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

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.

Discussing Chapter 5 - ’Marketing without Personalization’ with Kim Jong Andersen, Partner and COO at WDP and Founder of Danish Digital Award

In this week's episode of the 'Hello $FirstName' podcast I'll be discussing chapter 5 'Marketing Without Personalization' with Kim Jong Andersen, Partner and CCO at Wibroe, Duckert & Partners and Chairman and Founder of Danish Digital Award.
You can expect us discussing how marketing would look - and indeed looked - before personalization became a thing. That includes the following:
Kim's background from several and very different types of marketing agencies and his involvement in founding and driving Danish Digital Award. 
When the term personalization first came up
When personalization took off
Whether personalization is more of a data or a content exercise
What a strong value proposition means for the effect of personalization
If personalization make it up for a poor value proposition
If personalization automatically means less reach
In which (business) use cases personalization is useless
How branding and personalization relate 
If personalization mainly creates short term or long term value for brands
What Kim believes will happen with personalization in the future
And at the end - Kim'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 5: Marketing Without Personalization

This episode of the 'Hello $FirstName' podcast consists of an audio book chapter.
MARKETING WITHOUT PERSONALIZATION
The personalization–value equation
Short- or long-term value creation
Using strong value propositions for easier marketing
Getting the format right to engage your audience
Achieving more value via high reach
Adding extra value to your marketing through 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 4 - ’Why does Personalization work?’ with Neuroscientist and PhD Matt Johnson

In this week's episode of the Hello FirstName podcast I'll be discussing chapter 4 'Why does Personalization work?' with Neuroscientist, PhD from Princeton, TEDx speaker, and multiple book author Matt Johnson.
You can expect us discussing the following:
How Matt ended up in psychology and neuroscience
What neuroscience actually is
Why does personalization work?
How a distinction between implicit and explicit personalization fits with a neuroscience perspective
If personalization can become too much and when
How the element of serendipity connects to a good CX and personalization
How personalization affects brand perception 
Matt's own favourite example of personalization that he's experienced?
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 4: Why does Personalization work?

This episode of the Hello FirstName podcast consists of an audio book chapter.
WHY DOES PERSONALIZATION WORK?
When things get creepy
When do consumers find personalization creepy?
Personalized vs personal
B2B business development – pretending to be personal?
Creepy personalization or just a coincidence?
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 3 - ’Defining Personalization’ with PhD and Post Doc Tekila Harley Nobile from University of Lugano

In this week's episode of the Hello FirstName podcast I'll be discussing chapter 3 'Defining Personalization' with PhD and Post Doc Tekila Harley Nobile from University of Lugano in Schwitzerland.
You can expect us discussing the following:
Personalization vs customization
Actual vs perceived personalization
Implicit vs explicit personalization
Targeting
Segmentation vs personalization – not a binary distinction
Two academic definitions of personalization
A practitioner’s definition of personalization
How Personalization is not an ‘either–or’
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 3: Defining Personalization

This episode of the Hello FirstName podcast consists of an audio book chapter.
CHAPTER 3: DEFINING PERSONALIZATION
Personalization vs customization
Actual vs perceived personalization
Implicit vs explicit personalization
Targeting
Segmentation vs personalization – not a binary distinction
Two academic definitions of personalization
A practitioner’s definition of personalization
Personalization is not an ‘either–or’
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.