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The Data-Driven Way to Win Customers' Hearts

Buch (Gebundene Ausgabe, Englisch)

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Beschreibung

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.

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

Details

Verkaufsrang

47274

Einband

Gebundene Ausgabe

Erscheinungsdatum

22.02.2022

Verlag

Penguin LCC US

Seitenzahl

240

Beschreibung

Details

Verkaufsrang

47274

Einband

Gebundene Ausgabe

Erscheinungsdatum

22.02.2022

Verlag

Penguin LCC US

Seitenzahl

240

Maße (L/B/H)

18,2/13,1/2,7 cm

Gewicht

268 g

Sprache

Englisch

ISBN

978-0-593-42065-2

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