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.