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Written by Peter Daboll, one of the leading minds in ad creative measurement, ADitude discusses how using data effectively throughout every stage of the creative process produces ads that consumers choose to view from beginning to end, rather than ignore. Daboll draws from his vast experience, exploring lessons learned throughout advertising history to present day, identifying obsolete rules that wrongly guide many marketers, while warning against modern-day modeling pitfalls.

Andy Bailey knows entrepreneurs. Now the founder of Petra Coach, he started his career as an entrepreneur, founding NationLink Wireless while still in college. After burning the candle at both ends for years, however, Andy realized that he was working "for" his job, not "on" his business. He began searching for ways to achieve his ultimate entrepreneurial dream and began implementing a specific methodology based on the "Rockefeller Habits".