Converted

The Data-Driven Way to Win Customers' Hearts

By: Neil Hoyne

Narrated by: Neil Hoyne

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.

* This audiobook includes a downloadable PDF that contains visual references from the book.

Critic reviews

“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

Great

Had no idea what the book was about before downloading, glad I did. Great listen, insight, and overall book!

Every CEO, CFO and CMO should read this

I was saved from some stupid, expensive mistakes I was about to make. This book is filled with actionable ideas and important questions we all should be asking. I’m guessing it will make me money.

my mind was figuratively blown

I am just a baby splashing in a sink pretending I know how to interpret data and Neil is a gold medal breast-stroke swimmer. (he probably works out 🤫)

Buying a second copy

This book is fantastic. It covers how to maximize CLV using data, misconceptions of data and how to spot them, and tips from some of the best companies in the world and how they optimize their data.

Buying a physical copy separately so I can highlight and take notes.

Best marketing book I’ve read

I manage marketing for a startup so I read a ton of books. I just told my team this is all mandatory reading which I havnt done before.