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Neil Hoyne

Chief Measurement Strategist, Google
Senior Fellow, The Wharton School
Author, Converted – Penguin Random House

Too many companies have a short-term strategy when it comes to data: focusing on the point-of-purchase moment with a customer, rather than building their business around long-term relationships. A Senior Fellow at Wharton and Google’s Chief Measurement Strategist, Neil Hoyne has led over 2,500 engagements with the world’s biggest advertisers—helping them acquire millions of customers, improve conversion rates by over 400 percent, and generate billions in incremental revenue. In his book Converted: The Data-Driven Way to Win Customers’ Hearts (Penguin Random House, 2022), he shows us how to sharpen our long-term marketing strategy and unleash true value.

Pressure for quick results, combined with fierce marketplace competition, has boxed too many companies into a limited marketing strategy—often letting their long hours, countless experiments, and warehouses of data go to waste in the process. But in his first book Converted, world-renowned expert in digital marketing Neil Hoyne shows us another way. Rather than chasing a quick sale with every potential customer (using margin-crushing discounts and relentless advertising to boot), Hoyne shows us how we can build relationships that last a lifetime, generate more value over time, and strengthen our organizations from the inside out. This simple, research-backed playbook will help leaders, marketers, and organizations of every stripe ask the guiding questions that will anticipate their customers’ needs better than the competition. After COVID-19, especially, consumers have shifted their spending patterns and shopping behaviors dramatically—rendering some of the analytics marketers used to use, such as cookie-based data, obsolete. Instead of collecting more and more data from third-party sources, Hoyne advises companies on how they can move to prediction-based tactics that capitalize on the data they already have, as well as build stronger, more direct relationships with their customers. Remember, says Hoyne: a real person is always on the other end of the transaction. Converted shows you how to win their hearts.

The book has already received early praise from leaders in the field. Peter Fader, a professor of marketing at the Wharton School of the University of Pennsylvania, calls it “A wonderful guidebook on building profitable customer relationships. Whether you’re just getting started or consider yourself an experienced practitioner, this book is invaluable.” Jay Baer, New York Times bestselling author of Youtility declares it, “The most useful field guide ever written on how to drive desirable customer behavior online.”

In talks, Hoyne brings his experience as an analyst and researcher to life, captivating audiences with his stunning expertise on topics such as digital transformation, customer relationships, behavioral science, marketing attribution, product development, machine learning, and many more. He’s been a witness to, and participant in, both billion-dollar successes and instructive failures, using them as tools to build indestructible customer relationships. After earning degrees from Purdue University and UCLA, Hoyne returned to academia in 2018 as a Senior Fellow at the Wharton School of the University of Pennsylvania.