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

by Shane Atchison, Jason Burby

Overview

You can collect all the consumer data in the world, but it's not worth much if you aren't using it to move your business forward.

Today, marketers and advertisers can do so much more than launch campaigns and hope for the best. Thanks to data, they can finally know what works and doesn't, and use that information to become more effective in the future.

That's where this groundbreaking marketing guide comes into play.

From POSSIBLE, one of the world's most successful digital marketing agencies, Does Your Marketing Work? reveals 10 easy-to-understand principles for building a higly creative organization that thrives on data. You'll learn how to how to set business goals, inspire great ideas, find the right people, measure what matters, and act on insight. The book explains how to evaluate everything from simple projects to long-term brand vitality--all the while keeping the field wide open for brilliant creative work.

Product Details

ISBN-13:	9780071847872
Publisher:	McGraw Hill LLC
Publication date:	05/01/2015
Sold by:	Barnes & Noble
Format:	eBook
Pages:	256
File size:	4 MB

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.

Table of Contents

Foreword Sir Martin Sorrell ix

Acknowledgments xi

Introduction 1

1 Business Goals are Everything 22

2 A Collective Vision 48

3 Data Inspires Creativity 80

4 Finding Unicorns 106

5 Culture Predicts Success and Failure 130

6 Measure What Matters 156

7 What It's Worth 182

8 Never Stop Improving 206

9 One Size Fits No One 228

10 Framework for Innovation 254

11 Conclusion and Next Steps 284

Appendix A What CMOs Need to Make Digital Marketing Work 297

Appendix B "Dumb Ways to Die": Detailed Analysis of Claims 311

Contributor Bios 323

Authors' Note: Continuing the Conversation 335

Endnotes 337

Index 341