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profiting from personalization

Guide til at arbejde med personaliseret markedsføring. Med cases fra forskellige lande

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Indhold: What is personalization? (The hype of personalization ; What is the problem with personalization? ; Defining personalization ; Why does personalization work? ; Marketing without personalization) ; A practitioner's view on personalization (The bowtie of personalization ; Insights, part 1 : segments ; Content, part 1 : messages ; Personalization in campaigns ; Insights, part 2 : moments of truth ; Personalization in marketing automation ; Content, part 2 : content feeds ; Personalization on inbound platforms ; Tying it all up in the bowtie of personalization) ; The prerequisites for personalization (The basic foundations for personalization ; Data and personalization ; Conversion rate optimization and personalization) ; Orginizational maturity for personalization (Models of organizational maturity in personalization ; People and skills for personalization ; Marketing technology ; Governance ; Achieveing organizational maturity for personalization)

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