Crawl, Walk, Run

Alex Yastrebenetsky & Michael Loban

In 2019, $130 billion was spent on digital advertising alone, as major retailers, consumer packaged goods companies (CPG), and media outlets embraced the ever-online customer. Despite these massive digital marketing budgets driving global ad campaigns, many marketers still lack the confidence to answer the age-old question: Is my campaign working?

Crawl, Walk, Run is your practical guide for navigating each stage of analytics maturity, taking you step-by-step through an analytics maturity framework to achieve greater efficiency and increased confidence in your marketing decisions. Alex Yastrebenetsky, Michael Loban, and contributors from the InfoTrust team (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 focus areas in digital transformation, including how to choose the right platform, staff and upskill your team, and build effective processes. You’ll also learn why Google Marketing Platform dominates the industry, how elements like Google Analytics 360 and Google Optimize 360 work together, and how data governance is implemented to properly follow new privacy guidelines (such as the California Consumer Privacy Act, or CCPA).

Press & Praise

Neil Hoyne, chief measurement strategist at Google

"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."

Caroline Basyn, Global CIO and GBS officer at Mondelēz International

"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."

Jeff Hoffman, co-founder of and

"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."

Alex Yastrebenetsky is CEO and co-founder of InfoTrust, a global analytics consulting and data governance company. Under his leadership, InfoTrust has received numerous honors and awards, with inclusions on Fortune‘s Best Small Workplaces, Ad Age Best Places to Work, The Inc. 5000, and Inc. Best Workplaces.

Michael Loban is the Chief Marketing Officer at InfoTrust. He’s an adjunct instructor at the University of Cincinnati and Xavier University, and is also a presenter and author, with work published in Forbes, AdWeek, and CIO Magazine.

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