Converted: The Data-Driven Way to Win Customers’ 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 find their best customers and develop relationships that last.

Under pressure for quick results and facing fierce marketplace competition, too many marketers are boxed into 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, they watch their competition sprint ahead.

But what if you built a business around long-term relationships with customers, using data to understand who they are, what they need, and where to find more customers just like them? 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, you will learn how to:

- Understand the full value of each relationship
- Engage in an ongoing conversation with your best customers
- Ask the right questions so you can anticipate your customers’ needs
- Find more great customers

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.