Converted: The Data-Driven Way to Win Customers' Hearts

Hoyne, Neil

ISBN 10: 0593420659 / ISBN 13: 9780593420652

Published by Portfolio, 2022

Former library book; May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less 0.63. Seller Inventory # G0593420659I4N10

Synopsis:

Most companies focus on a single moment - the point of purchase. They follow customers around the internet for weeks, chasing revenue growth by waving 'please buy this]' ads in their face. With pressure for quick results and fierce marketplace competition, too many marketers are boxed into these spaghetti-to-the-wall forms of digital marketing that limit the potential of their long hours, countless experiments and warehouses of data. And in the end, watch their competition sprint ahead. But what if you built a business around long-term relationships with customers, using data to understand who the best customers are and what products they want to buy, and then building around them? The answer: You can. And you'll leave your competitors, with all of their data and their short-term thinking, to poke around in the scraps. In Converted, Neil Hoyne shares exactly how to do this. With simple marketing processes and methods, you'll learn how to: determine the full potential of each customer so you can identify the ones worth building a relationship with, and the ones you should let go (parting is such sweet sorrow, but not all relationships are meant to last); engage in an on-going conversation with your best customers, avoiding the margin-crushing disappointment of relentless advertising and promotion discounts; ask guiding questions so you can anticipate their needs better than your competitors; find more great customers by utilising data from your existing tribe. A real person is always on the other end of the transaction. Converted shows you how to win their hearts.

About the Author: Neil has served as an analyst, researcher, inventor, lecturer and, in his words, the father of many forgettable slides of glossy funnels and Venn diagrams. A witness to and participant in billion-dollar successes, and instructive failures, all in the pursuit of building indestructible customer relationships through digital media. A key player in the executive rallying cry to be more "data driven."<br/> <br/> As Google's Chief Measurement Strategist, Neil has had the privilege to lead more than 2,500 engagements with the world's biggest advertisers. His efforts have helped these companies acquire millions of customers, improve conversion rates by more than 400 percent and generate billions in incremental revenue. Immensely proud of the degrees he's earned from Purdue University and UCLA, Neil returned to academia in 2018 as a Senior Fellow at the Wharton School of the University of Pennsylvania. This is his first book. He hopes you like it.

Bibliographic Details

Title: Converted: The Data-Driven Way to Win ...
Publisher: Portfolio
Publication Date: 2022
Binding: Hardcover
Condition: Very Good
Dust Jacket Condition: No Jacket