Focus sur le GROWTH HACKING

Kezaco ?

wikipedia-logo_1Selon Wikipédia, le terme Growth hacking veut littéralement dire “bidouiller la croissance”.

La définition simple de ce terme serait : Ensemble de techniques de marketing permettant d’accélérer rapidement et significativement la croissance d’une start-up.

Concept importé des États-Unis, le mot apparaît en 2010, son créateur est Sean Ellis, le fondateur de https://growthhackers.com/. Le growth hacker tente d’optimiser les metrics AARRR (L’acquisition, l’activation, la retention, le referral et bien sûr le revenu) par tous les moyens, en mettant en place des expériences jusqu’à ce qu’il trouve la ou les pistes qui permettent de faire grossir sa start-up et puis les automatise/les systématise.

Le Growth Hacking est utilisé, notamment, par les entreprises de e-services suivantes Airbnb, Facebook, Dropbox, Groupon, Instagram, LinkedIn, Pinterest, Twitter, Udemy, YouTube, etc.

 

Pour aller plus loin…

Nous avons sélectionné pour vous quelques documents pour approfondir le sujet.

 

In moving from execution to optimization in your marketing journey, Anita Newton says it is time to think like a data scientist. Learn how growth hacking can turn your business into a customer acquisition machine.

 

 

Nos ressources

La bibliothèque vous propose une sélection d’ouvrages sur le sujet.

business-books-of-2015-7-day-startup-growth-hacker-marketing-by-ryan-holidayGROWTH HACKER MARKETING de Ryan Holiday disponible à la cote 4-602 HOL

Growth hackers believe that products and businesses should be modified repeatedly until they’re primed to generate explosive reactions. Ryan Holiday explains the new rules and provides valuable examples and case studies for aspiring growth hackers.

 

 

galaxy

THE GROWTH HACKER’S GUIDE TO THE GALAXY: 100 PROVEN GROWTH HACKS FOR THE DIGITAL MARKETER de Mark Hayes et Jeff Goldenberg disponible à la cote 4-602 HAY

What you will learn : 1. The Most Effective Tools, Software, and Technology in the Galaxy for Digital and Startup Marketers, 2. 100 Must-Know Growth Hacks to Take your Business to the Next Level, 3. Insider Info from Leading Startups Showcasing the Best Growth Hacks Ever Conceived

ultimate-question-2-0THE ULTIMATE QUESTION 2.0: HOW NET PROMOTER COMPANIES THRIVE IN A CUSTOMER-DRIVEN WORLD de Fred Reichheld disponible à la cote 4-62 REI

Authors explains how practitioners have built Net Promoter into a full-fledged management system that drives extraordinary financial and competitive results. Reichheld defines the fundamental concept of Net Promoter, explaining its connection to your company’s growth and sustained success, presents the closed-loop feedback process and demonstrates its power to energize employees and delight customers

 

 

 

 

 

 

 

 

 

 

 

 

 

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My Research Dashboard

ResearchDashboardIf you want to find out at a glance how your work is performing, then you might be interested in testing “MyResearchDashboard“, a tool created by Elsevier. It enables you to know how your work is being viewed, cited and shared.

This tool helps you get early indicators of how and where your work has the most impact and with which audiences, within a few weeks after its publication. You can track this impact over time and cross all your publications (Elsevier and non-Elsevier publications) and see the number of views and citations each of them has received.

You can access real-time metrics and also metrics dating back 10 years. You can also monitor how your publications are being shared on Mendeley. You will also gain insight into how your work is being compared to other publications.

My Research Dashboard connects Scopus, ScienceDirect and Mendeley. Scopus is an abstract and citation database that represents 5,000 publishers. ScienceDirect is home to almost 16% of the world’s peer-reviewed content and Mendeley is a free reference manager and academic social network that helps you organize your documents, collaborate with others online, and discover the latest research in your field.

Register here to My Research Dashboard. The Library will be happy to help you register.

Do you know Google Scholar Metrics?

GSGoogle Scholar Metrics provide a way for authors to quickly gauge the visibility and influence of recent articles in scholarly publications. Scholar Metrics summarize recent citations to many publications.

You can explore publications in research areas of your interest, for example, the top 20 publications in Business, Economics & Management. They are ordered by their five-year h-index and h-median metrics. To see which articles in a publication were cited the most and who cited them, click on their h-index number to view the articles as well as the citations underlying the metrics.

GS Metrics

To explore specific research areas, select one of the broad areas, click on the “Subcategories” link and then select one of the options. For example: Finance or Marketing. Browsing by research area is, as yet, available only for English publications. You can, of course, search for specific publications in all languages by words in their titles, like “Revue Française de Gestion“.

Scholar Metrics currently cover articles published between 2009 and 2013, both inclusive and are currently based on Google Scholar index as it was in June 2014.

The h5-index and h5-median of a publication are, respectively, the h-index and h-median of only those of its articles that were published in the last five complete calendar years.

Also note Google’s explanations on the coverage of publications:

“Since Google Scholar indexes articles from a large number of websites, we can’t always tell in which journal a particular article has been published. To avoid misidentification of publications, we have included only the following items:

  • journal articles from websites that follow our inclusion guidelines;
  • selected conference articles in Computer Science and Electrical Engineering;
  • preprints from arXiv, SSRN, NBER and RePEC – for these sites, we compute metrics for individual collections, e.g., “arXiv Superconductivity (cond-mat.supr-con)” or “CEPR Discussion Papers”. “

Viewing Altmetrics

Viewing Altmetrics

Altmetrics are a new form of metrics,  proposed as an alternative to Journal Impact Factor and other personal citation indices.

They often focus on social networks, online reference managers and bookmarking for analysis, as opposed to peer citation.

See how Altmetrics are used by an institutional repository

Below are two examples from two articles.

Note the presence of the  icon below the social network links.
Click this icon to see a breakdown of the article metrics; the platform the article was shared from, what was written or tweeted about the article, where it was shared, and its overall score.

For more information on Altmetrics, visit their site.