· beginner
Digital Marketing Foundations
The measurement side of digital marketing: what CAC and LTV actually mean, why attribution credits the wrong channel, and how to tell whether spend is producing anything that would not have happened anyway.
Written in house, from the work rather than from a syllabus. Every example is one we would use ourselves, and every quiz question explains why its answer is right.
What you’ll learn
- Compute CAC, LTV and payback, and avoid the four common errors
- Explain why organic reach is low and what organic social is actually for
- Read a paid search auction and know why bidding more is not the lever
- Choose an attribution model, and say what none of them solve
- Design an incrementality test that answers the causal question
- Allocate a budget on marginal return rather than average
Before you start
- · Comfort with percentages and simple arithmetic
- · No marketing experience required