First-Party Data Platforms

Unify first-party data to create a 360-degree view of the customer that drives audience segmentation, ad targeting, and attribution in the post-identifier world

Marketers and media companies now must gather unprecedented volumes of first-party data to create connected, relevant experiences for consumers—and meet demands to secure data and protect privacy. With AWS Services and Partner Solutions, you can create a 360-degree customer record that drives audience segmentation, ad targeting, and attribution in the post-identifier world. Customers looking to build scaled customer data platforms-as-a-service can choose from the broadest capabilities for data lakes, analytics, databases, and machine learning of any cloud provider to create highly scalable, cost-efficient platforms. And, the AWS Digital Customer Experience partner competency enables marketers and publishers to accelerate adoption of a customer data platform by choosing from 19 partners with Customer 360 capabilities already running on AWS—ready for rapid deployment.

Salesforce CDP Unifies Consumer Data at Exabyte Scale on AWS (1:35)

Leading first party data platforms on AWS

Cox Automotive

Cox Automotive built an identity graph for marketing personalization without using third-party cookies. They used deterministic and probabilistic data science to match online to offline data, and group data into households.

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Segment

Segment is a customer data infrastructure company that helps its customers collect and unify data about their users—using AWS to process 450 billion events per month and create personalized recommendations from that data with Amazon Personalize.

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Nielsen

Nielsen built a serverless, containerized data pipeline using AWS Lambda and Amazon Elastic Kubernetes Service (EKS) to process 250 billion ad measurement events per day for Nielsen Marketing Cloud.

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Annalect

Annalect cost-effectively processes more than 3 trillion events and petabytes of demographic data, purchase data, television viewership, location data, clickstream web events, and CRM data to form a 360-degree view of customer behavior for its people-based marketing platform, Omni.

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Benefits

Innovate faster

AWS offers ready-made solutions to help customers accelerate development of each component of a customer data platform. Combine all sources of marketing data into a centralized data lake that sets the foundation for a Customer 360 with AWS Lake Formation, which makes it easy to set up a secure data lake in days. Then set up a deterministic identity graph quickly with database solutions that map identifiers together and create golden records you can use for audience segmentation, enrichment, and activation.

Improve data interoperability

Customers can easily enrich first-party data with their preferred data providers via AWS Data Exchange, which makes it easy to find, subscribe to, and use third-party data in the cloud. Qualified data providers include Adstra, Acxiom, Epsilon Data Management, Foursquare, Kantar, and others. Once subscribed to a data product, you can use the AWS Data Exchange API to load data directly into Amazon S3 and then match it with other identifiers using Amazon EMR and AWS Glue Catalog.

Accelerate with Partners

The AWS Digital Customer Experience partner competency enables marketers and ad publishers to accelerate adoption of a first-party data platforms by choosing from 19 partners with Customer 360 capabilities already running on AWS, as well as solutions for rapid adoption. Customers can also speed time to implementation by augmenting development resources through specialist AWS consulting partners and AWS Professional Services teams specializing in Customer 360s.

Partners

For customers looking to accelerate time to market, the AWS Partner Network (APN) offers a dedicated partner competency for Customer 360s, including 20 Technology partners and 19 Consulting partners. Explore more partners »

Technology partner
Segment
Amplitude

Amplitude helps you understand what makes your users tick, rapidly release better product experiences, and grow your business across web and mobile.

Technology partner
Salesforce CDP
Salesforce CDP

Salesforce CDP runs on Amazon Web Services (AWS) to process exabytes of data, resolve known and anonymized customer identifiers into highly accurate user profiles, and deliver audience segments across activation channels for marketers.

Technology partner
Segment
Segment

Segment is a customer data infrastructure company that helps its customers collect and unify data about their users—using AWS to process 450 billion events per month and create personalized recommendations from that data with Amazon Personalize.

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