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.
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?