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Book details
  • Genre:COMPUTERS
  • SubGenre:Web / Web Programming
  • Language:English
  • Pages:338
  • eBook ISBN:9781544520209

Crawl, Walk, Run

Advancing Analytics Maturity with Google Marketing Platform

by Michael Loban and Alex Yastrebenetsky

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Overview
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.
Description
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.
About the author
Michael Loban is the Chief Growth Officer at InfoTrust. He's an adjunct professor at the University of Cincinnati and Xavier University, and is also a presenter and author, with work published in Forbes, AdWeek, and CIO.
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