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How to Data-Drive Your Way to Customers’ Hearts

Summary

Google’s chief measurement strategist, Neil Hoyne, brings clarity to how data and marketing come together; what and how to measure; moving beyond a single transaction; embracing human nature; and more. Concrete examples and spot-on metaphors outline a solid course of action for marketers everywhere:

  • Marketing accountability – a prime industry issue;
  • Branding vs. performance marketing;
  • Improving the customer lifetime value;
  • Human behavior and the effect on trust;
  • and more

“Are we growing the value of that relationship? Yes! Then both branding and performance are tools. Their order [in terms of time sequence] matters much less here.”

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