Two books that give your organisation a shared vocabulary

Hello $Firstname — Profiting from Personalisation

Personalisation is one of the biggest buzzwords in marketing, and according to MartechTribe, the term that appears most frequently across martech vendor websites. It is also one of the most confused, because marketers with very different jobs all use the same word for different things. Hello $Firstname gives organisations a shared definition instead.

At its core is the Bowtie of Personalisation: insight on one hand, content on the other, tied into a customer experience free of unnecessary friction but full of genuine relevance. The book also introduces the Pyramid of Personalisation, showing how communication and organisational maturity evolve from first steps to fully orchestrated, omnichannel personalisation.

This edition adds a new perspective on how generative AI and the content layer are reshaping the game: AI can help solve the content crisis, but governance, skills and the right organisational setup still decide whether it works. The accompanying Personalisation Cards let you map use cases and next steps with colleagues and partners.

A short introduction to the book and the thinking behind it:

Hvis det handler om mig, så køber jeg!

My first book on omnichannel marketing, published in Danish in 2015, based on the knowledge and maturity of Danish organisations at the time. Some of the examples have aged, but the logic of the Omnichannel Hexagon and most of the underlying issues hold up today. Worth a read if English isn't your preference or if your organisation is still on the outer edge of the Hexagon.