Made With Intent

The platform that helps retailers predict visitor intent and find the value others overlook

Founder

The Person in Personalisation

As both practitioners of personalisation and victims of it, it is the person in personalisation that has been lost. The titans of the personalisation industry have commercially defined what personalisation should be for us all without realising what it takes to make a relationship work—a personal touch. 

This book explores why. And if it can change

Author

Ruroc

Maturing digital operations, structure and process with a particular focus on conversion optimisation and personalisation

Digital Board Advisor

CurrentBody

Supporting to mature digital product operations, particularly within an optimisation, experimentation and personalisation capacity.

Brainlabs

Build, curate and deliver best in class conversion optimisation product for our client base that aids their performance marketing needs

Global VP Conversion Rate Optimisation

CIM | The Chartered Institute of Marketing

I run a course for the Chartered Institute of Marketing where delegates learn how to approach a strategic process of conversion rate optimisation where you will learn how to implement a robust conversion optimisation methodology and culture which can deliver huge and real uplifts in conversion rate, sales revenue and profitability.

Delegates inc. Product Directors, Heads of Product, head of eCommerce, eCommerce Directors and C-Suite executives

(MCIM) Course Director for Advanced Conversion Rate Optimisation

User Conversion

Founded User Conversion - one of UK’s leading independent optimisation consultancies. Grew and successfully exited the business to multi-million revenues. 

Worked alongside of some of the biggest e-commerce businesses in the UK inc. Boots, BrewDog, Sports Direct, AVON - helping to mature their conversion optimisation and experimentation strategies.

Founder (+ successful exit)

WilsonCooke

UX and Optimisation Strategist

Digital Project Manager

McCann Worldgroup

Cogent

Digital Account Executive

Hey, I’m David

🎯 Founder and successful exit of User Conversion; UKs top conversion rate optimisation consultancy
📕 Author of "The Person in Personalisation" 
📍 Founder of Made With Intent: Real-Time Intent Platform
🎆 Big kid. Fan of Disney 

--- 

As ecommerce professionals, we’re living in an era where data and insight have the potential to transform how we connect with our visitors.

We’ve been saying this for years. Using terms like customer-centricity, data-driven and even the dreaded P-word: “personalisation”.

Yet, each year, it feels like we get no closer. We are stuck in an entrenched way of selling that does not align with how people actually buy.

At Made With Intent, we’re on a mission to give you the data and delivery system you need to guide each visitor to purchase. Appropriately. In the most impactful way for them.

If you’re interested in using intent to improve your ecommerce experiences, or just curious about the world of data-driven growth, I’d love to connect.




✅ Former founder building (and successfully exiting) one of the UK’s largest independent conversion optimisation consultancies - User Conversion. 
✅ Global VP of CRO at Brainlabs building world-class conversion product for digital businesses.

David Mannheim

Announcing our fourth keynote at Intent in a Tent, Aron Gelbard co-founder of Bloom & Wild. It turns out “being nice” is a growth strategy, and he has the data to prove it. ⛺️

On February 24th, you're invited to listen to Aron talking about Caring Wildly. A growth lever brands often overlook when prioritising the immediate and overly transactional.

He'll share his story about how empathy and generosity gave one of the UK’s most loved brands its competitive edge. And it goes far beyond just saying you're customer-first in a boardroom. We've all heard that one.

It’s about how Bloom & Wild measure care, right down to repeat rates, market share, and lifetime value. How they use it to grow while everyone else chases the transactional measures (hello conversion rate, I see you)

If you’ve ever wondered whether playing the long game pays, this is your answer.

He joins a lineup including the founders of The Inkey List and SURI, plus special guests from Formula 1 and Liverpool FC, all sharing ways to find the value others overlook.

💐 Apply for a free ticket here. 350 spots for people at eCommerce brands only. February 24th, 2026 💐

Founder and CEO, Made With Intent - Real-Time Intent for Online Retail

⛺️ Announcing our third keynote for Intent in a Tent. One of Formula 1s top race strategists, shaping winning moments for Ferrari, Haas Automation, Inc. and Sauber.

Meet Ruth Buscombe 🏁

Intent in a tent is a 350-person eCommerce event about finding value that others overlook. Those moments that matter and responding to them, there and then. (Apply for a ticket for February 24th, 2026)

Her talk, “When Strategy Meets Reality”, is all about that. How to adapt and react in the moment; in both F1 and ecommerce.

Because races are won or lost in moments. Nothing says 1% increments more than this sport. 

Teams build sophisticated plans. Models. Simulations.

And then the lights go out, chaos takes over, panic ensues and we all end up giving discounts to satisfy a poor trading period. 😂

How do you have the courage to change the plan and fast when real-time insight tells you to.

Where do you find the edge in the data?

Ruth will share stories from the pit wall about how split-second decisions can change everything.

A metaphor for what Intent in a Tent is all about:

🔥 Finding value that others overlook
🔭 Spotting the right signals among the noise.
🤯 Turning adaptability into your advantage.

🏁 Apply for a ticket here. eCommerce brands only. February 24th 2026  🏁

I have a love hate relationship with Disney. And it's that surprising relationship that started Made With Intent. 

I love Disney. The parks, the films, the history, the earnings calls all wrapped up in one warm nostalgia blanket. It means a lot to me. 

But. The shift in how Disney measure their success towards share of wallet, has meant that they've moved away from Walt's original vision of inclusivity. "To all who come to this happy place, welcome" he once said. 

Now its for the top 5% of earners. Disney park ticket prices have grown at a rate nearly nine times that of inflation 💴

A wine-paired prix fixe meal at the Michelin-starred Victoria & Albert’s at Disney’s Grand Floridian hotel starts at over $1,200 for two.

Fast passes costs up to $30 per person per day, doubling the price of a days ticket for a family of four, giving priority to travelers who book a guide, purchase expensive passes or stay at a Disney property.

Part of it is societal; the middle class has so eroded in size and in purchasing power and the wealth of our top earners has so exploded. But most is greed; short-termist share price manipulation that serve whatever CEO is in charge.  

And that love-hate conflict is a reason why I wanted to create something like Made With Intent. No, really. 

Something that shines a light on the purely short-termist, transactional nature of the eCommerce industry. 

Something that shows there can be a better way to measure and treat those who visit our website, with a balance of long-term LTV and retention. 

Something where experiences and communication isn't thrown in the faces of site visitors desperate for them to buy, but acts in support of their needs; appropriate to their job to be done.  

Our mission at Made With Intent is to change the perspective of ecommerce for the better. For the better of brands, and for the better of those that visit. 

Disney should have a similar mission statement. Thanks for the inspiration Bob (Iger), but something needs to change.

🤔 Weird thing I’m noticing: People trust AI to help them find products more than they trust search engines. But not because it’s more objective, just because it feels more objective.

Spoiler alert: I think that tiny perception shift is about to reshape discovery in ecommerce.

👇

How do people use Chat GPT currently? Just last month, Aaron Chatterji et al produced a paper for the National Bureau of Economic Research on how peop

Open article: Agentic eCommerce: The Current Consumer View by David Mannheim • 5 min read

Agentic eCommerce: The Current Consumer View

A lot of brands talk about being “consumer first”. Colette Laxton actually built one that is. The INKEY List | B Corp. So we invited her to keynote and talk about her story at Intent in a tent, February 24th 2026 

️There’s no one better placed to talk about “what happens when you stop following and start listening?" This is a story about flipping the script on the skincare industry.

Before The INKEY List became a $100M rocket ship, Colette noticed something the industry ignored. People were overwhelmed. Confused. Asking real questions that no one wanted to answer.

It’s all about listening and helping, not telling and pushing. 

Sound familiar? It’s customer intent in a bottle. Understanding where the customer is coming from and where they’re at, then responding to those signals.

Collette will be joined by:
🏎️ Ruth Buscombe (ex-Ferrari F1 race strategist) on pit wall adaptability.
⚽️ Ian Graham (ex-Liverpool FC research director) on football data no one else thought to check.
💐 Aron Gelbard (Bloom & Wild) on Caring Wildly.
🪥 Mark Rushmore (SURI) on thinking in increments.

350 of the fastest-growing brands. All in one place (a big tent). All challenging the “more, more, more” mindset of eCommerce.

Register here for your spot on February 24th, 2026 here -> www.madewithintent.ai/tent

I have the most wonderful UX Director / Head of UX Design in my network looking for a new challenge ✏️ (I wish I could hire him). DM me if you're looking.

Omnichannel Institute

'Hello $FirstName' is the book that provides a common definition and model for understanding personalization. A model which works across different marketing disciplines and allows for greater clarity when the individual project is considered and when inspiration is sought for further improvements or for the next project.​

The model is called 'The Bowtie of Personalization' - shaped like a bow or a bowtie. But not a clip version, rather the type you tie yourself. It is just as difficult to succeed with personalization as it is to tie your own bowtie. You have the insights in one hand and the content in the other. And the result should be a beautiful bow / customer experience. A customer experience which is not only free from unnecessary friction, but which is directly pleasant, personal and memorable.

The book's second core model is the Pyramid of Personalization. The front end of the pyramid consists of three maturity levels of a possible scope for each marketing discipline that uses personalization. The back end of the pyramid consists of the organizational disciplines that must be managed to support the personalization journey.

Published in April 2023, available on Amazon and many other book stores.

Keynote Speaker and Author of 'Hello $FirstName' - Profiting from Personalization

'Make it all about me' is a book that focusses on Omnichannel Marketing and what it takes to make it profitable. The book has 'The Omnichannel Hexagon' as the main maturity model for gauging and assessing the organizational maturity of any company working with omnichannel marketing and customer centricity.

Author of 'Make it all about me!'

In 2015 - Wrote and published the book "Hvis det handler om mig, så køber" (Danish) about omnichannel marketing and how organizations could and should work with the subject. 

In 2019 - Completely rewrote the book in English with updated cases, knowledge and reframed the concept to encompass the struggles of global organizations and the use of AI. Brought co-author Colin Shearer onboard. Published on LID Publishing 20 June 2019.

Author of 'Hvis det handler om mig, så køber jeg!' (Danish)

Helping companies through the proces of adopting omnichannel and customer experience management. I believe digitalisation should be seen as a consolidated and anchored change process more than a series of independent digital projects. I help companies set the vision and define the roadmap. I help them anchor the change process and use the early successes to achieve a profound organizational change leading to significant competitive advantage.

Omnichannel Management Consultant and Founder

Agillic

Conceptualizing and promoting Agillic's view on Omnichannel Marketing and how companies work best to create results within the field. Driving strategy meetings and workshops with Clients and Partners and presenting keynotes on the topic. Working on a book about 'Profiting from Personalization' to help spread the gospel in the marketing community even further.

Chief Experience Officer and Thought leader

Managed the Customer Experience division of Agillic. Managed to reduce churn to below 1% through management of the Customer Success team and the Customer Support team. Our job was to provide clients with the best possible experience with the product. By showing them what value creation with Marketing Automation looks like, how to optimize campaigns, how to launch automated lifecycle communication and of course how to use Agillic for this purpose. Projects worth mentioning include designing the Customer Success Programme and our Elearning offering.

Chief Experience Officer

Agillic is a state of the art marketing automation software that works truly omnichannel. I work with strategic business development and partnerships internationally as well as providing input for our product development to meet customer and partner requirements.

Chief Strategy Officer

Lalatoys

Investor & Advisory Board Member

Woomio

Woomio is a software platform for influencer marketing. If you are working within marketing at an agency or a company Woomio gives you a unique opportunity to select relevant influencers, make deals on exposure and commissions and gives you a full overview of the results across platforms. If you are an influencer (blogger, instagrammer, youtuber, snapper etc.) Woomio gives you a unique opportunity to monetise your efforts effectively.

Advisory Board Member and Investor

Member of the Board of Directors

Danish eCommerce Awards (Danish Chamber of Commerce)

For several consecutive years I have been invited to attend the jury of Danish eCommerce Awards. Omnichannel has been my main category over the years. Other categories include - Best Mobile, Best Startup,  Best B2C.

Member of the Jury - Omnichannel

Magnetix A/S

Heading the strategy & insights department of Magnetix. Working across clients as strategic anchor building and implementing long-term digital strategies based upon market research, data mining and qualitative input. Projects include Omnichannel integration, eCommerce, digital lead generation, loyalty programs, value proposition design etc. Working for customers such as Tivoli, Klasselotteriet, Pfizer, OKQ8, Flügger, Fitness World, Nordisk Film Biografer. Heavily involved in new biz and doing external talks on omnichannel marketing.

Strategy Director

Managed my own client portfolio and client teams doing full service digital solutions such as eCommerce, Loyalty Programs, Websites focused on Lead generation and Lead Nurturing. Increasing Customer Lifetime Value over time. Experience from customers such as Flügger, Saxo Bank, Interflora, OKQ8, Codan, Nordisk Film Biografer.

Client Service Director

Creuna Danmark A/S

Driving the business with Key Accounts primarily within the industry and utility segments. Digitalising strategies, account planning, portfolio planning, contracting, framework agreements. In close collaboration with Solution Specialist, Marketing and partners.

Additionally driving the Sales Development forum. Focus on building competencies within the group of Account Managers thus raising the ability to engage in customer relationships driven by value creation on both sides.

Sales Manager, Industry and Utility

Working in our team of experienced business consultants providing companies the best service in regards to utilizing IT to support business and user needs in the best possible way. Primarily focussed on collaborative solutions, portals, knowledge management, document management, enterprise content management, business process management etc. Technologies in use are MOSS (Sharepoint 2007), Unified Communication, Metastorm, Sitecore and .NET in general.

Senior Consultant

Working with IT-supported collaboration. I.e. Intranets, Extranets, Knowledge Management, Énterprise Content Management, Document Management, technologies such as MS Sharepoint 2007 (MOSS 2007), SynkronVia, SiteCore.

PM / Consultant

Xafir A/S

Selling, designing and implementing HR-solutions for strategic competence management, performance management, talent management etc.

HR-System Consultant

Novida ApS

Manager

Systematic Software Engineering A/S

Usability Intern

Keynote Speaker and Author within Personalization and Omnichannel Marketing, CXO at Agillic, Board Member and Angel Investor

I work with Personalization and Omnichannel Marketing.

I'm a 3x author on these topics with 'Hello $Firstname' on the topic of personalization from 2023 and 'Make it all about me' from 2019 on the topic of omnichannel marketing.  

I often do talks and keynotes, facilitate workshops and participate in panels on these topics - e.g. at company gatherings, marketing kick-offs, marketing technology vendor conferences or industry events. Lately I've performed at the Martech World Forum in London, Digital Velocity by Tealium (also London), Elevate by Monetate (also London), Merkle Mornings (Stockholm, Oslo, Copenhagen) etc.

Check out:
Hello $Firstname: https://a.co/d/94bHNDK
Make it all about me: https://amazon.co.uk/Make-All-About-Leveraging-omnichannel/dp/191255514X/

I also work as Chief Experience Officer in the MarTech company Agillic, where I am responsible for developing and implementing thought leadership into our marketing and sales activities. 

I work primarily with large companies involved in personalization, omnichannel marketing, customer experience management, customer lifecycle / CRM projects. The goal is often to ensure the end user is faced with consistent, timed and relevant communications across channels - being it web, email, app, text, social - or even in-store.

Specialties: Omnichannel Marketing, Customer Experience Management, Big Data, Customer Relationship Management, Digital Strategy, Customer Lifecycle Management, Email Marketing, Presentation Skills

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David Mannheim

Rasmus Houlind

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