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.
