Neil Hoyne, the Chief Measurement Strategist at Google, joins the Social Pros podcast to talk about the untapped potential of data and how marketers and social pros alike can leverage it.
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Full Episode Details
Neil Hoyne, Chief Measurement Strategist at Google and author of the book Converted: The Data Driven Way to Win Consumers’ Hearts, is on the Social Pros podcast to address an issue plaguing most organizations today — what do we do with all this data?
Neil explains that the journey from one data driven decision to ten of them is a gradual and progressive one. He also discusses the need to use timely and relevant data on account of the dynamism of customer behavior.
Drawing from a few excerpts from his book, Neil answers seemingly simple but pertinent questions such as “why marketers don’t as the right questions” and “whether aspiring marketers should dabble in courses like psychology.”
In This Episode:
- 06:31 - What it takes to handle the monumental amount of data available today
- 10:16 - Neil highlights the importance of having real-time consumer data
- 13:15 - Three reasons why marketers don’t ask the right questions
- 16:07 - What prevents companies from embracing lifetime value
- 19:55 - How to demonstrate the lifetime value of social media without the math
- 22:41 - How social pros can successfully chase the same objective as other parts of an organization
- 26:02 - Neil’s take on whether social media practitioners should also do measurement and analytics
- 29:59 - Why Neil believes acquisition is the best way to build your business using social media
- 32:38 - Why all organizations need some semblance of a Chief Digital Officer role
- 34:46 - Why Neil advises marketing students to work across disciplines
- 37:08 – Neil’s top tip for those looking to become a social pro
Resources
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