2.2 The Customer Lifecycle

Let’s review the customer lifecycle before we dive too deeply into strategy since it will serve as the basis for a lot of the concepts in this book. A typical customer lifecycle consists of five parts: awareness, acquisition, engagement, activation, and retention. The journey…

3.1 Acquisition Metrics for Growth

As mentioned previously, the best metrics are ones that fit your business model, objectives, and success criteria. Nonetheless, below are a few acquisition metrics that are commonly used by businesses and can serve as a solid starting point for your own growth efforts…

2.1.1 Understanding Your Customers’ Journey

To identify the opportunities for growth along the customer lifecycle, it is first…

2.1.4 Customer Growth Models

In the previous section we covered common revenue growth models to understand how companies make money on different types of products. In those models, revenue was driven by essentially the same three factors:

• the number of customers making purchases,

2.1.3 Common Revenue Growth Models

When modeling a business, it’s best to begin with its core: how it generates revenue. By starting…

3.4 Measuring Non-Digital Marketing Channel Metrics

Some people seemingly default to easy-to-measure marketing channels such as pay-per-click advertisements rather than choosing other channels such as print and television advertisements, whose effectiveness can be more difficult to track…

2.1.2 Modeling Your Business for Growth

If there is one concept that we hope to convey, it is that fostering growth for your product should be systematic and strategic rather than guesswork. Therefore, the next topic that we’ll cover is how to model and understand the engines of growth for your…

Chapter 2: The Iterative Experimentation Process

3.3 Retention Metrics for Growth

Imagine that you are really great at attracting new customers. However, the vast majority of the folks that you convince to try your product use it only a small handful of times and drop off. You don’t want to be losing customers as soon as you get them since your…

1.3 Growth Science Pillar 3: Optimization Across the Entire Customer Lifecycle