Growth Hacking Playbook Overview

What is digital analytics? 

“Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline).” Avinash Kaushik, 2007

 Using digital analytics to grow your business and get that next lead or sale online is about using the fewest and most effective ways to achieve your immediate objective. This includes embracing ‘the new’; the shift from Machine Learning to Artificial Intelligence of communication.

What will you learn?

  • Social media and SEO as efficient ways to reach target audiences
  • How do you strategise your approach to inbound content marketing?
  • How do you manage it, and what does it take to do it well?
  • How do you measure its effectiveness, and use data to improve over time?
  • How do you ensure your brand and personal reputation are as effective as possible – and kept that way?
  • Becoming a thought leader in your field: why this is important, and how this is achieved
  • The relationship between this discipline and other related areas, including wider sales and marketing strategies

Actionable Insight

  • Enable senior executives to make smarter business decisions by adding human intelligence to digital analytics
  • Prioritise in order of ease and speed; fast lead generation/revenue and long-term business change the suggested actions from organisation audit and competitor benchmarking
  • Co-write digital business / Growth Hacking Strategy and rapid 100-day go-to-market plans
  • Monitor and manage reputation management (understanding how (voice) search engine, social media and content work together using the Jet Stream Methodology)
  • Measurement and tracking of key indicators via performance dashboards 


Step 1: Business Information & Why?

  • Define and prioritise business goals that align with growth hacking principles and objectives.
  • Discuss the current state of the business and identify potential challenges and opportunities.
  • Develop a plan to gather and analyse data to inform growth hacking tactics.

Step 2: Brand, Reputation & Value Proposition(s)

  • Conduct market research to understand the target audience’s needs and preferences.
  • Develop a unique value proposition that resonates with the target audience.
  • Create a compelling brand story and messaging that communicates the value proposition.

Step 3: Target Audience(s)

  • Identify and segment the target audience into specific groups.
  • Develop buyer personas for each segment to understand their behaviour, preferences, and needs.
  • Map out the customer journey and touch points for each segment.

Step 4: Objective(s)

  • Set specific and measurable goals for each stage of the customer journey.
  • Develop tactics and mechanics to attract and engage the target audience.
  • Identify key performance indicators (KPIs) to measure the success of each tactic.

Step 5: Video, Picture & Word Stories

  • Develop a content strategy that aligns with the target audience’s preferences and needs.
  • Create a 100-day content plan that includes a mix of video, picture, and word stories.
  • Develop a process for testing and optimising content based on performance metrics.

Step 6: Story-Sharing Technology

  • Select and integrate technology platforms that support the content strategy and customer journey.
  • Develop a plan for website optimization, voice search, social media, and other relevant channels.
  • Implement tools for content creation, scheduling, and monitoring.

Step 7: Measurement & Evaluation of Performance

  • Define KPIs and metrics for each stage of the customer journey.
  • Develop a reporting framework and dashboard for tracking performance.
  • Use data insights to identify optimization opportunities and refine tactics.

Step 8: The “What is actually going to happen” Plan!

  • Develop an action plan that outlines the steps required to execute the growth hacking strategy.
  • Define team roles, responsibilities, and timelines.
  • Create a plan for testing and iterating the strategy based on performance metrics.

Roger Jones

One of the UK’s most innovative small and medium-sized strategic business thinkers and non-executive directors. He is also a masterclass speaker with a proven track record of inspiring creative thinking and strategy. The decades that Roger has spent working with a wide range of organisations in the realms of digital transformation means that he is perfectly placed to provide invaluable insight and input to aspirational UK businesses. This, combined with an unflinching desire to help businesses harness the power of “the new” to engineer their growth and success, makes Roger a must-have non-executive director, investor, and thinker behind your business.