Does It Work 10 Principles for Delivering True Business Value in Digital Marketing

"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.

In this new age of Twitter, Facebook, Instagram, and countless other digital platforms, it doesn’t matter how many views or followers or clicks you get. The only thing that matters is: Does it Work?

Written by POSSIBLE’s Global CEO Shane Atchison and President of the Americas Jason Burby, this revolutionary guide shows how to use the latest digital platforms to create a high-value marketing plan that really works. You’ll learn how to:

SET GOALS: Understand the importance of defining success and targets upfront for every initiative—and your business as a whole.

INSPIRE BRILLIANT CREATIVE: Leverage data and insights to empower and drive creativity, spark ideas and drive innovation.

MEASURE WHAT MATTERS: Focus efforts on the things that matter and drive real improvement.

MAKE A DIFFERENCE: Know that you have contributed to measureable success in whatever you do.

If you’ve ever wondered if your digital marketing is working, this book will help you reevaluate everything you’re doing. By following 10 key principles, you’ll be able to measure the data that really matters, launch the initiatives that really pay off, and inspire the creativity that really drives an effective campaign. You’ll hear the personal insights of the world’s greatest business leaders and the professional triumphs (and tumbles) of the world’s biggest brands. You’ll learn how to hire and inspire the rare creative “unicorns” who turn marketing into magic. You’ll find new ways to turn data into ideas and obstacles into opportunities. You’ll turn web site visitors into followers, followers into sharers, and sharers into your very best customers.

In our new world of small screens, big ideas, and even greater competition, you have to ask the tough questions if you want to succeed. Does it Work? has the answers.