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?

Alex Yastrebenetsky and Michael Loban wrote Crawl, Walk, Run to be the practical guide for navigating each stage of analytics maturity, taking readers step-by-step through an analytics maturity framework to achieve greater efficiency and increased confidence in their marketing decisions. I recently caught up with Alex to learn what inspired him and Michael to write the book, along with his favorite idea he shares with readers in the book.

Published with permission from the author.

What happened that made you decide to write the book? What was the exact moment when you realized these ideas needed to get out there?

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Given the opportunities at our fingertips, there has never been a better time to establish ourselves in the world. There’s only one problem: there are so many opportunities out there, it can feel like an impossible task to decide which ones are worth pursuing.

To choose the path most likely to get us where we want to go, we need discernment. CEOs earn six-figure salaries because of their discernment above all else. Thankfully, this skill is available to anyone with determination and the right mindset.

Jeff Dudan wrote Discernment to give readers the set of tools, models of thought, beliefs, and principles that they can quickly lay decisions against to make the best choice. Drawing on personal stories, Jeff shows that refining our discernment is a lifelong process that requires trust and intentionality. I recently caught up with Jeff to learn what inspired him to write the book, his favorite

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