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Does It Work?: 10 Principles for Delivering True Business Value in Digital Marketing Hardcover – April 22, 2015
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From the Back Cover
"As practical as a roadmap . . . it's a book that encourages leaps of imagination."
--from the foreword by Sir Martin Sorrell, CEO, WPP
"An exceptional guide on how to drive results and make a difference in the ever-changing marketing industry. The principles in Does it Work? on setting and tracking goals, executing on data-driven creative, and achieving business results, are applicable to a myriad of initiatives and will have a hugely transformative impact on how you do business."
--Carolyn Everson, Vice President, Global Marketing Solutions, Facebook
"Highly approachable, pithy, real and very engaging. The beauty of this book is that it's about marketing today, not just being a better digital person. Does it Work? is also perfect for any level of experience with actionable insights for strategy development and executional excellence. That combination makes it an ideal reference book, a mainstay in your marketing arsenal."
--Kieran Hannon, CMO, Belkin International
"Marketers continue to face a multitude of decisions around how, where, and when to engage with customers. The 10 principles Shane and Jason share can truly help marketers focus their efforts in the places that will drive their business forward."
--Danielle Tiedt, Chief Marketing Officer, YouTube
"A yellow brick road of thinking that can help leading marketers take on the fragile balance between the art and the science of digital marketing."
--Michael Kotick, Brand Director, Nestlé Purina North America
"In a world with an abundance of data, much of it free, it is remarkable that creativity and business profits are primarily faith-based. Jason and Shane ride to our rescue in Does it Work with ten illuminating principles that will transform your ability to leverage the Big Data opportunity. As you go from zero to ten in the book, be prepared for your business to go from zero to glorious!"
--Avinash Kaushik, Marketing Evangelist, Google & Market Motive,
and author of Web Analytics 2.0
"Over the years, I've worked with countless marketers who try to measure everything just because they can. Does it Work? brings into sharp focus the only real metric that matters. By helping change the focus and conversation, Shane Atchison and Jason Burby are giving CMOs, CEOs and all shareholders THE standard against which every marketing decision should evaluated."
--Josh James, Founder and CEO, Domo
"How do you best take advantage of the ever changing opportunities that digital offers your brand to connect with your customer? Does it Work? provides principles on everything from setting goals, building teams, driving great creative and most importantly understanding actual business value to your organization."
--Joanne Bradford, Head of Partnerships, Pinterest
About the Author
Shane Atchison is global CEO of POSSIBLE, where he leads the company's long-term strategic vision of working with leading financial service organizations, consumer brands, start-ups, nonprofits, and community-based organizations, helping each realize the potential of the digital landscape and its impact on their business.
Jason Burby - As President of the Americas region, POSSIBLE, Jason is responsible for leading the long-term stability and growth of the region. Jason has 20+ years experience in digital strategy. He is a long-time advocate of using data to inform digital strategies to help clients attract, convert and retain customers. Jason supports our clients and employees in driving new engagements and delivering great work that works.
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Perhaps most appealing to the business-minded reader, each principle focuses on measurable results. In some cases, those results may not be "positive", but this (relentless) pursuit to quantify sets the foundation for identifying ways to improve. That honesty is present throughout the book, and speaks to the collective real-world experience of the authors and contributors shared in each chapter.
Having worked in product development and business development roles for a wide range of digital businesses spanning start-ups to publicly traded companies, each chapter reminded me of the wide variety of challenges most organizations face. The principles and insights in this book can be applied to many, and perhaps most importantly, provide a framework for continual improvement that can be utilized personally and professionally. So, as a book, Does it Work? Yes. Yes it does.
This book manages to combine a lot of different trends and approaches together that would seem to exist in tension but also work well together. This book is clearly marketed at Chief Marketing Officers or other related executives, and it is written in such a way that it appeals to the insight and wisdom of well-respected business leaders who are well-recognized in the field. The book combines a ruthlessly blunt approach to measuring whether marketing ideas work, but shows a humane attitude towards people, especially workers. This is a good approach to take, as sometimes people view their ideas with more respect than other people. This book is also an example of a project where someone put their spend where their mouth was, so to speak, in submitting ideas to the marketplace of ideas and leveraging the wisdom of crowds to deliver relevant content.
In terms of its principles, the book is consistent and detailed in what it means, with case studies to support its opinions. Its ten principles include the importance of goals, the need for shared vision, the role of data in inspiring creativity, the importance of finding unicorns , the importance of culture in predicting success and failure, choosing measurements wisely, the worth of measurement, continuous improvement, customization and individualization, and building a framework for improvement. The book, including two great case studies in the appendices, comes in at a bit more than 300 pages, a lot of which is made up of pages of comments and insights gained from actual business and marketing campaigns. Reading this book and checking out its associated content (like an excellent video about hands only cpr from Vinnie Jones) is an eye-opening experience into the difference between viral views and actual, meaningful results.
This is a fine book to read, but even more so it is written for application. The book presents some stiff challenges to Chief Marketing Officers about the need to align marketing goals with business objectives, the need to seek less domineering and more complicated staff, and the need for marketing to reach women better. However, this somewhat tough advice is blended with providing marketing executives with the data needed to support bold initiatives with risk and reward possibilities in an attitude of iterative experimental design. For those marketing executives willing and able to put the insight of this book into practice, there is a potential of support and encouragement. To commit to any change, whether of a moral nature or a strategic nature, is a difficult matter, and this book, written as it is by consulting leaders in helping to encourage such cultural changes in business, is sorely needed.
 The book calls those who are data-friendly, cooperative, sensitive to the needs of others, smart, resilient, and achievers unicorns. I’m not sure I like being called a unicorn.