The Futur with Chris Do

200 - Making sense of data — with Neil Hoyne

Aug 3, 2022

Neil Hoyne, Chief Measurement Strategist at Google and author of "Converted," dives into the complexities of data in marketing. He emphasizes the need for a human-centered approach, reminding listeners that relationships matter more than metrics. Discussing customer lifetime value and biases in data interpretation, Neil highlights how societal influences shape decision-making. He advocates for balancing intuition with machine learning while fostering genuine engagement over superficial metrics to build lasting customer loyalty.

01:03:17

Creator website

Episode guests

Neil Hoyne

Highlights

AI Chapters

Episode notes

Are We Asking These Questions on the Thankyou Page?

01:14

How Much Proof Do We Need?

00:38

Is This The Way That People Behave?

01:41

Intro

2min

Building Relationships Beyond Data

10min

Unlocking Customer Insights Through Data Analysis

5min

Strategic Data Insights

10min

The Subconscious Influence of Identity and Advertising

2min

Influences on Decision-Making

5min

Balancing Intuition with Machine Learning

25min

Engaging Your Audience: Beyond the Numbers

4min

Neil Hoyne is an author, researcher, and marketing executive working at Google as Chief Measurement Strategist. He is also a senior fellow at The Wharton School and an advisor for Capital G.

Neil specializes in building strong customer relationships by analyzing data like customer lifetime value (CLV) and consumer psychology.

In this informative conversation, Neil and Chris discuss the power and pitfalls of relying on data to make business decisions. They start by defining what “data-driven” means and how awkward current marketing tactics are when you think about it.

It’s easy to get caught up in data analytics, which is why we like Neil’s advice: you don’t have to be the best; you simply need to be better than the alternatives.

If you are confused by your customer data, this episode will help dispel some of that analytical haze.

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