The CX Layers - how Data and Content feed into the Personalization Layer - Midway status by Rasmus Houlind

In this special episode of the Hello $Firstname podcast, we’re doing things a little differently than normal. Having covered several episodes of season 2 and having discussed and presented the concept of the CX Layers that show how Personalization feeds from both the Data Layer AND the Content Layer, I thought it was time for a midway stop and introduce an update on the framework. This episode represents a key milestone, offering an in-depth look at how Content and Data work together to drive Personalization at scale.

NB: Since I'm sharing a graphical overview of the CX layers in this episode, it may well be worth watching on YouTube 🎥 

The Birth of the CX Layers

The CX Layers framework was born out of a growing need to understand how content and data intersect in a world of personalized marketing. The initial spark for this idea came from the work of Scott Brinker and my co-author Frans Riemersma and the growing understanding of how not only a Data Layer was needed in a MarTech stack, but evenly so a separate Content Layer should exist.

From the initial work on the Content Crisis Manifesto, I realized that of course this had a major impact on how marketers should think, build and ultimately scale Personalized customer experiences. Because once data was under control, marketers faced another challenge: namely content.

So, Frans Riemersma and I started investigating and discussing the Content Layer in greater detail. We realized how much sense it made to separate the Content from the Data Layer and envisioned an almost parallel process for getting content ready for activation and ultimately personalization. Ultimately our first draft made it into the Martech 2025 trend report that Scott and Frans presented to the world in December 2024.

Our perception is that for many marketers, this new way of thinking about content is a game-changer. Historically, marketers have struggled with how to apply data principles and data processes—such as data modeling, data activation, and data insights—to content. By separating the Content Layer from the data processes, it has allowed marketers to manage content in a more structured and scalable way, with the same rigor they apply to data. This alignment of content and data – along with the use of generative AI - will enable marketers to finally create the personalized experiences at scale that they’ve always been dreaming of.

Ok, so what are the CX Layers?

The CX Layers model breaks down the process from content and data collection to personalization and consists of three key layers:

1. Content Layer: This layer is where all content is created, managed, and optimized. It's not just brand-led content such as the master content assets and campaign content. It’s also not just product descriptions and blog posts. Because it’s also all the customer-led lifecycle content that is meant to drive customer actions—offers, messages, nudges, calls-to-action, and more. This layer is responsible for content collection, creation, modeling, and activation.
2. Data Layer: The Data Layer is where customer data is captured, enriched, and processed into actionable insights. This includes the use of CDPs (Customer Data Platforms) to create a unified view of the customer, helping marketers understand who their customers are, what they need, and when they need it.

Personalization Layer: This is where the magic happens—where the Content and Data Layers merge to deliver personalized experiences. By applying decisioning of the insights from the Data Layer to the content in the Content Layer such as Messages and Content feeds, brands can create personalized customer experiences that truly resonate across touchpoints and channels.

As always the episode is based on Rasmus Houlind's book ’Hello $FirstName - Profiting