5. Statistics
Statistics
In data we trust. As a growth hacker you have to make data-informed
decisions. Statistics is the language of data. It helps you ignore the noise
and focus on the signal. You must understand concepts like statistical
significance to run effective A/B tests. Understand the difference between
average and median while describing data. Use regression or smoothing
to extrapolate the trends. Understand some basic distributions – like
normal or Poisson. Make propositions about entire population based on
the sample.
See learning resources.
6. A/B Testing
Also called a split testing, A/B testing is a method of comparing
performance of two versions of webpage, app, advertisement, messaging,
buttons, interfaces and whatever you can imagine. The awesome thing
about A/B tests is that they help you measure and therefore – understand –
how a specific change in product or promotion affects your users. A/B test
provides an isolated environment similar to the science lab, in which all
variables remains the same, beside the one that you want to analyse.
Without A/B tests you are not likely to understand the exact impact of your
change, because there are two many different factors involved – and many
of them keep evolving over time.
See learning resources.
A/B Tests
A B
7. Digital
Analytics
Digital Analytics
Web and mobile app analytics is very specific. It has its own terms – like
unique users, sessions, pageviews, bounce rate, conversion – and tools –
like Google Analytics, Kissmetrics, Mixpanel plus specialised analytics on
nearly every ad platform like FB, Twitter, Adwords and many more. You
must be fluent in both – understand the concepts, be able to dig deeper
into data (using segments, cohorts and funnels) using the right tools and
match data between different channels and platforms into one holistic
picture.
See learning resources.
10. Spreadsheets
Spreadsheets
If done right, they can replace you data warehouse, dashboard software,
scheduling tool and many more (at least temporarily!). A spreadsheet is
the most basic tool to collect and process data to get some valuable
insights. Pivot tables are very useful in exploring data from various
perspectives. They are many formulas that can help you gain information
you need – like vlookups. There are some ready plugins that can allow you
to run some more sophisticated analyses and scripts to automate data
collection from different sources.
See learning resources.
11. Basic
Coding
Basic Coding
You do not have to be an expert in programming, but solid foundation in
this area is very helpful. At this stage you do not necessary have to be
able to build your own SaaS – rather write a simple script to automate your
work or edit the code that you encounter on the website or landing page.
Knowing basics of programming also helps you in communication with
developers, which can make things much easier!
See learning resources.
12. SQL / DB
SQL / DB
Sometimes it is enough to look at the data provided in dashboard on
Tabluea, Google Analytics or Kissmetrics. But sometimes you need more
details or slightly different perspective. In such situation you should be
able to run your own ad hoc analysis, which will start with pulling data
directly from database. It requires you to know how to write queries.
SELECT, FROM, WHERE, JOIN, MERGE and so on…
See learning resources.
13. Web Data
Extraction
Web Data Extraction
Also called web scraping or web harvesting allows you to automatically
collect data from different sources across the web. Sometimes you do it
through official APIs. Sometimes through scraping the relevant content.
You may collect data in database or spreadsheet and process it to identify
trending topics, keywords or products.
See learning resources.
16. Digital
Marketing
Digital Marketing
Digital Marketing is a wide term for marketing of products and services
using digital technology. As a growth hacker you must know what are the
marketing activities that can possibly bring you more users or increase
retention. Digital Marketing includes: search engine optimisation (SEO),
search engine marketing (SEM), display advertisement, email marketing,
mobile marketing, social media marketing and many more. You should
know them all, be aware of their pros and cons, as well as the context in
which they can work effectively.
See learning resources.
17. Copywriting
Copywriting
Copywriting is an art and science of writing copy that convinces users to
take a desired action. As a growth hacker you must be able to write at
least the initial copy for landing page or email campaign. It also helps you
assess the quality of work of other copywriters. Writing in the Internet is
completely different from writing an essay on your English classes. You
must keep in mind who is your target audience to use the right language,
what matters for them the most – to highlight key benefits, use the right
keywords, include links and call-to-actions. Ultimately it is all about the
result, not becoming the next Dostoevsky.
See learning resources.
18. Design
Design
Finally, you must have at least green or blue belt in design to quickly
create compelling and effective email or landing page, or prepare a
mockup for professional designers. Good design skills also help you with
communication. Instead of blocks of texts in your presentation you may
use visuals to clearly deliver your key message.
See learning resources.