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

Chapter 13 - Personalization on Inbound Platforms

This episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely Chapter 13 which concludes on how to deploy personalization tactics to inbound platforms such as websites and apps.
Due to a slight mix-up of schedules, the intended discussion of Chapter 12 with Pier Luigi Spagna from Warner Bros Discovery will be next week's episode. 
CHAPTER 13: PERSONALIZATION ON INBOUND PLATFORMS 
Relating inbound platform construction to the Bowtie of Personalization
Creating inbound platforms from insights
Core customer experience comes before personalization
Personalization in near real time
Personalizing content feeds vs personalizing messages
The order of personalization on inbound platforms
Start with ‘My’ pages
Personalize content feeds
Add personalized messages
Hiding unnecessary content is also personalization
Value creation from personalization on inbound platforms
Increasing top-line sales
Reducing service costs
Reducing churn
Maturity levels for personalization on inbound platforms
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 12 - Content Part 2: Content Feeds

This episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely Chapter 12 which revolves about the role that content feeds - as in e.g. product recommendations and similar recommendations - play in the realm of personalization. 
CONTENT PART 2: CONTENT FEEDS
Using content properties to group, sort, rank, filter, and mark
Generic grouping of content
Advanced grouping of content
Sorting and ranking
Filtering
Marking
Personalizing content feeds
The right feed means more than the ranking within it
Echo chambers or sources of inspiration?
Using content feeds wisely
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 11: ’Value from Marketing Automation’ with Jesper Lindeberg, Head of CRM at Miinto.com

In this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 11 ’Value from Marketing Automation’ with Jesper Lindeberg, Head of CRM at Miinto.com
Jesper has been a part of personalization and CRM at Miinto.com for several years now and is the primary architect of the huge growth that Miinto.com has had in their revenue coming from Marketing Automation. There's really no one better to talk about this chapter and share his experiences.
In the episode we cover the following points:
Jesper's background from Miinto.com, Saxo.com and the agency days
What kind of company Miinto.com is
Jesper's experience working with personalization and how they go about it at Miinto.com
How the two forms of insights - moments of truth and messages - compare when seeking value from marketing automation
How value creation in MA compares to more seasonal campaign revenue
How MA can also lead to Cost savings
What the most effective flows are
How Miinto are looking at generative AI for personalization
Jesper'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 11 - Personalization in Marketing Automation

This episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely Chapter 11: 
PERSONALIZATION IN MARKETING AUTOMATION
Value creation in marketing automation
Segments and content feeds are secondary in marketing automation
For marketing automation, consider value over the long term
The three primary value drivers of marketing automation
Increased top line – retail
Increased top line – subscription
Decreased customer churn
Cost savings
Beyond sales – chasing the Next Best eXperience 
What are the most effective flows?
Maturity levels for 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 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.