Growth Hacking is a phenomenon that was born in the early 2000s and is a contextwhere growth is the main goal. The starting context is the world of startups where the main problem is to be able, in a short time and with minimal budgets, to convert users into customers. This thesis work, thanks to the consultation both of textbooks and especially of scientific sources and texts manages to explore the methodology of Growth Hacking considered as a process of rapid experimentation on the product and marketing channels to find the most efficient way to make grow a business. In the different chapters, the theme of startups is addressed taking into account their life cycle and the difficulty of to establish themselves in the market, all the tools and methodology, as well as the stages of the process of Growth Hacking. Then we take into consideration the fundamental principle behind Growth Hacking, that is the mindset formed by the constant combination of data, experiments and creativity to try to create value to the user. Growth Hacking bases its application on the word "failure", on the adaptability and innovativeness of the business, on which the market should be built.
Il Growth Hacking è un fenomeno che nasce nei primi anni 2000 ed è un contesto in cui l'obiettivo principale è la crescita. Il contesto di partenza è il mondo delle startup dove il problema principale è riuscire, in poco tempo e con budget minimi, a convertire utenti in clienti. Questo lavoro di tesi, grazie alla consultazione sia di libri di testo ma soprattutto di fonti e testi scientifici riesce ad esplorare la metodologia del Growth Hacking considerato come un processo di sperimentazione rapida sul prodotto e sui canali di marketing per trovare il modo più efficiente per far crescere un business. Nei diversi capitoli è affrontato sia il tema delle startup prendendo in considerazione il loro ciclo di vita e la difficoltà delle stesse ad affermarsi nel mercato, sia tutti gli strumenti e le metodologia, nonché le fasi del processo di Growth Hacking. Successivamente si prende in considerazione il principio fondamentale alla base del Growth Hacking, ossia il mindset formato dalla costante combinazione di dati, esperimenti e creatività per cercare di creare valore all'utente. Il Growth Hacking fonda la sua applicazione sulla parola "fallimento", sulla capacità di adattamento e di innovatività dei business, base sulla quale il mercato dovrebbe essere costruito.
Growth Hacking: un contesto in cui l'obiettivo principale è la crescita
GENERI, TOMMASO
2021/2022
Abstract
Growth Hacking is a phenomenon that was born in the early 2000s and is a contextwhere growth is the main goal. The starting context is the world of startups where the main problem is to be able, in a short time and with minimal budgets, to convert users into customers. This thesis work, thanks to the consultation both of textbooks and especially of scientific sources and texts manages to explore the methodology of Growth Hacking considered as a process of rapid experimentation on the product and marketing channels to find the most efficient way to make grow a business. In the different chapters, the theme of startups is addressed taking into account their life cycle and the difficulty of to establish themselves in the market, all the tools and methodology, as well as the stages of the process of Growth Hacking. Then we take into consideration the fundamental principle behind Growth Hacking, that is the mindset formed by the constant combination of data, experiments and creativity to try to create value to the user. Growth Hacking bases its application on the word "failure", on the adaptability and innovativeness of the business, on which the market should be built.File | Dimensione | Formato | |
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https://hdl.handle.net/20.500.12075/10231