’Hello $FirstName’ - marketing experts discussing the topic of personalization Rasmus Houlind

This episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely Chapter 18: Models of Organizational Maturity in Personalization.
CHAPTER 18: MODELS OF ORGANIZATIONAL MATURITY IN PERSONALIZATION












The Omnichannel Hexagon
A realistic view on organizational maturity within personalization
Productization in marketing
The back end of 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.

In this week's episode of the 'Hello $FirstName' podcast we'll be discussing the third and last chapter in part 3 of the book: THE PREREQUISITES FOR PERSONALIZATION. Chapter 17 is called ’CONVERSION RATE OPTIMIZATION AND PERSONALIZATION'.
This week’s guest is a special friend of mine who's also known as 'The Queen Of CRO' (.com). Marianne Stjernvall has her own consulting and speaking business which is hard earned from her succesful history of CRO work at COOP Sweden and Tele2.
Who better to discuss the inter-relation between CRO and Personalization with? At least I only see a few other options that come close (and that haven't already been on the show).
In the episode we cover the following points:
Marianne's career path and her work within CRO at COOP, Tele2 and her own business from the CRO community
What CRO really is
What her biggest achievement in CRO has been
How the whole CRO community works
How Personalization and CRO converge? (if they do)
When to shift from CRO to Personalization
What Direct Marketers can and should learn from the CRO tribe and finally...
Marianne's own favourite example of personalization that she has experienced personally
Which interestingly enough leads into a discussion about whether the best personalization is something that is clearly and explicitly personalized or that merely removes friction and makes things go smoothly... What do you think?
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.