Converted: The Art of Data Analysis That Steals Your Heart
 |
Description
Book Introduction
- A word from MD
-
The data knowsThis is the first book to compile the know-how of Neil Hoyne, the legendary data analysis strategist who created Google's greatest revenue.
Focusing on three themes: conversation, relationships, and development, it analyzes human desires in the online world and explores ways to move them.
You can get a glimpse into Google's world-class data analysis cases and strategies.
July 1, 2022. Economics and Management PD Kim Sang-geun
** Highly recommended by Song Gil-young (Vice President of Vibe Company, author of "Just Don't Do It")!
** Includes data analysis cases that drove Google's highest sales!
“How is Google still making money all over the world?”
The days of focusing solely on views and click-through rates are over!
Google's Chief Data Analytics Strategist (CMS) reveals how to capture 6 billion customers!
By early 2022, Google had achieved the number one position in the global online advertising market share, establishing itself as an unrivaled force in the digital world.
Facebook and Amazon are hot on their heels, but Google's monopoly looks set to continue for the time being.
So, what makes Google shine so brightly among the world's leading IT companies? How does Google continue to amass global wealth? The secret lies in its data strategy.
Google analyzes the flood of data, which pours in at a rate of 40,000 cases per second, and turns it into revenue.
These data analysis technologies and strategies have made Google an absolute IT powerhouse, and at the center of this is Neil Hoin, author of "Converted: The Art of Data Analysis that Steals Your Hearts."
He served as Chief Measurement Strategist (CMS) at Google for over 10 years, leading the Google data analytics team and driving $2 billion in revenue and a 400 percent increase in conversion rates.
In this book, the author explains everything from how to build relationships by engaging with invisible customers, to practical customer lifetime value analysis methods, to how to write prompts that encourage customer purchases. He explains all the vivid examples and know-how he learned through trial and error at Google.
From marketers to planners, developers, entrepreneurs, and influencers, this is a must-read for anyone who has ever wondered how to sell in a chaotic marketplace where the lines between online and offline are blurring.
Don't you have a clear idea of who your customers are? You know your customers, but you don't know how to reach them.
Want to get closer to your customers?
If so, 『Converted: The Art of Data Analysis that Steals Your Heart』 is the answer.
** Includes data analysis cases that drove Google's highest sales!
“How is Google still making money all over the world?”
The days of focusing solely on views and click-through rates are over!
Google's Chief Data Analytics Strategist (CMS) reveals how to capture 6 billion customers!
By early 2022, Google had achieved the number one position in the global online advertising market share, establishing itself as an unrivaled force in the digital world.
Facebook and Amazon are hot on their heels, but Google's monopoly looks set to continue for the time being.
So, what makes Google shine so brightly among the world's leading IT companies? How does Google continue to amass global wealth? The secret lies in its data strategy.
Google analyzes the flood of data, which pours in at a rate of 40,000 cases per second, and turns it into revenue.
These data analysis technologies and strategies have made Google an absolute IT powerhouse, and at the center of this is Neil Hoin, author of "Converted: The Art of Data Analysis that Steals Your Hearts."
He served as Chief Measurement Strategist (CMS) at Google for over 10 years, leading the Google data analytics team and driving $2 billion in revenue and a 400 percent increase in conversion rates.
In this book, the author explains everything from how to build relationships by engaging with invisible customers, to practical customer lifetime value analysis methods, to how to write prompts that encourage customer purchases. He explains all the vivid examples and know-how he learned through trial and error at Google.
From marketers to planners, developers, entrepreneurs, and influencers, this is a must-read for anyone who has ever wondered how to sell in a chaotic marketplace where the lines between online and offline are blurring.
Don't you have a clear idea of who your customers are? You know your customers, but you don't know how to reach them.
Want to get closer to your customers?
If so, 『Converted: The Art of Data Analysis that Steals Your Heart』 is the answer.
- You can preview some of the book's contents.
Preview
index
Recommendation
Preface to the Korean edition
Introduction: Data Knows Your Desires
Part 1 Conversations
: How to read human desire
Chapter 1: Have a conversation
Chapter 2 Start Easy and Simple
No need for complex data │ Three principles for handling data
Chapter 3: Ask the Right Questions
Google Doesn't Just Ask Questions | The Art of Captivating Questions 4
Chapter 4: Embrace Your Human Attributes
Humans are inherently irrational │ Behavioral science techniques that tap into desires 4
Chapter 5: Grab the Hint
How Google Discovers Hints | How to Find Signals | Collecting Data Smartly
Chapter 6: Take Control of the Conversation
Conversation is Sales │ How to Inspire Conversation
Part 2 Relationships
: How to move human desire
Chapter 7 Whose Heart Will Be Moved?
Chapter 8: Understanding Reality with Data
The easiest way to measure customer lifetime value
Chapter 9: Meet High-Value Customers
Bezos was a brilliant data strategist│The journey to find valuable customers│To meet the best customers
Chapter 10 Accept It As It Is
Humans Never Change│What We Can Do Despite This
Chapter 11 If things don't work out, turn back without hesitation.
Focus on What Matters│When is it Time to Intervene with Your Customers?
Chapter 12 Lessons Learned from Google's Advertising Project
There are people beyond the LAN cable│Not all people are equal│Take care of your customers yourself
Chapter 13 Be Curious About People's Desires
Part 3 Self-Improvement
: How to achieve better performance
Chapter 14 To you who needs to solve the problem somehow
Chapter 15 Start Small
Small things make a huge difference│If you take one step at a time
Chapter 16 Sometimes Politics is Necessary
People Who Follow Intuition Over Numbers│The Art of Persuading People with Data
Chapter 17: Make Testing a Routine
Why You Need to Learn Fast | How to Make Testing a Habit | How to Make Testing a Daily Routine
Chapter 18 How the Best Companies Handle Numbers
Non-repeating metrics are meaningless│Deploy a red team.
Chapter 19 Who Will You Work With?
People Who Undermine Teamwork│People Who Achieve Top Performance
Conclusion: Ultimately, this is all a journey to meet customers.
Preface to the Korean edition
Introduction: Data Knows Your Desires
Part 1 Conversations
: How to read human desire
Chapter 1: Have a conversation
Chapter 2 Start Easy and Simple
No need for complex data │ Three principles for handling data
Chapter 3: Ask the Right Questions
Google Doesn't Just Ask Questions | The Art of Captivating Questions 4
Chapter 4: Embrace Your Human Attributes
Humans are inherently irrational │ Behavioral science techniques that tap into desires 4
Chapter 5: Grab the Hint
How Google Discovers Hints | How to Find Signals | Collecting Data Smartly
Chapter 6: Take Control of the Conversation
Conversation is Sales │ How to Inspire Conversation
Part 2 Relationships
: How to move human desire
Chapter 7 Whose Heart Will Be Moved?
Chapter 8: Understanding Reality with Data
The easiest way to measure customer lifetime value
Chapter 9: Meet High-Value Customers
Bezos was a brilliant data strategist│The journey to find valuable customers│To meet the best customers
Chapter 10 Accept It As It Is
Humans Never Change│What We Can Do Despite This
Chapter 11 If things don't work out, turn back without hesitation.
Focus on What Matters│When is it Time to Intervene with Your Customers?
Chapter 12 Lessons Learned from Google's Advertising Project
There are people beyond the LAN cable│Not all people are equal│Take care of your customers yourself
Chapter 13 Be Curious About People's Desires
Part 3 Self-Improvement
: How to achieve better performance
Chapter 14 To you who needs to solve the problem somehow
Chapter 15 Start Small
Small things make a huge difference│If you take one step at a time
Chapter 16 Sometimes Politics is Necessary
People Who Follow Intuition Over Numbers│The Art of Persuading People with Data
Chapter 17: Make Testing a Routine
Why You Need to Learn Fast | How to Make Testing a Habit | How to Make Testing a Daily Routine
Chapter 18 How the Best Companies Handle Numbers
Non-repeating metrics are meaningless│Deploy a red team.
Chapter 19 Who Will You Work With?
People Who Undermine Teamwork│People Who Achieve Top Performance
Conclusion: Ultimately, this is all a journey to meet customers.
Detailed image
Into the book
Having worked at Google for over a decade, I've had the privilege of leading over 2,500 deals with major advertisers around the world.
He oversaw a business that acquired millions of customers, increased conversion rates by over 400 percent, and generated over $2 billion in revenue (I don't know how the economists came up with that number, but...
But I like it and I will continue to do so.
Of course, there were things I did wrong along the way.
But like any other data analyst, I look back on the choices I've made and all the mistakes I might have made.
The world of digital marketing is a topsy-turvy place, and I'm a part of it.
It's not just me, we all are like this.
---"introduction.
From "Data Knows Your Desires"
The most successful marketers share information they discover out of curiosity or through casual conversation.
Marketers don't just interpret the data they have.
They see the data as a window into a larger story.
And I think about how I can make the conversations I have with my customers a little more active.
They respond with quick, agile questions that provide a little more information about what the customer wants, move the conversation forward, and deepen the customer's understanding.
This information is power.
Therefore, by securing more of this power, you can gain an advantage over your competitors.
---Chapter 3.
From "Ask the Right Questions"
Google faces this same problem in a B2B environment.
Google Workspace is one of Google Cloud's larger products, a collaboration package that includes enterprise versions of software like Gmail.
Paid advertising mostly drives new users, but with a 30-day free trial, marketers can see if they're successfully engaging with potential customers in just four weeks.
Marketers can ask people how seriously they are considering buying a product (but they may not have tried it yet).
---Chapter 5.
From "Catch the Hint"
The same goes for customers, but only a very small percentage of them become loyal customers.
They are willing to spend money on your company, promote it, and protect you.
Typically, we get 80 percent of our total value (whether in life or business) from 20 percent of the people who know us.
It is these 20 percent of people who determine the profitability and success of a business.
To put it metaphorically, these 20 percent are friends who are nice to meet and fun to spend time with.
---Chapter 7.
From "Whose heart will it move?"
It all starts with bringing together important data.
Set your goals clearly.
Start simple and easy with data like name, transaction amount, date, etc.
And predict customer behavior.
Keep in mind that some customers are much more important to your company than others.
This data will continue to generate a lot of money in the future, so please treat it with care like a treasure.
In the next chapter, we will use this data for more than just simple quintiles.
He oversaw a business that acquired millions of customers, increased conversion rates by over 400 percent, and generated over $2 billion in revenue (I don't know how the economists came up with that number, but...
But I like it and I will continue to do so.
Of course, there were things I did wrong along the way.
But like any other data analyst, I look back on the choices I've made and all the mistakes I might have made.
The world of digital marketing is a topsy-turvy place, and I'm a part of it.
It's not just me, we all are like this.
---"introduction.
From "Data Knows Your Desires"
The most successful marketers share information they discover out of curiosity or through casual conversation.
Marketers don't just interpret the data they have.
They see the data as a window into a larger story.
And I think about how I can make the conversations I have with my customers a little more active.
They respond with quick, agile questions that provide a little more information about what the customer wants, move the conversation forward, and deepen the customer's understanding.
This information is power.
Therefore, by securing more of this power, you can gain an advantage over your competitors.
---Chapter 3.
From "Ask the Right Questions"
Google faces this same problem in a B2B environment.
Google Workspace is one of Google Cloud's larger products, a collaboration package that includes enterprise versions of software like Gmail.
Paid advertising mostly drives new users, but with a 30-day free trial, marketers can see if they're successfully engaging with potential customers in just four weeks.
Marketers can ask people how seriously they are considering buying a product (but they may not have tried it yet).
---Chapter 5.
From "Catch the Hint"
The same goes for customers, but only a very small percentage of them become loyal customers.
They are willing to spend money on your company, promote it, and protect you.
Typically, we get 80 percent of our total value (whether in life or business) from 20 percent of the people who know us.
It is these 20 percent of people who determine the profitability and success of a business.
To put it metaphorically, these 20 percent are friends who are nice to meet and fun to spend time with.
---Chapter 7.
From "Whose heart will it move?"
It all starts with bringing together important data.
Set your goals clearly.
Start simple and easy with data like name, transaction amount, date, etc.
And predict customer behavior.
Keep in mind that some customers are much more important to your company than others.
This data will continue to generate a lot of money in the future, so please treat it with care like a treasure.
In the next chapter, we will use this data for more than just simple quintiles.
---Chapter 8.
From “Understand reality with data”
From “Understand reality with data”
Publisher's Review
“Google knows what you’re going to do in 10 seconds!”
Google Achieves All-Time High Sales! Conversion Rate Soars 400%!
It was discovered by analyzing 40,000 pieces of data per second.
A practical exploration of the intimate human desires hidden behind the wires!
Anyone who has ever bought something in a store or online has probably been possessed.
Thinking back, I realized that I had unknowingly paid for something I didn't need.
People usually think, 'I bought it because I wanted to buy it,' but that's not true.
Your entire path to the purchase button is exposed to meticulous strategies designed by data analysis strategists.
I may have pressed the buy button, but someone else looked into my mind and behavior patterns and moved you.
"Converted: The Art of Data Analysis that Steals Hearts" teaches us how to use data to understand human desires, predict behavior, and achieve results.
The author has long been developing data strategies at Google, pondering how to capture the hearts of invisible customers.
Even if you spend a lot of money and achieve hundreds of millions of views, there are countless cases where it doesn't lead to purchases.
After years of research, moving between the field and academia, to find the answer, he discovered that there was a 'person' behind the monitor.
We learned that breakthrough sales can be achieved not only through data analysis but also by discovering human desires and building relationships with them.
Customers who were once mere dummy customers become friends, and they become powerful buyers who support the business.
This is the moment when the Converted he speaks of is born.
Converted is a marketing term that refers to the act of strengthening customer relationships beyond views and click-through rates and converting them into actual sales. Google has skillfully utilized this to maintain its number one position in global advertising share.
This was possible because we were able to predict all of our customers' intimate desires and behaviors through data.
From the data strategies of the world's leading company, Google, to how to analyze customer journeys to achieve results.
The best business book, highly praised by Silicon Valley investors and developers!
This book is divided into three chapters: Conversation, Relationships, and Development.
Chapter 1 covers how to read human desires through conversations with customers.
Here, all conversations with customers are based on data.
Through the traces they leave behind, we can understand what our customers desire and develop relationship strategies.
There are a variety of methods that can be used at this time, such as asking appropriate questions and tracking the purchase journey.
Chapter 2 explains how to find valuable customers and establish long-term relationships with them based on customer lifetime value analysis.
We can examine the data strategies used directly by Google, using representative services such as Google, Workspace, and YouTube as examples.
Chapter 3 covers the mindset and environment that must be established for better performance.
You can explore the atmosphere and characteristics of a representative Silicon Valley IT company, such as how Google measures performance indicators and what types of people achieve results.
"Converted: The Art of Data Analysis that Steals Your Hearts" vividly and relatably explains the author's field experience and research cases, having been at the forefront of Google's data analysis and strategy for over 10 years.
It's packed with practical information, from strategic insights on how to approach customers and data to practical examples that can be applied immediately, such as how to craft messages that drive sales and how to ask questions that enhance advertising effectiveness.
The author also provides a data analysis template he created himself on his website, which, if followed, allows even those unfamiliar with numbers to easily engage in data-driven thinking and analysis.
“A must-read for anyone seeking to win the hearts of their fellow human beings!”
Song Gil-young (Vice President of Vibe Company, author of the best-selling book "Just Don't Do It")
“This book shows that conversations and relationships with customers can be meticulously verified with data.
Through this process, humans come to understand what characteristics the other person wants.
“I recommend this book not only to those who want to increase sales by increasing conversion rates, but also to everyone who is trying to win the hearts of fellow human beings.”
Vice President Song Gil-young, a leading big data expert in Korea and author of the best-selling book “Just Don’t Do It,” recommended this book, saying:
There is one thing we must remember.
‘There are people behind the data.’
When we listen to our customers' desires, they will respond enthusiastically to our requests.
From marketers to planners, developers, entrepreneurs, and influencers, this is a must-read for anyone who has ever wondered how to sell in a chaotic marketplace where the lines between online and offline are blurring.
Google Achieves All-Time High Sales! Conversion Rate Soars 400%!
It was discovered by analyzing 40,000 pieces of data per second.
A practical exploration of the intimate human desires hidden behind the wires!
Anyone who has ever bought something in a store or online has probably been possessed.
Thinking back, I realized that I had unknowingly paid for something I didn't need.
People usually think, 'I bought it because I wanted to buy it,' but that's not true.
Your entire path to the purchase button is exposed to meticulous strategies designed by data analysis strategists.
I may have pressed the buy button, but someone else looked into my mind and behavior patterns and moved you.
"Converted: The Art of Data Analysis that Steals Hearts" teaches us how to use data to understand human desires, predict behavior, and achieve results.
The author has long been developing data strategies at Google, pondering how to capture the hearts of invisible customers.
Even if you spend a lot of money and achieve hundreds of millions of views, there are countless cases where it doesn't lead to purchases.
After years of research, moving between the field and academia, to find the answer, he discovered that there was a 'person' behind the monitor.
We learned that breakthrough sales can be achieved not only through data analysis but also by discovering human desires and building relationships with them.
Customers who were once mere dummy customers become friends, and they become powerful buyers who support the business.
This is the moment when the Converted he speaks of is born.
Converted is a marketing term that refers to the act of strengthening customer relationships beyond views and click-through rates and converting them into actual sales. Google has skillfully utilized this to maintain its number one position in global advertising share.
This was possible because we were able to predict all of our customers' intimate desires and behaviors through data.
From the data strategies of the world's leading company, Google, to how to analyze customer journeys to achieve results.
The best business book, highly praised by Silicon Valley investors and developers!
This book is divided into three chapters: Conversation, Relationships, and Development.
Chapter 1 covers how to read human desires through conversations with customers.
Here, all conversations with customers are based on data.
Through the traces they leave behind, we can understand what our customers desire and develop relationship strategies.
There are a variety of methods that can be used at this time, such as asking appropriate questions and tracking the purchase journey.
Chapter 2 explains how to find valuable customers and establish long-term relationships with them based on customer lifetime value analysis.
We can examine the data strategies used directly by Google, using representative services such as Google, Workspace, and YouTube as examples.
Chapter 3 covers the mindset and environment that must be established for better performance.
You can explore the atmosphere and characteristics of a representative Silicon Valley IT company, such as how Google measures performance indicators and what types of people achieve results.
"Converted: The Art of Data Analysis that Steals Your Hearts" vividly and relatably explains the author's field experience and research cases, having been at the forefront of Google's data analysis and strategy for over 10 years.
It's packed with practical information, from strategic insights on how to approach customers and data to practical examples that can be applied immediately, such as how to craft messages that drive sales and how to ask questions that enhance advertising effectiveness.
The author also provides a data analysis template he created himself on his website, which, if followed, allows even those unfamiliar with numbers to easily engage in data-driven thinking and analysis.
“A must-read for anyone seeking to win the hearts of their fellow human beings!”
Song Gil-young (Vice President of Vibe Company, author of the best-selling book "Just Don't Do It")
“This book shows that conversations and relationships with customers can be meticulously verified with data.
Through this process, humans come to understand what characteristics the other person wants.
“I recommend this book not only to those who want to increase sales by increasing conversion rates, but also to everyone who is trying to win the hearts of fellow human beings.”
Vice President Song Gil-young, a leading big data expert in Korea and author of the best-selling book “Just Don’t Do It,” recommended this book, saying:
There is one thing we must remember.
‘There are people behind the data.’
When we listen to our customers' desires, they will respond enthusiastically to our requests.
From marketers to planners, developers, entrepreneurs, and influencers, this is a must-read for anyone who has ever wondered how to sell in a chaotic marketplace where the lines between online and offline are blurring.
GOODS SPECIFICS
- Publication date: June 24, 2022
- Page count, weight, size: 264 pages | 444g | 140*210*20mm
- ISBN13: 9791140700219
- ISBN10: 1140700219
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카테고리
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