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增长黑客StartupMetricsIgnite.pdf
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更新于2023-05-30
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增长黑客是互联网产品运营中非常重要的一个概念,得流量者得天下,这个PPT主要讲解了AARRR(Acquisition获取、Activation激活、Retention留存、Referral推荐、Revenue收入)漏斗模型的概念、特点和如何使用。
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Startup Metrics for Pirates
• Acquisition: users come to site from various channels
• Activation: users enjoy 1
st
visit: "happy” experience
• Retention: users come back, visit site multiple times
• Referral: users like product enough to refer others
• Revenue: users conduct some monetization behavior
AARRR!
Dave McClure, Master of 500 Hats
http://500hats.typepad.com/
http://www.500hats.com/
http://slideshare.net/dmc500hats/

AARRR!: 5-Step Startup Metrics Model
Website.com
Biz Dev
Ads,%Lead%Gen,%
Subscriptions,%
ECommerce%
Homepage /
Landing Page
Product
Features
1.#ACQUISITION#
SEO
SEM
Apps &
Widgets
Affiliates
Email
PR
Biz
Dev
Campaigns,
Contests
Direct, Tel,
TV
Social
Networks
Blogs
Domains
3. Retention
Emails%&%Alerts%
System%Events%&%
Time‐based%Features%
Blogs,%RSS,%
News%Feeds%
Emails &
widgets
Affiliates,%
Contests%
Viral%
Loops%

Why Be a Web 2.0 Entrepreneur?
• Low Cost
• Lots of Users
• Online Advertising / E-Commerce
• Online Metrics
• It’s Cool.
• Make MONEY.

Q: What’s My Business Model?
Can be one of the following:
1. Get Users (= Acquisition, Referral)
2. Drive Usage (= Activation, Retention)
3. Make Money (= Revenue*)
* ideally profitable revenue
Note: eventually need to turn Users/Usage -> Money

Role: Founder/CEO
Q: Which Metrics? Why?
A: Focus on Critical Few Actionable Metrics
(if you don’t use the metric to make a decision, it’s not actionable)
• Hypothesize Customer Lifecycle
• Target ~3-5 Conversion Metrics (tip: Less = More)
• Test, Measure, Iterate to Improve
• Delegate Each Key Metric to someone to OWN
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