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Rasmus Houlind

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Subscription TalksSubscription Talks News: Opkøb i mediebranchen & besøg af Rasmus HoulindI dag kommer vi forbi opkøbet af Zetland og Altinget. Derefter taler vi med Rasmus Houlind fra Agillic om den nye udgave af sin bog, Hello $Firstname. Her taler vi særligt om personalisering og AI i kunderejsen.Værter:Niels Vestergaard, Konsulent hos SubscrybeJosefine Elmue Tostenæs, Konsulent hos SubscrybeGæst: Rasmus Houlind, Chief Experience Officer, Agillic
2025-10-0614 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalization🎮 Data with a Dopamine Kick: Gamification, Zero-Party Data, and Personalization - with COO of Scratcher, Nikolaj SkarbyeIn this episode of Hello $Firstname, I’m joined by Nikolaj Skarbye from Scratcher.io for a deep dive into what might be the most overlooked shortcut to personalization: asking people directly - while making it fun. At the heart of our conversation is zero-party data: the kind of willingly shared data that can include preferences, intentions, interests - even motivations. And instead of waiting for transactional behaviour to build up, gamification offers a way to collect this data early in the journey, at scale, and in ways that engage rather than interrupt. The twist?
2025-05-2050 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalization🎮 Data with a Dopamine Kick: Gamification, Zero-Party Data, and Personalization - with COO of Scratcher, Nikolaj SkarbyeIn this episode of Hello $Firstname, I’m joined by Nikolaj Skarbye from Scratcher.io for a deep dive into what might be the most overlooked shortcut to personalization: asking people directly - while making it fun. At the heart of our conversation is zero-party data: the kind of willingly shared data that can include preferences, intentions, interests - even motivations. And instead of waiting for transactional behaviour to build up, gamification offers a way to collect this data early in the journey, at scale, and in ways that engage rather than interrupt. The twist?
2025-05-2050 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationFrom Prompts to Personalization: How AI is Rewriting Email Marketing - with Villads Leth, CEO and Founder of Alvas.aiWhat happens when the Content Crisis meets AI creativity? In this episode of the Hello $Firstname podcast, I sat down with Villads Leth, CEO and Founder at Alvas.ai, to explore what fully individualised, AI-written email content looks like in practice. And why it’s forcing marketers to rethink what content is, how it’s created, and what it means to personalise at scale. 🎯 Here’s what makes this conversation so relevant: Villads and his team are enabling brands to go far beyond segmentation. They’re generating email content that’s 100% unique—based not just on the...
2025-05-0653 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationFrom Prompts to Personalization: How AI is Rewriting Email Marketing - with Villads Leth, CEO and Founder of Alvas.aiWhat happens when the Content Crisis meets AI creativity? In this episode of the Hello $Firstname podcast, I sat down with Villads Leth, CEO and Founder at Alvas.ai, to explore what fully individualised, AI-written email content looks like in practice. And why it’s forcing marketers to rethink what content is, how it’s created, and what it means to personalise at scale. 🎯 Here’s what makes this conversation so relevant: Villads and his team are enabling brands to go far beyond segmentation. They’re generating email content that’s 100% unique—based not just on the...
2025-05-0653 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationScaling Soulful Content with Generative AI – The Landfolk Way - with Chris Kjær Sørensen, CTO at Landfolk.comIn the latest episode of the Hello $Firstname podcast, I had the pleasure of talking with Chris Kjær Sørensen, CTO and co-founder of Landfolk — the curated holiday rental platform that’s redefining what it means to rent a holiday home with character. What struck me most in this conversation is just how naturally Landfolk operates in alignment with the Content Layer of the CX Layers framework. Not because they set out to do so—but because their approach to content is rooted in human stories, structure, and AI-powered scalability. ✨ So, what makes their content work so sp...
2025-04-2255 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationScaling Soulful Content with Generative AI – The Landfolk Way - with Chris Kjær Sørensen, CTO at Landfolk.comIn the latest episode of the Hello $Firstname podcast, I had the pleasure of talking with Chris Kjær Sørensen, CTO and co-founder of Landfolk — the curated holiday rental platform that’s redefining what it means to rent a holiday home with character. What struck me most in this conversation is just how naturally Landfolk operates in alignment with the Content Layer of the CX Layers framework. Not because they set out to do so—but because their approach to content is rooted in human stories, structure, and AI-powered scalability. ✨ So, what makes their content work so sp...
2025-04-2255 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationPages ≠ Stages: Why Website Personalization Is Stuck in the Wrong Mindset, w. David Mannheim CEO and Founder of MadeWithIntent.aiIn the latest episode of the Hello $Firstname podcast, I’m joined (Again! Congrats on being the first 2nd-time guest, David) by David Mannheim — author of The Person in Personalisation, founder of MadeWithIntent.ai, avid Disney fan and all-around provocateur of personalization norms. David and I go way back — he even wrote the foreword for Hello $Firstname — but this episode isn’t just a nostalgic reunion. It’s a bold look at how website personalization has lagged behind other parts of the customer experience, and how understanding customer intent is the key to finally catching up. 📊 What’s t...
2025-04-0854 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationPages ≠ Stages: Why Website Personalization Is Stuck in the Wrong Mindset, w. David Mannheim CEO and Founder of MadeWithIntent.aiIn the latest episode of the Hello $Firstname podcast, I’m joined (Again! Congrats on being the first 2nd-time guest, David) by David Mannheim — author of The Person in Personalisation, founder of MadeWithIntent.ai, avid Disney fan and all-around provocateur of personalization norms. David and I go way back — he even wrote the foreword for Hello $Firstname — but this episode isn’t just a nostalgic reunion. It’s a bold look at how website personalization has lagged behind other parts of the customer experience, and how understanding customer intent is the key to finally catching up. 📊 What’s t...
2025-04-0854 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationCRO Without Big Numbers: Personalization in The VodafoneZiggo Way - Daniël Granja BaltazarNot Enough Traffic for A/B Testing? Here’s How VodafoneZiggo Scales Personalization Anyway 📉 In B2B marketing, low traffic volume is often a CRO killer. But that hasn’t stopped VodafoneZiggo from building a smart, insight-driven personalization engine anyway. In the latest episode of the Hello $Firstname podcast, I had the pleasure of speaking with Daniel Granja Baltazar, CRO Specialist at VodafoneZiggo, about how his team is rethinking Conversion Rate Optimization and Personalization in a B2B context—where statistical significance isn’t always an option, and complexity is the norm. Daniel sh...
2025-03-2553 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationCRO Without Big Numbers: Personalization in The VodafoneZiggo Way - Daniël Granja BaltazarNot Enough Traffic for A/B Testing? Here’s How VodafoneZiggo Scales Personalization Anyway 📉 In B2B marketing, low traffic volume is often a CRO killer. But that hasn’t stopped VodafoneZiggo from building a smart, insight-driven personalization engine anyway. In the latest episode of the Hello $Firstname podcast, I had the pleasure of speaking with Daniel Granja Baltazar, CRO Specialist at VodafoneZiggo, about how his team is rethinking Conversion Rate Optimization and Personalization in a B2B context—where statistical significance isn’t always an option, and complexity is the norm. Daniel sh...
2025-03-2553 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationWhy Shark Attacks Won’t Sell More Ice Cream – And Other Data Pitfalls with Senior Data Scientist Ola Lindeberg ex Telia, Ivbar, Swedish Armed Forces🐟🍦 If we just increase the number of shark attacks, we’ll sell more ice cream! Sounds ridiculous, right? Yet, many businesses unknowingly fall into similar data traps when working with predictive analytics. While the two graphs might correlate - one is not causing the other. Could the sun be at play as the common determining factor? The shark anecdote is one many great anecdotes Ola Lindeberg shared in the latest episode of the Hello $Firstname podcast. Ola, an indeed very senior data scientist with experience from Telia Sweden, Ivbar, and Swedish Armed Forces, joined me to discuss the flaw...
2025-03-1148 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationWhy Shark Attacks Won’t Sell More Ice Cream – And Other Data Pitfalls with Senior Data Scientist Ola Lindeberg ex Telia, Ivbar, Swedish Armed Forces🐟🍦 If we just increase the number of shark attacks, we’ll sell more ice cream! Sounds ridiculous, right? Yet, many businesses unknowingly fall into similar data traps when working with predictive analytics. While the two graphs might correlate - one is not causing the other. Could the sun be at play as the common determining factor? The shark anecdote is one many great anecdotes Ola Lindeberg shared in the latest episode of the Hello $Firstname podcast. Ola, an indeed very senior data scientist with experience from Telia Sweden, Ivbar, and Swedish Armed Forces, joined me to discuss the flaw...
2025-03-1148 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationBeyond Cute: How Personalized Video Content Is Revolutionizing CX - with Ronald Griffin, CEO and Founder of SEEN.ioIn this special episode of the Hello $Firstname podcast, I had the pleasure of speaking with Ronald Griffin, CEO and co-founder of SEEN.io—a trailblazer in personalized video content for marketing. I first met Ronald at Dialogkonferansen 2024 in Sweden, where his powerful presentation on Generative AI and video creation left a lasting impression. He introduced the now-famous phrase: “That’s cute, but so what?”—a challenge to all marketers using AI to move beyond creating visually impressive content and focus on making it meaningful. In this episode, we dive deep into how personalized video fits withi...
2025-02-2540 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationBeyond Cute: How Personalized Video Content Is Revolutionizing CX - with Ronald Griffin, CEO and Founder of SEEN.ioIn this special episode of the Hello $Firstname podcast, I had the pleasure of speaking with Ronald Griffin, CEO and co-founder of SEEN.io—a trailblazer in personalized video content for marketing. I first met Ronald at Dialogkonferansen 2024 in Sweden, where his powerful presentation on Generative AI and video creation left a lasting impression. He introduced the now-famous phrase: “That’s cute, but so what?”—a challenge to all marketers using AI to move beyond creating visually impressive content and focus on making it meaningful. In this episode, we dive deep into how personalized video fits withi...
2025-02-2540 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationThe CX Layers - how Data and Content feed into the Personalization Layer - Midway status by Rasmus HoulindIn this special episode of the Hello $Firstname podcast, we’re doing things a little differently than normal. Having covered several episodes of season 2 and having discussed and presented the concept of the CX Layers that show how Personalization feeds from both the Data Layer AND the Content Layer, I thought it was time for a midway stop and introduce an update on the framework. This episode represents a key milestone, offering an in-depth look at how Content and Data work together to drive Personalization at scale. NB: Since I'm sharing a graphical overview of the CX la...
2025-02-1121 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationThe CX Layers - how Data and Content feed into the Personalization Layer - Midway status by Rasmus HoulindIn this special episode of the Hello $Firstname podcast, we’re doing things a little differently than normal. Having covered several episodes of season 2 and having discussed and presented the concept of the CX Layers that show how Personalization feeds from both the Data Layer AND the Content Layer, I thought it was time for a midway stop and introduce an update on the framework. This episode represents a key milestone, offering an in-depth look at how Content and Data work together to drive Personalization at scale. NB: Since I'm sharing a graphical overview of the CX la...
2025-02-1121 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalization🚀 How Points Lead to Pathos - an interview with Zsuzsa Kecsmar about how Loyalty and Personalization ConvergeIn this week’s episode, I had the pleasure of speaking with Zsuzsa Kecsmar, Chief Strategy Officer and co-founder of Antavo, one of the most powerful loyalty management platforms. Together, we unpacked how loyalty programs can act as the glue between content, data and personalization, and how they’re helping brands build emotional connections with their customers. Here are some key takeaways from our conversation: 1️⃣ The Role of Loyalty Programs in the Content Layer: It’s clear that loyalty programs generate valuable transactional and preference data to the data layer, but they also contribute to the con...
2025-01-2832 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalization🚀 How Points Lead to Pathos - an interview with Zsuzsa Kecsmar about how Loyalty and Personalization ConvergeIn this week’s episode, I had the pleasure of speaking with Zsuzsa Kecsmar, Chief Strategy Officer and co-founder of Antavo, one of the most powerful loyalty management platforms. Together, we unpacked how loyalty programs can act as the glue between content, data and personalization, and how they’re helping brands build emotional connections with their customers. Here are some key takeaways from our conversation: 1️⃣ The Role of Loyalty Programs in the Content Layer: It’s clear that loyalty programs generate valuable transactional and preference data to the data layer, but they also contribute to the con...
2025-01-2832 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationIs Flying Tiger Copenhagen Done with Translating Content? An interview with AI Manager, Rasmus SchlosserIn this episode of The Hello $Firstname Personalization Podcast, I had the pleasure of chatting with Rasmus Schlosser, AI Manager at Flying Tiger Copenhagen. What really stood out was how Generative AI is solving a massive challenge they face. ✨ This episode is a little different – it doesn’t dwell much on personalization but instead explores the upstream phase of the Content Layer, where Master Content is gathered, created, and cleansed. Flying Tiger Copenhagen handles thousands of SKUs, many with limited descriptions from suppliers. 🏷️ Crafting meaningful, localized product descriptions at scale is no small task. You need it not...
2025-01-2139 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationIs Flying Tiger Copenhagen Done with Translating Content? An interview with AI Manager, Rasmus SchlosserIn this episode of The Hello $Firstname Personalization Podcast, I had the pleasure of chatting with Rasmus Schlosser, AI Manager at Flying Tiger Copenhagen. What really stood out was how Generative AI is solving a massive challenge they face. ✨ This episode is a little different – it doesn’t dwell much on personalization but instead explores the upstream phase of the Content Layer, where Master Content is gathered, created, and cleansed. Flying Tiger Copenhagen handles thousands of SKUs, many with limited descriptions from suppliers. 🏷️ Crafting meaningful, localized product descriptions at scale is no small task. You need it not...
2025-01-2139 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationRetention, Personalization, and the Power of Emotions - a conversation with Tom BurrellIn this episode of The Hello $Firstname Personalization Podcast, Rasmus Houlind sits down with Tom Burrell, founder of Retention Coach, to explore how businesses can turn retention strategies into a powerful growth engine. Drawing on a career spanning roles at Manchester United, DAZN, and TalkTalk, Tom shares actionable insights into why retention is often undervalued—and how personalization can change the game. 💡 What you’ll learn in this episode: How personalized onboarding journeys can boost retention by 10% or more Why the "content crisis" in retention is holding businesses back—and how to overcome it The role of GenAI...
2025-01-0750 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationRetention, Personalization, and the Power of Emotions - a conversation with Tom BurrellIn this episode of The Hello $Firstname Personalization Podcast, Rasmus Houlind sits down with Tom Burrell, founder of Retention Coach, to explore how businesses can turn retention strategies into a powerful growth engine. Drawing on a career spanning roles at Manchester United, DAZN, and TalkTalk, Tom shares actionable insights into why retention is often undervalued—and how personalization can change the game. 💡 What you’ll learn in this episode: How personalized onboarding journeys can boost retention by 10% or more Why the "content crisis" in retention is holding businesses back—and how to overcome it The role of GenAI...
2025-01-0750 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationFrom Content Crisis to Customer Relevance - scaling Personalization with efficient Content ManagementIn this latest episode of Hello $Firstname Season 2, I sat down with Nicole France, Chief Evangelist at Contentful, to dig into how brands can truly make personalization work at scale—and the challenges they face in making it happen. Personalization sounds like a simple concept, right? After all, we all know the importance of getting data sorted and leveraging customer insights in order to speak to our customers in a way that feels personal and relevant. But hey - what about ‘the right message’, I mean the content side of things? What good is the perfect audience if we...
2024-12-171h 04’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationFrom Content Crisis to Customer Relevance - scaling Personalization with efficient Content ManagementIn this latest episode of Hello $Firstname Season 2, I sat down with Nicole France, Chief Evangelist at Contentful, to dig into how brands can truly make personalization work at scale—and the challenges they face in making it happen. Personalization sounds like a simple concept, right? After all, we all know the importance of getting data sorted and leveraging customer insights in order to speak to our customers in a way that feels personal and relevant. But hey - what about ‘the right message’, I mean the content side of things? What good is the perfect audience if we...
2024-12-171h 04’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationPersonalizing Content to make Pandora sparkle - The Hello $Firstname Podcast - S02E02A Conversation with Julie Marie Hermann: Personalization at Pandora In this episode of Hello $Firstname Season 2, I had the pleasure of sitting down with Julie Marie Hermann, Personalization and CX Manager at Pandora, the world’s largest jewelry brand by volume. With over 33,000 employees and a presence in more than 100 countries, Pandora is leading the way in scaling personalization. Julie shared some insightful thoughts on the challenges and opportunities Pandora faces when it comes to delivering personalized customer experiences. Here are some key takeaways: 1. The Content Crisis: Navigating the Overflow Julie talks about the overwhelming am...
2024-12-0347 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationPersonalizing Content to make Pandora sparkle - The Hello $Firstname Podcast - S02E02A Conversation with Julie Marie Hermann: Personalization at Pandora In this episode of Hello $Firstname Season 2, I had the pleasure of sitting down with Julie Marie Hermann, Personalization and CX Manager at Pandora, the world’s largest jewelry brand by volume. With over 33,000 employees and a presence in more than 100 countries, Pandora is leading the way in scaling personalization. Julie shared some insightful thoughts on the challenges and opportunities Pandora faces when it comes to delivering personalized customer experiences. Here are some key takeaways: 1. The Content Crisis: Navigating the Overflow Julie talks about the overwhelming am...
2024-12-0347 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationSeason 2 Premiere - Discussing the Content Crisis and the Content Layer with Frans RiemersmaThe Content Crisis in Personalization and the Content Layer In the season premiere of Hello $Firstname Season 2, I had the privilege of sitting down with my co-author, Frans Riemersma, founder of MartechTribe and a global thought leader in marketing technology. Frans is working closely together with Scott Brinker on the MartechMap.com that most marketers are familiar with (hint: crazy map with an ever increasing list of vendors). Together, we introduced the theme of this season: how to solve the content crisis for personalization. The content crisis has become the key...
2024-11-1954 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationSeason 2 Premiere - Discussing the Content Crisis and the Content Layer with Frans RiemersmaThe Content Crisis in Personalization and the Content Layer In the season premiere of Hello $Firstname Season 2, I had the privilege of sitting down with my co-author, Frans Riemersma, founder of MartechTribe and a global thought leader in marketing technology. Frans is working closely together with Scott Brinker on the MartechMap.com that most marketers are familiar with (hint: crazy map with an ever increasing list of vendors). Together, we introduced the theme of this season: how to solve the content crisis for personalization. The content crisis has become the key...
2024-11-1954 minDigital Business Talks
Digital Business Talks#74 Personalisering - sådan gør du! m. Rasmus HoulindBaseret på sin seneste bog ’Hello $FirstName’ introducerer Rasmus Houlind dig og gæstevært, Sara Eskildsen, i dette afsnit af Digital Perfor til en dekonstruktion af begrebet personalisering og hvad det betyder for forskellige stammer af marketingfolk. Hans model, ’the bowtie of personalization’, skaber klarhed og muliggør effektivt arbejde med at skabe en personlig kundeoplevelse – uanset om det er i kampagner, marketingautomation eller på hjemmesiden. Lær, hvordan du undgår misforståelser, og ved, hvilke håndtag du skal trække for at optimere rentabiliteten med personalisering. Rasmus Houlind er Thought Leader inden for Personalization...
2024-11-1238 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationChapter 22+23 - Season Finale of 'Hello $Firstname'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 h...
2024-07-1012 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 21: ’GOVERNANCE’ with Tina Lambert, Head of CRM at Danish IndustryIn 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 pl...
2024-07-0939 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 21: ’GOVERNANCE’ with Tina Lambert, Head of CRM at Danish IndustryIn 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 pl...
2024-07-0939 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationChapter 21: GovernanceThis week's episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely...  CHAPTER 21: GOVERNANCE How does governance apply within marketing? What is subject to governance when it comes to personalization? Governance topics imposed by law Data processing, privacy regulations, and consent management Governance topics imposed by other departments IT Governance Procurement processes HR policies Brand guidelines Governance topics you should consider imposing Personalization accountability Data operations Marketing operating model Contact and suppression policies Retail media policies Martech governance Maturity levels for governance The full book is available in print and kindle and c...
2024-07-0224 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 20: ’MARKETING TECHNOLOGY’ with Martin Wammen, Founder of MarchitechsIn this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 20: ’MARKETING TECHNOLOGY. Our special guest this week is Martin Wammen. Martin is the founder of the boutique Martech consulting agency Marchitechs. And he has extensive experience from both SaaS, the agency side and even from classic direct marketing and is currently working with several high end brands in the Nordics. In the episode we cover the following points: Martin's background and his aim with founding Marchitechs What the most common challenges companies face when choosing marketing technology are Which key criteria he...
2024-06-251h 00’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 20: ’MARKETING TECHNOLOGY’ with Martin Wammen, Founder of MarchitechsIn this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 20: ’MARKETING TECHNOLOGY. Our special guest this week is Martin Wammen. Martin is the founder of the boutique Martech consulting agency Marchitechs. And he has extensive experience from both SaaS, the agency side and even from classic direct marketing and is currently working with several high end brands in the Nordics. In the episode we cover the following points: Martin's background and his aim with founding Marchitechs What the most common challenges companies face when choosing marketing technology are Which key criteria he...
2024-06-251h 00’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationChapter 20: Marketing TechnologyThis week's episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely...  CHAPTER 20: MARKETING TECHNOLOGY Systems of record Will a customer content platform (CCP) emerge? Atomization and aggregation Go for best-of-integration Growing your stack’s maturity Rightsizing your martech stack Using atomization and aggregation to rightsize your martech architecture Maturity levels for marketing technology 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...
2024-06-1817 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 19: ’PEOPLE AND SKILLS FOR PERSONALIZATION’ with Christian Peter, Author and Award Winning CX leader in FinanceIn this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 19: ’PEOPLE AND SKILLS FOR PERSONALIZATION’. Our special guest this week is Christian Peter. Christian has vast experience as a leader in CX from several large banks in the financial sector in Germany. He even has the award statuettes to prove his success in the field. Last year I saw Christian receive an EDDI Award from DDV, German Dialog Marketing Association for his and his team's work at CommerzBank. He's also an author at Sulona.com and has written the book ‘It Depends on the Ands’...
2024-06-1159 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 19: ’PEOPLE AND SKILLS FOR PERSONALIZATION’ with Christian Peter, Author and Award Winning CX leader in FinanceIn this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 19: ’PEOPLE AND SKILLS FOR PERSONALIZATION’. Our special guest this week is Christian Peter. Christian has vast experience as a leader in CX from several large banks in the financial sector in Germany. He even has the award statuettes to prove his success in the field. Last year I saw Christian receive an EDDI Award from DDV, German Dialog Marketing Association for his and his team's work at CommerzBank. He's also an author at Sulona.com and has written the book ‘It Depends on the Ands’...
2024-06-1159 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationChapter 19: People and Skills for PersonalizationThis episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely Chapter 19: People and Skills for Personalization CHAPTER 19: PEOPLE AND SKILLS FOR PERSONALIZATION Enter the marketing technologist How about the creative skills? How the 5M model applies to personalization Applying these skills to the Pyramid of Personalization Shifts in focus Shifts in composition Shifts in operating model Size matters Insourcing vs outsourcing Maturity levels for people and skills The full book is available in print and kindle and can be bought here. (or your local amazon...) An abstract...
2024-06-0420 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 18: ’MODELS FOR ORGANIZATIONAL MATURITY IN PERSONALIZATION’ with Frans Riemersma, Co-author and Founder of MarketingTribeIn this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 18: ’MODELS FOR ORGANIZATIONAL MATURITY IN PERSONALIZATION’. Our special guest this week is Frans Riemersma. Apart from being a co-author on a very important part of ‘Hello $Firstname’, Frans is driving a lot of interesting research out there with MartechTribe.com and is really getting to the bottom of Martech and Martech Ops. This also includes the work on MarTechMap.com with Scott Brinker from ChiefMartec. So who better to take this discussion with? In the episode we cover the following points: Frans's...
2024-05-2855 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 18: ’MODELS FOR ORGANIZATIONAL MATURITY IN PERSONALIZATION’ with Frans Riemersma, Co-author and Founder of MarketingTribeIn this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 18: ’MODELS FOR ORGANIZATIONAL MATURITY IN PERSONALIZATION’. Our special guest this week is Frans Riemersma. Apart from being a co-author on a very important part of ‘Hello $Firstname’, Frans is driving a lot of interesting research out there with MartechTribe.com and is really getting to the bottom of Martech and Martech Ops. This also includes the work on MarTechMap.com with Scott Brinker from ChiefMartec. So who better to take this discussion with? In the episode we cover the following points: Frans's...
2024-05-2855 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationChapter 18: Models for Organizational Maturity in PersonalizationThis 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.
2024-05-2112 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 17: ’CRO AND PERSONALIZATION’ with Marianne Stjernvall, The Queen of CRO, ex COOP and Digital Director at Tele2In 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...
2024-05-1546 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 17: ’CRO AND PERSONALIZATION’ with Marianne Stjernvall, The Queen of CRO, ex COOP and Digital Director at Tele2In 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...
2024-05-1546 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationChapter 17: Conversion Rate Optimization & PersonalizationThis 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...
2024-05-0709 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 16: ’DATA AND PERSONALIZATION’ with Michael Bietenhader, Chief Consulting Officer at Nexum AGIn 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 adventur...
2024-04-3052 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 16: ’DATA AND PERSONALIZATION’ with Michael Bietenhader, Chief Consulting Officer at Nexum AGIn 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 adventur...
2024-04-3052 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationChapter 16: Data & PersonalizationThis 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.
2024-04-2310 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 15: ’THE PREREQUISITES FOR PERSONALIZATION’ with Jesper Damsgaard, SVP Ecommerce at PandoraIn 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 me...
2024-04-1648 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 15: ’THE PREREQUISITES FOR PERSONALIZATION’ with Jesper Damsgaard, SVP Ecommerce at PandoraIn 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 me...
2024-04-1648 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationChapter 15 - Prerequisites for Personalization: The Basic FoundationsThis 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 a...
2024-04-0913 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 14: ’TYING IT ALL UP IN THE BOWTIE’ with Håvard Hovdahl, SVP Loyalty at StrawberryIn 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...
2024-04-0258 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 14: ’TYING IT ALL UP IN THE BOWTIE’ with Håvard Hovdahl, SVP Loyalty at StrawberryIn 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...
2024-04-0258 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationBonus Episode: Discussing The Moments of Truth and CDPs with Founder and CTO at Tealium, Mike AndersonThis 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...
2024-03-1253 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationBonus Episode: Discussing The Moments of Truth and CDPs with Founder and CTO at Tealium, Mike AndersonThis 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...
2024-03-1253 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationChapter 14 - Tying it all up in the Bowtie of PersonalizationThis 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 exp...
2024-02-2722 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 13: ’PERSONALIZATION ON INBOUND PLATFORMS’ with Lars Birkholm Petersen, Founder of Uniform, Ex VP of SitecoreIn this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 13: ’PERSONALIZATION ON INBOUND PLATFORMS’ with Lars Birkholm Petersen, Founder of Uniform, the Agency Altola and Ex VP of Business Optimization at Sitecore.  Lars is a published author within personalization and was one of the pioneers within onsite personalization when he was at the Nordic CMS / DXP Sitecore.  In the episode we cover the following points: Lars' career path and his work at Sitecore, Altola and Uniform How marketers can create the most value from doing onsite personalization How fast webpage load time a...
2024-02-2051 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 13: ’PERSONALIZATION ON INBOUND PLATFORMS’ with Lars Birkholm Petersen, Founder of Uniform, Ex VP of SitecoreIn this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 13: ’PERSONALIZATION ON INBOUND PLATFORMS’ with Lars Birkholm Petersen, Founder of Uniform, the Agency Altola and Ex VP of Business Optimization at Sitecore.  Lars is a published author within personalization and was one of the pioneers within onsite personalization when he was at the Nordic CMS / DXP Sitecore.  In the episode we cover the following points: Lars' career path and his work at Sitecore, Altola and Uniform How marketers can create the most value from doing onsite personalization How fast webpage load time a...
2024-02-2051 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 12: ’CONTENT FEEDS’ with Pier Luigi Spagna, EMEA VP of Retention and Engagement at Warner Bros DiscoveryIn this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 12 ’CONTENT PART 2: CONTENT FEEDS’ with Pier Luigi Spagna, EMEA VP of Retention and Engagement at Warner Bros Discovery. Pier has deep experience from CRM and Engagement through not only several years with HBO and Warner Bros Discovery but also from his time at Deliveroo in the UK. In the episode we cover the following points: Pier's career path and his work at HBO and Warner Bros Discovery What the story is with the HBO and Discovery brands Which kind of personalization they...
2024-02-1437 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 12: ’CONTENT FEEDS’ with Pier Luigi Spagna, EMEA VP of Retention and Engagement at Warner Bros DiscoveryIn this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 12 ’CONTENT PART 2: CONTENT FEEDS’ with Pier Luigi Spagna, EMEA VP of Retention and Engagement at Warner Bros Discovery. Pier has deep experience from CRM and Engagement through not only several years with HBO and Warner Bros Discovery but also from his time at Deliveroo in the UK. In the episode we cover the following points: Pier's career path and his work at HBO and Warner Bros Discovery What the story is with the HBO and Discovery brands Which kind of personalization they...
2024-02-1437 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationChapter 13 - Personalization on Inbound PlatformsThis episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely Chapter 13 which concludes on how to deploy personalization tactics to inbound platforms such as websites and apps. Due to a slight mix-up of schedules, the intended discussion of Chapter 12 with Pier Luigi Spagna from Warner Bros Discovery will be next week's episode.  CHAPTER 13: PERSONALIZATION ON INBOUND PLATFORMS  Relating inbound platform construction to the Bowtie of Personalization Creating inbound platforms from insights Core customer experience comes before personalization Personalization in near real time Personalizing content feeds vs personalizing messages The order of...
2024-02-0616 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationChapter 12 - Content Part 2: Content FeedsThis episode of the 'Hello $FirstName' podcast consists of an audio book chapter, namely Chapter 12 which revolves about the role that content feeds - as in e.g. product recommendations and similar recommendations - play in the realm of personalization.  CONTENT PART 2: CONTENT FEEDS Using content properties to group, sort, rank, filter, and mark Generic grouping of content Advanced grouping of content Sorting and ranking Filtering Marking Personalizing content feeds The right feed means more than the ranking within it Echo chambers or sources of inspiration? Using content feeds wisely The full book is available i...
2024-01-3021 minFunnel Reboot
Funnel RebootHello $Firstname, with Rasmus Houlind '1 to 1 Marketing,'  sounds wonderful. Don Peppers & Martha Rogers wrote a series of books in the 1990s called this. We have thrown all kinds of technology, content, and persona construction at it over the last 25 years. But it still eludes us. Architecting communications that converses with each person, at their own point in a conversation with our brand is hard.  Is it marketing's job to actually have 1:1 conversations? And with  what's at stake if we  screw up personalization, can we implement or maintain it without losing our jobs?   Today's guest is here to help answer that.  S...
2024-01-251h 01Funnel Reboot
Funnel RebootHello $Firstname, with Rasmus Houlind '1 to 1 Marketing,'  sounds wonderful. Don Peppers & Martha Rogers wrote a series of books in the 1990s called this. We have thrown all kinds of technology, content, and persona construction at it over the last 25 years. But it still eludes us. Architecting communications that converses with each person, at their own point in a conversation with our brand is hard.  Is it marketing's job to actually have 1:1 conversations? And with  what's at stake if we  screw up personalization, can we implement or maintain it without losing our jobs?   Today's guest is here to help answer that.  S...
2024-01-251h 01’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 11: ’Value from Marketing Automation’ with Jesper Lindeberg, Head of CRM at Miinto.comIn this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 11 ’Value from Marketing Automation’ with Jesper Lindeberg, Head of CRM at Miinto.com Jesper has been a part of personalization and CRM at Miinto.com for several years now and is the primary architect of the huge growth that Miinto.com has had in their revenue coming from Marketing Automation. There's really no one better to talk about this chapter and share his experiences. In the episode we cover the following points: Jesper's background from Miinto.com, Saxo.com and the agen...
2024-01-2345 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 11: ’Value from Marketing Automation’ with Jesper Lindeberg, Head of CRM at Miinto.comIn this week's episode of the 'Hello $FirstName' podcast we'll be discussing chapter 11 ’Value from Marketing Automation’ with Jesper Lindeberg, Head of CRM at Miinto.com Jesper has been a part of personalization and CRM at Miinto.com for several years now and is the primary architect of the huge growth that Miinto.com has had in their revenue coming from Marketing Automation. There's really no one better to talk about this chapter and share his experiences. In the episode we cover the following points: Jesper's background from Miinto.com, Saxo.com and the agen...
2024-01-2345 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationChapter 11 - Personalization in Marketing AutomationThis 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 the Next Best eXperience  What are the most effective flows? Maturity levels for Marketing Automation The full book is available in print and kindle and can be bought here. (or...
2024-01-1623 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 10: ’Insights part 2: Moments of Truth’ with Gianfranco Cuzziol, Former Head of CRM at Aesop, Speaker, Author, ConsultantIn 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 Bodyshop, Aesop). All the experience you could possibly want in this podcast. Gianfranco gives his perspective to w...
2024-01-0946 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 10: ’Insights part 2: Moments of Truth’ with Gianfranco Cuzziol, Former Head of CRM at Aesop, Speaker, Author, ConsultantIn 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 Bodyshop, Aesop). All the experience you could possibly want in this podcast. Gianfranco gives his perspective to w...
2024-01-0946 minDigital Marketing Gyaan
Digital Marketing GyaanPower of AI for Personalization in Digital Marketing with Rasmus HoulindRasmus Houlind is a renowned expert in Personalization and Omnichannel Marketing. With multiple bestselling books behind him, he is a renowned author and sought after keynote speaker and thus further spreading his knowledge and advice throughout the industry.
2024-01-0518 minDigital Marketing Gyaan
Digital Marketing GyaanPower of AI for Personalization in Digital Marketing with Rasmus HoulindRasmus Houlind is a renowned expert in Personalization and Omnichannel Marketing. With multiple bestselling books behind him, he is a renowned author and sought after keynote speaker and thus further spreading his knowledge and advice throughout the industry.
2024-01-0518 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationChapter 10 - Insights Part 2: Moments of TruthThis 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 truth’ Algorithmic indications of moments of truth – AI and advanced analytics Not all moments of truth are marketing’s respons...
2024-01-0218 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 9: ’Personalization in Campaigns’ with Mads Jefsen, Marketing Director at F.C.CopenhagenIn 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 their club and their digital activities! ...Also when it comes to personalizing...
2023-12-1943 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 9: ’Personalization in Campaigns’ with Mads Jefsen, Marketing Director at F.C.CopenhagenIn 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 their club and their digital activities! ...Also when it comes to personalizing...
2023-12-1943 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationChapter 9 - Personalization in CampaignsThis 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 campaigns  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 do...
2023-12-1218 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 8: ’Content Part 1: Messages’ with Dorte Karlsson, ex Head of Data and Insights at Story House Egmont, CRM at HK, now Senior Advisor at Web2MediaIn 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 more! (And see what happens when I'm trying to record a podcast with my toddler...
2023-12-0539 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 8: ’Content Part 1: Messages’ with Dorte Karlsson, ex Head of Data and Insights at Story House Egmont, CRM at HK, now Senior Advisor at Web2MediaIn 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 more! (And see what happens when I'm trying to record a podcast with my toddler...
2023-12-0539 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationChapter 8 - Content Part 1: MessagesThis 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 when repeating a message Focusing on messages when working outbound Is it really for me? Personalizing the choice of communication channel The full book is available in print...
2023-11-2818 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 7 - ’Insights Part 1: Segmentation’ with Lisa Björnskär, CEO at BellyBalance.se, ex Customer Growth and Loyalty at 3In 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 how can you put them to use when you’re working with personalization? We'll learn from Lisa...
2023-11-2141 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 6 - ’The Bowtie of Personalization’ with Peter Anders Franch, Head of Customer Insights, CRM and Email Marketing at MatasIn 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 not to miss. You can expect us to be discussing how Matas approaches personalization from a channel a...
2023-11-1447 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationChapter 7 - Insights Part 1: SegmentsThis 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 spend The full book is available in print and kindle and can be bought here. (or your local amazon...) An abstract of th...
2023-11-0713 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationChapter 6: The Bowtie of PersonalizationThis 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 repetition Insights come from data Quantitative data drives insight; qualitative data drives messaging All models are wrong – but some are useful! From Bowti...
2023-10-3120 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 5 - ’Marketing without Personalization’ with Kim Jong Andersen, Partner and COO at WDP and Founder of Danish Digital AwardIn 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 founding and driving Danish Digital Award.  When the term personalization first came up When personalization took off Whether personalization is more of a d...
2023-10-2555 minOne Thirty Biohacks
One Thirty BiohacksEveryday Longevity with Rasmus HoulindEpisode is in Danish. There's a lot of buzz around longevity at the moment, and much like biohacking, it can easily be taken to the extreme or at least perceived as such. However, Longevity doesn't have to be extreme or involve consuming 70 supplements a day. To a large extent, it's about embracing fundamental routines and habits in our everyday lives.Rasmus Houlind is a marketing evangelist and a partner at the marketing automation software company, Agillic. He is also an angel investor and, most importantly in this context, a longevity enthusiast. His passion for longevity has...
2023-10-2236 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationChapter 5: Marketing Without PersonalizationThis 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 amazon...) An abstract of the book can be downloaded here. All models and illustrations from the book can be...
2023-10-1811 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 4 - ’Why does Personalization work?’ with Neuroscientist and PhD Matt JohnsonIn 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 too much and when How the element of serendipity connects to a good CX and personalization How personalization affects brand perception  Matt's own favourite example o...
2023-10-1144 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationChapter 4: Why does Personalization work?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 book can be downloaded here.
2023-10-0412 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 3 - ’Defining Personalization’ with PhD and Post Doc Tekila Harley Nobile from University of LuganoIn 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 personalization How Personalization is not an ‘either–or’ Watch the full Episode with video on Youtube here. The full book is available in print and kindle and can be bought...
2023-09-2743 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationChapter 3: Defining PersonalizationThis 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 your local amazon...) An abstract of the book can be downloaded here. All models and illustrations from the book can be downloaded here.
2023-09-1918 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 2 with Michala Svane, CCO at Roskilde Festival, former CMO at Tivoli and CMO of the year in DenmarkIn 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 personalization she is most proud of
2023-09-1339 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationChapter 2: The Problem of Personalization 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.
2023-09-0613 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationDiscussing Chapter 1 with David MannheimIn 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 video on Youtube here.
2023-08-2943 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationChapter 1: The Hype of Personalization 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.
2023-08-2308 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationIntroduction to the Podcast and the BookIn 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.
2023-08-2314 min’Hello $FirstName’ - marketing experts discussing the topic of personalization
’Hello $FirstName’ - marketing experts discussing the topic of personalizationIntroduction to the Podcast and the BookIn 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.
2023-08-2314 minHelp my DTC grow
Help my DTC growEP 41. How can data analytics and customer feedback be used to improve personalization for DTC brands? - Rasmus Houlind from AgillicHow can data analytics and customer feedback be used to improve personalization for DTC brands? Rasmus Houlind is a well-known author, speaker and consultant in the Nordics. After 10 years of consulting within digital marketing and marketing automation, in 2015 he published his first marketing book. Later in 2019, he followed up with the omnichannel marketing bestseller ‘Make it all about me’. Since then he has evangelized Omnichannel Marketing and Marketing Automation from a position of Chief Experience Officer with the Nordic Martech company Agillic. From this episode, you will get the answers to the following questions: What...
2023-06-1241 minThe Measure Pod
The Measure Pod#80 A chat about $PodcastSubject with $GuestName (with Rasmus Houlind @ Agillic)Show notes and full transcript is available at https://bit.ly/42EywUq.00:15 - Intro 02:55 - Topic 39:53 - Wind down 41:39 - OutroThis week Dan and Dara are joined by Rasmus Houlind - author of the book Hello $FirstName and CXO at Agillic. In this discussion, they chat about what personalisation is, the differences between implicit and explicit personalisation, how the customer journey belongs to the customer, and how to adapt a CRO mindset for personalisation.The kind folks at Agillic are giving away 10 copies of Rasmus' book Hello $FirstName when you...
2023-05-1242 minCMO After Hours - Et podcast om marketing
CMO After Hours - Et podcast om marketingRasmus Houlind - AgillicHvad er personalisering i marketing?Og hvordan kan man aktivt bruge det i sin indsats?Dét satte vi os for at undersøge, og hvem bedre til at guide os igennem denne spændende disciplin end Rasmus Houlind, der til dagligt er CXO (Chief Experience Officer) hos SaaS-virksomheden Agillic.Go' fornøjelse!Vind 10 eksemplarer af Rasmus nye bog!
2023-03-0645 minLID Radio
LID RadioThe keys to marketing success: omnichannel, personalization and analytics - Rasmus Houlind & Colin ShearerIn this episode, we talked to marketing experts Rasmus Houlind and Colin Shearer, authors of Make It All About Me, about their omnichannel model.
2019-11-2137 min