Growth Glossary

ChatGPT and similar tools like Bard, Anthropic’s Claude, and Bing Chat utilize generative AI (GAI) technology to quickly produce coherent language in various styles, formats, and tones. GAI technology leverages large language models (LLMs) trained on huge datasets to generate human-like text, making it useful for content creation, communication, and creative writing tasks. GAI-powered chatbots can produce comprehensive, cohesive essays, catchy social media blurbs, or detailed outlines in seconds.

General Data Protection Regulation (GDPR) impacts all touchpoints and data analytics . It affects the way you should implement cookies and also the way your users will be subscribed to your newsletters.

Welcome to the world, dear newborns! You are officially part of Generation Beta. We, the previous generations, have made strides in harnessing AI to take care of the tedious tasks, freeing you to focus on meaningful and creative endeavors.

Generative Engine Optimization (GEO) is an emerging term in the digital marketing landscape. Similar to Search Engine Optimization (SEO) and App Store Optimization (ASO), GEO involves optimizing content specifically for AI-driven search engines, known as generative engines. These engines, powered by large language models (LLMs) like ChatGPT, synthesize information from multiple sources to deliver comprehensive and personalized responses to user queries.

It used to be called Google WebMaster Tools , and it was renamed to Google Search Console in late 2023. Google Search Console is free and provided by Google to help website owners, SEO marketers, and developers monitor, maintain, and troubleshoot their site’s presence in Google Search results. It offers insights into how a website is performing on google, identifies issues that might affect rankings, and provides data to optimize content for better visibility.

Not to be confused with Go-To-Market (also known with the abbreviation GTM).

Some things (!) by Google are undocumented. Well, that's one of them :-)

The term "growth funnel" expands on the traditional sales funnel concept by focusing specifically on strategies and processes that aim to drive growth at each stage of the funnel. It incorporates not just the acquisition of new customers but also emphasizes retention, engagement, and referral mechanisms to fuel sustainable growth. The growth funnel is particularly relevant in digital marketing and growth hacking contexts, where the emphasis is on rapid experimentation and scalable growth tactics.
While a traditional sales or marketing funnel might focus more on the linear path of converting a lead into a customer, a growth funnel also includes post-purchase behaviors that contribute to business growth, such as upselling, cross-selling, customer loyalty, and advocacy.

A Growth Loop is a self-reinforcing system where each new customer helps attract the next one. Unlike a traditional marketing funnel, which ends with a conversion, a growth loop feeds back into itself through referrals, user-generated content, product sharing, or network effects. The stronger the loop, the more sustainable and scalable your growth becomes.

A Growth Plan with all the channels to be explored and the relevant cost of paid channels (all based on the baseline )

A Growth Plan helps us to separate the NOW, the LATER, the MAYBE, and the NEVER - some things can work right away, like driving traffic through minimal spend on Google AdWords. Other things take time to build, like generating a meaningful Facebook audience. So get started on the long game - building an audience, SEO - while moving quickly on the immediate - paid search, events, pitches, coffees.

So now that you know what a Growth Plan is and why you need one, the question of how you can establish a working one that is unique, agile, and tailored to your business needs. There are three main requirements that you must account for to do this.

First, it must be dynamic. If you only use averages to build your Growth Plan, it will only account for expected behavior and fail to report on external factors that may lead to a spike or dip..

Second, it must be inclusive. You must be able to report on all conversions made, not just those by people who are exposed to your marketing. Without this data, it is impossible to have a Growth Plan.

Finally, your Growth Plan must be integrated into all attribution computations. If you even once ignore it, your marketing attribution is no longer valid.
Creating a growth plan for your marketing is no small task, but to accurately measure your marketing efforts, it is essential to create a dynamic, inclusive, and integrated one.
With an accurate Growth Plan, you can uncover new insights about each of your marketing channels well beyond determining the sources of conversions