Ideas in the Wild: How Alex Yastrebenetsky and Michael Loban Are Helping Instill Marketers with Decision-Making Confidence

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?

Read More

2 Things Marketers Need to Master for Their Virtual Events

From corporate gatherings, industry meetings and roadshows, to trade shows and massive expos, events have been around forever. That’s because they offer an optimal place to make connections and build business. If things go right, everyone — attendees, organizers, and sponsors — leaves feeling like the event was worth the time, money and effort.

Many of us have very mixed feelings about virtual events, though. It can be hard to imagine how an audience of hundreds or thousands can really “come together” through computer screens. But we know they can. The ability of social media to galvanize like-minded people shows us that powerful connections can be made online.  

The difference is that standout virtual events don’t simply try to replicate in-person events. They reimagine what’s possible. Think back to all the mistakes of migrations-past that took the replica approach online. Yes, the digital experience is different. But different is not

Read More