Advanced Digital Marketing: Strategy to Growth

Integrate customer insight, channels, campaigns, analytics, experimentation, and economics into one growth system

Created byDr. Law Payne

Last updated 11/2026

English

What you'll learn

Build a complete digital marketing strategy system connected to customer and business outcomes.
Diagnose evidence gaps, assumptions, constraints, risks, and decision bottlenecks.
Translate strategy into an accountable workflow with clear owners and review gates.
Evaluate quality, economics, customer response, and implementation readiness.

Course content

2 sections • 11 lectures • 1h 47m total length

The Integrated Digital Growth Operating System9:30
This lecture explains the integrated digital growth operating system, connecting customer insight, positioning, channel choices, execution discipline, and measurable business outcomes.
Customer Strategy Positioning and Journey Design9:36
This lecture shows how to define priority customers, sharpen positioning, and design a coherent journey from awareness through conversion and retention.
Channel Portfolio Content Media and Conversion9:34
This lecture develops a balanced channel portfolio, content system, paid media plan, and conversion path aligned to customer intent and economics.
Analytics Attribution Experimentation and Decisions9:40
This lecture explains analytics, attribution, controlled experimentation, and decision rules that turn marketing data into responsible growth choices.
Operating Model Economics and Sustainable Growth9:51
This lecture integrates operating cadence, team accountability, unit economics, governance, and a ninety-day roadmap for sustainable digital growth.

Workshop 1: The Economics Behind Customer Acquisition9:47
Work through the practical lesson: The Economics Behind Customer Acquisition. This applied study preserves the original Customer Acquisition Economics - Scale Marketing Profitably case context, then transfers its decision method to Advanced Digital Marketing: Strategy to Growth.

Complete Strategy Decision Brief and Measurement and Learning Plan. Make a specific business decision visible before selecting activities or tools. Select a small set of defined measures and use them to make decisions rather than report activity.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 2: Calculate CAC Contribution Margin and Payback10:04
Work through the practical lesson: Calculate CAC Contribution Margin and Payback. This applied study preserves the original Customer Acquisition Economics - Scale Marketing Profitably case context, then transfers its decision method to Advanced Digital Marketing: Strategy to Growth.

Complete Data Quality and Analysis Preparation and Business Analysis and Verification Memo. Prepare a business dataset with a reproducible record of definitions, cleaning choices, and limitations. Turn an analysis into a defensible business recommendation with checked calculations and bounded conclusions.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 3: Understand LTV Retention and Cohort Behavior10:07
Work through the practical lesson: Understand LTV Retention and Cohort Behavior. This applied study preserves the original Customer Acquisition Economics - Scale Marketing Profitably case context, then transfers its decision method to Advanced Digital Marketing: Strategy to Growth.

Complete Acquisition Economics Worksheet and Pricing and Packaging Test Plan. Calculate customer acquisition economics using consistent definitions and explicit assumptions. Compare price and packaging options using customer value, delivery cost, and evidence of choice.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 4: Attribution Incrementality and Channel Decisions9:46
Work through the practical lesson: Attribution Incrementality and Channel Decisions. This applied study preserves the original Customer Acquisition Economics - Scale Marketing Profitably case context, then transfers its decision method to Advanced Digital Marketing: Strategy to Growth.

Complete Advertising Campaign Brief and Experiment Design Card. Connect campaign objectives, audience, creative, offer, and measurement before buying traffic. Design a controlled test that can distinguish a useful mechanism from noise or wishful thinking.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 5: Forecast Scenarios and Scale with Financial Discipline10:02
Work through the practical lesson: Forecast Scenarios and Scale with Financial Discipline. This applied study preserves the original Customer Acquisition Economics - Scale Marketing Profitably case context, then transfers its decision method to Advanced Digital Marketing: Strategy to Growth.

Complete Retention and Expansion Diagnostic and Forecast Assumptions and Scenario Review. Understand recurring value, loss of value, and appropriate expansion rather than treating all customers alike. Build a forecast from explicit drivers and compare scenarios that are plausible enough to inform decisions.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 6: Connect Conversion Gains to Profit and Retention10:02
Work through the practical lesson: Connect Conversion Gains to Profit and Retention. This applied study preserves the original The Conversion Multiplier - Turn More Traffic into Revenue case context, then transfers its decision method to Advanced Digital Marketing: Strategy to Growth.

Complete Measurement and Learning Plan and Acquisition Economics Worksheet. Select a small set of defined measures and use them to make decisions rather than report activity. Calculate customer acquisition economics using consistent definitions and explicit assumptions.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.

Requirements

No coding experience is required.

Description

This course contains the use of artificial intelligence.

Advanced Digital Marketing: Strategy to Growth gives professionals a structured, evidence-based system for turning research and strategy into measurable customer and business value. The course moves beyond surface-level tactics and disconnected tool demonstrations. Students learn how to define outcomes, organize evidence, evaluate strategic options, execute with discipline, protect trust, and connect activity to financial and operational results.

The course is designed for marketing leaders, strategists, consultants, agency professionals, and experienced digital marketers. Across five detailed lectures, students work through a continuing business case, decision frameworks, implementation guidance, quality controls, common failure modes, and assignments that can be used immediately in an organization, client engagement, career, or business.

Students will learn how to diagnose evidence gaps, clarify assumptions, compare options, design an accountable workflow, and establish review gates before scaling. The course also explains how to evaluate quality, economics, customer response, implementation readiness, and responsible use of artificial intelligence. By the end, learners will have a practical ninety-day roadmap for disciplined execution and continuous improvement.

Dr. Law Payne combines doctoral-level leadership education with extensive entrepreneurial, marketing, and teaching experience. He holds a Doctor of Business Administration specializing in Organizational Leadership and Development, a master’s degree in Educational Psychology, a master’s degree in Business, and a bachelor’s degree in Business Administration and Marketing. His professional background includes nine-figure entrepreneurship, published work reaching more than one million copies, over fifteen years of teaching and coaching, and growth leadership involving more than one billion dollars in managed sales.

Who this course is for:

Marketing leaders, strategists, consultants, agency professionals, and experienced digital marketers.

Advanced Digital Marketing: Strategy to Growth

What you'll learn

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Course content

Build the Complete Digital Marketing Strategy System5 lectures • 48min

Applied Workshop Lab: Evidence, Experiments and Execution6 lectures • 1hr

Requirements

Description

Who this course is for: