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by 尼爾．霍恩, Neil Hoyne ...

Translated by 蕭美惠 ...

學習Google首席行銷策略，用數據讓消費者自動買單！掌握20％最有價值的顧客，就能創造80％的獲利。線上交易的另一端，永遠是一個真實的人。以往，點擊＋購買＝成功；如今，透過「對話的人性鏡頭」才能贏得顧客的心。面對現今激烈的市場競爭，我們都想找尋有效的行銷方法，卻被困在雜亂龐大的數據中。想要打造成功的行銷，絕不只是靠點擊與轉換率。企業與顧客之間的互動，已轉變為更深入、更長久的對話。Google首席數據策略長尼爾．霍恩擁有十年以上的Google行銷經驗，在書中提供無數經過實證的行銷策略，帶你了解顧客是誰、需要什麼，並善用數據來建立顧客長期關係。＊尼爾在書中舉出大量實例，證明現今已是「數據驅動」的行銷時代：．為什麼貝佐斯在創立亞馬遜之初，選擇賣書？．為什麼在旅客出發前三天寄提醒信，會讓飯店虧損擴大？．為什麼在促銷活動開始七天後才結帳的顧客，續訂率最高？．為什麼知道收件人真實... ... Read more

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學習Google首席行銷策略，用數據讓消費者自動買單！掌握20％最有價值的顧客，就能創造80％的獲利。線上交易的另一端，永遠是一個真實的人。以往，點擊＋購買＝成功；如今，透過「對話的人性鏡頭」才能贏得顧客的心。面對現今激烈的市場競爭，我們都想找尋有效的行銷方法，卻被困在雜亂龐大的數據中。想要打造成功的行銷，絕不只是靠點擊與轉換率。企業與顧客之間的互動，已轉變為更深入、更長久的對話。Google首席數據策略長尼爾．霍恩擁有十年以上的Google行銷經驗，在書中提供無數經過實證的行銷策略，帶你了解顧客是誰、需要什麼，並善用數據來建立顧客長期關係。＊尼爾在書中舉出大量實例，證明現今已是「數據驅動」的行銷時代：．為什麼貝佐斯在創立亞馬遜之初，選擇賣書？．為什麼在旅客出發前三天寄提醒信，會讓飯店虧損擴大？．為什麼在促銷活動開始七天後才結帳的顧客，續訂率最高？．為什麼知道收件人真實...
... Read more

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