Data in the twenty-first century is ubiquitous and essential, helping marketers learn about their customers with target precision. But what if we’re thinking about data all wrong? Having led over 2,500 engagements with the world’s biggest advertisers, Neil Hoyne shows us how to get the most out of our analytics by focusing on a long-term strategy.
What if, instead of collecting copious amounts of information on every potential customer, we used data to understand who our best customers are and then build around them? This is the central question in Neil Hoyne’s upcoming book Converted: The Data-Driven Way To Win Customers’ Hearts. Eighty percent of revenue comes from cultivating just 20% of the consumer base, says Hoyne. Unfortunately, too often leaders and organizers focus on a transactional, short-term strategy, revolving around the point-of-purchase moment, rather than the customer themselves. This approach is not only short-sighted—it’s quickly becoming obsolete, especially in a post-pandemic landscape that has seen consumers dramatically alter their shopping behavior. In sharp contrast with that approach, Hoyne shows audiences how to build stronger, more direct relationships with their 20%, putting them on a better path than their competitors.
In addition to his role as Google’s Chief Measurement Strategist, Hoyne is a senior fellow at Wharton. And though his sessions are packed with information, he has an accessible, non-technical presentation style that audiences can easily grasp and put into practice. Book him today to discover a new way to gather, interpret, and apply data to push growth in the twenty-first century.
To book speaker Neil Hoyne for your next event, contact The Lavin Agency today, his exclusive speakers bureau.
