Discussing Chapter 16: ’DATA AND PERSONALIZATION’ with Michael Bietenhader, Chief Consulting Officer at Nexum AG ’Hello $FirstName’ - marketing experts discussing the topic of personalization

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.