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Penguin Putnam Inc Hardback English
Converted
The Data-Driven Way to Win Customers' Hearts
By Neil Hoyne
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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, too many marketers are boxed into these spaghetti-to-the-wall forms of digital marketing that limit potential. 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? The answer: You can. And in Converted, Neil Hoyne shares exactly how to do this.
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, too many marketers are boxed into these spaghetti-to-the-wall forms of digital marketing that limit potential. 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? The answer: You can. And in Converted, Neil Hoyne shares exactly how to do this.