Chapter 6: The Bowtie of Personalization

This 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 Bowtie to Pyramid – what does good look like?

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.