Growth hacking / by Anuj Adhiya.

Format:

Book

Author/Creator:

Adhiya, Anuj, author.

Series:

--For dummies.

--For dummies

Language:

English

Subjects (All):

Marketing.

Physical Description:

1 online resource (xi, 232 pages) : illustrations.

Edition:

1st edition

Other Title:

Growth hacking for dummies

Place of Publication:

Hoboken, New Jersey : John Wiley & Sons, Inc., [2020]

System Details:

text file

Summary:

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 hacking culture has developed as the way to achieve this, pulling together multiple talents—product managers, data analysts, programmers, creatives, and yes, marketers—to build a lean, mean, iterative machine that delivers the swift sustainable growth you need to stay alive and beat the competition. Growth Hacking for Dummies provides a blueprint for building the machine from the ground-up, whether you’re a fledgling organization looking for ways to outperform big budgets and research teams, or an established business wanting to apply emerging techniques to your process. Written by a growth thought leader who learned from the original growth hacking gurus, you’ll soon be an expert in the tech world innovations that make this the proven route to the big time: iteration, constant testing, agile approaches, and flexible responses to your customers’ evolving needs. Soup to nuts: get a full overview of the growth hacking process and tools Appliance of science: how to build and implement concept-testing models Coming together: pick up best practices for building a cross-disciplinary team Follow the data: find out what your customers really want You know you can’t just stay still—start moving ahead by developing the growth hacking mindset that’ll help you win big and leave the competition dead in the water!

Contents:

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.

Notes:

Includes index.

Description based on print version record.

ISBN:

1-119-61217-9

1-119-61216-0

OCLC:

1150884646