- Foreword
- Preface
- I. AI + Growth Marketing = Smart Marketing
- 1. Introduction to Growth Marketing
- 2. Why Lean AI?
- II. Customer Acquisition 3.0
- 3. What Is Customer Acquisition 3.0?
- 4. Manual Versus Automation
- 5. Framework of an “Intelligent Machine”
- Breaking Down Machine Learning for Marketing Purposes
- Major Types of Supervised Learning Algorithms
- Major Type of Unsupervised Learning Algorithms
- Learning Algorithms That Can Be Supervised or Unsupervised
- The Importance of Data
- Audience Selection
- Message Placement
- Exploration and Optimization
- Applying Machine Learning and AI to the Customer Journey for IMVU
- Bringing It All Together
- 6. Build Versus Buy
- III. What Metrics Matter to You?
- 7. Key Metrics for Startup Growth
- 8. Creative Performance
- 9. Cross-Channel Attribution
- IV. Selecting the Right Approach to User Acquisition
- 10. Different User Acquisition Strategies
- 11. The Growth Stack
- How Does It Work?
- Analytics and Insights
- Attribution
- Event Tracking
- Campaign Measurement
- App Store Analytics and Intelligence
- User Segmentation
- Cohort Analysis
- Content Analytics
- Sentiment Tracking
- User Testing
- A/B Testing Measurement
- Screen Flows
- Conversion Funnels
- Billing and Revenue Reporting
- Growth Modeling
- LTV Modeling
- Growth Accounting
- App Performance Analysis (CPU, Battery, Network, Crashes)
- Acquisition
- Engagement and Retention
- Monetization
- Activities That Cut Across the Stack
- Messenger Platforms
- Applying the Stack in an AI World
- V. Managing Increased Complexity and Risk
- 12. How to Manage Complexity
- 13. How to Reduce Risk
- 14. Human Versus Machine
- VI. The Next Frontier
- 15. Planning for Success
- 16. Ongoing Challenges
- 17. How to Win Together with AI
- Index
Part V. Managing Increased Complexity and Risk
Part V moves you into the world of managing increased complexity and risk with the data needed for AI. We will explore ways to manage that complexity in Chapter 12, how to reduce risk in Chapter 13, and how a future growth team might coexist with humans and machines working together in Chapter 14.
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