XY Learn · Value Scale
Digital Marketing
Fewer channels, measured properly, compounding.
Δ Channel
Duration
2 days
Hours
8 hours (4 hours/day)
Delivery
Online, live cohort or private team
Who it's for
Founders, marketers, growth leads
The hook
Most startups run six channels badly. Two channels run well outperform all six, at a third of the spend.
Intent · Pick the two channels your segment actually lives in, instrument them under privacy-first measurement, and build a compounding content and demand engine.
Take this if
Six signals you are leaking this value
01
Spend rising, CAC rising faster
02
Attribution broke and nobody rebuilt it
03
Content published on cadence, not on intent
04
No organic compounding — everything is paid
05
Invisible in AI answer engines
06
Landing pages convert under 1%
About the course
We start from where the segment forms intent, then build channel-by-channel yield models: cost per qualified opportunity, not cost per click.
Content is treated as an asset class with a compounding curve, mapped to buyer questions and driver outcomes.
2026 additions: generative-engine optimisation (being cited by AI assistants), first-party data and server-side measurement after cookie deprecation, incrementality testing over last-click, and creative velocity in paid social.
Tools you will use
- Channel yield model
- Content pillar map
- GEO/SEO audit
- Incrementality test design
Prerequisite
Access to your analytics and ad accounts.
Curriculum
What we cover, hour by hour
01 · Channel selection
- Intent mapping: where your segment forms a question
- Channel yield model per stage
- Paid vs organic vs community vs partner
- The two-channel discipline
02 · Demand engine
- Search, AI answer engines and technical SEO/GEO
- Content system: pillar, proof, playbook
- Paid creative testing velocity
- Lifecycle email and retention marketing
03 · Measurement
- First-party data and server-side tracking
- Incrementality and holdout testing
- Funnel instrumentation and CRO
- Reporting that survives board questions
Key takeaways
- Two channels chosen with evidence
- A content engine with a compounding plan
- Privacy-first measurement stack
- A CRO backlog for your key pages
You leave with
- Channel plan
- Content calendar with intent map
- Measurement spec
- CRO backlog
Measured value
The numbers this course is meant to move
| Metric | Target |
|---|---|
| Cost per qualified opportunity | Down 25%+ within a quarter |
| Organic share of pipeline | Rising quarter on quarter |
| Landing page conversion | > 3% on primary pages |
Run this with your team
Cohort seats or a private team session — 8 hours (4 hours/day), delivered online and applied to your own venture.
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