转换：以数据驱动的方式赢得客户的心 英文原版 Converted: The Data-Driven Way to Win Customers' Hearts Neil Hoyne

基本信息

Format Hardback | 240 pages

Dimensions 135 x 185 x 25.4mm | 272.16g

Publication date 24 Feb 2022

Publisher Bantam Doubleday Dell Publishing Group Inc

Imprint Bantam USA

Language English

ISBN10 0593420659

ISBN13 9780593420652

页面参数仅供参考，具体以实物为准

书籍简介

当世界上Z大的品牌想要加强他们的数字营销战略时，他们会找尼尔·霍恩——谷歌的首席测量策略师和沃顿商学院的高级研究员。在他的第yi本书中，他提供了一个简单的、有研究支持的游戏手册，任何人都可以用它来寻找他们好的客户并发展持久的关系。

在快速见效的压力下，面对激烈的市场竞争，太多的营销人员被束缚在意大利面条般的数字营销形式中，限制了他们长时间、无数次的实验和数据仓库的潜力。zui后，他们眼睁睁地看着他们的竞争对手冲刺在前。

但是，如果你围绕着与客户的长期关系建立业务，使用数据来了解他们是谁，他们需要什么，以及在哪里找到更多像他们一样的客户呢？你可以。你会让你的竞争对手，用他们所有的数据和他们的短期思维，在残羹剩饭中摸索。在《转换》中，你将学会：

- 理解每一种关系的全部价值

- 与你zui好的客户进行持续的对话

- 提出正确的问题，以便你能预测你的客户的需求

- 找到更多的好客户

一个真实的人总是在交易的另一端。《转换》告诉你如何赢得他们的心。

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 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 customers

A real person is always on the other end of the transaction. Converted shows you how to win their hearts.

作者简介

尼尔曾担任分析师、研究员、发明家、讲师，用他的话说，他是许多令人过目即忘的幻灯片之父，这些幻灯片都是光滑的漏斗图和维恩图。他见证并参与了数十亿美元的成功和具有启发性的失败，所有这些都是为了追求通过数字媒体建立坚不可摧的客户关系。他是高管们号召更多 "数据驱动 "的关键人物。

作为谷歌的首席测量策略师，尼尔有幸领导了2500多个与世界上Z大的广告商的合作项目。他的努力帮助这些公司获得了数以百万计的客户，将转换率提高了400%以上，并创造了数十亿美元的增量收入。尼尔对他在普渡大学和加州大学洛杉矶分校获得的学位感到非常自豪，他在2018年作为宾夕法尼亚大学沃顿商学院的高级研究员回到了学术界。这是他的处女作。他希望你喜欢它。

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.