Growth hacking
Hack your business growth the scientific way Airbnb. Uber. Spotify. To join the big fish in the disruptive digital shark tank you need to get beyond siloed sales and marketing approaches. You have to move ahead fast—with input from your whole organization—or die. Since the early 2010s, growth hackin...
| Otros Autores: | |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
John Wiley & Sons, Inc
[2020]
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| Edición: | 1st edition |
| Colección: | --For dummies.
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009630996906719 |
Tabla de Contenidos:
- Intro
- Title Page
- Copyright Page
- Table of Contents
- Introduction
- About This Book
- Foolish Assumptions
- Icons Used in This Book
- How This Book Is Organized
- Part 1: Getting Started with Growth Hacking
- Part 2: Seeing Where Growth Opportunities Come From
- Part 3: Applying the Growth Hacking Process
- Part 4: The Part of Tens
- Beyond the Book
- Other For Dummies Books
- Where to Go from Here
- Part 1 Getting Started with Growth Hacking
- Chapter 1 Defining Growth Hacking
- Defining Growth Hacking Goals
- Working through the Basics
- Recognizing the Distinctive Nature of Growth Hacking
- Traditional marketing versus growth hacking
- Lean start-up versus growth hacking
- Agile product development versus growth hacking
- Steering Clear of Growth Hacking Obstacles
- The phrase itself
- Getting caught up in the "hacking" part
- Thinking that growth has to come at the cost of the customer experience
- Thinking that it's about quick hits and tactics
- Thinking that there's a magical growth hacker
- Thinking that only the growth team is responsible for growth
- Thinking that you need a background in product development or marketing
- Thinking that you need to be a coder
- Thinking that growth comes from acquisition
- Thinking that the "famous growth hacks" did all the hard work
- Thinking that you can just call yourself a growth hacker
- Chapter 2 Building Growth Hacking Skills
- Determining the Growth Hacker's Skill Set
- Inspecting the Growth Hacker's Toolbox
- Seeing What Makes Growth Hackers Tick
- Chapter 3 Building Growth Teams
- Investigating Growth Team Structure
- Getting a growth team off the ground
- Seeing who answers to whom
- Gauging the Impact of Growth Leads
- Looking at the Four Types of Organizational Cultures
- Determining the overall impact of specific organizational cultures.
- Recognizing the impact on communication
- Evaluating the impact on taking action
- Seeing the impact on decision-making
- Strategic Priorities of Growth Teams
- Part 2 Seeing Where Growth Opportunities Come From
- Chapter 4 Applying Customer Journey Frameworks
- Understanding Customer Journey Frameworks
- Applying Pirate Metrics (also known as AARRR)
- Applying the Marketing Hourglass
- Using Tools to Visualize Customer Journeys
- Understanding aggregate user analytics
- Understanding behavioral analytics
- Behavioral analytics in action
- Implementing behavioral analytics with Amplitude
- Conducting a Growth Audit
- Assessing the current state of growth of the business
- Exploring key business measurements
- Evaluating the tools that businesses use to measure their numbers
- More Context on Tools
- Chapter 5 Diving into the Customer Journey
- So, How Do Users Find Out about Your Product, Anyway?
- Language fit
- Different ways users can find you
- Categorizing channels
- Prioritizing channels to test
- Seeing What Excites Your Customers
- Onboarding versus Activation
- Use your own data first
- Get user feedback
- Landing That Repeat Customer
- Inspiring Users to Pull Out Their Wallets
- Turning Product Users into Product Proselytizers
- Part 3 Applying the Growth Hacking Process
- Chapter 6 Laying the Foundation for Growth
- Doing It Like a Scientist: Developing and Testing Hypotheses
- Identifying Your North Star Metric
- Revenue is not a North Star Metric
- Figuring out your product's North Star Metric
- Variations and exceptions to the rule
- Understanding How Your Product Grows Today
- A Simple Growth Equation
- Chapter 7 Identifying Potential Opportunities for Growth
- Narrowing Your Sights
- Choosing the Best Ideas to Test
- Internal data
- External inspiration.
- Ensuring That You Have a Good Hypothesis
- Examples of a good (and a bad) hypothesis
- Surveys and research are precursors to tests
- Seeing How the Pieces Fit Together
- Chapter 8 Prioritizing Your Ideas before You Test Them
- The Importance of Prioritization
- Methodologies for Prioritizing Ideas
- The ICE score
- The PIE framework
- The TIR score
- The RICE score
- General Criticisms of Simpler Frameworks
- Chapter 9 Testing Ideas and Learning from Them
- Working with Two Types of Tests
- Prepping tests
- Testing variants
- Common testing pitfalls and ways to work around them
- Analyzing Results
- Acting on What You've Learned
- Winning tests
- Losing tests
- Inconclusive tests
- Systemizing changes
- Chapter 10 Managing the Growth Process
- Establishing a Weekly Routine
- Setting the Ground Rules
- Moving to a Month-to-Month Schedule
- Reviewing objectives monthly
- Checking on the impact of individual tests
- Taking the Long-Term Perspective
- Chapter 11 Laying the Right Foundation for Company-Wide Growth
- Taking Baby Steps
- Making Your CEO the Growth Advocate
- Sharing Is Better than Hoarding
- Weekly updates
- Monthly deep dives
- Quarterly updates
- Part 4 The Part of Tens
- Chapter 12 Ten Key Benefits of the Growth Hacking Methodology
- A Focus on Process versus Tactics
- Cross-Functional Collaboration
- Organizational Alignment
- Data-Informed Decision-Making
- Improved Customer Focus
- A Better Understanding of Your Customers
- Improved Customer Experience
- A State of Constant Curiosity
- Better Product-Development Processes
- Greater Control because of Product-First Growth
- Chapter 13 Ten Things to Watch Out For
- Ignoring the Need to Constantly Evangelize Progress and Learning
- Not Sticking to the Growth Meeting Agenda
- Testing Things That Don't Need to Be Tested (Right Now).
- Not Taking Big Enough Swings
- Blindly Copying What Others Have Done
- Measuring What You Did versus What You Learned
- Not Understanding the Opportunity Costs of Testing
- Having Lots of Tests That Yield Inconclusive Results
- Not Analyzing Your Tests in a Timely Fashion
- Not Checking on Whether the Gains Still Hold
- Chapter 14 Ten (+Twelve!) Key Resources to Continue Your Education
- GrowthHackers.com
- CXL Blog
- Optimizely Blog
- Conversion Sciences Blog
- Reforge Blog
- Brian Balfour's Blog
- Andrew Chen's Blog
- Intercom Blog
- Occam's Razor Blog
- Analytics Demystified Blog
- MeasuringU Blog
- Online Behavior Blog
- Casey Winters' Blog
- Kieran Flanagan's Blog
- Growth Engineering Blog
- Widerfunnel Blog
- forEntrepeneurs Blog
- Mobile Growth Stack Blog
- Dan Wolchonok's Blog
- Christoph Janz's Blog
- The Amplitude Blog
- The Breakout Growth Podcast
- Glossary
- Index
- EULA.
