The Chief Marketing Officer’s Guide to Growth is the first book to comprehensively and convincingly explore the domain of mobile marketing in growth companies. It sets out frameworks and practical methods for driving sustainable growth in mobile startups operating in demanding emerging markets. It is based on the premise that any company which ignores the ever-stronger mobile market will inevitably fail, and it envisions data-driven ways to prevent it.
The book is divided into four parts. The first one, named “The Growth Culture”, establishes the growth-driven mindset needed for the remainder of this handbook. I shed light on the present state of mobile and explain the role the Chief Mobile Officer plays in this new regime.
The second part, “It’s Data or Die Time” is a step-by-step guide to data analysis. It contains a systematic review of the main analytical tools and unveils mobile attribution techniques. It also explains the basics of Big Data analytics and presents a team setup for a data-focused startup.
The third part is your guide to “International User Acquisition”. In it, I explore more than fifteen techniques for user acquisition in emerging markets. Using non-technical language, I present advanced mobile marketing techniques, backed by meaningful examples. For many, this will be the first time someone actually reveals how to do that.
The last part presents retention-focused “growth hacks” and social media tactics. Entitled “The Growth Allies”, it complements the previous three parts by introducing concepts such as user onboarding, customer journey, and marketing automation. It also reflects upon the new reality of social media - the paid traffic, highlighting the tactics for ROI-positive social media campaigns.
This guide is written for the hardcore practitioner and is based on my own experience of leading a marketing department in a 1,300 people-strong organization. To maximize your understanding of the content, I prepared more than twenty case studies, spread throughout this book. I conclude each chapter with a summary of best practices which can accompany your every-day routine. Finally, the book contains a number of quotations from selected thought leaders, highlighted in brackets, which I hope will inspire you to advance even more.
The book is divided into four parts. The first one, named “The Growth Culture”, establishes the growth-driven mindset needed for the remainder of this handbook. I shed light on the present state of mobile and explain the role the Chief Mobile Officer plays in this new regime.
The second part, “It’s Data or Die Time” is a step-by-step guide to data analysis. It contains a systematic review of the main analytical tools and unveils mobile attribution techniques. It also explains the basics of Big Data analytics and presents a team setup for a data-focused startup.
The third part is your guide to “International User Acquisition”. In it, I explore more than fifteen techniques for user acquisition in emerging markets. Using non-technical language, I present advanced mobile marketing techniques, backed by meaningful examples. For many, this will be the first time someone actually reveals how to do that.
The last part presents retention-focused “growth hacks” and social media tactics. Entitled “The Growth Allies”, it complements the previous three parts by introducing concepts such as user onboarding, customer journey, and marketing automation. It also reflects upon the new reality of social media - the paid traffic, highlighting the tactics for ROI-positive social media campaigns.
This guide is written for the hardcore practitioner and is based on my own experience of leading a marketing department in a 1,300 people-strong organization. To maximize your understanding of the content, I prepared more than twenty case studies, spread throughout this book. I conclude each chapter with a summary of best practices which can accompany your every-day routine. Finally, the book contains a number of quotations from selected thought leaders, highlighted in brackets, which I hope will inspire you to advance even more.
