Crawl, Walk, Run:

Advancing Analytics Maturity with Google Marketing Platform

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.

About The Book

In 2019, $130 billion was spent on digital advertising alone, as major retailers, consumer packaged goods (CPG) companies, 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, Michael Loban, and contributors from InfoTrust discuss six focus areas in digital transformation, including how to choose the right platform, staff and upskill your team, and build effective processes. The book also includes a detailed chapter on App + Web properties, which serves as the basis of Google Analytics 4.

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Meet The Authors

Alexander Yastrebenetsky

Alexander Yastrebenetsky

CEO and co-founder of InfoTrust, a global analytics consulting and data governance company. Under his leadership, InfoTrust received numerous honors and awards, with inclusions on Fortune’s Best Small Workplaces, etc.

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Michael Loban

Michael Loban

Chief Marketing Officer at InfoTrust. He’s an adjust 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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