Crawl, Walk, Run
Alex Yastrebenetsky is the CEO and co-founder of InfoTrust, which provides global analytics consulting and data governance. InfoTrust has received numerous honors and awards under his leadership, including inclusion on Fortune's Best Small Workplaces, Ad Age Best Places to Work, The Inc. 5000, and Inc. Best Workplaces lists.
Michael Loban is InfoTrust's Chief Marketing Officer. He is an adjunct professor at the University of Cincinnati and Xavier University, as well as a speaker and author whose work has appeared in Forbes, AdWeek, and CIO Magazine.
As major retailers, consumer packaged goods companies (CPG), and media outlets embraced the ever-online customer, $130 billion was spent on digital advertising alone in 2019. Despite massive digital marketing budgets driving global ad campaigns, many marketers still lack confidence in answering the age-old question: Is my campaign working?
Crawl, Walk, Run is your step-by-step guide to navigating each stage of analytics maturity, guiding you through an analytics maturity framework to achieve greater efficiency and confidence in your marketing decisions. Alex Yastrebenetsky, Michael Loban, and InfoTrust team members (Amin Shawki, Andy Gibson, Ariel Opelt, Brad Prenger, Chris Vaughan, Kent Oldham, Lucas Long, Melanie Bowles, Pam Castricone, Tyler Blatt, and Stacey Shiring) discuss six key areas of digital transformation, including how to staff and upskill your team and build effective processes.
You'll also discover why Google Marketing Platform is the industry leader, how elements like Google Analytics 360 and Google Optimize 360 work together, and how data governance is implemented to ensure compliance with new privacy regulations (such as the California Consumer Privacy Act, or CCPA). Crawl, Walk, Run also includes a comprehensive chapter on App + Web properties, which form the foundation of Google Analytics 4. In fact, as of October 2020, Crawl, Walk, Run is the only book on the market that covers the key functionality of Google Analytics 4.
Author: Michael Loban and Alex Yastrebenetsky
Link to buy: https://www.amazon.com/Crawl-Walk-Run-Advancing-Analytics/dp/1544509871/
Ratings: 4.6 out of 5 stars (from 90 reviews)
Best Sellers Rank: #560,480 in Books
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