Rasmus Houlind

Faculty Lead — The Personalization Playbook
Personalization that pays, without breaking trust.
rasmus houlind

The thesis

The thesis

The thesis

The thesis

The thesis

Most personalization programs confuse data with understanding. They get the syntax right and the human wrong.

Rasmus teaches the discipline that separates the two — a framework for deciding which customer signals matter, which moments deserve investment, and where Generative AI is genuinely better than a thoughtful human.

It is the difference between a customer who feels seen and a customer who feels surveilled.

He literally wrote the book. 

Then he wrote the AI edition.

Rasmus Houlind is the author of Hello, $FirstName: Profiting from Personalization, co-written with Frans Riemersma, Karsten Horsberg and Hugo Andersson. He has spent more than two decades inside marketing and personalization practice, and is the originator of the Bowtie of Personalization — the framework that has anchored thousands of practitioner conversations on segments, messages, moments of truth and content.

His earlier book, Make It All About Me (2019), set the omnichannel marketing foundation that the Personalization Playbook is built on. He works inside Agillic, a Nordic marketing automation platform, and runs the international workshop circuit that took the Bowtie from a book diagram to a working method used by commerce, banking, charity and subscription teams across the Nordics, the UK, and beyond.

Rasmus is the kind of teacher who keeps the model simple on purpose — so the disagreements that ambush most personalization programs ("we both said personalization but meant different things") can finally be resolved at a table, with cards, before any technology gets bought.
INSIDE THE PERSONALIZATION PLAYBOOK
Six modules. Classroom or Self-paced.
One strategic plan that can start on Monday.
WHAT RASMUS TEACHES AT CXM ACADEMY

The Personalization Playbook

Generative AI edition.

Built directly on the published book and the Bowtie of Personalization. Practitioners leave with: 
WORKING FLUENCY
The Bowtie applied to the learner's own program — segments, messages, moments of truth, marketing automation, inbound and AI.
A PERSONALIZATION PLAN
Ready to present internally on Monday. What to keep, what to retire, where AI changes the economics.
SHARPER JUDGEMENT
Over-personalization, under-personalization, false-positive AI, the trust cliff.
THE RESEARCH
The full book + audio companion, plus a Specialist Certificate of Achievement.

RASMUS'S PROMISE ON THIS PROGRAM
A practitioner playbook for personalization that pays, without breaking trust.
Personalization in 2026 is not the same conversation it was three years ago. Generative AI rewrote the cost curve, and a lot of programs that looked sophisticated last year now look brittle. The teams winning are not the ones with the most tools. They are the ones with the clearest framework for which customer signals matter, which moments deserve investment, and where AI is genuinely better than a thoughtful human.
Rasmus Houlind · On The Personalization Playbook

She came in to learn new skills.

She left with a new view.

I joined the masterclass wanting to sharpen my skills. I left with a framework, a new way of thinking about the customer journey, and a stronger professionalism in personalization.
Elsa Fanney Jonsdottir · Content Manager, DUOS

Rasmus's course