2.

Learn Pirate Metrics and Set up Your

Analytics System
05 - The Awesome Little Digital Fly on the Wall.
Lifetime customer value or LTV: is the total amount of revenue earned from
a customer over the life of the business relationship with them.

Goal is in Google Analytics: It's an event that can be defined by Google

Analytics and Google Analytics for example anytime somebody load loads a
page that's like something flash they you.

Friction: Sub optimal communication or usability issues that result in

lowered conversion or retention rates.

06 - [Beginner] How to Measure Traffic Volume and Visitor

Interest.
Sessions: used to be called Visits and what it is the number of times that the
website was visited during a specific time frame.

Users: It used to be called Unique Visits and it is Google Analytic's (or the
other platform's) best guess that this is a single unique person who hasn't
visited the website within the past half-hour

Bounce Rate: This is the number of sessions where the user only visited a
single page on the website and then they left the website. What this does is
measure the quality of user visits on the website. A higher bounce rate would
be an indication of lower quality.

Page views: a single view of a specific page.

07 - [Beginner] How to Measure Engagement and Actions

Taken.
Pages Per Session: shows how many pages a particular user --on average--
would tend to view when they visit your website a single time.
Average Session Duration: shows how long are they spending on the
website on average on a single session.
Average time on a specific page: shows how long users spend on the a
specific page in a single session.
Bounce Rate: is the number of users that visit the website and don't click on
anything before they leave the website.
Exit Rate: is the page that causes people to leave the website and end a
session.
08 - [Intermediate] Source Medium and Good Traffic (Essential
Skill).
The source of the traffic: It's just saying that when this traffic comes from
this website, it's tracked by Google Analytics and then you can look that up
later.
The medium of the traffic: Examples of traffic medium might be organic
search versus paid advertising versus email referrals.
12 - Pirate Metrics! Let’s Expand Your View of Funnels.
Marketing funnel: is an illustration of a theoretical journey that your
customers take towards the purchase repurchase and advocacy of your
product or service.
Conversion point: where a user can decide to take some action that
transitions them to a lower or more advanced stage of a marketing funnel.
Awareness: when a user visits a digital property for the first time that's what
awareness is.
Acquisition: is when a user has given you some way to identify them like an
email address or maybe they've signed up for some type of customer profile
on your Web site or within your app.
Activation: is when a user has experienced some version of your product or
service that's activation when a user has experience some version of your
product or service.
Referral: is when a user makes someone else aware of your brand.
Riassunto
Il modulo parla di come settare gli strumenti di analisi in modo da controllare
metriche inerenti ai clienti così da poter ridurre frizioni nel funnel verso
acquisti di prodotti e servizi.
 3. Develop Your Personas and Buying
Center
17 - Relationship-based Approaches to Persona Development.
Buyer persona (Sometimes it's just called a persona): is a semi-fictional
representation of a type of a customer based on your market research.
Segment: our customers who are likely to respond similarly to marketing
strategies and who share traits such as similar interests, needs, or location.
Buying center: is the group of people and factors that determine whether or
not purchase has made.
Open ended question: is a deliberately nonspecific question designed to
see how someone thinks and prefers to direct a conversation.
18 - [Beginner] Personas Know Your Customer and Win.
Quantitative data: these are things like demographic profiles. How old are
your customers or, in the case of business to business, what size of revenue
do these companies make? How many employees do they have?
Qualitative data: because it is especially useful for identifying who are going
to be your early adopters and how are you going to appeal to them and get
them to take action on your behalf.
Customer interviewing: ideally video interviewing, but phone interviewing
works as well. In the download section, you'll find a sample interview form as
well as a script you can use to interview these folks, but you might want to
modify these for your own uses as you start actually do it.
Riassunto
Definisce le metodologie per creare persona e per creare segmenti in modo
da categorizzare l’utenza potenziale al fine di creare strategie mirate ai vari
segmenti.
 4. Use Data to Learn Strategies and Run
Your Growth Team
24 - You Don’t Need to Know Everything when You Have Data.
Statistical significance: is the probability that the result of a given
experiment or study could have occurred purely by chance.
Key performance indicators or a KPI: So this has a measurable value that
signifies the degree to which an objective is being achieved.
Tactic: is a method that is used to achieve what you want in a particular
situation.
Campaign: a campaign is a coordinated series of events carried out over a
period of time in order to achieve something.
27 - In Growth Hacking, Strategies are Learned not Designed.
Leading variable: this is a measurable input to a system.
Lagging variable: is a measurable output of a system as a growth hacker.
ICE system: This is something that was primarily developed by Shaun Ellis. It
is a method of Ranki experiment ideas based on their potential impact.
28 - [Beginner] The Fundamentals of Lean Analytics.
A qualitative metric: is a quality that can't be specifically measured but,
definitely, you can kind of create data based around qualitative
characteristics.
A quantitative metric: can be specifically measured and then used to
determine whether or not something is happening.
Riassunto
Il modulo parla di come effettuare tests e estrapolarne dati per creare tattiche
per le champagne e misurarne le metriche.
 5. Reduce Funnel Friction with
LanguageMarket Fit and Good UI
38
Language market fit: Well it's how well the language you use to describe
and market your product resonates with that market.
Acquisition content: Well it's the combination of headlines sentences and
calls to action and visuals that are used in tactics that are designed to start
relationships with new users.
Acquisition channel: So this is the pathway or path ways through which
potential customers discover and interact with your products services or
brand.
Social proof: So qualitative maybe for example brand associations and
quantitative. For example things like follower numbers measures used by
individuals to predict the trustworthiness of something.
Tagging in social media: So these these are mechanisms that are employed
by social media platforms to lead content to other parts of the network and
make it more searchable.
Riassunto:
Ridurre la funnel friction via implemntazione di UX in pagine e DEM al fine di
procurare nuovi leads e aumentare le conversion
 6. Hacking Awareness and Acquisition -
Let’s Drive Traffic
43 - Use Online Ads to Test and Iterate Fast.
Campaign: is where an online advertising efforts budget and method of
distribution are set
Ad group: is how the group of potential recipients of your ads are defined
within the ad system. Oftentimes in social media platforms we are distributing
ads. These are called “audiences”.
Ad: So usually it's one unique combination of content components like a url a
headline sentences visual elements and calls to action that are distributed to
an AD group.
Search advertising: Well it's pay for an ad to appear in a user's search
results.
Social media ad: is paying for an ad to appear in a user's experience while
using a social media platform.
44 - [Beginner] Learn the Fundamentals of Online Advertising.
An impression: is made hopefully somebody clicks it and then hopefully they
take some action and usually just action is tracked by whichever organization
has sold you the ad.
search ad: where you sponsor a search result based on somebody's query
into an engine.
display ad: where some kind of image video or rich media has been popped
to the user.
CPM: means cost per impressions of the ad and you can think about CPM
like this.
Click through rate(CTR): is somewhere between like 0.05 percent and at the
very high end it would be like one percent
Click through conversions(CTC) that means how many people saw the ad,
got the impression and then made it click.
View through conversions(VTC): is that somebody saw your ad in their first
instinct was to search for your company or organization.
47 - The Fundamentals of Optimizing Awareness and
Acquisition Channels.
Source: it's the digital location where traffic came from prior to landing on
your URL.
Medium in analytics. So this is the type of path. For example email online and
social media posts et cetera taken to bring the user from that source to your
URL.
Content: this is your title for a unique combination of words and visual
elements that you used to attract users to your opera.
An Event: is an instance of a user taking an on page action (like maybe
clicking something) or a page load action (for example visiting a page).
A Trigger: is when an event that you just learned about causes some digital
mechanism to be automatically performed.
A lead magnet: is something of value offered in exchange for information that
can be used to identify and communicate with a user.
Riassunto
Il modulo illustra come creare campagne efficaci sia per ricerca che su social
media e come ottimizzare champagne di email marketing.
 7. Strategies for Optimizing Towards High-
priority Personas
56 - Revenue Hacking Prioritize Profitable Personas and
Segments.
Customer acquisition cost (CAC): Well it's the sum of the cost associated
with attracting a new customer including you and your team's time not just
money.
Lifetime customer value: it's the total amount of revenue earned over the
lifetime of a business relationship with the customer.
Minimum gross margin: this is the amount of money that a business must
retain after subtracting the cost of acquiring customers the CAC in order to
run the business.
61 - Optimizing Towards High-priority Segments through SEO.
Intention marketing: is delivering pathways to products or services based on
information that has been revealed by a customer's behavior
Down funnel keywords: they are search queries which contain elements
that reveal a relatively high level of user intention.
Page level keywords: words or phrases on a web page that are designed to
enable page level discovery.
Site level keywords: are words or phrases used on web pages that are
designed to enable site level discovery.
Riassunto
Il modulo parla di come attrarre traffic via social e seo e di come far sì che un
cliente e di come estimare CAC e LCV.
8. Use Your Data to Double Down on What
Works
66 - Use Content Analytics to Increase Your Relevance to
Audiences.
content analytics: So content analytics are metrics like page views
comments shares related to the consumption of content
71 - How to Amplify Successes through Public Relations.
Virality: the chances that something published on social media will get
reshare and help you reach new users.
Influencer: are individuals or organizations with access to large. Usually I'd
say about plus for strategic audiences.
Riassunto
Analizza come usare le metriche per dterminare I contenuti da offrire e il
marketing virale.
 9. Growth Hack Conversion and Retention
77 - The Two Elements of Conversion.
Friction: is sub-optimal communication or usability issues that result in lower
conversion or retention rates.
Anchor: it's the common human tendency to rely on the first piece of
information offered That's the anchor when making a decision.
Free line: is the practice of segmenting the availability of products services
and features based on the position of a user in your marketing funnel
Bundling (in product management): it's customizing unique combinations of
products services and features to appeal to the needs of a specific persona.
Remarketing: it is defining the audience who will receive online ads based on
their previously observed online behavior.
81 - Growth Hacking Retention Can Dramatically Increase
Profits.
Falloff Point: The stage in a marketing funnel where a user decides to exit to
funnel
Facilitator Triggers: a mechanism designed to help user access something
when thet want it.
Signal Triggers: a mechanism designed to tell the user that they’re on the
right path.
Spark Triggers: a mechanism that triesto convinces a user to take action.
82 - [Intermediate] Define and Growth Hack Your Retention
Cohorts.
Customer retention: is the ability to keep users using your product or service
because they continually find value from it.
Retention cohorts: people that you put into groups on the basis of when they
became active users of your product or service.
Resurrecting customers: is when you work to win back the usage and
money of currently de-activated customers.
Riassunto: Mostra come aumentare le conversion e le ritenzioni dei client.
012320435 678ÿ
ÿ0435ÿ 88ÿ7ÿÿÿ 8ÿ  8ÿ!ÿ"#8$

• v ÿ’…“ ”’…`WaZ…“
*+,ÿ./0ÿ1234ÿ56789,:,ÿ;<6=:+ÿ>?@ABCDÿEÿ56CF,<GB6CH
IJKLMKNOÿQJKÿRSTMJKSÿU
t t t t t VWXYZWÿ\Y]^Z_ÿ̀_a^_
bcÿdeÿfghÿ]X]i]jZeÿ̀_ikX]ZWZeljjYXXWÿWmWjnWi]jZ_ u
o IJKLSKNLJÿpSqÿQJrsJ

‘]a`Wÿ̀_jZ]jYZ_ÿd]Xÿ̀_a^_ v

w]ne_j]xÿy fÿ{ÿf
|rJ}L~ÿOQ€MKÿ‚ÿIJKƒSrsMJK
w]ne_j]xÿ„ yÿ…ÿ†
‡KOqˆLMQs
w]ne_j]xÿ‰ Šÿ…ÿy‹
ŒMrOqMLˆ
w]ne_j]xÿ‹ yÿ…ÿyŠ
RSOpÿ|SKSrOLMJKÿ‚ÿRMsLÿNMqpMK
w]ne_j]xÿŽ „ÿ…ÿy‰
]ae]jnWÿ_jXej]£ÿ¤ZeXennWjd_ÿeXÿj_^Za_ÿ^eZ_ÿ¥]¦§ÿW``]ZZeÿZWX]
ROKpMKÿOSsÿ‚ÿI‡s `Wÿ^Yeÿ̀__¨e]£©W¢¢e_aeÿejª_aiWne_jeÿ\Yeÿ’…Z]ai^…kaemW`«…“£
¬­
2&#8$&27'7'8282(28 32)
012320435 678ÿ
ÿ0435ÿ 88ÿ7ÿÿÿ 8ÿ  8ÿ!ÿ"#8$
*+,-./+0ÿ2 3ÿ4ÿ56
789:;ÿ=9>?@A:BC
*+,-./+0ÿD Eÿ4ÿ55
F89C@GÿHÿI@9>JK
*+,-./+0ÿL Mÿ4ÿ5D
N>:J:BCÿHÿOPGAQ8@>G
*+,-./+0ÿR 5ÿ4ÿL
@OQ88@>J@ÿSÿOK@J?QPA
*+,-./+0ÿ56 Mÿ4ÿ52
OQTUV>:A:BC
*+,-./+0ÿ55 5ÿ4ÿ53
WG9X:;:AU
*+,-./+0ÿ53 5ÿ4ÿY
Z:[@Qÿ=9>?@A:BC
*+,-./+0ÿ5E 3ÿ4ÿ53
IQJ:9;ÿ=@[:9ÿHÿ\]ÿ^:AA;@_ÿI7`
*+,-./+0ÿ5M 5ÿ4ÿE
I9;@GÿNGUJKQ;QCU
+q-+/,sÿ./u-/+xÿyt-u-,,s/z.ÿ-uÿ/.wtq.ÿw-t.ÿ{+|}ÿs~~+tt-ÿtsu+
~sÿw-ÿ~..‚-+xƒsrr-.q-ÿ-/„.qvs,-./-ÿ€-ÿ…4t+qvw4pq-s~†a 4‡ÿ
xcÿa
`ˆ
%22&#8$&27'7'8282(28 02)