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Converted
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...
Summary of Neil Hoyne's Converted
Please note: This is a companion version & not the original book. Sample Book Insights: #1 A woman went to a shoe store to buy a pair of shoes. She was never actually interested in buying the shoes, but she kept returning to the store over the course of two weeks because of the salespeople’s repeated attempts to get her to buy the shoes. #2 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. #3 The company’s 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 has shuffled between a few more private equity groups. But the legacy remains. #4 Understanding your customers is not about capturing every nuance of their behavior. 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 what not to obsess over.
The Customer Centricity Playbook
A 2019 Axiom Business Award winner. In The Customer Centricity Playbook , Wharton School professor Peter Fader and Wharton Interactive's executive director Sarah Toms help you see your customers as individuals rather than a monolith, so you can stop wasting resources by chasing down product sales to each and every consumer.
The World Until Yesterday
The bestselling author of Collapse and Guns, Germs and Steel surveys the history of human societies to answer the question: What can we learn from traditional societies that can make the world a better place for all of us? “As he did in his Pulitzer Prize-winning Guns, Germs, and Steel, Jared Diamond continues to make us think with his mesmerizing and absorbing new book." Bookpage Most of us take for granted the features of our modern society, from air travel and telecommunications to literacy and obesity. Yet for nearly all of its six million years of existence, human society had none of these things. While the gulf that divides us from our primitive ancestors may seem unbridgeably wide, ...
Crawl, Walk, Run
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The Devil Rides Out
The aristocratic Duke de Richleau faces new, sinister challenges in this macabre tale of the dark arts. When his good friend Simon Aron's naïve curiosity is tested, the Duke, along with his ever-patient friends Rex Van Ryn, and Richard Eaton, must intricately plot a means of both physical and spiritual rescue. But with Van Ryn's affections for a beautiful woman caught in the web of Satanists, and Eaton's ongoing scepticism, they all risk being brought to the verge of madness through dabbling with the powers of evil. From London to the West Country, the slums of Paris to a Christian monastery, the action of this powerful occult thriller moves with fantastic, compelling force.
The Age of Customer Equity: Data-Driven Strategies to Build a Sustainable Company
Every Customer Is Unique For many companies, large and small, customer data is a noisy mess. There are problems across the ecosystem from partners to page views and from KPIs to campaign tracking. The biggest problem is not the technical data silos but our inability to hear the humans behind the data, In The Age of Customer Equity, Allison Hartsoe helps you cut through the noise and gives you the tools you need to humanize your data to connect to the right customers at the right time. Interviews with customer-centric data leaders and case studies shine a light on the successes and struggles of data analytics leadership to give you a sense of reality and arm your strategic thinking. Hartsoe teaches you how to: Uncover customer behavior, identify opportunities to amplify marketing ROI, and optimize your opportunity costs Alight your teams to clear hurdles and create long-term 9- and 10-figure gains Spot the largest vulnerabilities in your company, diagnose what you need, and build a journey to a more powerful customer-centric future
The Halo Effect
Too many of the most prominent management gurus today make steel-clad guarantees, based on claims of irrefutable research, promising to reveal the secrets of why one company fails and another succeeds, and how you can become the latter. Combining equal measures of solemn-faced hype and a whole body of delusions, statistical and otherwise, these self-styled experts cloud our ability to think critically about the nature of success in business. Like a virus, these fundamental errors of thinking infect much of what we read, whether in leading business magazines, scholarly journals, or management bestsellers. Central among these delusions is the Halo Effect, the tendency on the part of the expert...
Customer Centricity
Not all customers are created equal. Despite what the tired old adage says, the customer is not always right. Not all customers deserve your best efforts: in the world of customer centricity, there are good customers...and then there is pretty much everybody else. Upending some of our most fundamental beliefs, renowned behavioral data expert Peter Fader, Co-Director of The Wharton Customer Analytics Initiative, helps businesses radically rethink how they relate to customers. He provides insights to help you revamp your performance metrics, product development, customer relationship management and organization in order to make sure you focus directly on the needs of your most valuable customers and increase profits for the long term.
The Art of the Pitch
Through an engaging and humorous narrative, Peter Coughter presents the tools he designed to help advertising and marketing professionals develop persuasive presentations that deliver business. Readers will learn how to develop skills to create the perfect presentation.
