Chapter II The Rise of Chief Growth Officer
Progress 100%(p 1-25)
It takes 30 minutes.
draw
(1) Chief Growth Officer is a core management position, focusing on the ever-changing customer needs and promoting the company's growth through the integrated strategy of market, product, operation and customer service.
Throughout the "first half of the internet", words such as traffic and tuyere are full of our vision; In the next "second half of the Internet", product value and user experience will become new themes.
(3) Technology-driven growth is to accurately grasp the data insight of customers (or buyers), and then optimize business growth and profitability.
realize
The public opinion crisis of Pinduoduo's listing and Pinduoduo's fake goods has pushed Pinduoduo to the forefront. I don't know if someone is behind it, which has aroused people's attention to the "authority" targeted by the METOO movement. At the end of the "first half of the Internet", Pinduoduo grew rapidly by buying fakes (although Pinduoduo didn't buy fakes, the fakes on the platform definitely acquiesced) and became the third largest e-commerce platform. Isn't this a success? Taobao can be counted as a success, why can't Pinduoduo? If we admit that Pinduoduo has indeed achieved success in e-commerce, even in the first stage, then the reasons for its success deserve our deep consideration. If we only look at the "Pinduoduo mode", just as Didi has the "Didi mode" and Tik Tok has the "Tik Tok mode", it will not be "growth". What we should pay attention to is the core behind Pinduoduo's three-year growth-what kind of demand has it gained?
One word: poor.
China is rich, but most people in China are still poor, so poor that they can only give priority to price and ignore quality. High housing prices have impoverished generations.
Therefore, from the perspective of growth, Pinduoduo's success is precisely that he has made a good understanding of users' needs-the bottom users and those who are as poor as the bottom users-and then entered Nakdas with the help of Internet technology, community and crazy advertising bombing, which started a slap in the face.
Position: Chief Growth Officer
From growth hacker to chief growth officer
Progress 100%(p26-40)
It takes 30 minutes.
draw
① Growth hacker is the aggregation of three roles: marketing, product development and data analysis. The core of growing hackers is to get a lot of growth with the fastest method, the lowest cost and the most efficient means.
Generally speaking, enterprises can collect first-hand feedback information by visiting users. At this stage, the general concept of products and services is in its infancy. The chief growth officer should lead the team to do a lot of user interviews to verify whether the assumptions of new products meet the needs of target user groups.
Don't expand products that don't meet the market on a large scale!
realize
Growing hacker is a relatively standard operation method. For this process with particularly strong western characteristics, what I fear most is the narcissism of the performer. Subjectively deleting some steps or shrinking some actions will cause continuous uncertainty and may lead to final failure.
Therefore, the growth of hackers also needs a trait, which is rigor and humility!
Title "Chief Growth Officer"
Chapter growth framework
Progress 100%(p4 1-76)
It takes 30 minutes.
draw
① Evolution of the five stages of user life cycle (AARRR piracy law) This is the five stages of continuous improvement of user value. From the user's acquisition to the user's purchase of our service, we will recommend it to other users when we feel good, forming a new closed loop of user acquisition.
② Indicators are never just indicators, they represent the management's understanding of the relationship between user value and company success, and also guide every decision and implementation of every grass-roots employee in their daily work.
③ Eight methods of data analysis: quantity and trend, dimension decomposition, user grouping, transformation funnel, behavior trajectory, retention analysis, A/B testing and mathematical modeling.
realize
We always say that one of the essence of the Internet is iteration, but rarely ask what its premise is and what the object of iteration is-only complete things can be iterated! A complete process or a complete product, and this "integrity" first needs a complete framework, just like a human skeleton.
Position: Chief Growth Officer
Chapter III User Growth Model
Progress 100%(p77- 124)
It takes 60 minutes.
draw
(1) "Getting customers" describes the process from cognition to understanding and even becoming a product user.
There are three angles to understand: audience, customer acquisition cost and user journey.
② "Activation" refers to the process of guiding users to discover product value and reuse product strength.
Successful activation: a user enters the product and goes through a series of operations and experiences such as novice guidance and product display. If the experience is good, users will find or recognize the value of the product and pay a return visit. At this point, user activation succeeded.
③ "Retention" means that users stay in your website /APP and continue to use it.
In order to achieve real user growth, first of all, our products should meet the core values of users, and then let users stay and use our products for a long time through operation.
Retention analysis is divided into two stages: new user retention analysis and product function retention analysis.
No matter which link is optimized, the "return" of "income" will be reflected in the realization of income.
Revenue can be roughly divided into two basic ways, namely, user fees and advertising revenue.
User payment is transformed into the core, and advertising revenue is centered on stickiness.
⑤ "Recommendation" is a way to gain new users by using the social influence of existing users. What users recommend marketing to do is to amplify this effect through channel, product and data measurement at critical moments.
Two major indicators to measure recommendations: K factor and NPS score.
K factor, also known as virus coefficient, is used to measure the effectiveness of recommendation, that is, how many users can be brought by the users who initiate the invitation recommendation.
NPS score, that is, net recommended value. NPS is a commonly used evaluation data when it cannot be directly measured by recommendation and transformation data. The collection method of NPS is to issue questionnaires, which ask users how likely it is to recommend this product to others. Generally speaking, the score of possibility is from 0- 10. Where a score of 0-6 is not considered as a referee, a score of 7-8 is not included in the calculation range of NPS, and a score of 9- 10 is considered as a referee.
NPS score = [(recommended users-non-recommended users)/users who returned the score ]× 100.
Generally speaking, 30 points is good, 50 points is good, and 70 points or above is excellent.
realize
Every link of the Piracy Law (AARRR) has more detailed operation methods and data measurement standards. It is definitely not enough to understand the five concepts of customer acquisition, activation, retention, revenue performance and user recommendation. To do user growth, the biggest fear is the "narcissism" of the growth team.
Remember, remember.
Position: Chief Growth Officer
The second chapter is the growth of each position in data-driven actual combat.
Progress100% (p125-182)
It takes 1 10 minutes.
draw
① Marketing is a series of activities, processes and systems that bring value to customers, customers, partners and the whole society in the process of creating, spreading, spreading and exchanging products. Generally speaking, marketing is to meet the needs of customers profitably and create the intangible value of product brands.
② The minimum feasible product (MVP) refers to the minimum number of functional sets that can be used by users and provide the value of core products.
③ The core of product and market matching (PMF) is to create a product that can create significant user value. First of all, your products meet the real needs of users; Moreover, the solution you provide is superior to other solutions.
Market segment: target users and their unmet needs.
Product part: confirm what kind of "product feature set" to build.
(4) major transformation and minor transformation. "Transformation" means that the user has done what you expect him to do in the product. It may be to complete the purchase or reservation, it may be to complete the registration, it may be that the user successfully uploaded a video or photo, or it may be to complete a product review.
Great transformation focuses on the transmission of product core value, while small transformation focuses on whether users are satisfied with the experience in the product, which helps us find and optimize the product experience problems in order to provide users with a better experience.
There are many small changes in a product.
⑤ Operation is divided into traffic operation, user operation, product operation and content operation.
"Traffic operation" mainly solves the problem of where users come from.
"User Operation" establishes and maintains relationships with users.
The key of "product operation" lies in the analysis and monitoring of product functions.
There are many small function points in a large product process, and the user experience is based on these small function points. It is the use of these small function points that has become the key to our transformation at every step.
Product operation needs to monitor abnormal indicators, find out users' "angry points" about your product, and test the effect of new functions through retention curves.
"Content operation" is more than just editing text and posting. Before doing content operation, you need to understand whether your content comes out as a product or an auxiliary function of the product.
realize
Growth requires teamwork and operation, and each growth position has an indispensable role. If you rely on only one generalist, it is likely that all links will be greatly discounted.
This is an era of teamwork, especially for growing hackers.
Title "Chief Growth Officer"
Data-driven growth in different industries
Progress 100%(p 183-236)
It took 83 minutes.
draw
① There are many categories of goods on e-commerce websites, each category should have a clear positioning, and different categories with different positioning should have different operating strategies. According to the profit rate and conversion rate of commodity categories, commodity categories can be divided into four categories: diversion category, high profit category, high conversion category and future star category.
② The cost of retaining a customer is far less than the cost of regaining a customer, so retaining is very important and related to the sustainable and healthy development of a platform.
③ Differentiated operation strategy mainly starts from three angles: based on user activity, based on user's preference for different commodities and based on user's decision-making stage.
④ The more attention is paid to products with user experience, the more important the management of user evaluation is.
⑤ An effective landing page should provide visitors with just the right information. Too much or too little information will make tourists at a loss.
realize
The products and services of different industries are different. The essence behind it is that the corresponding user groups are different, and the deeper level is that the user needs are different. According to different user groups and their user needs, the natural operation mode is also different.
All kinds of operation strategies, no matter how they change, are user-centered. In the Internet age, it is increasingly difficult to talk about operational growth without users.
Output 2 1 day all reading notes about the theme reading of Growing Hacker. Generally speaking, for the practical content of Growing Hacker, theme reading has some natural advantages, and you can understand the same kind of things from multiple angles.
"Growing Hacker" by Sean Ellis, the "Father of Growing Hacker", gives original related concepts, with distinctive western discussion style, nuance and distinct views.
"Detonating User Growth" is like a "Growth Hacker Operation Manual". The case inside is still China's characteristics, which is relatively closer to the cognition of Chinese people. It is easier to understand this new industry through our experience. Huang Tianwen writes rationally, but for those who are inexperienced, have insufficient interest and hate chart data, this book will be a torment-but it is indeed a practical manual for growing hackers.
Chief Growth Officer is the representative work of Simon Zhang, the founder of GrowingIO, and has the best physical experience among the three books-all the pictures are color pictures. The more people watch it, the happier it is. It seems that I am really a visual animal. On the one hand, color map can reduce visual fatigue, on the other hand, it conveys more information, at least color can be used to distinguish information, which is convenient for users to understand.
At the same time, the Chief Growth Officer is higher than detonating the growth of users, and it has more local characteristics in China than growth hackers, with rich cases, analysis of several hot industries and concrete images. The strategically located buildings are very enlightening.
If you are interested in the growing hacker who is reading this article, you might as well do a theme reading and learn about this new drama from multiple angles!