The Back-end of Personalization

Audiobook Chapter 18: 'Models of Organizational Maturity in Personalization' from the book 'Hello $FirstName' is out now! Listen to it on Spotify, Apple Podcasts or Podimo!

You don't build fantastic personalized customer experiences without a mature organization

I'd been thinking that the Bowtie of Personalization was enough theoretical ballast for 'Hello $Firstname'. After all - who needed another maturity model, right?

I'd already created The Omnichannel Hexagon as a maturity model for Omnichannel Marketing and I was afraid of repeating myself, I guess.

The Bowtie of Personalization is too simple... (for some)

Thinking back to research process for 'Hello $Firstname', we had done the 6 expert panels and listened to all the input from marketing leaders across Europe and Scandinavia in particular.

To be completely frank, some of the feedback we got from the Bowtie of Personalization was, that it was telling a story that a lot of experienced marketers already knew very well. 'We already know what Personalization is!'

Although it was very fine to eradicate any ambiguity from the term, surely there must be a bigger organizational story to tell about the term. And yes - indeed we were left with a lot of interesting content that didn't fit into the descriptive nature of the Bowtie of Personalization. And so came the idea for the maturity model called the Pyramid of Personalization (scroll to the bottom or listen to the chapter).

The back end supports the front end

As any good marketing project manager can testify - no good CX comes without having a good and solid back end. So the idea came to supply the 'front end' (the personalized 'scope') with a back end. In other words - what do you need to do on the organizational side of things to support a personalized CX?

We believe we captured the essence in the model you see below:

In this episode of 'Hello $Firstname' we go into details on different maturity perspectives in Marketing and end up discussing how the Hack, Pack and Stack allegory made its way into the Pyramid.

Curious? Listen to it all here:

Next week will be a discussion of this chapter with...

Next week, I'll be discussing this chapter (18) with my co-author Frans Riemersma from MartechTribe . Apart from being a co-author on a very important part of ‘Hello $Firstname’, Frans is driving a lot of interesting research out there with MartechTribe.com and is really getting to the bottom of Martech and Martech Ops. This also includes the work on MarTechMap.com with Scott Brinker from ChiefMartec. So who better to take this discussion with?

Don't miss that episode either - subscribe and stay tuned!

Happy listening!

Rasmus Houlind, Frans Riemersma, Arild Horsberg and Mattias Andersson

P.S.

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.

Book me for a presentation, meeting or talk here!