Crawl, Walk, Run
Alex Yastrebenetsky & Michael Loban
Traditional advertising has yielded its throne to the digital world, forever changing how major retailers, media outlets, and consumer goods companies attract their target audience—and forever changing how ROI is determined.
Crawl, Walk, Run is your practical guide for navigating each stage of analytics maturity, beginning with the basics and taking you step-by-step through a framework for achieving greater efficiency and increased confidence in your marketing decisions. Alex Yastrebenetsky and Michael Loban discuss the six mandatory focus areas for digital transformation before introducing you to the key component for success: choosing the right platform. You’ll learn why Google Marketing Platform dominates the industry, which changes you can expect with Google Analytics 4 and Ads Data Hub, and how to implement data governance with new privacy guidelines (such as the California Consumer Privacy Act). This updated second edition also includes a foreword from Sean Downey of Google (Vice President, Platforms).
Feel confident in your data and trust that your money is well spent by understanding how the right analytics platform can work for you.
Press & Praise
"Crawl, Walk, Run serves as a definitive fieldbook focused on driving measurable growth with the Google Marketing Platform. For CMO/CDOs interested in rolling up their sleeves and leveraging customer data to strengthen their business, let this be your guide."
"This amazing story is a driver for revenue growth in your company. A simple and impactful way to tell you how you can drive all aspects of analytics to WIN. Every C level should take advantage of the methodology and advice given by Michael and Alex."
"Crawl, Walk, Run is so much more than a technical analytics roadmap. It's a key for unlocking your company's marketing analytics potential, providing you with an actual competitive advantage. A must-read for CMOs and CDOs."