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.