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Does It Work?: 10 Principles for Delivering True Business Value in Digital Marketing (Business Books) Hardcover – 1 May 2015

5.0 out of 5 stars 2 customer reviews

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Product details

  • Hardcover: 368 pages
  • Publisher: McGraw-Hill Education (1 May 2015)
  • Language: English
  • ISBN-10: 0071847863
  • ISBN-13: 978-0071847865
  • Product Dimensions: 16 x 2 x 23.4 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 490,501 in Books (See Top 100 in Books)
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Product description

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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Format: Hardcover
The straight-forward title certainly suggests the central theme of the book, which is refreshing in a category where big ideas are frequent, but execution and actionable analysis are often left unexamined. The book is in part a practical guide, lending insight from numerous thought leaders throughout, and inspires action. And is also part reference for an organizational vision, covering topics such as fostering an innovative culture and encouraging professional development.

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.
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Format: Hardcover Verified Purchase
Great set of case studies and a genuine insight to what questions you should be asking - good snapshot to how we approach things at Possible
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 4.6 out of 5 stars 16 reviews
2 of 2 people found the following review helpful
5.0 out of 5 stars The digital landscape is rapidly changing, but the principles to work and measure by in this environment remain constant. 23 April 2015
By T. Stelter - Published on Amazon.com
Format: Kindle Edition Verified Purchase
The straight-forward title certainly suggests the central theme of the book, which is refreshing in a category where big ideas are frequent, but execution and actionable analysis are often left unexamined. The book is in part a practical guide, lending insight from numerous thought leaders throughout, and inspires action. And is also part reference for an organizational vision, covering topics such as fostering an innovative culture and encouraging professional development.

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.
5.0 out of 5 stars The answer to the ultimate marketing ROI question 21 Dec. 2016
By Douglas N. Burdett - Published on Amazon.com
Format: Hardcover Verified Purchase
Hi I’m Douglas Burdett, host of The Marketing Book Podcast and I’d like to tell you about the book Does It Work? 10 Principles for Delivering True Business Value in Digital Marketing by Shane Atchison and Jason Burby .

So it’s no secret that marketing has changed a lot in the last few years and the pace of change is picking up. Just for some perspective, each year marketing technologist Scott Brinker produces a supergraphic of logos of nearly all the marketing technology products.

In 2014 it had around 1,000 logos.
In 2015 it had 2,000 logos.
The 2016 version shows over 3,500 logos.

One could draw a connection between that one example of the changing, overwhelming marketing landscape to the increasing confusion and paralysis of how companies should market themselves in the digital world. Companies are asking themselves what they should do. How they should do it. And how they’ll even know if they’re successful.

If you’re in that situation, you’ll want to read this book. Because it will show you how to focus on what’s actually working so you can cut through today’s marketing “fog of war.”

In the book, the authors demonstrate how to separate the signal from the noise and focus on what is actually working. The book is broken down into just 10 key principles that will enable you to measure the data that really matters and launch the initiatives that actually pay off.

If you've ever wondered if your digital marketing is working, this book will help you find out.
And to listen to an interview with Jason Burby about Does It Work?, visit MarketingBookPodcast.com
2 of 2 people found the following review helpful
5.0 out of 5 stars Current, smart, and fun - highly recommend 8 May 2015
By Dave Dugan - Published on Amazon.com
Format: Hardcover Verified Purchase
Finally a business book written by the cool nerds. Smart and funny at the same time. The authors know their data and have the goods to back up their claims - "Risks of Lazy Targeting" section a particularly good example. The examples are current and fun and mercifully steer clear of the stale examples that usually show up in management books. If you like the idea of learning very relevant examples based on Richard Sherman, Pontiac ads on Craigslist, Groupon "success" tanking a local business, and #gettngslizzerd (sic) this book is for you.
1 of 1 people found the following review helpful
5.0 out of 5 stars Read it, time well spent. 25 July 2015
By martyb - Published on Amazon.com
Format: Kindle Edition Verified Purchase
Love the book- great, practical and insightful from guys that have done it. Key insight is they aren't just thought leaders they are architecting their org around their beliefs. Top shelf read!
5.0 out of 5 stars Implementable and Relevant 22 May 2015
By KVV - Published on Amazon.com
Format: Hardcover Verified Purchase
I found the 10 core principles to be applicable and relevant across any type of business, both large and small. The book is insightful yet entertaining and I found it easy to follow. Most importantly, the principles resonated in a way that encouraged me to implement in my own small business.
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