Andrew Chen

DECEMBER 10, 2018

Above: This small red book is one of the first Michelin Guides, given out with the subtitle, “Free for Drivers.” It has tracking codes so you can see how well it circulates, and you A/B test the whole thing to make sure it’s highly optimized to be viral and spread. What was Michelin’s solution?

Media 100

Media Advertising Scaling Marketing 100

Andrew Chen

NOVEMBER 1, 2021

In this essay, I’ll aim to answer this critical question — how do you hire a Head of Growth — using parts of framework from my upcoming first book, The Cold Start Problem. At this point, I’ll take a few sentences to describe “The Cold Start Problem” — one of the central ideas in the book.

Scaling 82

Scaling Marketing Recruitment B2B 82

Andrew Chen

OCTOBER 17, 2017

Comic books? If a customer is trying to book a restaurant in the Hayes Valley neighborhood of San Francisco, you don’t care much how many restaurants are also on the platform in Manhattan. Optimization : A/B testing growth levers – from email/SMS/push copy – to when/how to reach out.

Marketing 0

Marketing Revenue A/B Testing Workflows 0

Andrew Chen

DECEMBER 10, 2018

Above: This small red book is one of the first Michelin Guides, given out with the subtitle, “Free for Drivers.” It has tracking codes so you can see how well it circulates, and you A/B test the whole thing to make sure it’s highly optimized to be viral and spread. What was Michelin’s solution?

Media 40

Media Advertising Scaling Marketing 40

Andrew Chen

JUNE 25, 2019

As the number of homes on Airbnb scaled from around 100,000 in 2012 to over 6 million today, I led teams tackling everything from supply growth, to guest booking conversion, to marketplace quality. We then called these hosts to help them convert their requests into bookings. Georg Bauser, ex-International Expansion at Airbnb.

User Experience 111

User Experience Retention Marketing Travel 111

Andrew Chen

SEPTEMBER 4, 2018

And the placements that OpenTable got in the restaurant book both physically in the restaurant but particularly in the restaurant’s website was the key engine that got the network effect started. And you can start to draw conclusions, sort of a natural A/B test in order to do that. Sonal: Like a flywheel effect, right.

Marketing 75

Marketing Metrics Retention eCommerce 75

Andrew Chen

JUNE 25, 2019

As the number of homes on Airbnb scaled from around 100,000 in 2012 to over 6 million today, I led teams tackling everything from supply growth, to guest booking conversion, to marketplace quality. We then called these hosts to help them convert their requests into bookings. Georg Bauser, ex-International Expansion at Airbnb.

User Experience 48

User Experience Retention Marketing Travel 48

Andrew Chen

NOVEMBER 1, 2018

Of course, as an investor you can’t run A/B tests or analyze results directly, but you can form hypotheses, ideate, and apply the same type of thinking. One evolution is the number of books and conferences now dedicated to growth. 3) And finally, to prioritize and make decisions that impact the future.

Metrics 111

Metrics Scaling Marketing Media 111

Andrew Chen

AUGUST 10, 2023

I wrote a whole book about this so I won’t belabor the point, but the main point is, if a product is more useful when more of your friends (or colleagues) are using it, then retention will naturally float up as the product grows. I use tons of A/B testing and experiments in messaging to make this happen.

Retention 80

Retention Metrics Marketing Scaling 80

Andrew Chen

JANUARY 23, 2017

One of my favorite books is called My Life in Advertising by Claude Hopkins, written 100 years ago, talks about how they tackled this problem in a very clever way. This is the realm of A/B testing, funnel optimization, viral loop construction, building viral content, and creating sticky products. So how do you solve this?

Media 100

Media Marketing Advertising A/B Testing 100