AAARRR, A Pirate Funnel For Growth Marketing Strategy
AAARRR is a funneling framework to help guiding us deciding effective growth marketing strategy.
AAARRR consists of Awareness → Acquisition → Activation → Retention → Revenue → Referral. Any brand owner must aware of this funnel, such that they can treat leads according to their level and herd them to be loyal eventually. This metric can be applied in both digital or non-digital marketing.
In this article, there will be explanation about each metric, and how we usually quantify those.
Awareness
This metric concerns about how well your brand is known by your target market.
Quantification: web traffic
Acquisition
This metric concerns about interest of your target market to your brand after it is known.
Quantification: new lead, new download
Activation
This metric concerns about how your target market willing to try your products or services.
Quantification: sign up for trial
Revenue
This metric concerns about converting your current leads to actually buy your products or services.
Quantification: cash in
Retention
This metric concerns about recurring transaction that happens to your active customer.
Quantification: repeat orders or transactions
Referral
This metric concern about how well your current customer willingly to promote your products or services.
Quantification: organic growth, referral code
