iron-edge 1.0.0

package/squads/squad-growth/knowledge-base/data-visualization-guide.md

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+# Knowledge Base: Data Visualization Guide
+
+## Chart Selection Matrix
+
+### By Data Relationship
+| Relationship | Best Chart | Alternatives |
+|-------------|-----------|-------------|
+| Trend over time | Line chart | Area chart, sparkline |
+| Comparison | Bar chart (horizontal) | Grouped bar, lollipop |
+| Part of whole | Stacked bar, treemap | Donut (max 5 slices), waffle |
+| Distribution | Histogram, box plot | Violin plot, density |
+| Correlation | Scatter plot | Bubble chart, heatmap |
+| Ranking | Horizontal bar (sorted) | Slope chart, bump chart |
+| Flow/Process | Sankey, funnel | Waterfall chart |
+| Geographic | Choropleth map | Bubble map, hex map |
+| KPI status | Scorecard, gauge | Bullet chart, traffic light |
+
+### By Business Context
+| Context | Chart | Why |
+|---------|-------|-----|
+| Revenue trend | Line chart (dual axis: revenue + growth%) | Shows trajectory and acceleration |
+| Channel comparison | Horizontal bar (sorted by value) | Easy ranking comparison |
+| Funnel analysis | Funnel chart | Intuitive drop-off visualization |
+| Budget allocation | Treemap | Shows proportions at a glance |
+| Campaign ROAS | Scatter (X: spend, Y: ROAS, size: revenue) | Efficiency + scale in one view |
+| Cohort retention | Heatmap (triangle) | Classic cohort visualization |
+| KPI dashboard | Scorecards + sparklines | Executive overview |
+
+## Design Principles
+
+### 1. Data-Ink Ratio (Edward Tufte)
+- Maximize data-ink, minimize non-data-ink
+- Remove chartjunk: 3D effects, unnecessary gridlines, decorative elements
+- Every pixel should convey information
+
+### 2. Pre-Attentive Attributes
+| Attribute | Use For | Example |
+|-----------|--------|---------|
+| Color hue | Categories | Channel = blue/red/green |
+| Color intensity | Magnitude | Darker = higher value |
+| Size | Quantity | Bigger bubble = more revenue |
+| Position | Precise values | X/Y axis placement |
+| Length | Comparison | Bar length = value |
+| Orientation | Direction | Arrow up/down for trend |
+
+### 3. Color Usage
+| Rule | Guideline |
+|------|----------|
+| Sequential | One hue, varying intensity (for magnitude) |
+| Diverging | Two hues from center (for above/below target) |
+| Categorical | Distinct hues (max 7 categories) |
+| Semantic | Green=good, Red=bad, Yellow=warning |
+| Accessibility | Use colorblind-safe palettes (avoid red-green only) |
+| Highlight | Use color to draw attention to key insight |
+
+**Recommended palettes:**
+- Sequential: Blues (`#EBF5FB` → `#1B4F72`)
+- Diverging: Red-Blue (`#E74C3C` → `#3498DB`)
+- Categorical: Tableau 10, ColorBrewer Set2
+
+### 4. Typography in Charts
+| Element | Size | Weight |
+|---------|------|--------|
+| Chart title | 16-18px | Bold |
+| Subtitle/annotation | 12-14px | Regular |
+| Axis labels | 11-12px | Regular |
+| Data labels | 10-11px | Regular |
+| Source/footnote | 9-10px | Light |
+
+## Dashboard Design Patterns
+
+### Layout Principles
+1. **Z-pattern reading** — Most important KPI top-left
+2. **Progressive disclosure** — Overview first, details on demand
+3. **Consistent grid** — 12-column grid for alignment
+4. **White space** — Don't overcrowd; breathing room improves comprehension
+5. **Context always** — Every number needs comparison (target, prior period, trend)
+
+### KPI Card Anatomy
+```
+┌─────────────────────────┐
+│ Metric Name        [i]  │
+│                         │
+│    R$ 142.5K            │  ← Primary value (large)
+│    ▲ 12.3% vs last mo  │  ← Comparison (colored)
+│    Target: R$150K       │  ← Context
+│    ▂▃▅▆▇▆▅▇ (sparkline) │  ← Trend
+└─────────────────────────┘
+```
+
+### Dashboard Hierarchy
+| Level | Content | Interaction |
+|-------|---------|-------------|
+| L1 Summary | 4-6 KPI cards + 1-2 charts | View only |
+| L2 Analysis | Detailed charts by dimension | Filter, date range |
+| L3 Exploration | Data tables, custom queries | Sort, search, export |
+
+## Common Anti-Patterns
+
+| Anti-Pattern | Problem | Fix |
+|-------------|---------|-----|
+| Pie chart with 10+ slices | Unreadable | Use horizontal bar |
+| Dual y-axis (misleading) | Implies correlation | Two separate charts |
+| Truncated y-axis | Exaggerates differences | Start at zero (bars) |
+| 3D charts | Distorts perception | Always use 2D |
+| Rainbow color scheme | No meaning, inaccessible | Semantic or sequential colors |
+| Too many metrics | Decision paralysis | Max 6-8 per dashboard view |
+| Numbers without context | Meaningless in isolation | Add target, trend, comparison |
+| Animated transitions | Distraction | Use only for state changes |
+
+## Annotation Best Practices
+| When to Annotate | Example |
+|-----------------|---------|
+| Anomalies | "Black Friday spike — 3x normal traffic" |
+| Launches | "New feature launched Nov 15" |
+| External events | "Competitor shutdown — traffic surge" |
+| Methodology changes | "Attribution model changed to data-driven" |
+| Targets | Horizontal reference line at target value |
+
+## Tools Reference
+| Tool | Type | Best For |
+|------|------|---------|
+| Looker Studio | Cloud BI | GA4 dashboards (free) |
+| Metabase | Self-hosted BI | SQL-based dashboards |
+| Preset (Superset) | Cloud BI | Data team dashboards |
+| Grafana | Monitoring | Real-time metrics |
+| Figma | Design | Dashboard mockups |
+| D3.js | Code | Custom visualizations |
+| Chart.js | Code | Simple web charts |
+| Observable | Notebooks | Exploratory analysis |
+
+## Storytelling with Data (Cole Nussbaumer Knaflic)
+
+### 6 Steps
+1. **Understand the context** — Who, what, how
+2. **Choose the right visual** — Chart selection matrix
+3. **Eliminate clutter** — Remove non-data elements
+4. **Focus attention** — Use pre-attentive attributes
+5. **Think like a designer** — Form follows function
+6. **Tell a story** — Setup → Conflict → Resolution

package/squads/squad-growth/knowledge-base/email-lifecycle-framework.md

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+# Knowledge Base: Email & Lifecycle Marketing Framework
+
+> Fonte: DMA (ROI $38 por $1 investido — 2026), Customer.io, HubSpot, ESP benchmarks
+
+## Email como Canal de Growth
+
+Email continua sendo um dos canais com maior ROI em marketing digital.
+
+**Vantagens do email:**
+- **Owned channel** — Voce controla a lista, nao depende de algoritmos
+- **Alto ROI** — DMA UK reporta $38 para cada $1 investido (2026)
+- **Personalizavel** — Segmentacao e conteudo dinamico
+- **Mensuravel** — Open rate, CTR, conversoes facilmente rastreados
+- **Lifecycle** — Acompanha todo o ciclo de vida do usuario
+
+**Benchmarks gerais por setor (Mailchimp/Klaviyo — 2025):**
+| Setor | Open Rate | CTR | Unsub Rate |
+|-------|----------|-----|------------|
+| SaaS | 20-28% | 2.5-4% | 0.1-0.3% |
+| E-commerce | 15-20% | 2-3% | 0.2-0.5% |
+| Educacao | 22-30% | 3-5% | 0.1-0.2% |
+| Financeiro | 18-25% | 2-3.5% | 0.2-0.4% |
+| Marketing | 17-22% | 1.5-2.5% | 0.3-0.5% |
+
+---
+
+## Segmentacao
+
+Dividir a base de emails em grupos com caracteristicas similares para enviar mensagens mais relevantes.
+
+### Tipos de segmentacao
+
+| Tipo | Criterio | Exemplo de uso |
+|------|----------|---------------|
+| **Demografico** | Cargo, empresa, setor | "CTOs de startups" |
+| **Comportamental** | Acoes no produto | "Usou feature X mas nao Y" |
+| **Lifecycle stage** | Fase do usuario | "Trial expira em 3 dias" |
+| **Engagement** | Interacao com emails | "Abriu ultimos 5 emails" |
+| **RFM** | Recency, Frequency, Monetary | "Alto valor, baixa frequencia" |
+| **Predictive** | Probabilidade de acao | "Alta probabilidade de churn" |
+| **Source** | Canal de origem | "Veio de webinar vs SEO" |
+
+### Segmentacao por Engajamento (limpeza de lista)
+```
+Hot (ultimos 30 dias): Abriu ou clicou → Enviar tudo
+Warm (31-90 dias): Alguma interacao → Enviar principal
+Cold (91-180 dias): Sem interacao → Re-engagement series
+Inactive (181+ dias): Sem interacao → Sunset ou remover
+```
+
+---
+
+## Automacoes e Drip Campaigns
+
+### Tipos de automacao
+
+| Tipo | Trigger | Exemplo de sequencia |
+|------|---------|---------------------|
+| **Welcome series** | Sign-up | 5 emails em 14 dias educando |
+| **Onboarding** | Acao ou inacao no produto | "Voce ainda nao completou X" |
+| **Nurturing** | Lead score muda | Serie de conteudo pre-venda |
+| **Re-engagement** | Inatividade | "Sentimos sua falta" series |
+| **Upsell** | Comportamento no produto | "Voce atingiu 80% do limite" |
+| **Win-back** | Cancelamento | "Desconto especial para retornar" |
+| **Transacional** | Acao especifica | Confirmacao, recibo, reset de senha |
+| **Milestone** | Data/evento | Aniversario de conta, renovacao |
+
+### Drip Campaign de Onboarding (template)
+
+```
+Dia 0:  Welcome + Quick Win (valor imediato — o que voce consegue AGORA)
+Dia 2:  Feature highlight #1 (core value — por que isso resolve seu problema)
+Dia 5:  Case study (prova social — como [empresa similar] usou para [resultado])
+Dia 8:  Feature highlight #2 (secondary value — o que mais voce pode fazer)
+Dia 12: Educational content (thought leadership — expertise do produto)
+Dia 15: Upgrade offer / CTA principal (urgencia com desconto limitado)
+Dia 20: Final follow-up ("Posso ajudar com alguma coisa?")
+```
+
+---
+
+## Deliverability — Chegar na Caixa de Entrada
+
+### Fatores que afetam deliverability
+
+| Fator | Impacto | Acao |
+|-------|---------|------|
+| **SPF, DKIM, DMARC** | Autenticacao do dominio | Configurar todos os tres (obrigatorio desde 2024 para Gmail/Yahoo) |
+| **Sender reputation** | Score do IP/dominio | Monitorar com Google Postmaster |
+| **Bounce rate** | Emails invalidos | Limpar lista regularmente (<2% hard bounce) |
+| **Spam complaints** | Usuarios marcando como spam | < 0.08% (threshold Gmail 2024) |
+| **Engagement** | Opens, clicks | Segmentar por engagement, remover inativos |
+| **List hygiene** | Qualidade da lista | Remover inativos apos 6 meses |
+| **Content** | Palavras-chave de spam | Evitar "GRATIS", caps excessivo, muitas imagens |
+
+### Requisitos Gmail/Yahoo (2024+)
+Desde fevereiro 2024, Gmail e Yahoo exigem para remetentes de alto volume:
+1. **SPF** — Sender Policy Framework configurado
+2. **DKIM** — DomainKeys Identified Mail com chave de 1024+ bits
+3. **DMARC** — Policy de pelo menos `p=none` (idealmente `p=quarantine` ou `p=reject`)
+4. **Unsubscribe em 1 clique** — Header `List-Unsubscribe-Post` obrigatorio
+5. **Spam complaint rate** — Abaixo de 0.3% (threshold), idealmente < 0.08%
+
+### Aquecimento de IP (warm-up)
+Para novo IP/dominio, escalar envios gradualmente:
+```
+Semana 1: 50-200 emails/dia (apenas usuarios mais engajados)
+Semana 2: 500-1K emails/dia
+Semana 3: 2K-5K emails/dia
+Semana 4: 10K-20K emails/dia
+Semana 5+: Escalar conforme performance
+```
+
+---
+
+## ESPs (Email Service Providers)
+
+| ESP | Foco | Quando usar | Contexto Brasil |
+|-----|------|-------------|----------------|
+| **Resend** | Developer-first, API moderna | Transacionais + marketing para devs | Alternativa moderna, APIs excelentes |
+| **SendGrid** | Volume, APIs | Transacionais em escala | Popular em BR para transacionais |
+| **Mailchimp** | SMB, ecommerce | Pequenas empresas, lojas | Facil de usar, integracao Shopify |
+| **Customer.io** | Behavioral automation | SaaS com lifecycle complexo | Melhor para startups PLG |
+| **Brevo (ex-Sendinblue)** | All-in-one, preco competitivo | SMBs, mercado europeu/BR | Bom preco para BR, LGPD-friendly |
+| **ActiveCampaign** | Automation + CRM | SMBs com vendas ativas | Popular em BR com marketing digital |
+| **HubSpot Email** | Full marketing suite | Enterprise, integrado com CRM | Caro mas completo |
+| **Klaviyo** | E-commerce focused | Lojas online (Shopify, etc.) | Excelente para e-commerce BR |
+| **RD Station** | Brasil-focused | Empresas brasileiras | Lider em inbound no BR, 50K+ clientes |
+
+---
+
+## Metricas de Email
+
+### Metricas primarias
+```
+Open Rate = Emails abertos / Emails entregues × 100
+
+Click-Through Rate (CTR) = Cliques / Emails entregues × 100
+
+Click-to-Open Rate (CTOR) = Cliques / Emails abertos × 100
+(Melhor indicador de relevancia do conteudo)
+
+Conversion Rate = Conversoes / Emails entregues × 100
+
+Revenue per Email = Receita gerada / Emails enviados
+```
+
+### Metricas de saude da lista
+```
+Bounce Rate = Bounces / Emails enviados × 100
+  Hard bounce (email invalido) < 2% = aceitavel
+  Soft bounce (caixa cheia, temporario) < 5% = aceitavel
+
+Unsubscribe Rate = Unsubscribes / Emails entregues × 100
+  < 0.5% = aceitavel
+  > 1% = sinal de alerta — revisar relevancia
+
+Spam Complaint Rate = Complaints / Emails enviados × 100
+  < 0.08% = safe zone (Gmail threshold 2024)
+```
+
+---
+
+## Subject Line Best Practices
+
+| Tecnica | Exemplo | Por que funciona |
+|---------|---------|-----------------|
+| **Curiosidade** | "Isso dobrou nossa conversao em 3 dias" | Cliffhanger — precisam abrir para saber |
+| **Personalizacao** | "{nome}, seu trial expira amanha" | Relevancia pessoal aumenta open rate |
+| **Numero especifico** | "7 erros que destroem seu funil de vendas" | Especificidade gera credibilidade |
+| **Urgencia real** | "Ultima chance: desconto expira meia-noite" | Deadline gera acao — mas so se for real |
+| **Pergunta** | "Voce ainda nao fez isso?" | Engaja e causa auto-reflexao |
+| **Previa** | "[Video] Como a Hotmart escalou de 0 a R$10M" | Formato conhecido reduz incerteza |
+
+**O que evitar:**
+- "RE:" ou "FWD:" falsos (manipulacao — danifica confianca e deliverability)
+- CAPS LOCK excessivo
+- Mais de 1 emoji por subject line
+- Subject lines > 50 caracteres (trunca em mobile)
+- Palavras de spam: GRATIS, GANHE, URGENTE, $$, clique aqui
+
+---
+
+## Email para o Contexto Brasileiro
+
+**Especificidades do mercado BR:**
+1. **WhatsApp** como complemento — Muitas campanhas usam email + WhatsApp Business
+2. **Horarios de envio** — Terça a quinta, 10h-11h ou 14h-15h (BRT) tende a ter melhor performance
+3. **Formatos de pagamento** — Email de abandono de carrinho com link de PIX converte mais
+4. **LGPD compliance** — Double opt-in recomendado para garantir consentimento documentado
+5. **Dispositivos** — 70%+ abre email em mobile — sempre testar responsividade
+6. **Linguagem** — Tom mais informal e pessoal funciona melhor no Brasil vs. inglês formal

package/squads/squad-growth/knowledge-base/experimentation-boundaries.md

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+# Experimentation Boundaries — Cross-Squad Ownership
+
+## Ownership Matrix
+| Experiment Type | Owner Squad | Collaborators |
+|----------------|-------------|---------------|
+| SEO tests (title tags, meta, content) | squad-growth | squad-content |
+| Organic growth loops (viral, referral) | squad-growth | squad-product |
+| Analytics instrumentation tests | squad-growth | squad-design |
+| Ad creative tests | squad-paidmedia | squad-copy |
+| Audience/targeting tests | squad-paidmedia | squad-growth |
+| Bid strategy tests | squad-paidmedia | — |
+| CRO tests (paid traffic pages) | squad-paidmedia | squad-design |
+| UX experiments | squad-design | squad-growth |
+| Copy A/B tests | squad-copy | squad-growth |
+| Product feature experiments | squad-product | squad-growth |
+| Pricing experiments | squad-finance | squad-commercial |
+
+## Cross-Squad Coordination Protocol
+1. Requesting squad opens experiment brief with hypothesis, metrics, sample size
+2. Owning squad reviews and approves methodology
+3. Both squads agree on success metrics and minimum sample size
+4. Owning squad executes the test
+5. Results shared in cross-squad sync
+
+## Statistical Requirements
+- Minimum sample size: calculated per test (use Evan Miller calculator or statsig)
+- Significance level: p < 0.05 (95% confidence)
+- Minimum detectable effect: define before test starts
+- Test duration: minimum 2 full business cycles
+- No peeking: do not stop tests early based on preliminary results
+- Sequential testing: use if early stopping is business-critical (alpha spending)

package/squads/squad-growth/knowledge-base/ga4-gtm-reference.md

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+# Knowledge Base: GA4 & GTM Reference
+
+## GA4 Architecture
+
+### Data Model
+```
+User → Session → Event → Parameter
+
+Every interaction is an EVENT with key-value PARAMETERS.
+No more pageviews/sessions as primary unit — everything is event-based.
+```
+
+### Key Differences from Universal Analytics
+| Aspect | Universal Analytics | GA4 |
+|--------|-------------------|-----|
+| Data model | Session-based | Event-based |
+| Hits | Pageview, Event, Transaction | Everything is an event |
+| Bounce rate | Single-page sessions | Replaced by engagement rate |
+| Goals | Goal completions | Conversion events |
+| Views | Multiple views per property | Data streams |
+| Segments | Applied to reports | Explorations + audiences |
+| Attribution | Last click (default) | Data-driven (default) |
+| Data retention | Unlimited | 2 or 14 months |
+| BigQuery | 360 only | Free export |
+
+### GA4 Event Types
+| Type | Description | Examples |
+|------|-----------|---------|
+| Automatically collected | No config needed | session_start, first_visit, page_view |
+| Enhanced measurement | Toggle in admin | scroll, outbound_click, file_download, video_start |
+| Recommended | Follow Google naming | login, sign_up, purchase, add_to_cart |
+| Custom | Your own events | demo_request, feature_used, onboarding_step |
+
+### GA4 Configuration Checklist
+| Setting | Recommendation |
+|---------|---------------|
+| Data stream | Web + App (if applicable) |
+| Enhanced measurement | Enable all relevant |
+| Data retention | 14 months |
+| Google Signals | Enable (for demographics/cross-device) |
+| BigQuery export | Enable (free, daily/streaming) |
+| Conversions | Mark key events as conversions |
+| Custom dimensions | Register user/event scoped |
+| Custom metrics | Register calculated metrics |
+| Audiences | Build for remarketing + analysis |
+| Attribution | Data-driven, 90-day lookback |
+| User ID | Implement for cross-device |
+| Consent mode | Configure with CMP |
+
+## GTM Architecture
+
+### Container Types
+| Type | Use | Tags |
+|------|-----|------|
+| Web | Browser-side tracking | GA4, Meta Pixel, Google Ads, etc. |
+| Server | Server-side processing | GA4 (server), CAPI, custom APIs |
+| iOS | Mobile app (iOS) | Firebase, AppsFlyer |
+| Android | Mobile app (Android) | Firebase, Adjust |
+| AMP | AMP pages | GA4 for AMP |
+
+### GTM Components
+| Component | Purpose | Examples |
+|-----------|---------|---------|
+| Tags | Code to execute | GA4 event, Meta Pixel, Google Ads tag |
+| Triggers | When to fire tags | Page View, Click, Form Submit, Custom Event |
+| Variables | Dynamic values | Data Layer variable, URL, Cookie, DOM Element |
+| Folders | Organization | By platform, by function |
+| Templates | Reusable tag configs | Community gallery templates |
+
+### Naming Convention
+```
+Tags:    [Platform] - [Type] - [Detail]
+         GA4 - Event - purchase
+         Meta - Pixel - PageView
+         GAds - Conversion - Lead
+
+Triggers: [Type] - [Detail]
+          Click - CTA Button
+          Form - Contact Submit
+          Custom - dataLayer purchase
+
+Variables: [Type] - [Name]
+           DLV - transaction_id
+           URL - page_path
+           Cookie - _ga
+```
+
+### GTM Folder Structure
+```
+GTM Container
+├── 01 - GA4
+│   ├── GA4 - Config - All Pages
+│   ├── GA4 - Event - purchase
+│   └── GA4 - Event - generate_lead
+├── 02 - Google Ads
+│   ├── GAds - Conversion - Purchase
+│   └── GAds - Remarketing - All Pages
+├── 03 - Meta
+│   ├── Meta - Pixel - PageView
+│   └── Meta - Pixel - Purchase
+├── 04 - Consent
+│   ├── Consent - Default State
+│   └── Consent - Update
+└── 05 - Utilities
+    ├── Data Layer - Push Helper
+    └── Error - Tracking
+```
+
+## Data Layer Reference
+
+### Standard Pushes
+```javascript
+// Page context (on every page)
+dataLayer.push({
+  event: 'page_data_ready',
+  page: {
+    type: 'product',       // home, category, product, cart, checkout, thankyou
+    category: 'Electronics',
+    title: document.title
+  },
+  user: {
+    id: 'USR_12345',       // null if not logged in
+    type: 'paid',          // anonymous, free, trial, paid
+    login_status: true
+  }
+});
+
+// E-commerce: Product view
+dataLayer.push({ ecommerce: null });
+dataLayer.push({
+  event: 'view_item',
+  ecommerce: {
+    currency: 'BRL',
+    value: 299.90,
+    items: [{
+      item_id: 'SKU_001',
+      item_name: 'Product Name',
+      item_brand: 'Brand',
+      item_category: 'Category',
+      price: 299.90,
+      quantity: 1
+    }]
+  }
+});
+```
+
+### GTM Preview & Debug
+| Tool | Purpose |
+|------|---------|
+| GTM Preview Mode | Test tags before publishing |
+| GA4 DebugView | Real-time event validation |
+| Tag Assistant | Chrome extension for tag audit |
+| Meta Pixel Helper | Chrome extension for Meta events |
+| dataLayer Inspector | Chrome extension for DL inspection |
+
+## BigQuery Export (GA4)
+
+### Schema Overview
+```sql
+-- GA4 BigQuery table structure
+SELECT
+  event_date,
+  event_timestamp,
+  event_name,
+  event_params,           -- RECORD (key-value pairs)
+  user_pseudo_id,         -- Client ID
+  user_id,                -- Your user ID (if set)
+  user_properties,        -- RECORD
+  device.category,        -- mobile, desktop, tablet
+  device.operating_system,
+  geo.country,
+  geo.city,
+  traffic_source.source,
+  traffic_source.medium,
+  traffic_source.name,    -- campaign
+  ecommerce.*             -- E-commerce fields
+FROM `project.analytics_PROPERTY_ID.events_*`
+WHERE _TABLE_SUFFIX BETWEEN '20260101' AND '20260331'
+```
+
+### Extracting Event Parameters
+```sql
+-- Extract specific parameter from event_params RECORD
+SELECT
+  event_date,
+  event_name,
+  (SELECT value.string_value FROM UNNEST(event_params)
+   WHERE key = 'page_title') AS page_title,
+  (SELECT value.int_value FROM UNNEST(event_params)
+   WHERE key = 'engagement_time_msec') AS engagement_time,
+  (SELECT value.double_value FROM UNNEST(event_params)
+   WHERE key = 'value') AS event_value
+FROM `project.analytics_PROPERTY_ID.events_*`
+WHERE event_name = 'purchase'
+```
+
+## Common GA4 Explorations
+| Exploration | Use Case |
+|------------|---------|
+| Free-form | Custom reports with dimensions + metrics |
+| Funnel | Conversion funnel analysis |
+| Path | User journey analysis |
+| Segment overlap | Compare audience segments |
+| Cohort | Retention by acquisition cohort |
+| User lifetime | LTV and engagement over time |

package/squads/squad-growth/knowledge-base/growth-frameworks-catalog.md

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+# Growth Frameworks Catalog
+
+## Sean Ellis — Growth Hacking
+**Source:** "Hacking Growth" (2017)
+- Growth = Acquisition x Activation x Retention x Revenue x Referral (AARRR pirate metrics)
+- North Star Metric: single metric that captures core value delivered
+- ICE Scoring: Impact x Confidence x Ease for experiment prioritization
+- Growth loops > funnels: self-reinforcing cycles, not linear paths
+
+## Avinash Kaushik — Digital Analytics
+**Source:** "Web Analytics 2.0"
+- Acquisition -> Behavior -> Outcomes framework
+- See-Think-Do-Care framework (intent-based marketing)
+- 10/90 Rule: 10% tools, 90% people (analysts)
+- Micro & macro conversions: track both
+
+## Peter Fader — Customer-Centricity & CLV
+**Source:** "Customer Centricity" (2012)
+- Not all customers are equal — focus on highest CLV segments
+- BG/NBD model for CLV prediction
+- RFM analysis: Recency, Frequency, Monetary
+- Customer-based corporate valuation
+
+## Wes Kao — Minimum Viable Testing
+- Test ideas with minimum viable experiments
+- Spiky POV: have a strong, defensible perspective
+- Cohort-based learning loops
+
+## Nick Mehta — Customer Success Metrics
+**Source:** "Customer Success" (2016)
+- GRR (Gross Revenue Retention), NRR (Net Revenue Retention)
+- Health Score = usage + engagement + support + outcomes
+- Time-to-Value as leading indicator
+
+## Nir Eyal — Hook Model
+**Source:** "Hooked: How to Build Habit-Forming Products" (2014)
+- Trigger (externo → interno) → Action → Variable Reward → Investment
+- Variable Reward e o elemento critico — variabilidade sustenta engagement
+- Investment aumenta switching costs (dados, conteudo, reputacao, social)
+- Aplicacao em growth: retenção via habit formation
+
+## Wes Bush — Product-Led Growth
+**Source:** "Product-Led Growth" (2019), OpenView Partners
+- PLG: produto como canal primario de aquisicao, conversao e expansao
+- Freemium vs Free Trial vs Reverse Trial — cada um com conversao tipica diferente
+- PQL (Product Qualified Lead) — intencao demonstrada por comportamento, nao form
+- Time-to-Value minimo como metrica central de onboarding
+- PLG + Sales = "PLG + SLG hybrid" para escala Enterprise
+
+## Elena Verna — PLG Advising & Retention-First
+**Empresas:** Miro (CPO/CMO), Amplitude, Dropbox, Malwarebytes
+- Retention-first framework — validar retencao antes de investir em aquisicao
+- PLG metricas: PQL scoring, activation definition, expansion revenue loops
+- "If your retention curve doesnt flatten, you dont have a business"
+- Argumento forte para RARRA sobre AARRR — Retention > Acquisition
+
+## Brian Balfour — Reforge Growth Models
+**Source:** Reforge.com, ex-VP Growth HubSpot
+- Growth Loops > Funnels — compound vs linear growth
+- RARRA (Retention-Activation-Revenue-Referral-Acquisition) reordering
+- 4 Growth Loop types: Viral, Content, Paid, Sales
+- "Fit" framework: Market-Product-Channel-Model fit alinhados
+- Reforge fundada em 2016 como educacao sistematica de growth
+
+## Andrew Chen — Network Effects & Cold Start
+**Source:** "The Cold Start Problem" (2021), a16z blog
+- Cold Start Problem: como comecar redes sem usuarios iniciais
+- Network Effects: 13 tipos catalogados no NFX Manual
+- "Law of Shitty Clickthroughs" — todo canal degrada com o tempo
+- Atomic Network: menor unidade de rede que funciona sozinha
+- "The Roach Motel" — produtos sem switching costs perdem usuarios
+
+## Peep Laja — CRO & Experimentation
+**Empresa:** CXL Institute, Wynter, Speero
+- CRO = intersecao de analytics, UX research, psicologia e experimentacao
+- LIFT Model: Value prop, Relevance, Clarity, Urgency, Anxiety, Distraction
+- Qualitativo + quantitativo: dados sem insights nao valem, insights sem dados nao escalam
+- "Most A/B tests fail — and thats OK. Learning > Winning"
+- Wynter: pesquisa de messaging para entender como target pensa
+
+## Rand Fishkin — SEO & Zero-Click Searches
+**Empresa:** SparkToro (fundador), ex-Moz
+- Zero-click searches: 58-60% das buscas nao resultam em clique (SparkToro/Datos 2024)
+- Google como "walled garden" — retendo trafego dentro do ecossistema Google
+- SparkToro: ferramenta de audience research para descobrir canais onde audience esta
+- Brand-first SEO: busca de marca nao e afetada por AI Overviews
+- Argumento para diversificacao alem do Google
+
+## Brian Dean — SEO Tactical
+**Empresa:** Backlinko (adquirida pelo Semrush em 2022)
+- Skyscraper Technique: criar conteudo melhor que o mais linkado, pedir substituicao
+- Moving Man Method: encontrar sites com links para recursos mudados/extintos
+- Content upgrades: conteudo bonus especifico por post para captura de email
+- Dossie de backlinks: analise sistematica de competitors para link building
+
+## Dave McClure — AARRR (Pirate Metrics)
+**Empresa:** 500 Startups
+- Apresentacao original "Startup Metrics for Pirates" (2007)
+- AARRR: Acquisition, Activation, Retention, Revenue, Referral
+- Framework ainda dominante, mas reordenado para RARRA por practitioners
+- Democratizou linguagem comum para times de growth
+
+## Casey Winters — Growth Strategy
+**Empresas:** Grubhub (primeiro growth hire), Pinterest, Eventbrite, Greylock
+- "Sustainable growth requires retention" — sem retencao, aquisicao e desperdicio
+- Scaling funnels: cada etapa do funil tem uma alavanca especifica
+- Growth loops discovery: mapear loops ja existentes antes de criar novos
+- Channel concentration risk: dependencia de um canal e risco estrategico
+
+## Lenny Rachitsky — Growth Benchmarks
+**Empresa:** Lenny's Newsletter (ex-Airbnb Product Lead)
+- Newsletter #1 de growth e product management (700K+ subscribers, 2025)
+- Benchmarks de retencao por tipo de produto
+- Frameworks de priorizacao e growth strategy
+- "What is good retention?" — artigo referencia para benchmarks de industria