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

ISBN-13: 9780593420652 / Angielski / Twarda / 2022 / 240 str.

Neil Hoyne

Recenzje

I ve been waiting twenty years for this book! Converted explores how to use data the right way to win customers hearts. This book is simply a must read.
Martin Lindstrom, New York Times bestselling author of Buyology and Small Data
 
A wonderful guidebook on building profitable customer relationships. Whether you re just getting started or consider yourself an experienced practitioner, this book is invaluable.
Peter Fader, Frances and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania.

The most useful field guide ever written on how to drive desirable customer behavior online.
Jay Baer, New York Times bestselling author of Youtility
 
Now more than ever, putting the customer first and at the center of everything is a must. Neil offers real-world examples and tangible ways to better understand your customers, create a culture around them, and empower employees to make great decisions.
Aimee Johnson, chief marketing officer, Zillow Group
 
Not just another vague invocation of digital transformation Converted explains how to make better marketing business decisions. Essential reading for anyone seeking returns from their growing investments in their data.
Frank V. Cespedes, Harvard Business School, author of Sales Management That Works
 
A must read for anyone who wants an impressive combination of practical advice and vision.
Michael Clarke, director of product management, Shopify

O autorze

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.