In this week's episode of the 'Hello $FirstName' podcast we'll be discussing the third and last chapter in part 3 of the book: THE PREREQUISITES FOR PERSONALIZATION. Chapter 17 is called ’CONVERSION RATE OPTIMIZATION AND PERSONALIZATION'. This week’s guest is a special friend of mine who's also known as 'The Queen Of CRO' (.com). Marianne Stjernvall has her own consulting and speaking business which is hard earned from her succesful history of CRO work at COOP Sweden and Tele2. Who better to discuss the inter-relation between CRO and Personalization with? At least I only see a few other options that come close (and that haven't already been on the show). In the episode we cover the following points: Marianne's career path and her work within CRO at COOP, Tele2 and her own business from the CRO community What CRO really is What her biggest achievement in CRO has been How the whole CRO community works How Personalization and CRO converge? (if they do) When to shift from CRO to Personalization What Direct Marketers can and should learn from the CRO tribe and finally... Marianne's own favourite example of personalization that she has experienced personally Which interestingly enough leads into a discussion about whether the best personalization is something that is clearly and explicitly personalized or that merely removes friction and makes things go smoothly... What do you think? Based on Rasmus Houlind's 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.