This episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely Chapter 11:  PERSONALIZATION IN MARKETING AUTOMATION Value creation in marketing automation Segments and content feeds are secondary in marketing automation For marketing automation, consider value over the long term The three primary value drivers of marketing automation Increased top line – retail Increased top line – subscription Decreased customer churn Cost savings Beyond sales – chasing...

In this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 10 ’Insights part 2: Moments of Truth’ with Gianfranco Cuzziol, Former Head of CRM at Aesop, Speaker, Author and Consultant. Gianfranco has been a part of personalization and CRM from way back when Direct Mail was the thing (and hey - it still works!). He's worked agency side, as a consultant and on the brand side. International CRM & Personalization Lead at Avon and before that Natura & Co (The...

This episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely Chapter 10:  INSIGHTS PART 2: MOMENTS OF TRUTH What is a moment of truth? Moments of truth belong to the customer Discovering vs creating intent The danger of creating an unintended intent Finding moments of truth Dynamic data indicates a moment of truth Absence of data can also indicate a moment of truth Digging deeper into moments of truth How Google uses the term ‘moment of...

In this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 9 'Personalization in Campaigns' with Mads Jefsen, Marketing Director at the football club F.C.Copenhagen (FCK). FCK has been a huge success the last few years - and with the recent qualification into the knockout parts of the Champions League - this year is no exception. But they're not only doing well on the field - they're known worldwide within the world of football for how they work with commercializing...

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...

In this week's episode of the 'Hello $FirstName' podcast I'll be discussing chapter 8 'Content, Part 1: Messages' with Dorte Karlsson, Previoius Head of Data & Insights from Story House Egmont Denmark and CRM Manager at the workers' union HK and now Senior Advisor at the agency Web2Media. Dorte's career history has CRM written all over it... So how has Dorte seen different message variants contribute to a better, more personalized and more profitable customer experience? Watch it to learn...

This episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely chapter 8: CONTENT PART 1: MESSAGES What is a message? Variations from channel to channel Adapting message variants for different segments Using cultural differences in message variants Beware of poor translations Using parametrization for extra personalization Creating value for customers in your messages Category entry points Value creation in a broader perspective Using message variants...

In this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 7 'Insights, Part 1: Segments' with Lisa Björnskär, CEO at BellyBalance.se and former Head of customer loyalty, 3. Segmentation is one of the primary types of insights used in personalization and represents one of the 4 corners of the Bowtie of Personalization from the book 'Hello $Firstname'. And segmentation is exactly what we're discussing in this Episode. What are segments? What different kinds exist? And...

In this week's episode of the 'Hello $FirstName' podcast I'll be discussing chapter 6 'The Bowtie of Personalization' with Peter Anders Franch, Head of Customer Insights, CRM and Email Marketing at the multiple award winning Danish omnichannel retailer in health and beauty, Matas.  Since The Bowtie of Personalization is one of the key chapters in the book and the Bowtie being the main model for understanding and talking about personalization in an unambiguous way, this is indeed an episode...

This episode of the 'Hello $FirstName' podcast consists of an audio book chapter. The episode was supposed to be a discussion of Chapter 6, but due to unforeseen circumstances - we'll launch yet another chapter before we head into discussions of the two. INSIGHTS PART 1: SEGMENTS How are segments built? Turning segments into personas Methods of segmentation Advanced segmentation – behavioural clusters Value-based segmentation Using value-based segments to optimize paid media...

This episode of the 'Hello $FirstName' podcast consists of an audio book chapter. THE BOWTIE OF PERSONALIZATION A glimpse of hyper-personalization – what’s ‘knot’ to like? Dramatizing the knot in the bowtie True personalization magic happens before the channels Central management of insights and content drives efficient personalization The art of the possible Websites and apps mash it up Deciding on your communication channels Owned media before paid media The new channels The power of...

In this week's episode of the 'Hello $FirstName' podcast I'll be discussing chapter 5 'Marketing Without Personalization' with Kim Jong Andersen, Partner and CCO at Wibroe, Duckert & Partners and Chairman and Founder of Danish Digital Award. You can expect us discussing how marketing would look - and indeed looked - before personalization became a thing. That includes the following: Kim's background from several and very different types of marketing agencies and his involvement in...

This episode of the 'Hello $FirstName' podcast consists of an audio book chapter. MARKETING WITHOUT PERSONALIZATION The personalization–value equation Short- or long-term value creation Using strong value propositions for easier marketing Getting the format right to engage your audience Achieving more value via high reach Adding extra value to your marketing through personalization The full book is available in print and kindle and can be bought here. (or your local...

In this week's episode of the Hello FirstName podcast I'll be discussing chapter 4 'Why does Personalization work?' with Neuroscientist, PhD from Princeton, TEDx speaker, and multiple book author Matt Johnson. You can expect us discussing the following: How Matt ended up in psychology and neuroscience What neuroscience actually is Why does personalization work? How a distinction between implicit and explicit personalization fits with a neuroscience perspective If personalization can become...

This episode of the Hello FirstName podcast consists of an audio book chapter. WHY DOES PERSONALIZATION WORK? When things get creepy When do consumers find personalization creepy? Personalized vs personal B2B business development – pretending to be personal? Creepy personalization or just a coincidence? 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...

In this week's episode of the Hello FirstName podcast I'll be discussing chapter 3 'Defining Personalization' with PhD and Post Doc Tekila Harley Nobile from University of Lugano in Schwitzerland. You can expect us discussing the following: 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...

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...

In this week's episode of the Hello FirstName podcast I'll be discussing 'The Problem of Personalization' with the CCO from Roskilde Festival, previous CMO of Tivoli and CMO of the year in Denmark, Michala Svane. You can expect the following: You can expect us discussing the following: The three ways of working with personalization The confusion on the topic Which personalized campaigns that Michala is most proud of Which marketing automation she is most proud of Which on-site...

This episode of the Hello FirstName podcast consists of an audio book chapter. CHAPTER 2: THE PROBLEM OF PERSONALIZATION Three branches of marketers Is personalization worth it? The branding sceptics The need for a clear definition 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.

In this week's episode of the Hello FirstName podcast I'll be discussing 'The Hype of Personalization' with thought leader and fellow author David Mannheim. You can expect the following: We discuss what consumers actually expect Where the personalization hype comes from The Gartner hype cycle Whether the hype is real If personalization creates Money or CX The branding skeptics and the bashers The maturity of personalization technology Generative AI Watch the full Episode with...

This episode of the Hello FirstName podcast consists of an audio book chapter. CHAPTER 1: THE HYPE OF PERSONALIZATION Consumers expect personalization – and brands had better deliver The tech hype of personalization Has personalization technology become mature? 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.

In this Episode, Rasmus Houlind gives an introduction to the podcast series and concludes with the Introduction from the book 'Hello $Firstname' and sets the listener on the path to learning all about personalization and how to create value for both company and customers.  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.