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

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 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.