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 See acast.com/privacy for privacy and opt-out information.