Converted: The Data-Driven Way to Win Customers' Hearts by Neil Hoyne (English)

Description: FREE SHIPPING UK WIDE Converted by Neil Hoyne "Neil Hoyne provides details on how to way customers hearts in a data-driven way"-- FORMAT Hardcover LANGUAGE English CONDITION Brand New Publisher Description When the worlds biggest brands want to sharpen their digital marketing strategy, they call Neil Hoyne - Googles 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 youll 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 customersA real person is always on the other end of the transaction. Converted shows you how to win their hearts. Author Biography 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." Review "Ive 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 youre 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 Review Quote "Ive 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 youre 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 Excerpt from Book Chapter 1: Lets Talk Its a Saturday afternoon and a woman walks into a boutique shoe store, eyeing a pair of heels. Inevitably, shes approached by a salesperson. "Do you need any help?" The woman ignores the employee, lingers a moment longer on the high heels, and then exits the store. Perhaps its the style, the exorbitant price, or simply the inevitable pain of actually wearing them, but whatever her reason, she isnt interested in making the purchase. Or is she? The woman returns later in the day and the same scene unfolds. The greeting, the fleeting interest, the quick exit. A third time, a fourth, a fifth, and then the next day, the same thing happens, and again the day after that. The staff keep adjusting their approach. A smile this time. A compliment the next. Anything to get her to buy the shoes shes been eyeing this whole time. And then it happens. Nearly two weeks after her initial visit. Those $450 worth of three-inch heels. Sold! What happened differently this time? Most important, what lessons did the store take away to repeat this winning result? Not a thing. In reality, this woman never left home. Each of her-wait for it-262 visits occurred on the stores website. And nobody noticed. Nobody intervened. Nobody learned. Her experiences were lost in a spreadsheet filled with countless others-mothers, husbands, lifelong friends, and consummate professionals reduced to "conversions." The store was able to track each of her visits. That was trivial. But they welcomed her with the same experience each time. Every visit was interpreted as interest, driving up their investment as they chased her with more online ads. Sure, they sold the shoes in the end. But even with their 40 percent margins, they ended up in the red. And they never knew it. The fact is digital marketers-myself included-are better at making statements than conversation. Its not hard to picture us at a bar, approaching strangers with the strongest possible thirty-second call to action and an almost painful sense of urgency. "You should marry me right now. Only one of me left!" God help you if you reply. We might even follow you around to other bars for the next two weeks. You know, just in case. The first product sold through Google was a lobster. Someone sat at their computer in California, clicked on a search ad for a fresh Maine lobster, and bought a two-pounder. The next day, a live lobster was delivered in a box to their door, confused as hell about the past twenty-four hours. It was a conversation that worked for that time. But now that same person has dozens of devices and no shortage of options for their next purchase. Lobster-comparison sites. Lobster coupon codes. Lobster reviews. There are more than 4.8 million posts on Instagram hoping to inspire you with different ways to prepare your lobster. One lobster even became a social media influencer, which makes a telling statement about the influencer industry as a whole. Todays conversations arent so simple. Theyre bursting with nuance and opportunity. And most businesses havent kept up, locked in the legacy that measuring the value of single interactions-"Marry me, now!"-must be more important than reaping the returns of a broader relationship over time. Does it have to be this way? Absolutely not. We have conversations all the time in daily life. Its how human beings work. We read, we listen, we engage. Our ancestors were brought together by campfires, eliciting understanding, trust, and sympathy. We have dinner with somebody, we get to know them; we spend time with family. We do it in business too; all the keynotes, Zoom video conferences, and trade shows with vendors handing out cheap plastic pens. People think of brands and websites the same way. They talk about them almost as if they were people. I love this company! I hate that company. I love this website! But does the company reciprocate that love? Probably not. If any of this reminds you of your companys marketing, its not your fault. I get it. Marketing has the decades-long pressure to prove its results, in order to justify its growth in good times and defend budgets in the bad. And, in between, to fend off the misplaced belief that marketing is merely a cost center. It only works until it doesnt. If customers see the same short messages and are pursued by the same relentless tracking everywhere they go, its easier to be apathetic toward it all. But marketers are starting to see the value of conversation-not only because of the wealth of customer information it provides but also because it separates them from the competition. They stand out, and they triumph. That makes a larger shift all but inevitable. Interactions between the best companies and their customers are changing from quick messages demanding an immediate response to deeper, more lasting conversations. "Buy now" behavior that would flop in a bar will get you left behind online too. You just wont survive as a marketing leader if you cant learn and respond to the signals customers are giving you. At the end of the day, this is about looking at marketing through a different lens: the very human lens of conversation. We know how to do it already. We only need to learn how to do it in a different context. Chapter 2: Starting Simple Isat at a noisy vegetarian bistro with a handful of retail marketing execs who had been trying to turn around their stale but promising brand. The CMO and his team had teased some rather lofty ambitions. They brought me in to offer feedback on their journey to a better place. "Were excited about the opportunity here," they said. "Were going to digitally transform our business." Usually, this is where I get concerned. Digital transformation is quickly earning its place in the upper echelons of bullshit business-speak, right next to innovation, acceleration, and amplification. Too often these kinds of grandiose ambitions end merely with a refreshed app icon and launching curbside pickup. What this team unveiled was arguably worse: a $70 million software engagement to build out the most comprehensive data-management program the company had ever seen, uniting all their customer data, every touch point, everything imaginable. It would be ready in only two and a half years. I was appalled. Whats going on here? These were skillful marketers, after all. "Well!" they said. "It doesnt make a lot of sense to do anything until we get all of the data in place. Once we do, well be able to hire hundreds of data scientists to streamline all of our decision making." They were really proud of this. Like it was a legitimate plan. I couldnt help myself. "So you have a multimillion-dollar project, you got the board to make this huge capital investment, youre not going to show any returns for three years-and you think this makes sense?" "Well, yes, because the data has to be perfect first!" I sat there thinking, But what about your retail stores, which dont share any customer data back with you? Where is that coming from? Where does your brand value fit in? Or word of mouth? Youll still be missing large pieces of the conversation. What about the value of the data you have on customers today? Are you happy to give that opportunity up? The companys ambitions never played out. It took too long just to set up all the pieces. The board grew tired of waiting for results. The CMO is gone, and the brand shuffled between a few more private equity groups. But the legacy remains. Nobody will touch a similar project again. Why You Need to Start Simple When people feel theyve lost control of circumstances, they tend to turn to high-involvement products that require hard work to fix things. Its that January-gym-membership effect. Signing up feels like a tangible result, and thats what youre looking for. Does it work? Not really. Eighty percent of those new customers wont make it past April. Thats why the retailer was so proud of its software child. Thats where most companies that are trying to tie together their data start. Its where they stop, too. Ask executives if their CRM system is helping business grow, and 90 percent will say no. Customer conversations are not about capturing every single interaction. Thats exactly where most companies start with data, and it doesnt make sense. Understanding your customers isnt about capturing every nuance of their behavior-every product they look at, and for how many milliseconds; how many times they place something in their shopping cart, then put it back on the shelf-without any sense of what actually matters. The fact is that the more information you try to gather, the more you miss, and the more you spend. Learn to recognize the signals that are important-and learn what not to obsess over. A marketer who can focus on whats necessary to move a business forward today is ten times more valuable than one who gushes about the latest opportunity to connect everything in life to the internet. Come on. My flip-flops dont need to be connected to the internet, but Im sure that someone somewhere is pitching that right now. How to Start Simple We have three principles to embrace. Nothing extravagant. This is about focus. GET MOVING The priority is simplicity. The more complicated the approach gets, the harder it is for us to make progress, the harder it is for us to have accurate data, and the harder it is for us to pull it. Keep things as simple and as lightweight as possible for now. Small teams. Swift action. Some of the most successful marketers I know spend no mo Details ISBN0593420659 Author Neil Hoyne Short Title Converted Language English Year 2022 ISBN-10 0593420659 ISBN-13 9780593420652 Format Hardcover Publication Date 2022-02-22 Subtitle The Data-Driven Way to Win Customers Hearts Country of Publication United States US Release Date 2022-02-22 UK Release Date 2022-02-22 Pages 240 Place of Publication New York DEWEY 658.812 Audience General NZ Release Date 2022-03-15 AU Release Date 2022-03-15 Publisher Penguin Putnam Inc Imprint Portfolio We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! 30 DAY RETURN POLICY No questions asked, 30 day returns! FREE DELIVERY No matter where you are in the UK, delivery is free. SECURE PAYMENT Peace of mind by paying through PayPal and eBay Buyer Protection TheNile_Item_ID:134703541;

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