stName is a reference to what could very well be the most common example of Personalization in the world. The personalized salutation of often used in an email or a LinkedIn connection request. However, as this book will show, there is much more to personalization than putting people's first name into a subject line.

The book is aimed at all marketers working with personalization, to help them get a clear understanding of the concept and share this with their team to ultimately create better results with the resources at hand. The first and second parts of the book focus on understanding the concept in detail and will be helpful for marketing practitioners of all levels. The last two parts focus on the prerequisites as well as the organizational foundation of personalization and will be particularly helpful to marketing leaders and CEOs wishing to guide their organization towards creating the best possible customer experience.

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"Hello $FirstName is one of the best books on personalization I've read. Rasmus Houlind and his co-authors provide an excellent blueprint for implementing real-world personalization capabilities and developing the organizational capital to apply them effectively."

- SCOTT BRINKER, EDITOR, CHIEFMARTEC.COM

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"It's continually important that we talk about personalization from a unified perspective and understanding. This book helps us achieve that common ground."

- FIONA SPOONER, MANAGING DIRECTOR, CONSUMER REVENUE, FINANCIAL TIMES

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"Personalization within marketing is extremely challenging but if done correctly, will become the key to your success. Hello $FirstName is by far one of the best books to help you navigate this complex universe and map out the crucial strategy needed. A must-have for every modern marketer!"

- FREDRIK SALZEDO, DIRECTOR, GLOBAL MARTECH AND AUTOMATIONS, HBO MAX AND DISCOVERY+

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"Personalization might be all the rage right now but it's an amorphous beast that means different things to different brands. There is a real risk of derailing the movement towards more personalized customer experiences if we fail to define what it is, what it isn't, and what the common standards should be. I'd urge any customer-focused marketer to order Hello$FirstName today!"

- DAN BRAIN, CO-FOUNDER AND CONTENT DIRECTOR, MAD//FEST

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"In the pursuit of a seamless customer experience and with today's digital possibilities, personalization has rightly become one of the most hyped marketing terms. This compact, coherent, and practice-oriented book not only offers novices a very good introduction to the topic, but certainly also inspires experts and helps organizations with common goal setting and efficient implementation through a comprehensible, uniform language. A definite reading recommendation."

- JESPER REISMANN, FORMER SVP OMNICHANNEL, HUGO BOSS

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"A long-awaited, essential guide for marketers aiming to crack the code on profitable personalization of customer journeys. Maximizing return on investments in marketing automation, personalization technology, AI and data is not only about doing things right, but also about doing the right things. This book is inspirational in both areas."

- JANNEKE TRANÅS MARINO, SENIOR VICE PRESIDENT CONSUMER MARKET AND CX, GJENSIDIGE

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"Hello $FirstName gave me this weird feeling of reading about our daily work struggles at HBO Max but with a unique solution oriented approach to help us improve. The book is truly a valuable deep dive into the world of personalization."

- PIER LUIGI SPAGNA, VP OF EMEA RETENTION AND ENGAGEMENT, WARNER BROS.

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