Converted
The Data-Driven Way to Win Customers' Hearts
(Sprache: Englisch)
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...
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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.
Lese-Probe zu „Converted “
Chapter 1: Let's TalkIt's a Saturday afternoon and a woman walks into a boutique shoe store, eyeing a pair of heels. Inevitably, she's 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 it's the style, the exorbitant price, or simply the inevitable pain of actually wearing them, but whatever her reason, she isn't 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 she's 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 store's 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.
... mehr
The fact is digital marketers-myself included-are better at making statements than conversation. It's 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.
Today's conversations aren't so simple. They're bursting with nuance and opportunity. And most businesses haven't 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. It's 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
The fact is digital marketers-myself included-are better at making statements than conversation. It's 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.
Today's conversations aren't so simple. They're bursting with nuance and opportunity. And most businesses haven't 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. It's 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
... weniger
Autoren-Porträt von Neil Hoyne
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.”As Google’s Chief Measurement Strategist, Neil has had the privilege to lead more than 2,500 engagements with the world’s biggest advertisers. His efforts have helped these companies acquire millions of customers, improve conversion rates by more than 400 percent and generate billions in incremental revenue. Immensely proud of the degrees he’s earned from Purdue University and UCLA, Neil returned to academia in 2018 as a Senior Fellow at the Wharton School of the University of Pennsylvania. This is his first book. He hopes you like it.
Bibliographische Angaben
- Autor: Neil Hoyne
- 2022, 240 Seiten, Maße: 13,1 x 18,2 cm, Gebunden, Englisch
- Verlag: Portfolio
- ISBN-10: 0593420659
- ISBN-13: 9780593420652
- Erscheinungsdatum: 28.02.2022
Sprache:
Englisch
Pressezitat
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
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