Academy
A no-nonsense glossary of marketing, growth and AI.
Artificial intelligence
AI concepts applied to marketing. · 1
SEO & GEO
How to show up in search engines and AI answers. · 2
Growth
Frameworks and tactics to grow. · 6
Growth loop
A growth system where every new user creates the input for the next one, so it feeds itself.
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AARRR (Pirate Metrics)
Dave McClure's framework splitting the funnel into Acquisition, Activation, Retention, Referral and Revenue.
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A/B test
An experiment comparing two or more versions of something (a page, email, ad) to see which performs better.
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Referral program
A system that rewards users for bringing in other users.
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Retention rate
The share of customers or users who keep buying or using your product after a period of time.
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Customer lifetime value (LTV)
What a customer brings in over their whole relationship with your business, not just the first purchase.
Read definition →Product & metrics
Fit, key metrics and product as a channel. · 6
Aha moment
The instant a customer first notices a product really works for them. It's the foundation of product-led growth.
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Heatmap
An image of a web page that colours where people click and how far they scroll: the stronger the colour, the more activity.
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Freemium
A business model where a product's basic version is free forever and you pay for extra features or heavier use.
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Product-market fit
The point at which a product clearly satisfies a real market demand.
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North Star Metric
A single metric reflecting the value customers get and predicting future revenue.
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Product-led growth (PLG)
A strategy where the product itself is the main channel for acquisition, activation and conversion.
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