health, Microbiota, Diagnostic Hematology, Occupational Health and Safety, and Health Business Administration. Dr. González was one of the founding members of the Program for Early Detection and Counseling in Sexually Transmitted Infections (PRODOCITS), and is the author of indexed articles, manuals, and book chapters on the subject of microbiology. He has also advised the preparation of theses at the postgraduate level. Dr. González received the "Irene Robledo García" Award for Social Service in 2022. Dr. González carried out research activities at the Specialized Center for Reproduction and Genetics (CERGEN) and at Summa Corporation, evaluating products and possible treatments for people with Diabetes Mellitus. Dr. González is a professor at the Institutional System for Safety, Health and Environment (SISSMA), where he teaches courses on human capital training and skills assessment. Dr. Marco Perez-Cisneros received his M.Eng. degree from ITESO University, Mexico, and his Ph.D. degree from The University of Manchester, U.K. He currently works as a Professor with the Electro-Photonics Department at University of Guadalajara and has been appointed as the Rector of the University Centre of Exact Sciences and Engineering of the University of Guadalajara. Dr. Perez-Cisneros is a member of the National Research System in Mexico and is a member of the Mexican National Science Academy.

New Trends in Database and Information Systems

Advances in Databases and Information Systems

This book constitutes the proceedings of the 27th European Conference on Advances in Databases and Information Systems, ADBIS 2023, held in Barcelona, Spain, during September 4–7, 2023. The 11 full papers presented in this book together with 3 keynotes and tutorials were carefully reviewed and selected from 77 submissions.

Fuzzy, Rough and Intuitionistic Fuzzy Set Approaches for Data Handling

This book facilitates both the theoretical background and applications of fuzzy, intuitionistic fuzzy and rough, fuzzy rough sets in the area of data science.