Does it work? Are your marketing programs helping your brand effectively connect with consumers? Are they giving you a deeper understanding of each individual so you can deliver the most relevant and valuable information in every message?

Jason Burby, President of the Americas at POSSIBLE, covered this and more during his “Does it Work?” keynote at the River Summit. He kicked off the session by outlining the “Does it Work” framework, which was developed after asking this critical question of more than 100 CMOs in a global study conducted by POSSIBLE. After analyzing the data from these influential marketing leaders, there were ten guiding principles that emerged to help brands take a measurable, data-driven approach to understanding, connecting, and making a difference with their customers.

Jason didn’t have time to go through all of the ten “Does it Work?” principles, but here are the four he focused on at the summit:

Business Goals Are Everything

Define your business objectives, and set project and campaigns goals from the beginning to measure progress and have a concise definition of success. From this vantage point, you will gain a clear understanding of what’s working or not, and get actionable insights on how to improve.

A Collective Vision

Having a collective vision is at the core of successfully meeting your business goals. It breaks down silos and aligns every team, initiative, and campaign with a common vision and understanding. Applying a “Does it Work?” criteria to each team ensures every part of the organization tracks its progress against the bigger business goals.

Data Inspires Creativity

Data is not the enemy of creativity. Typically treated as a bullet point on the success (or failure) curve, data reveals opportunities for bold creative campaigns that are measurable and impactful. Data-driven creativity means no vanilla experiences, embracing differences not averages, and recognizing that one size fits no one.

Measure What Matters

Defining success from the beginning helps you track the metrics that matter. For example, you may want to attribute a quantifiable impact of digital marketing on offline transactions, or short-term campaigns on long-term brand value. Establishing those metrics and using the insight to improve your programs puts you in a position to achieve your business goals.

Of course, these are just four of the 10 principles in the “Does It Work?” framework. I encourage all of you to read the definitive guide on the topic, the “Does it Work?” book authored by Jason Burdy and POSSIBLE CEO Shane Atchison. If you attended the River Summit, you’ll find it below the towel in your Selligent beach bag.

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