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Does it Work?: 10 Principles for Delivering True Business Value in Digital Marketing by Shane Atchison and Jason Burby

Jason Burby Combo.png

Jason Burby is the President of the Americas Region for the digital agency POSSIBLE, part of the holding company WPP.

Jason has over 20 years experience in digital strategy. He has been using data to inform digital strategies to help clients attract, convert and retain customers long before it was the cool thing to do.

He is also the co-author of “Actionable Web Analytics: Using Data to Make Smart Business Decisions.”

The Host’s Perspective

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.

Listen to the Interview:


Show Notes:

“Does It Work?: 10 Principles for Delivering True Business Value in Digital Marketing” by Shane Atchison and Jason Burby

“Freakonomics” by Steven Levitt and and Stephen Dubner

“The Power of Habit: Why We Do What We Do in Life and Business” by Charles Duhigg

“The Fourth Industrial Revolution” by Prof Klaus Schwab

Jason’s Website (

Jason Burby’s Linkedin (


10 Principles of “Does it Work?”:

Business Goals are Everything

A Collective Vision

Data Inspires Creativity

Finding Unicorns

Culture Predicts Success

Measure What Matters

What it’s Worth

Never Stop Improving

One Size Fits No One

A Framework for Innovation?”

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