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When the world's biggest brands want to sharpen their digital marketing strategy, they call Neil Hoyne - Google's Chief Measurement Strategist and Senior Fellow at the Wharton School. In his first book, he offers a simple, research-backed playbook that anyone can use to unleash the value of their business and its customers.
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 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.
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 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.
When the world's biggest brands want to sharpen their digital marketing strategy, they call Neil Hoyne - Google's Chief Measurement Strategist and Senior Fellow at the Wharton School. In his first book, he offers a simple, research-backed playbook that anyone can use to unleash the value of their business and its customers.
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 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.
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 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.
Über den Autor
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.”
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.
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.
Zusammenfassung
ONE-OF-A-KIND EXPERT: Neil Hoyneserves as Google's Chief Measurement Strategist and is a Senior Fellow in Customer Analytics at the Wharton School of the University of Pennsylvania.
UNIQUE POSITIONING: Hoyne has written a book about using data to build better customer relationships. Converted will stand out on the shelf for its practicality and its humanizing, relationship-driven approach to digital marketing, one that promises to stay evergreen as data collection algorithms grow increasingly sophisticated.
STRONG CLIENT RELATIONSHIPS: For more than a decade, Neil Hoyne has worked with over 5,500 companies, ranging from retail to travel, and everything in between. Each year, he speaks with 20,000 marketing and business leaders looking to improve their digital strategy. Some of Hoyne's clients have already expressed interest in puchasing copies of the book for their marketing teams.
VOICEY AND FUN: Neil Hoyne's writing style is fun, conversational, and accessible. He has a knack for making even complicated topics seem simple and relatable, and can make even the driest topics (like computer programming and AI) both engaging and digestible. A fierce advocate for the democratization of data, no reader will feel like this book is too advanced, and even skilled CMOs will learn something new. Converted is a practical page-turner for readers of every experience level.
UNIQUE POSITIONING: Hoyne has written a book about using data to build better customer relationships. Converted will stand out on the shelf for its practicality and its humanizing, relationship-driven approach to digital marketing, one that promises to stay evergreen as data collection algorithms grow increasingly sophisticated.
STRONG CLIENT RELATIONSHIPS: For more than a decade, Neil Hoyne has worked with over 5,500 companies, ranging from retail to travel, and everything in between. Each year, he speaks with 20,000 marketing and business leaders looking to improve their digital strategy. Some of Hoyne's clients have already expressed interest in puchasing copies of the book for their marketing teams.
VOICEY AND FUN: Neil Hoyne's writing style is fun, conversational, and accessible. He has a knack for making even complicated topics seem simple and relatable, and can make even the driest topics (like computer programming and AI) both engaging and digestible. A fierce advocate for the democratization of data, no reader will feel like this book is too advanced, and even skilled CMOs will learn something new. Converted is a practical page-turner for readers of every experience level.
Details
| Erscheinungsjahr: | 2022 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| ISBN-13: | 9780593420652 |
| ISBN-10: | 0593420659 |
| Sprache: | Englisch |
| Einband: | Gebunden |
| Autor: | Hoyne, Neil |
| Hersteller: |
Penguin LLC US
Portfolio |
| Maße: | 182 x 131 x 27 mm |
| Von/Mit: | Neil Hoyne |
| Erscheinungsdatum: | 22.02.2022 |
| Gewicht: | 0,268 kg |
Über den Autor
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.”
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.
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.
Zusammenfassung
ONE-OF-A-KIND EXPERT: Neil Hoyneserves as Google's Chief Measurement Strategist and is a Senior Fellow in Customer Analytics at the Wharton School of the University of Pennsylvania.
UNIQUE POSITIONING: Hoyne has written a book about using data to build better customer relationships. Converted will stand out on the shelf for its practicality and its humanizing, relationship-driven approach to digital marketing, one that promises to stay evergreen as data collection algorithms grow increasingly sophisticated.
STRONG CLIENT RELATIONSHIPS: For more than a decade, Neil Hoyne has worked with over 5,500 companies, ranging from retail to travel, and everything in between. Each year, he speaks with 20,000 marketing and business leaders looking to improve their digital strategy. Some of Hoyne's clients have already expressed interest in puchasing copies of the book for their marketing teams.
VOICEY AND FUN: Neil Hoyne's writing style is fun, conversational, and accessible. He has a knack for making even complicated topics seem simple and relatable, and can make even the driest topics (like computer programming and AI) both engaging and digestible. A fierce advocate for the democratization of data, no reader will feel like this book is too advanced, and even skilled CMOs will learn something new. Converted is a practical page-turner for readers of every experience level.
UNIQUE POSITIONING: Hoyne has written a book about using data to build better customer relationships. Converted will stand out on the shelf for its practicality and its humanizing, relationship-driven approach to digital marketing, one that promises to stay evergreen as data collection algorithms grow increasingly sophisticated.
STRONG CLIENT RELATIONSHIPS: For more than a decade, Neil Hoyne has worked with over 5,500 companies, ranging from retail to travel, and everything in between. Each year, he speaks with 20,000 marketing and business leaders looking to improve their digital strategy. Some of Hoyne's clients have already expressed interest in puchasing copies of the book for their marketing teams.
VOICEY AND FUN: Neil Hoyne's writing style is fun, conversational, and accessible. He has a knack for making even complicated topics seem simple and relatable, and can make even the driest topics (like computer programming and AI) both engaging and digestible. A fierce advocate for the democratization of data, no reader will feel like this book is too advanced, and even skilled CMOs will learn something new. Converted is a practical page-turner for readers of every experience level.
Details
| Erscheinungsjahr: | 2022 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| ISBN-13: | 9780593420652 |
| ISBN-10: | 0593420659 |
| Sprache: | Englisch |
| Einband: | Gebunden |
| Autor: | Hoyne, Neil |
| Hersteller: |
Penguin LLC US
Portfolio |
| Maße: | 182 x 131 x 27 mm |
| Von/Mit: | Neil Hoyne |
| Erscheinungsdatum: | 22.02.2022 |
| Gewicht: | 0,268 kg |
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