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For example, the Acquisition Effect is powered by viral growth and the userexperience that compels one set of users to invite their others into the network. It requires the founders to be very involved onboarding users, sometimes one-by-one, into the product. Both acquisition and retention both become priorities.
While there were people thinking about user acquisition and ad tech, and some early consumer teams (like Eric Ries’s IMVU) thinking about cohort curves to mention retention, it hadn’t been centralized into a team that could execute against it. Thinking about new userexperience, engagement metrics, and other important concepts.
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