GROWTH / DATA + EXPERIMENTATION

Growth is not about advertising more. It is about learning faster what makes the business grow.

Strategy starts by understanding the business and ends in a cycle of hypotheses, experiments, evidence and decisions.

R

Recognize

Business, market, journey and baseline.

A

Analyze

Data, behavior, bottlenecks and opportunities.

D

Define

Hypotheses, goals, metrics and success criteria.

I

Implement

Campaigns, content, journeys, assets and tests.

A

Accelerate

Scale learnings and allocate resources better.

L

Learn & refine

Correct, improve and restart the cycle.

EXPERIMENT / 01

The problem with “let’s test it”.

Testing without a hypothesis, metric and decision criterion is just changing things and hoping. We organize learning so each cycle makes the next one smarter.

HYPOTHESIS / 034
ACONTROL→BVARIANT
METRICCONVERSIONDECISIONEVIDENCE
METRICS / DECISION

Metrics when they help decisions.

01

Acquisition

Traffic source, acquisition cost, CPL, reach and opportunity quality.

02

Conversion

Rate by stage, abandonment, friction, A/B tests and page efficiency.

03

Efficiency

ROI, ROAS, incremental cost and budget allocation when applicable.

04

Retention

Recurrence, repurchase, engagement and post-conversion behavior.

05

SEO

Visibility, search intent, qualified traffic and organic conversion.

06

Learning

Validated and invalidated hypotheses and decisions generated by experiments.

METHOD / PRIORITY

A discipline, not a collection of hacks.

We prioritize impact, confidence and effort. We define what must change, what will be observed and which evidence justifies scaling, adjusting or dropping a hypothesis.

I want to accelerate my business↗