“DOES IT WORK?” Shane Atchison and Jason Burby’s approach to digital marketing comes in the form of a question. And that’s exactly as it should be.

I met the authors of this book for the first time in 2005. They were entrepreneurs who had built a digital agency called ZAAZ.

It was a remarkable firm for the time, driven by one simple conviction: data is of value only if it delivers insight; insight is of value only if it inspires ideas; and ideas are of value only if they deliver clear and measurable business results.

WPP acquired ZAAZ in 2006. A year later, Atchison and Burby explained their ideas in a book, Actionable Web Analytics, and it won instant recognition. I remember that, in 2007, the book was the overall winner in its category ...

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