Converted - The Data-Driven Way to Win Customers' Hearts (Hoyne Neil)(Pevná vazba)

When the world's biggest brands want to sharpen their digital marketing strategy, they call Google's Chief Measurement Strategist Neil Hoyne. In his first book, he offers a simple playbook anyone can use to find and keep their most valuable customers. A customer comes to your webpage 450 times before buying a single product. To get to this point of purchase, you followed her around the internet for weeks, waving "please buy this!" ads in her face. And in the end, you spent more money attracting her attention than you earned from the sale. If this strategy sounds extremely ineffective, well, that's because it is. With pressure for quick results and fierce marketplace competition, too many marketers are boxed into these spaghetti-to-the-wall forms of digital marketing that limit data-driven opportunities for growth. In Converted, Google's Chief Measurement
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