Converted: The Data-Driven Way to Win Customers' Hearts - Digital Strategy Demystified by Neil Hoyne - Whatron prof and Google's Measurement Chief..

One of the best books I have read?on the flight back home is?by Neil Hoyne – Google’s Chief Measurement Strategist and Senior Fellow at the Wharton School?-?Converted: The Data-Driven Way to Win Customers' Hearts. Neil has?Acclaimed globally for exploration of paradigm-shifting analytics that illuminate our understanding of customer relationships, Neil is sought internationally as a keynote speaker, a lecturer at top business schools, and a contributor in multiple patents. Further, as Google’s chief measurement strategist and global head of customer analytics, he pioneers strategies for customer lifetime value, marketing attribution, dynamic pricing, content personalization, and truly democratized data. Neil unapologetically champions the universal accessibility of data-driven actionable insights shared by loyal and enthusiastic brand defenders.

While the tech industry is undergoing non-synergistic yet parallel major paradigm shifts?

1. Cookieless future which Sundar Pichai has announced?

2. Metaverse - which Mark Zuckerberg announced

3. Metaverse as a service which Nvidia has announced..?

But, The basics of the digital customer journey, data driven analysis, AI as a decision support system for marketing companies remain the same. It has become an extremely competitive space over time with so many analytics companies and data companies trying to proclaim the space with best of the algorithms.?

What I like about this book is Neil Hoyne keeps the book simple yet very impactful. I highly recommend?the book to digital analytics students and entrepreneurs?who are trying to create a dent in the digital world.?

Most of the businesses are struggling with customer acquisition cost, retention, NPS (Net Promoter Scores), Digital Branding, Omnichannel journey, Pricing, CLTV etc. This book gives a primer in all of these concepts and gives you guidelines you can follow easily to keep these KPIs on your fingertips.?

One of my favourite diagrams in the book is the customer journey?which a woman follows while buying $450 shoes. Pretty insightful in terms of the amount of touchpoints a customer goes through before getting 'Converted'... The rest of the chapters and case studies are supercool and a must read -?

The Omnichannel strategy has become so complicated with the new digital wave.... with so many digital businesses flourishing during COVID, Mark Zuckerberg's announcement of Metaverse and NVIDIA's announcement on Metaverse-as-a-Service that it can get really confusing for a digital marketeer?to understand impact of all the channels. This book simplifies the customer journey and various touchpoints in a very very simple language. Highly recommended..?

Would you recommend?this book to your friends and family?

I conducted a survey on a stratified sample of 1,000 candidates in India, US and Europe?across?different ages, sex, marital status, job titles, etc. about what they feel about his book. And the overall NPS (Net Promoter Score - the survey question being whether they will refer this book to friends and family?) is above 63% in the age bracket of 20-30 across different countries. The NPS went even higher for the US population in metropolitan cities including New York, SF etc. (around 67%) The real surprise was the NPS was around 87% for Bangalore & Mumbai.?

So, a must try and buy for this Christmas vacation..