- Hardcover: 368 pages
- Publisher: McGraw-Hill Education (1 May 2015)
- Language: English
- ISBN-10: 0071847863
- ISBN-13: 978-0071847865
- Product Dimensions: 17.1 x 2.3 x 23.1 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (2 customer reviews)
- Amazon Bestsellers Rank: 229,906 in Books (See Top 100 in Books)
Does It Work?: 10 Principles for Delivering True Business Value in Digital Marketing Hardcover – 1 May 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? . . . will have a hugely transformative impact on how you do business."
--Carolyn Everson, Vice President, Global Marketing Solutions, Facebook
"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."
--Avinash Kaushik, Marketing Evangelist, Google &Market Motive, and author of Web Analytics 2.0
"Highly approachable, pithy, real and very engaging. Does it Work? is also perfect for any level of experience with actionable insights for strategy development and executional excellence."
--Kieran Hannon, CMO, Belkin International
'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
"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."
--Josh James, founder and CEO, Domo
As Global CEO of POSSIBLE, Shane Atchison leads the company's long-term strategic vision, helping businesses and nonprofit organizations realize the potential of digital technology. Shane has also written extensively on the industry in forums as diverse as Fortune.com, Fast Company, and LinkedIn Today.
Jason Burby serves as the CEO of the Americas for POSSIBLE. With 20 plus years of experience in digital strategy, he is known as a passionate advocate for using data to inform digital strategies and inspire creative ideas that really work.
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 is President, Americas, POSSIBLE, where he leads the agency's senior client relationships, championing innovation and fuelling our belief in producing the best work that delivers results.
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Top Customer Reviews
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.
Most Helpful Customer Reviews on Amazon.com (beta)
In this volume they introduce a four-step process with ten core principles that will help business leaders in almost any organization (whatever its size and nature may be) to deliver "true business value in digital marketing." My own opinion is that the process and principles could also be of substantial value to those who create or increase demand offline.
More than 70 business leaders were interviewed and portions of their contributions are strategically inserted throughout Atchison and Burby's lively and eloquent narrative. This is more than a clever reader-friendly device. The comments are relevant and, more often than not, enrich the give point from a unique perspective.
These are among the dozens of passages of greatest interest and value to me, also listed to suggest the scope of Atchison and Burby's coverage:
o Does It Work? Philosophy (Pages 10-18)
o Goal setting (20-47)
o Alignment (48-79)
o Google (82-84 and 265-267)
o Creativity and big ideas (92-97)
o Digital talent (106-129)
o "Additional Thoughts" about creating a culture for unicorns (149-155)
o Measurement (156-181
o Relative-value modeling (182-205)
o "A Culture of Optimization" (220-222)
o "One Size Fits No One" (228-253)
o "Framework for Innovation" (254-283)
o Digital marketing as actionable and measurable (304-307)
The "Does It Work?" process is rather simple but, more often than not, a deceptively challenging journey rather than a destination. Here are the steps: Set Goals, Inspire Brilliant Creativity, Measure the Results, and Make a Difference. These are stages, really, rather than steps. They are also sequential and interdependent. Failure is assured if right goals are not set and/or there are no brilliant ideas and/or the measurement is insufficient (or worse yet inaccurate) and/or there is little if any) impact of efforts expended.
Hence the great importance of the ten core principles that can guide and direct the planning and implementation of the given initiative. I think the "Does It Work?" process can succeed in almost any competitive marketplace, online or offline. I also think it can help to establish or strengthen a workplace culture within which the workers' personal growth and professional development are most likely to thrive.
That is indeed a compelling vision, isn't it? However, it would be a good idea to keep in mind an observation made by Thomas Edison long ago: "Vision without execution is hallucination."
The authors have done a great job balancing the core messages of the book (presented with ten solid concepts) with an extremely reader-friendly format. A book centered around business goals could easily turn into a chore, but Atchison and Burby have turned it into a great experience with a diverse set of content, quotes, case studies, and storytelling that makes you just want to keep reading.
The authors are known leaders in their field, and have distilled their experience down into a collection of valuable principles and great stories. If you're looking for a solid business read, do yourself a favor and put this one at the top of your list.
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.
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