alter table does not affect the compression level of existing data, but affects the compression level of new or changed data rows produced by subsequent DML operations.
You must set the compression level for a table before you can modify a column for compression.
alter table table_name { modify column [not] compressed }, { modify partition partition_name, [partition_name . . .] set compression = {default | none | row | page} }, {set compression = {none | page | row}}
See the Reference Manual: Commands.
alter table sales_data set compression = row
alter table sales_data modify isbn compressed