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Intermediate Marketing

Digital Marketing

Paid acquisition and lifecycle, taught on anonymised campaign data including the losses.

Start this path First course free, no card required
Courses
25
Hours
31
Modules
5

Students see a real platform report first and are asked whether to raise the budget. Most say yes, which is correct given the information and wrong given reality.

Then they get the holdout data. It is the most useful forty minutes on the path, and it is entirely because the campaign failed.

The sequence

Modules unlock in order. You finish one before the next opens, which is the point of a path rather than a playlist.

  1. 01

    Positioning first

    Deciding what a product is for before deciding where to advertise it.

  2. 02

    Paid acquisition

    Structure, budget and the reporting that lies to you.

  3. 03

    Lifecycle email

    The five sends that do most of the work.

  4. 04

    Measurement

    Holdouts, incrementality, and why finance disagrees with the platform.

  5. 05

    The campaign that lost money

    A real account, the losses included, worked through end to end.

What you can do afterwards

The assessment checks these directly, against a rubric published before you start.

Before you start None. Some comfort with a spreadsheet helps.

  • Read a platform report and say what it is not telling you.
  • Run a holdout before scaling a channel.
  • Write the five lifecycle emails that matter.

Other marketing paths

All twelve paths