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

Discussing Chapter 10: ’Insights part 2: Moments of Truth’ with Gianfranco Cuzziol, Former Head of CRM at Aesop, Speaker, Author, Consultant

In this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 10 ’Insights part 2: Moments of Truth’ with Gianfranco Cuzziol, Former Head of CRM at Aesop, Speaker, Author and Consultant.
Gianfranco has been a part of personalization and CRM from way back when Direct Mail was the thing (and hey - it still works!). He's worked agency side, as a consultant and on the brand side. International CRM & Personalization Lead at Avon and before that Natura & Co (The Bodyshop, Aesop). All the experience you could possibly want in this podcast.
Gianfranco gives his perspective to what makes personalization work and comes with numerous examples from his time at Aesop and before that. Also there's the favourite example of personalization that never happened - so disappointed in the automotive industry...! 
Give it a listen to learn more!
In the episode we cover the following points:
Gianfranco's background from Aesop, Natura & Co, agency and client side
How Gianfranco sees the Bowtie model as a guide for personalization
How Gianfranco sees the distinction between Segments and Moment of Truth
Which Moments of Truth that were most important in the Customer Journey at Aesop? 
How good were they at determining these moments for customers? Enough data? Enough insights?
How can classic AI help us here?
How did they act on these insights? Across channels? Inbound vs. Outbound?
What does Gianfranco believe will happen to personalization in the future?
How can generative AI help us?
Gianfranco's own favourite example of personalization that he's experienced personally (or almost experienced...)
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 10 - Insights Part 2: Moments of Truth

This episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely Chapter 10: 
INSIGHTS PART 2: MOMENTS OF TRUTH
What is a moment of truth?
Moments of truth belong to the customer
Discovering vs creating intent
The danger of creating an unintended intent
Finding moments of truth
Dynamic data indicates a moment of truth
Absence of data can also indicate a moment of truth
Digging deeper into moments of truth
How Google uses the term ‘moment of truth’
Algorithmic indications of moments of truth – AI and advanced analytics
Not all moments of truth are marketing’s responsibility
Moments of truth matter the most within marketing automation
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 9: ’Personalization in Campaigns’ with Mads Jefsen, Marketing Director at F.C.Copenhagen

In this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 9 'Personalization in Campaigns' with Mads Jefsen, Marketing Director at the football club F.C.Copenhagen (FCK).
FCK has been a huge success the last few years - and with the recent qualification into the knockout parts of the Champions League - this year is no exception.
But they're not only doing well on the field - they're known worldwide within the world of football for how they work with commercializing their club and their digital activities! ...Also when it comes to personalizing campaigns!
Watch it to learn more!
When working with personalization in campaigns it's really about how you match your segments with the right messages. FCK are masters of this! Working with insights such as the customers' favourite stand on the stadium, their buying patterns, their interest in merchandise and much much more...
In the episode we cover the following points:
Mads's background from both the publishing industry and FCK
How Mads defines the term personalization
How Mads and his team manages the complexity of a football club and the data it is consistently creating personalized customer experiences
What the difference is between marketing to customers and to fans
How they use these insights in their campaigns and for personalizing the customer experience in general
How they are firm in working for a long term CLV and not term conversions (all the time)
Mads’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.

Chapter 9 - Personalization in Campaigns

This episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely chapter 9:
PERSONALIZATION IN CAMPAIGNS
Defining the term ‘campaign’
Value creation in personalized campaigns
Increasing sales to prospects and customers
Increasing the efficiency of campaigns by reusing dynamic logic for content
Saving costs by optimizing ad spend and avoiding returned orders and dissatisfaction
Charging suppliers money through retail media
Maturity levels for personalized campaigns 
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 8: ’Content Part 1: Messages’ with Dorte Karlsson, ex Head of Data and Insights at Story House Egmont, CRM at HK, now Senior Advisor at Web2Media

In this week's episode of the 'Hello $FirstName' podcast I'll be discussing chapter 8 'Content, Part 1: Messages' with Dorte Karlsson, Previoius Head of Data & Insights from Story House Egmont Denmark and CRM Manager at the workers' union HK and now Senior Advisor at the agency Web2Media.
Dorte's career history has CRM written all over it...
So how has Dorte seen different message variants contribute to a better, more personalized and more profitable customer experience?
Watch it to learn more! (And see what happens when I'm trying to record a podcast with my toddler being at home sick...)
Messages are one of the primary types of content used in personalization and represents one of the 4 corners of the Bowtie of Personalization from the book 'Hello $Firstname'.
We'll learn from Dorte's experience with magazine subscribers at Story House Egmont and discuss how she has used different message variants to boost retention rates with more than 20%.
Based on her history at the Danish workers' union HK she tells about how relevant and correctly timed messages for graduates moving from a cheap subscription to a full fledged one remedied churn like nothing else in the union's history!
We cover the following points:
Dorte’s background from both CRM at HK, Head of Data and Insights from Story House Egmont and her work at Web2Media
How Dorte defines the term personalization
How Dorte finds conversations with colleagues and clients around the term personalization
How Dorte sees the distinction between the two content types Messages and Content Feeds from the Bowtie of Personalization
Dorte’s favourite examples from personalized campaigns from HK and Egmont
Dorte’s favourite examples from personalized Marketing Automation from HK and Egmont
How Dorte and her teams have been using different communication channels to optimize cost of communication
How Dorte perceives customer value in personalization and why you shouldn’t always chase the conversion but go for engagement instead
Dorte’s own favourite example of personalization that she'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.

Chapter 8 - Content Part 1: Messages

This episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely chapter 8:
CONTENT PART 1: MESSAGES
What is a message?
Variations from channel to channel
Adapting message variants for different segments
Using cultural differences in message variants
Beware of poor translations
Using parametrization for extra personalization
Creating value for customers in your messages
Category entry points
Value creation in a broader perspective
Using message variants when repeating a message
Focusing on messages when working outbound
Is it really for me?
Personalizing the choice of communication channel
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 7 - ’Insights Part 1: Segmentation’ with Lisa Björnskär, CEO at BellyBalance.se, ex Customer Growth and Loyalty at 3

In this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 7 'Insights, Part 1: Segments' with Lisa Björnskär, CEO at BellyBalance.se and former Head of customer loyalty, 3.
Segmentation is one of the primary types of insights used in personalization and represents one of the 4 corners of the Bowtie of Personalization from the book 'Hello $Firstname'. And segmentation is exactly what we're discussing in this Episode.
What are segments? What different kinds exist? And how can you put them to use when you’re working with personalization?
We'll learn from Lisa's experience with the telco 3 in Sweden and from her CEO position at the app based startup BellyBalance.se where they're helping people suffering from IBS - Irritable Bowel Syndrome.
How do you segment your communication in these two cases? When do you step over the line? When does it go from helpful to creepy?
We cover the following points:
Lisa's background from both management consulting, the telco 3 and her experience with BellyBalance.se
How Lisa defines the term personalization
How Lisa sees the relation between segmentation and personalization
How Lisa sees the distinction between the two insight types Segments and Moments of Truth
How both demography and value based segments have been used in 3 and in BellyBalance
How the different segments have led to different creative messaging and channel selections?
How qualitative vs. quantitative data both matter when it comes to segmentation
Lisa'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.

Discussing Chapter 6 - ’The Bowtie of Personalization’ with Peter Anders Franch, Head of Customer Insights, CRM and Email Marketing at Matas

In this week's episode of the 'Hello $FirstName' podcast I'll be discussing chapter 6 'The Bowtie of Personalization' with Peter Anders Franch, Head of Customer Insights, CRM and Email Marketing at the multiple award winning Danish omnichannel retailer in health and beauty, Matas. 
Since The Bowtie of Personalization is one of the key chapters in the book and the Bowtie being the main model for understanding and talking about personalization in an unambiguous way, this is indeed an episode not to miss.
You can expect us to be discussing how Matas approaches personalization from a channel agnostic view and matches insights and content like few others. 
That includes the following:
Peter's background from both agencies and brands - as he says - it has CRM written all over it! 
How Peter defines the term personalization and also hyper personalization
If and when hyper personalization makes sense in the world of Matas
Whether personalization mainly should happen in the channels or on an omnichannel level
How the channels fit into the whole personalization talk
How Matas prioritizes channels against one another
How both qualitative and quantitative data is leveraged for better CX in Matas
How a model like the 'Bowtie of Personalization' can help marketers have more meaningful conversations and thus work better together on personalization
What Peter believes will happen with personalization in the future
And at the end - Peter's own favourite example of personalization that he's experienced personally
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 7 - Insights Part 1: Segments

This episode of the 'Hello $FirstName' podcast consists of an audio book chapter. The episode was supposed to be a discussion of Chapter 6, but due to unforeseen circumstances - we'll launch yet another chapter before we head into discussions of the two.
INSIGHTS PART 1: SEGMENTS
How are segments built?
Turning segments into personas
Methods of segmentation
Advanced segmentation – behavioural clusters
Value-based segmentation
Using value-based segments to optimize paid media spend
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 6: The Bowtie of Personalization

This episode of the 'Hello $FirstName' podcast consists of an audio book chapter.
THE BOWTIE OF PERSONALIZATION
A glimpse of hyper-personalization – what’s ‘knot’ to like?
Dramatizing the knot in the bowtie
True personalization magic happens before the channels
Central management of insights and content drives efficient personalization
The art of the possible
Websites and apps mash it up
Deciding on your communication channels
Owned media before paid media
The new channels
The power of repetition
Insights come from data
Quantitative data drives insight; qualitative data drives messaging
All models are wrong – but some are useful!
From Bowtie to Pyramid – what does good look like?
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.