Weekend Reading: “Does It Work?” by Shane Atchison & Jason Burby

 In Marketing Strategy

For the 102nd episode of The Marketing Book Podcast, I interviewed Jason Burby, co-author of “Does It Work? 10 Principles for Delivering True Business Value in Digital Marketing.”

Jason Burby is the President of the Americas Region for the digital agency POSSIBLE, part of the holding company WPP. His co-author, Shane Atchison, is the CEO of POSSIBLE.

If you’ve ever wondered if your digital marketing is working, “Does It Work?” will help you rethink everything you’re doing.

The authors explain:

The biggest problem, we felt, was that by themselves many of the success metrics people were using–such as impressions, page views, time spent on site–were largely meaningless, a position we still hold. A page view matters only if it represents a potential customer or someone who might share yoru brand with others. A share matters only if a sharer has followers. Followers matter only if they are in your purchase demographic. So we argued that web strategy had to be brought into the overall context of a business. It had to move metrics that matter, not influence meaningless statistics.

The book is organized into 10 key principles that show you how to measure the data that really matters, launch the initiatives that actually pay off, and inspire the creativity that drives an effective campaign.

My favorite principles included #1: “Business Goals Are Everything,” #6: “Measure What Matters,” and #8: “Never Stop Improving.”

A few words about the book…

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Douglas Burdett
Douglas Burdett is the Principal of Artillery, a B2B marketing agency and is host of The Marketing Book Podcast. He is a former artillery officer, Madison Avenue ad man and stand-up comedian.
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