Knowledge area

Growth and monetization

Improve activation, retention, channels, pricing, and sustainable growth loops.

Product Growth: Systematic Product Growth

Product growth review: Activation, retention, monetization, channels, loops, and system experimentation program.

How to design growth experiments: Hypothesis, Target Metric, Guardrails, Segments, Duration, and Solution after the Test.

Growth loops and attraction channels: how to model repeatable growth, measure the loop and find its constraint.

Models of monetization of digital products: subscription, usage-based, commission, advertising, freemium and hybrid schemes.

How to improve onboarding and activation: first useful result, segmentation, events, funnel and hypothesis testing.

Experiments with price and packaging: research willingness to pay, test design, segments, risks and interpretation.

Referral and viral mechanics: sender and receiver motivation, viral coefficient, cycle, antifraud and growth quality.

Retention and lifecycle marketing: cohorts, natural frequency of use, causes of outflow and return scenarios.