My name is Mark Robertson.

I'm currently the partnerships director at Mastercard Dynamic Yield and have spent roughly 25 years in marketing, technology, sales, and partnerships working across tools that both carry out outbound and inbound marketing campaigns.

And I'm here today to read chapter 13, which is about personalization on inbound platforms.

Visitors to your website have an intention to come there.

If you've done your homework with Smart Campaigns, Chapter 9, and Marketing Automation, Chapter 11, then it may even have been you who sparked or nurtured that intention.

This chapter explores the third and final major marketing discipline, personalization on inbound platforms.

Here's Mark Robertson again recalling one run-in with Mark Dodson, the rambunctious chief executive of Scottish Rugby at the time.

We had some bloody good times and that, like from sort of 2013, flipping heck, you have some highs, highs and lows.

One thing I don't know if any of the boys said, we went in 2000 and it must have been just before Kitty came, I think 2014 in Hong Kong.

We played pretty well, but we, we lost to Portugal 19-17, beat England, and then we had to beat Samoa in the last game to go to the quarters.

I got done for a tip tackle, and we ended up, at the end of the game, we ended up drawing with them, so we missed out.

Mark Dodson came in and he said, "Lads, this, uh, this obviously is, is unacceptable.

We're, we're currently paying for you to go around the world, and from the outside, people just think it looks like a stag do.

[laughs]