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.