Excellence BusinessAT THE SUMMIT, YOU WILL BE ABLE TO
EXCELLENCE BUSINESS
Marketing That Works
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Measure what ads really add, grow by reaching more buyers, earn word of mouth, keep customers and test before you scale, from the field experiments and studies behind the claims.
2h 55m5 constellations
01Tell incremental sales from credited sales, and run a holdout
02Grow by reaching more buyers and price promotions on their own numbers
03Earn word of mouth and price a referral offer
04Track retention and test changes big enough to see
Every lesson of Marketing That Works
15 lessons in 5 levels, about 3 hours. Level 1 is free.
Level 1Did the Ad Work?Free · 3 lessons
- Ads find people who'd buy anywaySee why “people who saw the ad bought more” proves almost nothing, and what does.11 min
- Why ad results are so noisyUnderstand why even big ad experiments give wide answers, and what that means for small budgets.11 min
- Checkpoint: the holdout testWork out whether an ad paid for itself: incremental sales, not credited sales.13 min
Level 2How Brands GrowMembership · 3 lessons
- Small brands, double jeopardyUnderstand the double jeopardy pattern, and what it says about where growth comes from.11 min
- What price promotions really doSee who buys during a promotion, and work out whether it paid.12 min
- Checkpoint: most brands over-advertiseRead the largest study of TV advertising returns, and apply its lesson to any channel.12 min
Level 3Word of MouthMembership · 3 lessons
- What makes people shareUse what a study of three months of news articles found about why content spreads.11 min
- Fast customers and lasting customersCompare customers won by marketing with customers won by word of mouth, in the short and long run.11 min
- Checkpoint: make word of mouth visibleMeasure word of mouth's share of your customers and value, and plan how to feed it.12 min
Level 4Loyalty Without the MythsMembership · 3 lessons
- Net Promoter, in proportionCalculate a Net Promoter Score, and know what the evidence says about it.11 min
- Retention, in years and dollarsTurn a retention rate into expected customer lifetime and value, and see why small changes matter.12 min
- Checkpoint: a marketing dashboard that decidesChoose the few numbers that change what you do.12 min
Level 5Test Before You ScaleMembership · 3 lessons
- Test ideas, not opinionsUse A/B tests instead of opinions, and size them so they can give an answer.12 min
- Decide the rule before you lookAvoid the false positives that come from peeking and from checking too many metrics.11 min
- Capstone: your marketing planTurn the evidence into a one-page plan: measure, reach, spread, keep and test.13 min
AFTER THE CORE