Digital Growth Course

Lesson 1 • Setting a Digital Growth Baseline

Teaches how to audit current digital performance and benchmark against industry norms. Produces a starting-point scorecard used in later chapters.

Lesson 2 • Core Growth Metrics and KPIs

Introduces acquisition, activation, retention, referral, and revenue metrics. Connects measurement to decision-making throughout the course.

Lesson 3 • Understanding Your Target Audience

Covers audience segmentation, persona creation, and behavioural profiling. Grounds all growth tactics in real customer needs.

Lesson 4 • The Digital Ecosystem Overview

Maps owned, earned, and paid digital channels and their interdependencies. Provides context for choosing the right channel mix.

Lesson 1 • Funnel Analysis and Drop-off Diagnosis

Applies the AARRR funnel to real data to locate conversion bottlenecks. Connects funnel theory from Chapter 1 to actionable diagnostic practice.

Lesson 2 • Cohort and Retention Analysis

Explains cohort segmentation and how to measure user retention over time. Reveals long-term growth health beyond surface-level acquisition numbers.

Lesson 3 • Reading and Interpreting Dashboards

Teaches how to navigate standard analytics dashboards and avoid misreading data. Directly supports metric tracking introduced in Chapter 1.

Lesson 4 • Turning Data Insights into Growth Actions

Bridges analysis and execution by structuring insight-to-action workflows. Prepares learners to use data outputs in the experimentation chapters ahead.

Lesson 1 • Social and Display Advertising

Explains audience targeting, creative formats, and campaign structures for social and display ads. Expands acquisition beyond search to visual and social platforms.

Lesson 2 • Affiliate and Partnership Acquisition

Introduces performance-based affiliate programmes and co-marketing partnerships as acquisition channels. Diversifies the acquisition mix beyond direct paid media.

Lesson 3 • Paid Campaign Measurement and Optimisation

Teaches cost-per-acquisition, return on ad spend, and iterative campaign optimisation. Applies analytics skills from Chapter 2 directly to paid channel performance.

Lesson 4 • Acquisition Funnel and Channel Selection

Defines the acquisition funnel stages and criteria for selecting the right paid channels. Builds on audience knowledge from Chapter 1 to match channels to segments.

Lesson 1 • Search Engine Optimisation Principles

Covers on-page, technical, and off-page SEO fundamentals that drive organic visibility. Complements paid acquisition from Chapter 3 with a long-term traffic strategy.

Lesson 2 • Measuring Organic Growth Performance

Applies analytics skills from Chapter 2 to track SEO rankings, organic traffic, and content ROI. Closes the loop between content investment and measurable business outcomes.

Lesson 3 • Content Distribution and Amplification

Explains how to extend content reach through owned, earned, and paid distribution. Bridges organic content with the paid and social channels covered earlier.

Lesson 4 • Content Creation and Quality Standards

Establishes frameworks for producing high-quality, audience-relevant content at scale. Ensures content output meets both user and search engine expectations.

Lesson 1 • A/B and Multivariate Testing

Teaches experiment design, statistical significance, and test interpretation for CRO. Builds a rigorous testing culture that underpins the growth experimentation chapter ahead.

Lesson 2 • User Research and Behavioural Analysis

Covers heatmaps, session recordings, surveys, and usability testing to diagnose friction. Grounds optimisation hypotheses in real user behaviour rather than assumptions.

Lesson 3 • Landing Page and Funnel Optimisation

Applies CRO principles to landing pages, checkout flows, and lead-gen forms. Directly improves the paid and organic traffic funnels built in earlier chapters.

Lesson 4 • CRO Fundamentals and Mindset

Defines conversion rate optimisation and its role in the growth funnel. Positions CRO as the multiplier that amplifies all acquisition and organic efforts.

Lesson 1 • Customer Lifecycle Mapping

Defines lifecycle stages from onboarding to advocacy and maps communication needs at each stage. Provides the structural framework for all retention tactics in this chapter.

Lesson 2 • Loyalty Programmes and Referral Systems

Designs loyalty rewards and referral mechanics that turn retained customers into growth drivers. Connects retention investment to new acquisition through word-of-mouth loops.

Lesson 3 • Email Marketing for Retention

Covers list segmentation, automated sequences, and deliverability best practices for retention email. Applies lifecycle mapping to the highest-ROI owned retention channel.

Lesson 4 • Measuring Retention and Lifetime Value

Applies cohort analysis from Chapter 2 to calculate customer lifetime value and retention ROI. Quantifies the business impact of retention programmes for executive reporting.

Lesson 1 • Experiment Design and Execution

Covers control group setup, variable isolation, and test duration planning for valid experiments. Builds on A/B testing skills from Chapter 5 into a full experiment protocol.

Lesson 2 • Analysing and Learning from Experiments

Teaches how to interpret results, avoid common statistical errors, and extract transferable learnings. Ensures each experiment advances the team's cumulative knowledge base.

Lesson 3 • Building a Growth Experimentation Culture

Establishes the organisational mindset, processes, and roles needed for continuous experimentation. Frames experimentation as a system, not a one-off tactic.

Lesson 4 • Ideation and Hypothesis Generation

Teaches structured brainstorming methods to generate high-quality, testable growth hypotheses. Draws on data insights and user research from Chapters 2 and 5.

Lesson 1 • Scaling and Sustaining Growth Long-Term

Addresses the challenges of scaling growth systems, avoiding plateaus, and building institutional knowledge. Closes the course with a forward-looking framework for sustained digital growth.

Lesson 2 • Growth Roadmap and Prioritisation

Teaches how to build a quarterly growth roadmap using impact-effort prioritisation frameworks. Translates the growth model into an executable, time-bound plan.

Lesson 3 • Cross-Functional Growth Team Design

Defines growth team structures, roles, and collaboration models with product, marketing, and engineering. Ensures the growth strategy is operationally executable across the organisation.

Lesson 4 • Designing a Growth Model

Integrates acquisition, retention, and monetisation into a unified growth model for the business. Applies all prior chapter outputs into a single strategic framework.