When the world's biggest brands want to sharpen their digital marketing strategy, they call Google's Chief Measurement Strategist Neil Hoyne. In his first book, he offers a simple playbook anyone can use to find and keep their most valuable customers.
A customer comes to your webpage 450 times before buying a single product. To get to this point of purchase, you followed her around the internet for weeks, waving "please buy this!" ads in her face. And in the end, you spent more money attracting her attention than you earned from the sale.
If this strategy sounds extremely ineffective, well, that's because it is. 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 data-driven opportunities for growth.
In Converted, Google's Chief Measurement Strategist Neil Hoyne shares a better, simpler, cheaper way to increase revenue through digital marketing: build deeper relationships with your best customers by understanding not only how they shop, but also how they communicate. With simple data collection 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 utilizing 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. Neil Hoyne serves as Google's Chief Measurement Strategist. In this capacity, he advises Google's top advertisers on customer relationships and customer lifetime value, leveraging market insight to accelerate data-driven growth. Hoyne is also a Senior Fellow in Customer Analytics at the Wharton School of the University of Pennsylvania. He champions the universal accessibility of data and data processing tools. This is his first book.
