Neil Hoyne, Chief Measurement Strategist at Google highlights the importance of building a business around long-term consumer relationships. He explains how data can be used to understand customers better and to differentiate between each consumer so as tailor each relationship and retain loyal consumers. When a business knows their target market well, there is opportunity to effectively attract new consumers and to thrive in increasingly competitive markets. Neil Hoyne is an analyst, researcher, inventor, lecturer and author of Converted: The Data-Driven Way to Win Customer’s Hearts. Employed at Google for over 11 years, he is responsible for leveraging Google's data, strategies and market insights. He is involved in writing analytical narratives and trainings adopted by Google’s sales teams worldwide.