’Hello $FirstName’ - marketing experts discussing the topic of personalization
Ready to learn about personalization in marketing? This podcast is like nothing you’ve tried before. There will be two types of episodes: 1. Audio-book chapters from ’Hello $Firstname’ 2. Discussions of the topics in these chapters with experts in the field Based on my latest book ’Hello $FirstName - Profiting from Personalization’ The book is available in print and kindle and can be bought here: https://amzn.eu/d/7con9Ex (or your local .com, .co.uk, .se amazon...) A written abstract of the book can be downloaded here: https://agillic.com/free-ebook-hello-firstname/ All models and illustrations from the book can be downloaded here: https://www.omnichannelinstitute.com/resources?lang=en
Episodes
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 fro...
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
- ...
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 Sw...
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 c...
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 episod...
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-m...
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.
Håva...
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 eve...
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 ...
In 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 followin...
In 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 pat...
This 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
- R...
This 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 a...
In 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...
This 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 – subscrip...
In 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 & Personali...
This 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 mom...
In 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...
This 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 suppli...
In 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 personali...
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