The title of this book Hello $FirstName 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.