’Hello $FirstName’ - marketing experts discussing the topic of personalization

🎮 Data with a Dopamine Kick: Gamification, Zero-Party Data, and Personalization - with COO of Scratcher, Nikolaj Skarbye

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In this episode of Hello $Firstname, I’m joined by Nikolaj Skarbye from Scratcher.io for a deep dive into what might be the most overlooked shortcut to personalization: asking people directly - while making it fun.

At the heart of our conversation is zero-party data: the kind of willingly shared data that can include preferences, intentions, interests - even motivations. And instead of waiting for transactional behaviour to build up, gamification offers a way to collect this data early in the journey, at scale, and in ways that engage rather than interrupt.

The twist?


If done well, gamification doesn’t just capture data - it builds emotional connection with the brand while it’s at it.

🔍 Highlights from the episode:
  • Beyond Spin-the-Wheel: From preference quizzes to product advisors and loyalty re-engagements, the real power of gamification lies in how it's designed, branded, and contextualized - not just the mechanics.

  • Short-cut to Smart Segmentation: You don’t have to wait for purchase data to personalize. Interactive experiences can surface intent and profile data long before a sale.

  • Data That Feeds the CX Layers: Zero-party data connects the Content Layer, Data Layer, and Personalization Layer - bridging marketing, CRM, and even call centre scripting.

  • Creative Use Cases: From Penguin knowledge tests for NGOs to Whopper giveaways at Burger King, and B2B IT assessments - Nikolaj shares cases that go well beyond e-commerce.

  • The Incentive Myth: Big prizes don’t always mean better participation. Smaller, brand-relevant rewards often lead to higher redemption rates and better lead quality.

  • From Collecting to Activating: We explore how zero-party data gets mapped, enriched, and activated across CDPs, ESPs, web personalization, and even in-store experiences.

    • 📺 Watch the full video

    🎮 Check out Scratcher

    📚 Want more?

    This episode is part of Season 2 of Hello $Firstname, based on the book Hello $Firstname – Profiting from Personalization and the Content Crisis Manifesto.

    📘 Buy the book

    📄 Get the abstract
    🎧 Listen to the audiobook
    🖼️ Download the models & illustrations
    🎤 Book Rasmus for a keynote or workshop

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    ’Hello $FirstName’ - marketing experts discussing the topic of personalizationBy Rasmus Houlind