In this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 20: ’MARKETING TECHNOLOGY. Our special guest this week is Martin Wammen. Martin is the founder of the boutique Martech consulting agency Marchitechs. And he has extensive experience from both SaaS, the agency side and even from classic direct marketing and is currently working with several high end brands in the Nordics. In the episode we cover the following points: Martin's background and his aim with founding Marchitechs What the most common challenges companies face when choosing marketing technology are Which key criteria he recommends that brands consider in this process How representative the considerations by Norsk Rikstoto (who are in the book) are across the board What the need is for a central customer profile and how that fits with Customer Data Platforms How companies should deal with the fact that the 3rd party cookie is dying and how they should focus on 1st party data How Martin sees the order of which technology should be applied for personalized customer experiences His view on what he calls the 'Content Crisis' and how that is tied closely into GenAI How he sees the two martech trends 'Atomization' and 'Aggregation' that we cover in the book Which trends he sees in the future Martin's own favourite example of personalization that he has experienced personally 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.