How do we demystify data and measurement? Neil Hoyne has centered his career around championing the universal accessibility of data-driven actionable insights. As Google’s Chief Measurement Strategy and Global Head of Customer Analytics, he pioneers strategies for customer lifetime value, marketing attribution, dynamic pricing, content personalization, and truly democratized data. His bestselling book, Converted, aims to make data science more approachable for anyone in the form of a field guide for business growth. In this episode, you will learn what it takes to better understand data, focus on what really matters, and get better at using the data that is now available at your fingertips to improve your marketing, as well as increase your overall understanding of how data and measurement actually works and what the numbers are really telling you.