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

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by Rasmus Houlind

5.0(3 reviews)

75 episodes

Updated Weekly

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Podcast Overview

Ready to learn about personalization in marketing? Where first season was based on the book ’Hello $FirstName - Profiting from Personalization’ - Season 2 takes it further to explore the Content Crisis of Personalization - and the roles that the Content Layer (hint: a parallel to the Data Layer but with... well Content) and GenAI play in truly making personalization scale. 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

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8/23/2023

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🇺🇸 Charts #3

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Engagement27

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Recent Episodes

July 2, 2026

Hello $Firstname AI Edition, Chapter 14: Tying It All Up in the Bowtie of Personalization

In Chapter 14 of Hello $Firstname, Rasmus Houlind reads ‘Tying It All Up in the Bowtie of Personalization’. Rasmus Houlind is the author of Hello $Firstname and narrates this chapter himself because it brings Part Two together. The chapter revisits all four corners of the Bowtie of Personalization and shows how they come together across campaigns, marketing automation, and inbound platforms. The chapter explains what good looks like from the customer’s point of view. A realistic personalized customer experience is not hyper-personalized at every touchpoint. It is a mix of highly personalized communication, semi-personalized communication, and generic communication, shaped by how much data the brand has and how engaged the customer is. The chapter also goes deep into measurement. It discusses control groups, proxy metrics, statistical significance, customer lifetime value, net promoter score, and the importance of doing the math all the way to the money. It then gathers the maturity levels for campaigns, marketing automation, and inbound platforms into the front end of the Pyramid of Personalization. In his reflection at the end, Rasmus adds a 2026 perspective. AI has made it easier to turn structured and unstructured data into insight, create message variants, localize content, generate images, tag content, and prepare content feeds for activation. But he also warns that more AI-generated content is not automatically better content. Marketers still need judgment, taste, governance, and a clear model for what they are trying to do. The chapter closes Part Two with a clear conclusion: AI does not make the Bowtie obsolete. It makes the Bowtie more useful. The more powerful the technology becomes, the more important it is to understand the customer, the moment, the message, the content, and the value being created. More resources from the Hello $Firstname universe You can buy the physical book here:https://amzn.eu/d/6jV4QZT If the Amazon EU link does not work in your country, please search for Hello $Firstname: Profiting from Personalization, AI Edition on your local Amazon store. You can download the illustrations and models from the book here:https://www.omnichannelinstitute.com/en/resources You can also learn more about the Personalization Cards and Canvas, which help teams turn the Bowtie of Personalization into practical use cases, here:https://www.omnichannelinstitute.com/en/personalizationcards

July 2, 2026

Hello $Firstname AI Edition, Chapter 13: Personalization on Inbound Platforms

In Chapter 13 of Hello $Firstname, Mark Robertson reads ‘Personalization on Inbound Platforms’. Mark Robertson is Partnerships Director at Mastercard Dynamic Yield and has spent around 25 years working across marketing, technology, sales, partnerships, and tools for both outbound and inbound marketing. In this chapter, he reads about personalization on websites, apps, and other inbound platforms. The chapter explains that visitors arrive on inbound platforms with some kind of intention. If campaigns and marketing automation have done their job, the brand may even have helped spark that intention. The question then becomes how websites and apps can respond with the right content, functionality, messages, and feeds. The chapter argues that the core customer experience must come before personalization. A website or app must first work well as a self-service experience. Only then should marketers add dynamic personalization, starting with ‘My’ pages, then content feeds, then personalized messages based on intent, and eventually the hiding of irrelevant content that creates unnecessary friction. In his reflection at the end, Mark draws a clear distinction between testing, conversion rate optimization, and true personalization. He also points to the importance of operability across CDPs, loyalty systems, CMSs, digital asset management systems, ecommerce platforms, and analytics tools. His view is that AI will push inbound personalization beyond single-page testing towards more journey-based optimization. The chapter reminds marketers that inbound personalization is not just about changing the homepage banner. It is about understanding customer intent in near real time and designing the whole platform experience around what the customer is trying to do. More resources from the Hello $Firstname universe You can buy the physical book here:https://amzn.eu/d/6jV4QZT If the Amazon EU link does not work in your country, please search for Hello $Firstname: Profiting from Personalization, AI Edition on your local Amazon store. You can download the illustrations and models from the book here:https://www.omnichannelinstitute.com/en/resources You can also learn more about the Personalization Cards and Canvas, which help teams turn the Bowtie of Personalization into practical use cases, here:https://www.omnichannelinstitute.com/en/personalizationcards

July 2, 2026

Hello $Firstname AI Edition, Chapter 12: Content, Part 2: Content Feeds

In Chapter 12 of Hello $Firstname, Maria Moreau reads ‘Content, Part 2: Content Feeds’. Maria Moreau is CRM Director at Boozt.com, where she works with CRM for millions of users. In this chapter, she reads about the second content corner of the Bowtie of Personalization: content feeds. The chapter opens with HBO Max and the challenge of personalizing which movies, series, and episodes are shown to each user. It explains how content feeds differ from messages: they are often fed from existing sources such as product information systems, article databases, application databases, or ecommerce platforms rather than being written from scratch by marketers. The chapter covers how content feeds can be grouped, sorted, ranked, filtered, and marked. It explains why the right feed can matter more than the ranking within it, how feeds can support both relevance and inspiration, and why marketers must be careful not to create narrow echo chambers when recommendation logic becomes too rigid. Maria’s framing at the beginning makes the practical stakes clear: for teams managing CRM at scale, content feeds are vital to making personalization operational. They are what allow brands to activate large bodies of products, articles, offers, shows, events, or recommendations in ways that feel useful to each customer. The chapter shows why personalization on inbound platforms is often less about writing a perfect message and more about choosing the right shelf, the right feed, and the right context. More resources from the Hello $Firstname universe You can buy the physical book here:https://amzn.eu/d/6jV4QZT If the Amazon EU link does not work in your country, please search for Hello $Firstname: Profiting from Personalization, AI Edition on your local Amazon store. You can download the illustrations and models from the book here:https://www.omnichannelinstitute.com/en/resources You can also learn more about the Personalization Cards and Canvas, which help teams turn the Bowtie of Personalization into practical use cases, here:https://www.omnichannelinstitute.com/en/personalizationcards

75 total episodes available

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What is ’Hello $FirstName’ - marketing experts discussing the topic of personalization?: Ready to learn about personalization in marketing?

Where first season was based on the book ’Hello $FirstName - Profiting from Personalization’ - Season 2 takes it further to explore the Content Crisis of Personalization - and the roles that the Content Layer (hint: a parallel to the Data Layer but with... well Content) and GenAI play in truly making personalization scale.

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
How often does this podcast release new episodes?: This podcast updates weekly.
Where can I listen to this podcast?: This podcast is available on 10 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.
Does this podcast accept guests?: No, this podcast does not typically feature guests.

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