’Hello Me’ - AI has flipped Personalisation23 Juli

Hello $Firstname AI Edition, Chapter 16: The CX Layers: How Data and Content Fuel Personalisation

In Chapter 16 of Hello $Firstname, Keanu Taylor reads ‘The CX Layers: How Data and Content Fuel Personalisation’.

Keanu Taylor is Global Head of Research at The MarTech Weekly, a global analyst firm helping enterprise brands turn the complexity of marketing technology into clarity. In this chapter, he reads about the CX Layers framework and how data and content work in parallel to fuel personalisation.

The chapter explains why many personalisation projects have historically been too data-centric. Data is essential, but data alone does not create a personalised customer experience. It needs to be matched with content that is structured, governed, scalable, and ready to be activated.

The CX Layers framework separates the work into three layers: the data layer, the content layer, and the personalisation layer. The data layer collects, cleans, models, and activates customer insight. The content layer collects, creates, models, and activates the content required for personalised experiences. The personalisation layer is where these two sides come together through experience optimisation, experience decisioning, and experience delivery.

The chapter also explores how generative AI changes both sides of the equation. AI can help scale qualitative insight from conversations, reviews, support dialogues, and other unstructured sources. It can also help marketers create, model, repurpose, translate, tag, and activate content in ways that make personalisation more operationally realistic.

In his reflection at the end, Keanu connects the CX Layers model to the emerging discipline of context engineering. His point is that enterprises do not only need content. They also need to manage the context around that content: when it is relevant, which use cases it belongs to, when it should no longer be used, and how it should be made available to AI and personalisation systems.

The chapter gives marketers and martech teams a clearer way to think about the prerequisites for personalisation: not as a single data project, not as a content production problem, but as a layered system where data, content, and decisioning have to work together.

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

Det här avsnittet är hämtat från ett öppet RSS-flöde och publiceras inte av Podme. Det kan innehålla reklam.

Avsnitt(84)

Hello $Firstname AI Edition, Conclusion and Epilogue - when the customer sends an agent...

In the chapters leading up to this point, we've explored how to create meaningful, personalised experiences across channels, campaigns, and touchpoints. We've talked about data, content, and the orche...

24 Sep 10min

Hello $Firstname AI Edition, Chapter 22: Achieving Organisational Maturity for Personalisation

In Chapter 22 of Hello $Firstname, Arild Horsberg reads ‘Achieving Organisational Maturity for Personalisation’. Arild Horsberg is general manager of Forte Optimize in Oslo, Norway. In this chapter, h...

23 Sep 9min

Hello $Firstname AI Edition, Chapter 21: Governance and Processes

In Chapter 21 of Hello $Firstname, Yogita Wadhwa reads ‘Governance and Processes’. Yogita Wadhwa works in what she calls the messy middle, where strategy, technology, data, and execution have to come ...

23 Sep 38min

Hello $Firstname AI Edition, Chapter 20: Marketing Technology

In Chapter 20 of Hello $Firstname, Matthew Niederberger reads ‘Marketing Technology’. Matthew Niederberger is a fractional head of martech at Martech Therapy, which mostly means he gets called in when...

23 Sep 28min

Hello $Firstname AI Edition, Chapter 19: People and Skills for Personalisation

In Chapter 19 of Hello $Firstname, Michel Stevens reads ‘People and Skills for Personalisation’. Michel Stevens is course director at CXM Academy and has spent his professional life on exactly what th...

23 Sep 33min

Hello $Firstname AI Edition, Chapter 18: Models of Organisational Maturity in Personalisation

In Chapter 18 of Hello $Firstname, Fiona Ngaruro reads ‘Models of Organisational Maturity in Personalisation’. Fiona Ngaruro is a digital growth and marketing technology strategist based in Nairobi, K...

23 Sep 19min

Hello Me — AI has flipped Personalisation. Are Marketers Ready?

For two decades, personalisation has been something brands did to consumers. AI just flipped that. In this opening episode, Rasmus Houlind (Agillic, Hello $Firstname) and Frans Riemersma (MartechTribe...

11 Sep 52min

Hello $Firstname AI Edition, Chapter 17: Conversion Rate Optimisation and Personalisation

In Chapter 17 of Hello $Firstname, Steen Rasmussen reads ‘Conversion Rate Optimisation and Personalisation’. Steen Rasmussen is co-founder of Brand Leadership Community and IIH Nordic, as well as an i...

23 Juli 14min