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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
• 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.
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
• 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.
240 pages, Hardcover
Published February 22, 2022
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Displaying 1 - 23 of 23 reviews
May 9, 2022
Short read but lots of good stuff in here around marketing analytics. Biggest takeaway is to always look at marketing through the lens of customer lifetime value (LTV), ensuring that you are meeting the needs of the most valuable customers rather than weighing each customer’s preferences equally. Whenever you make marketing spend decisions, you should think about the total cost of keeping a customer around versus the total amount of value they will bring to the business throughout their customer lifetime. Much of digital marketing is focused on short-term calls to action (e.g., getting someone to open an email or click on an ad) without thinking through the long term costs of annoying or flattering customers. A lot of this book seems to be influenced by researchers like Peter Fader, known for his simple but highly effective RFM approach to calculating LTV.
Definitely worth checking out!
Definitely worth checking out!
March 27, 2022
Nothing revolutionary but the basics well told.
January 31, 2024
I am so thankful to PRH Audio for the chance to read and review this marketing-heavy golden nugget.
Converted: The Data-Driven Way to Win Customers' Hearts is now available to the public and is a must-have for those looking to redirect business in a more data-centered flow.
Neil Hoyne, a Google Analytics top leader, takes readers and listeners on a journey as he maps out pivotal tips and tricks for integrating more data-intensive strategies into your workplace. Hoyne starts with a joke to set the scene: A Digital Marketer walks into a bar and asks the first person they say to marry them… Crazy right? But that’s what companies do. A true analyst will focus on the conversations, interactions, and relationships to maximize the customer acquaintanceship flourishes.
He goes out to depict how the three most important factors are Communication and Conversations that you'll have with customers and your team; Relationships and how you grow, develop, and retain that customer lifetime value (CLV); and Self-Growth and reflecting inwards on how one can maximize the potential growth for their team, increase those internal goals and strategies, and better understand a workflow for bringing in sales and keeping customers happy.
This book could be a precious tool for marketers looking to prosper their company's understanding of how data isn't the solution but how utilizing those data pools and sets and contributing to their strength wisely can achieve almost anything for companies, both large and small.
Converted: The Data-Driven Way to Win Customers' Hearts is now available to the public and is a must-have for those looking to redirect business in a more data-centered flow.
Neil Hoyne, a Google Analytics top leader, takes readers and listeners on a journey as he maps out pivotal tips and tricks for integrating more data-intensive strategies into your workplace. Hoyne starts with a joke to set the scene: A Digital Marketer walks into a bar and asks the first person they say to marry them… Crazy right? But that’s what companies do. A true analyst will focus on the conversations, interactions, and relationships to maximize the customer acquaintanceship flourishes.
He goes out to depict how the three most important factors are Communication and Conversations that you'll have with customers and your team; Relationships and how you grow, develop, and retain that customer lifetime value (CLV); and Self-Growth and reflecting inwards on how one can maximize the potential growth for their team, increase those internal goals and strategies, and better understand a workflow for bringing in sales and keeping customers happy.
This book could be a precious tool for marketers looking to prosper their company's understanding of how data isn't the solution but how utilizing those data pools and sets and contributing to their strength wisely can achieve almost anything for companies, both large and small.
August 20, 2022
I won this on Goodreads giveaways. I was not sure what to make of it at first since I work in an industry that does depend upon numbers but not in the monetary ways. This does have some great information about data driven information. It is broken down in simple speak so if someone who does not understand all of the technical jargon, they are able to. Also provided a website that has templates that allows the user to try their own hand at "Customer Lifetime Value" aka "CLV". An added bonus is the added resources that were used and cited for information are footnoted. There are many books out there which place all of that at the back of the book which causes the reader to flick back and forth to understand where the sources are from. That is one thing that always makes me twitch when reading a book.
June 10, 2022
This is a hardcore marketing book. Not being a marketing professional myself, not every page of this book had the same resonance with me. However, I found that MANY of its concepts could be applied to other fields too. The book is well written, compelling and actionable. I’d love to see similar products for other fields of business too.
August 23, 2022
Thank you to the author and the publisher for the copy I received in a Goodreads Giveaway! This isn't something I would normally read, but I'm glad I did. I found this to be an entertaining and informative read that was understandable and relevant to someone who does not work in sales or marketing. Great read, four stars.
December 25, 2022
I read about this book form another data science author Prasad Kothari. I have been following Prasad since 2010 for his writing. So, first of all thanks for introducing me to this book. Neil has written such a fabulous book. I was not able to keep it down till i finished all the chapters. Almost binge read the book over the weekend. Hope Neil conducts more lecture son this topic.
October 3, 2023
This is a practical guide that emphasises the importance of using data deliberately to build meaningful customer relationships. The book offers a simple, research-backed playbook, focusing on conversations, relationships, and self-improvement. With real-world examples and tangible advice, "Converted" is essential reading for those seeking to maximise returns from their data investments.
February 1, 2024
this marketing book is written around the idea that marketing analytics should target the lifetime value of a customer rather than gaining lots of one-time interactions. the attitude of the author towards data science is unclear - in some chapter it is presented as not useful, then it's revisited and used to extract insights afterwards.
March 4, 2022
This book will definitely make you more mindful of the data you collect to ultimately serve your customers better and grow your business in more sustainable ways! It has a nice mixture of practical tools and philosophical approach to gathering data!
In short… the more (data) is not the merrier!
In short… the more (data) is not the merrier!
January 27, 2023
This is one of the best digital analytics books I’ve ever read!
This is making me drastically rethink the way I go about social strategy. It’s especially important as I’m working on being a more data sound social marketer who can appeal to CMOs and CFOs
This is making me drastically rethink the way I go about social strategy. It’s especially important as I’m working on being a more data sound social marketer who can appeal to CMOs and CFOs
March 6, 2023
I thought this was interesting and I give it extra points for its brevity. I found it to be more directed towards tech companies than my particular organization, but for how short it is I think it is worth the read for anyone looking to properly utilize customer data.
March 2, 2022
Good single insight to fix in your CRM. Some parts of the book get repetitive as you progress
April 3, 2022
As someone who lives more on the communications side of things, I found this book quite interesting.
April 20, 2022
Entertaining marketing/business book filled with practical advice but felt like it is best for established business rather than for starting out or smaller scale business.
July 1, 2022
It pains. A book about data driven marketing without data. Pointless.
July 9, 2022
This book helped me to crystalise why we need customer 360.
October 18, 2022
Fun read, a lot of takeaways that equip you for big idea discussions as well as detailed execution.
February 3, 2023
Lots of great ideas about acquiring, converting, and keeping customers. I enjoyed this book and the author’s style of writing.
February 9, 2023
My daughter-in-law is a salesperson and loved this book.
February 15, 2023
It's interesting to see the various marketing techniques that can be used and how effective they can be. I wish Hoyne had discussed how creepy this all can be for the consumer.
March 4, 2023
Nice read to enter the world of Customer Lifetime Value.
August 31, 2023
Good info and suggestions if you work in marketing. Very easy to read.
Displaying 1 - 23 of 23 reviews