Startup

Chapter 4: Evaluation Methods in Growth Engineering

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…

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…

3.2 Engagement Metrics for Growth

Unless your business is selling very high-ticket items such as real estate or luxury yachts, which most people buy rather infrequently, you probably want your customers to use your product consistently and intensively. If your customers use your product all the time…

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…

Chapter 3: Tracking the Right Growth Metrics

Without good data, you won’t be able to reliably analyze the results of your…

2.5 Iterating on Previous Growth Experiments

A key part of the growth science methodology is iteration. It’s not enough to form…

2.4 Running Successful Growth Experiments

By utilizing experimentation to help us decide if changes to product, marketing, and…

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,