’Hello $FirstName’ - marketing experts…

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Chapter 22+23 - Season Finale of 'Hello $Firstname'

Saison 1 · Épisode 45

mercredi 10 juillet 2024 • Durée 12:12

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.

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Discussing Chapter 21: ’GOVERNANCE’ with Tina Lambert, Head of CRM at Danish Industry

Saison 1 · Épisode 44

mardi 9 juillet 2024 • Durée 39:34

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.

Chapter 17: Conversion Rate Optimization & Personalization

Saison 1 · Épisode 35

mardi 7 mai 2024 • Durée 09:28

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.

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Discussing Chapter 16: ’DATA AND PERSONALIZATION’ with Michael Bietenhader, Chief Consulting Officer at Nexum AG

Saison 1 · Épisode 34

mardi 30 avril 2024 • Durée 52:13

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.

Chapter 16: Data & Personalization

Saison 1 · Épisode 33

mardi 23 avril 2024 • Durée 10:03

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.

Lire plusRéduire

Discussing Chapter 15: ’THE PREREQUISITES FOR PERSONALIZATION’ with Jesper Damsgaard, SVP Ecommerce at Pandora

Saison 1 · Épisode 32

mardi 16 avril 2024 • Durée 48:07

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.

Chapter 15 - Prerequisites for Personalization: The Basic Foundations

Saison 1 · Épisode 31

mardi 9 avril 2024 • Durée 13:27

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.

Lire plusRéduire

Discussing Chapter 14: ’TYING IT ALL UP IN THE BOWTIE’ with Håvard Hovdahl, SVP Loyalty at Strawberry

Saison 1 · Épisode 30

mardi 2 avril 2024 • Durée 58:57

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...)

Bonus Episode: Discussing The Moments of Truth and CDPs with Founder and CTO at Tealium, Mike Anderson

Saison 1 · Épisode 29

mardi 12 mars 2024 • Durée 53:26

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.

Chapter 14 - Tying it all up in the Bowtie of Personalization

Saison 1 · Épisode 28

mardi 27 février 2024 • Durée 22:15

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.

Lire plusRéduire

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

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Apple Podcasts

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Qualité et score du flux RSS

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Apple Podcasts

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