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Content Creation · MS elective · 3 credit hours · 16 sessions

Data-Driven Audience Growth

Gone are the days of “post and pray.” This technical marketing course teaches students how to use data science to systematically grow a following. Students will learn to analyze metrics, execute rigorous A/B tests, and optimize conversion funnels. The curriculum moves beyond vanity metrics (likes) to focus on actionable growth metrics like Retention, Churn, and Customer Lifetime Value (CLV).

§ 01 By the end you can
  1. Apply the "Pirate Metrics" framework (AARRR: Acquisition, Activation, Retention, Referral, Revenue)
  2. Master A/B testing methodologies for headlines, visuals, and landing pages
  3. Utilize analytics tools (Google Analytics 4, Mixpanel) to visualize user behavior
  4. Segment audiences based on behavioral data rather than just demographics
  5. Design "Viral Loops" that incentivize users to invite others
§ 02 Sixteen sessions

The whole semester.

  1. 01Growth Hacking vs. Traditional Marketing
  2. 02The Pirate Metrics Framework (AARRR)
  3. 03Acquisition Channels: Organic vs. Paid
  4. 04Activation: The "Aha!" Moment
  5. 05Retention: Calculating Churn & Stickiness
  6. 06Customer Lifetime Value (CLV) vs. CAC
  7. 07Data Visualization for Marketers
  8. 08 · MidtermMidterm Examination
  9. 09Referral: Engineering Viral Loops
  10. 10Revenue: Optimization & Pricing Psychology
  11. 11Cohort Analysis: Tracking Groups Over Time
  12. 12Heatmaps & Session Recording Analysis
  13. 13A/B Testing & Multivariate Testing
  14. 14Email Growth Strategies
  15. 15Automation: Chatbots & Drip Campaigns
  16. 16Final Project: The Growth Experiment Report

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The Growth Experiment Report

How it’s judged

Recommended reading
  1. Hacking Growth by Sean Ellis and Morgan Brown
  2. Lean Analytics by Alistair Croll and Benjamin Yoskovitz
  3. Explosive Growth by Cliff Lerner
  4. Traffic Secrets by Russell Brunson
  5. Contagious: Why Things Catch On by Jonah Berger
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