Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success
“How is this thing you’re showing me going to improve my life?”
Sean Ellis • Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success
in-depth analysis of customer churn (meaning identifying those who recently abandoned the product)
Sean Ellis • Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success
The process is a continuous cycle comprising four key steps: (1) data analysis and insight gathering; (2) idea generation; (3) experiment prioritization; and (4) running the experiments, and then circles back to the analyze step to review results and decide the next steps.
Sean Ellis • Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success
spending on online ads in the US has doubled since 2010,1 and what’s more, in the US, Canada, and Western Europe at least, the growth of the Web audience is slowing, which essentially means companies are spending (and will continue to spend) more money to chase fewer potential customers.2
Sean Ellis • Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success
This is in large part because product managers’ experience with customer surveying and interviewing, as well as with product development, allows them to make vital contributions to the idea generation and experimentation process.
Sean Ellis • Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success
Growth teams need to adopt rigorous methods for probing into user behavior in order to discover the core value of their product or service, and we’ll introduce these methods shortly.
Sean Ellis • Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success
growth hacking is a team effort, that the greatest successes come from combining programming know-how with expertise in data analytics and strong marketing experience, and very few individuals are proficient in all of these skills.
Sean Ellis • Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success
One of the cardinal rules of growth hacking is that you must not move into the high-tempo growth experimentation push until you know your product is must-have, why it’s must-have, and to whom it is a must-have: in other words, what is its core value, to which customers, and why.
Sean Ellis • Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success
the creation of a cross-functional team, or a set of teams that break down the traditional silos of marketing and product development and combine talents; • the use of qualitative research and quantitative data analysis to gain deep insights into user behavior and preferences; and • the rapid generation and testing of ideas, and the use of rigorous... See more