In Chapter 3 of Hello $Firstname, Mhari Coxon reads ‘Defining Personalisation’.

Mhari is a marketer from the United Kingdom, and in this chapter she takes the listener into one of the book’s central missions: creating a practical definition of personalisation that marketers can actually use.

The chapter distinguishes personalisation from customisation, actual personalisation from perceived personalisation, and explicit personalisation from implicit personalisation. It also explores the blurry boundary between segmentation, targeting, and personalisation, arguing that personalisation is not a simple either-or question, but a matter of degrees.

The chapter focuses specifically on personalised communication, meaning communication initiated by companies through marketing or communications teams. It builds towards a practitioner-friendly understanding that can unite different marketing disciplines and make personalisation easier to discuss, plan, and execute.

In her personal reflection at the end, Mhari expands on the idea of value creation. Drawing on her experience in B2B and B2B2C, she introduces the idea of a ‘triple win’: value for the company, value for the customer organisation, and value for the end user.

More resources from the Hello $Firstname universe

You can buy the physical book here: https://amzn.eu/d/6jV4QZT

If the Amazon EU link does not work in your country, please search for Hello $Firstname: Profiting from Personalisation, AI Edition on your local Amazon store.

You can download the illustrations and models from the book here: https://www.omnichannelinstitute.com/en/resources

You can also learn more about the Personalisation Cards and Canvas, which help teams turn the Bowtie of Personalisation into practical use cases, here: https://www.omnichannelinstitute.com/en/personalizationcards