’Hello $FirstName’ - marketing experts discussing the topic of personalization – Détails, épisodes et analyse

This is the last episode of this season of the 'Hello $FirstName' podcast. It consists of an audio book chapter - well two actually - namely... 

CHAPTER 22: ACHIEVING ORGANIZATIONAL MATURITY FOR PERSONALIZATION - with the points:

• The glass ceilings and how to break them
• Breaking the glass ceiling between the Hack and Pack levels
• Stabilize the performance of your core platforms
• Transition your team of builders to a team of executors (Makers to Marketers)
• Secure resources for both campaigns and marketing automation
• Secure data quality and format for marketing automation
• Switch from a project-based to a hybrid operating model
• Change from a simple ESP to a real MAP
• Breaking the glass ceiling between the Pack and Stack levels
• Establish cross-functional teams
• Centralize data and insights
• Centralize production and orchestration of content
• Realign your incentives and personalization accountability around customer-centricity

and

CHAPTER 23: CONCLUSION

• Conclusion
• About the authors

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 we'll be discussing chapter 21: ’GOVERNANCE.

Our special guest this week is Tina Lambert from Danish Industry. Tina is currently working as Head of CRM after many years within the political organization. Stakeholders wanting to inform all clients are many and the need for balancing priorities within CRM makes it necessary to rely on fixed processes and governance.

In the episode we cover the following points:

• Tina's background and career
• The importance of Governance in CRM and Marketing
• How data processing, privacy regulations, and consent management play into the CRM strategies at Danish Industry
• How the CRM department connects with both Legal, Procurement and IT
• How the CRM department interplays with other departments to get the client communications rolling
• What stakeholder strategies they use to align internally on customer communications and lastly...
• Tina'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.

This episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely Chapter 17. It is the third and last chapter in Part 3 of the book - The Prerequisites for Personalization and the chapter is called: Conversion Rate Optimization & Personalization.

CHAPTER 17: CONVERSION RATE OPTIMIZATION AND PERSONALIZATION

• Prioritizing between CRO and personalization
• Shifting from CRO towards personalization
• When to shift from CRO to personalization
• So, who is personalization not for?

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 we'll be discussing the second chapter in part 3 of the book: THE PREREQUISITES FOR PERSONALIZATION. Chapter 16 is called ’DATA AND PERSONALIZATION'.

This week’s guest is no-one but Chief Consulting Officer from the DACH based agency Nexum AG, Michael Bietenhader. Michael has extensive experience from both within consulting, from working ‘client-side’ at COOP Switzerland and from his long time hosting of ‘the loyalty podcast’.

In the episode we cover the following points:

• Michael's career path and his work at COOP Switzerland and NEXUM AG
• How the adventure of 'the Loyalty Podcast' began
• How personalization fits with customer loyalty (seems to be a popular topic these days!)
• How the DACH region is doing in terms of personalization in general
• How much data a company needs for profitable personalization
• What the trade-off is between having enough data and having the right data
• If more data is always better?
• If too much data can become a problem
• How fast data becomes obsolete
• What brands should do, if they have too little data... and...
• Michael'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.

This episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely Chapter 16. It is the second chapter in Part 3 of the book - The Prerequisites for Personalization and the chapter is called: Data & Personalization.

CHAPTER 16: DATA & PERSONALIZATION

• Is your data clean?
• How much data is needed to make personalization profitable?
• Re-evaluate often!
• How to scale permissions and data
• Persistent customer log-ins

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 we'll be discussing the first chapter in part 3 of the book: THE PREREQUISITES FOR PERSONALIZATION. Chapter 15 is called ’THE BASIC FOUNDATIONS FOR PERSONALIZATION'.

To help us getting to the bottom of this, I've had the opportunity to spend a really good time discussing matters with Jesper Damsgaard, SVP of Ecommerce at the world famous jewelry company Pandora.

In the episode we cover the following points:

• Jesper's career path and his work at Pandora
• The business of Pandora, business model, concept, the scale
• What the charms mean to the company - and to the customers
• Which types of personalization that Pandora is using
• If you can start too early as a company 
• ... or as a marketing practitioner
• What needs to be in place before doubling down on personalization
• The balance between brand building, Top-of-mind awareness and Personalization
• The balance between Owned and Paid media
• Which data, that Pandora collects
• How personalized their customer journey is and finally...
• Jesper's own favourite example of personalization that he has experienced personally

Based on Rasmus Houlind's latest 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.

This episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely Chapter 15. It is the first chapter in Part 3 of the book - The Prerequisites for Personalization and the chapter is called: The Basic Foundations for Personalization.

In the chapter we discuss the things that need to be in place in order for personalization to be worth doubling down on as a company. This is closely related to different go-to-market models.

CHAPTER 15: THE BASIC FOUNDATIONS FOR PERSONALIZATION 

• Three areas to manage well before investing in personalization
• Solid core offering
• Brand trust and demand
• Access to plentiful customer data
• Data types
• Special considerations for FMCG
• Value propositions with frequent engagement create more and better data

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 we'll be discussing chapter 14: ’TYING IT ALL UP IN THE BOWTIE’ with Håvard Hovdahl, SVP of Loyalty at the Nordic hotel chain, Strawberry.

It's a conclusive episode of the series - almost a season finale (except there will be a new season starting next Wednesday already) - as we're concluding on the Bowtie of Personalization - but also adding a twist of Customer Loyalty.

Håvard seems to know all about the intersection between Hospitality, Loyalty and Personalization - so do take the time to listen to this one!

In the episode we cover the following points:

• Håvard's career path and his work at Strawberry
• What is so special about working in Hospitality
• How personalization fits into Loyalty and Hospitality
• How personalized a customer journey could actually become (if suddenly all challenges were gone and there were no roadblocks)
• How personalized the AVERAGE customer journey in hospitality is and what the reasons for the gap is
• How they measure the results og loyalty and personalization at Strawberry - eg. balancing CLV and 'Proxy metrics'
• How he sees the general maturity of personalization in hospitality and last but not least...
• Håvard's own favourite example of personalization that he has experienced personally (Yes - at a Strawberry hotel! - and I agree it is such a good example!)

Based on Rasmus Houlind's latest 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.

This week's episode of the 'Hello $FirstName' podcast is a BONUS episode and we'll be discussing Moments of Truth and the role of CDPs within Personalization. To help us become wiser on this topic we have Founder and CTO at Tealium, Mike Anderson in the studio.

In this episode we cover the following points:

• Mike’s career and how Tealium was born before the term CDP was even invented
• How important Personalization is in the world of Tealium
• What ‘When’ and ‘Realtime’ mean for personalization
• How Tealium can help marketers uncover both Segments and Moments of Truth with their customers
• Which companies can benefit from a CDP? How Martech-mature do they need to be?
• Who doesn’t need one… (tricky one there but Mike manages to answer quite good!)
• What the biggest value-add normally is for CDP clients
• What Mike’s best advice is for companies wanting to evaluate or implement a CDP
• Mike’s own favourite example of personalization that he's experienced personally.

Based on Rasmus Houlind's latest 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.

This episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely Chapter 14 which brings further perspectives on how personalized a customer journey can be expected to become - even if you are an expert at it. Also we zoom in on how to work with control groups to measure value properly.

CHAPTER 14: TYING IT ALL UP IN THE BOWTIE OF  PERSONALIZATION 

• Getting back to the knot of the bowtie
• What does ‘good’ look like from the customer’s point of view?
• The realistic end goal of the personalized customer experience
• Less engaged customers will experience less personalization
• Measuring the value of personalization
• Identifying your metrics
• Using control groups
• Using proxy metrics
• Do the math – all the way to the money
• Maturity levels for a personalized customer experience
• The Pyramid of Personalization

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.