Google’s chief measurement strategist, Neil Hoyne, brings clarity to how data and marketing come together; what and how to measure; moving beyond a single transaction; embracing human nature; and more.

“Are we growing the value of that relationship? Yes! Then both branding and performance are tools. Their order [in terms of time sequence] matters much less here,” he explains, bringing concrete examples and spot-on metaphors that outline a solid course of action for marketers everywhere:

• Marketing accountability – a prime industry issue;
• Branding vs. performance marketing;
• Improving the customer lifetime value;
• Human behavior and the effect on trust;
• and more

“Consumers have a little bit less trust when everybody is saying that a product is perfect.” — Neil Hoyne

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