’Hello $FirstName’ - marketing experts discussing the topic of personalization

Discussing Chapter 18: ’MODELS FOR ORGANIZATIONAL MATURITY IN PERSONALIZATION’ with Frans Riemersma, Co-author and Founder of MarketingTribe

In this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 18: ’MODELS FOR ORGANIZATIONAL MATURITY IN PERSONALIZATION’.
Our special guest this week is Frans Riemersma. Apart from being a co-author on a very important part of ‘Hello $Firstname’, Frans is driving a lot of interesting research out there with MartechTribe.com and is really getting to the bottom of Martech and Martech Ops. This also includes the work on MarTechMap.com with Scott Brinker from ChiefMartec. So who better to take this discussion with?
In the episode we cover the following points:
Frans's career path and his work MarketingTribe.com and the Martechmap.com with Scott Brinker
What the term Marketing Ops means?
How big personalization is in Martech these days and how that has changed over the years
What a maturity model is - and how it can be used by e.g. a CMO
The CMMi maturity framework
What the Hack, Pack, Stack steps mean for marketing and how it fits with Marketing Productization
How to break through the glass ceiling from one maturity level to the next
How GenAI affect personalization and finally
Frans's own favourite example of personalization that he has experienced personally
Based on Rasmus Houlind's book ’Hello $FirstName - Profiting from Personalization’
Watch the full Episode with video on Youtube here.
The full book is available in print and kindle and can be bought here.
(or your local amazon...)
An abstract of the book can be downloaded here.
All models and illustrations from the book can be downloaded here.

Chapter 18: Models for Organizational Maturity in Personalization

This episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely Chapter 18: Models of Organizational Maturity in Personalization.
CHAPTER 18: MODELS OF ORGANIZATIONAL MATURITY IN PERSONALIZATION
The Omnichannel Hexagon
A realistic view on organizational maturity within personalization
Productization in marketing
The back end of the Pyramid of Personalization
The full book is available in print and kindle and can be bought here.
(or your local amazon...)
An abstract of the book can be downloaded here.
All models and illustrations from the book can be downloaded here.

Discussing Chapter 17: ’CRO AND PERSONALIZATION’ with Marianne Stjernvall, The Queen of CRO, ex COOP and Digital Director at Tele2

In this week's episode of the 'Hello $FirstName' podcast we'll be discussing the third and last chapter in part 3 of the book: THE PREREQUISITES FOR PERSONALIZATION. Chapter 17 is called ’CONVERSION RATE OPTIMIZATION AND PERSONALIZATION'.
This week’s guest is a special friend of mine who's also known as 'The Queen Of CRO' (.com). Marianne Stjernvall has her own consulting and speaking business which is hard earned from her succesful history of CRO work at COOP Sweden and Tele2.
Who better to discuss the inter-relation between CRO and Personalization with? At least I only see a few other options that come close (and that haven't already been on the show).
In the episode we cover the following points:
Marianne's career path and her work within CRO at COOP, Tele2 and her own business from the CRO community
What CRO really is
What her biggest achievement in CRO has been
How the whole CRO community works
How Personalization and CRO converge? (if they do)
When to shift from CRO to Personalization
What Direct Marketers can and should learn from the CRO tribe and finally...
Marianne's own favourite example of personalization that she has experienced personally
Which interestingly enough leads into a discussion about whether the best personalization is something that is clearly and explicitly personalized or that merely removes friction and makes things go smoothly... What do you think?
Based on Rasmus Houlind's book ’Hello $FirstName - Profiting from Personalization’
Watch the full Episode with video on Youtube here.
The full book is available in print and kindle and can be bought here.
(or your local amazon...)
An abstract of the book can be downloaded here.
All models and illustrations from the book can be downloaded here.

Chapter 17: Conversion Rate Optimization & Personalization

This episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely Chapter 17. It is the third and last chapter in Part 3 of the book - The Prerequisites for Personalization and the chapter is called: Conversion Rate Optimization & Personalization.
CHAPTER 17: CONVERSION RATE OPTIMIZATION AND PERSONALIZATION
Prioritizing between CRO and personalization
Shifting from CRO towards personalization
When to shift from CRO to personalization
So, who is personalization not for?
The full book is available in print and kindle and can be bought here.
(or your local amazon...)
An abstract of the book can be downloaded here.
All models and illustrations from the book can be downloaded here.

Discussing Chapter 16: ’DATA AND PERSONALIZATION’ with Michael Bietenhader, Chief Consulting Officer at Nexum AG

In this week's episode of the 'Hello $FirstName' podcast we'll be discussing the second chapter in part 3 of the book: THE PREREQUISITES FOR PERSONALIZATION. Chapter 16 is called ’DATA AND PERSONALIZATION'.
This week’s guest is no-one but Chief Consulting Officer from the DACH based agency Nexum AG, Michael Bietenhader. Michael has extensive experience from both within consulting, from working ‘client-side’ at COOP Switzerland and from his long time hosting of ‘the loyalty podcast’.
In the episode we cover the following points:
Michael's career path and his work at COOP Switzerland and NEXUM AG
How the adventure of 'the Loyalty Podcast' began
How personalization fits with customer loyalty (seems to be a popular topic these days!)
How the DACH region is doing in terms of personalization in general
How much data a company needs for profitable personalization
What the trade-off is between having enough data and having the right data
If more data is always better?
If too much data can become a problem
How fast data becomes obsolete
What brands should do, if they have too little data... and...
Michael's own favourite example of personalization that he has experienced personally
Based on Rasmus Houlind's book ’Hello $FirstName - Profiting from Personalization’
Watch the full Episode with video on Youtube here.
The full book is available in print and kindle and can be bought here.
(or your local amazon...)
An abstract of the book can be downloaded here.
All models and illustrations from the book can be downloaded here.

Chapter 16: Data & Personalization

This episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely Chapter 16. It is the second chapter in Part 3 of the book - The Prerequisites for Personalization and the chapter is called: Data & Personalization.
CHAPTER 16: DATA & PERSONALIZATION
Is your data clean?
How much data is needed to make personalization profitable?
Re-evaluate often!
How to scale permissions and data
Persistent customer log-ins
The full book is available in print and kindle and can be bought here.
(or your local amazon...)
An abstract of the book can be downloaded here.
All models and illustrations from the book can be downloaded here.

Discussing Chapter 15: ’THE PREREQUISITES FOR PERSONALIZATION’ with Jesper Damsgaard, SVP Ecommerce at Pandora

In this week's episode of the 'Hello $FirstName' podcast we'll be discussing the first chapter in part 3 of the book: THE PREREQUISITES FOR PERSONALIZATION. Chapter 15 is called ’THE BASIC FOUNDATIONS FOR PERSONALIZATION'.
To help us getting to the bottom of this, I've had the opportunity to spend a really good time discussing matters with Jesper Damsgaard, SVP of Ecommerce at the world famous jewelry company Pandora.
In the episode we cover the following points:
Jesper's career path and his work at Pandora
The business of Pandora, business model, concept, the scale
What the charms mean to the company - and to the customers
Which types of personalization that Pandora is using
If you can start too early as a company 
... or as a marketing practitioner
What needs to be in place before doubling down on personalization
The balance between brand building, Top-of-mind awareness and Personalization
The balance between Owned and Paid media
Which data, that Pandora collects
How personalized their customer journey is and finally...
Jesper's own favourite example of personalization that he has experienced personally
Based on Rasmus Houlind's latest book ’Hello $FirstName - Profiting from Personalization’
Watch the full Episode with video on Youtube here.
The full book is available in print and kindle and can be bought here.
(or your local amazon...)
An abstract of the book can be downloaded here.
All models and illustrations from the book can be downloaded here.

Chapter 15 - Prerequisites for Personalization: The Basic Foundations

This episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely Chapter 15. It is the first chapter in Part 3 of the book - The Prerequisites for Personalization and the chapter is called: The Basic Foundations for Personalization.
In the chapter we discuss the things that need to be in place in order for personalization to be worth doubling down on as a company. This is closely related to different go-to-market models.
CHAPTER 15: THE BASIC FOUNDATIONS FOR PERSONALIZATION 
Three areas to manage well before investing in personalization
Solid core offering
Brand trust and demand
Access to plentiful customer data
Data types
Special considerations for FMCG
Value propositions with frequent engagement create more and better data
The full book is available in print and kindle and can be bought here.
(or your local amazon...)
An abstract of the book can be downloaded here.
All models and illustrations from the book can be downloaded here.

Discussing Chapter 14: ’TYING IT ALL UP IN THE BOWTIE’ with Håvard Hovdahl, SVP Loyalty at Strawberry

In this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 14: ’TYING IT ALL UP IN THE BOWTIE’ with Håvard Hovdahl, SVP of Loyalty at the Nordic hotel chain, Strawberry.
It's a conclusive episode of the series - almost a season finale (except there will be a new season starting next Wednesday already) - as we're concluding on the Bowtie of Personalization - but also adding a twist of Customer Loyalty.
Håvard seems to know all about the intersection between Hospitality, Loyalty and Personalization - so do take the time to listen to this one!
In the episode we cover the following points:
Håvard's career path and his work at Strawberry
What is so special about working in Hospitality
How personalization fits into Loyalty and Hospitality
How personalized a customer journey could actually become (if suddenly all challenges were gone and there were no roadblocks)
How personalized the AVERAGE customer journey in hospitality is and what the reasons for the gap is
How they measure the results og loyalty and personalization at Strawberry - eg. balancing CLV and 'Proxy metrics'
How he sees the general maturity of personalization in hospitality and last but not least...
Håvard's own favourite example of personalization that he has experienced personally (Yes - at a Strawberry hotel! - and I agree it is such a good example!)
Based on Rasmus Houlind's latest book ’Hello $FirstName - Profiting from Personalization’
Watch the full Episode with video on Youtube here.
The full book is available in print and kindle and can be bought here.
(or your local amazon...)
An abstract of the book can be downloaded here.
All models and illustrations from the book can be downloaded here.

Bonus Episode: Discussing The Moments of Truth and CDPs with Founder and CTO at Tealium, Mike Anderson

This week's episode of the 'Hello $FirstName' podcast is a BONUS episode and we'll be discussing Moments of Truth and the role of CDPs within Personalization. To help us become wiser on this topic we have Founder and CTO at Tealium, Mike Anderson in the studio.
In this episode we cover the following points:
Mike’s career and how Tealium was born before the term CDP was even invented
How important Personalization is in the world of Tealium
What ‘When’ and ‘Realtime’ mean for personalization
How Tealium can help marketers uncover both Segments and Moments of Truth with their customers
Which companies can benefit from a CDP? How Martech-mature do they need to be?
Who doesn’t need one… (tricky one there but Mike manages to answer quite good!)
What the biggest value-add normally is for CDP clients
What Mike’s best advice is for companies wanting to evaluate or implement a CDP
Mike’s own favourite example of personalization that he's experienced personally.
Based on Rasmus Houlind's latest book ’Hello $FirstName - Profiting from Personalization’
Watch the full Episode with video on Youtube here.
The full book is available in print and kindle and can be bought here.
(or your local amazon...)
An abstract of the book can be downloaded here.
All models and illustrations from the book can be downloaded here.