In Chapter 8 of Hello $Firstname, Ana Mourão reads ‘Content, Part 1: Messages’.
Ana Mourão is a global martech and customer data leader, originally from Brazil and now based in the Miami area. In this chapter, she reads about the first content corner of the Bowtie of Personalization: messages.
The chapter opens with FC Copenhagen and its season pass renewal campaign. It shows how a brand can use customer segments, first-party data, paid media, owned media, and message variants to make outbound communication feel more relevant to different types of fans.
The chapter explains what a message is, how brand-led and customer-led messages differ, and why the same core message often needs to be adapted across channels, segments, cultures, and local markets. It also covers parametrization, personalized video, category entry points, customer value, and the danger of using personalization tricks without delivering actual relevance.
In her reflection at the end, Ana points to the practical power of the chapter: data, localization, the FC Copenhagen case, and the Personalization Cards as a resource for ideation, training, and turning a Bowtie strategy into something teams can actually use.
The chapter reminds marketers that outbound communication is an interruption. If you want people to stop what they are doing and pay attention, the message had better feel relevant.
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 Personalization, 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 Personalization Cards and Canvas, which help teams turn the Bowtie of Personalization into practical use cases, here:
https://www.omnichannelinstitute.com/en/personalizationcards
