Unlock Product

Growth
Build a strong growth foundation with the right analytics
 In today’s digital world, there’s much less distinction between what marketers and product teams can and
should do with their data. The digital analytics field has expanded to include websites, apps, and multiple
digital channels for acquisition and engagement. In many cases today, an organization’s website is its
product, which has driven websites to become even more complex and “app-like.” The tools required to
measure the success of these digital products have continued to evolve—and even converged—in order to
keep up. There’s a massive shift underway in the analytics field.

At Amplitude, analytics convergence is nothing new—we’ve been talking about this convergence for a
long time. And we’re not the only ones; a recent Gartner® Market Guide notes, “web, product and digital
experience analytics are no longer discrete, with many features overlapping and converging, blurring the
lines between markets.”1 With this convergence well underway, many organizations are taking a hard look
at their current solutions and thinking critically about their future investments in analytics.

Organizations have traditionally relied on tools such as Google Analytics, which has struggled to keep up
with the needs of product teams. Google Analytics helps teams measure traffic and engagement across
company websites. And while Google Analytics 4 was recently introduced as a replacement, it is still
fundamentally built to support Google’s ad business as a measurement tool–not product teams looking to
drive growth for their business.

Building a foundation for growth begins with the right analytics solution that can help product and
marketing teams understand what drives users to engage with your product, discover new audiences, test
and iterate on new experiences, and quickly measure the impact of your investments

Amplitude | Unlock Product Growth 2

 A Framework for Analytics Success

To discover the best analytics solution for your needs, it helps to have a proven framework to guide your
organization through the process. After years of experience helping organizations set up successful
analytics systems, we’ve identified 5 key pillars to a successful analytics solution:

Build foundation Drive adoption Increase depth Empower data- Prepare for
of data you with access and breadth driven actions future growth
can trust and collaboration of insights

As you evaluate your current and future analytics tools, these 5 pillars can guide you through the hazards
and help you ensure your organization’s future success.

Amplitude | Unlock Product Growth 3

 PILLAR ONE

Build a Foundation of Data You Can Trust

With trustworthy data as well as a unified view of your customer, teams can make better decisions and
easily detect issues and data anomalies to maintain integrity over time. However, understanding what data
means is not always easy or intuitive. In fact, it’s estimated that only 32% of that data is actually used to a
company’s benefit—the remaining 68% goes unleveraged.

To get to a place where everyone in your organization can trust your data, you need to start with a solid
data foundation. With a single data repository, teams have a common reality that ensures alignment and
provides a single source of truth. Then, it’s possible to implement more efficient internal processes and
deliver consistency across all the digital product design processes.

“Amplitude integrates seamlessly with our technology stack… we

added an Amplitude integration and now use Amplitude’s APIs and
data governance features to standardize and synchronize user data
across all three destinations. The result is a consolidated user profile
that provides a single source of truth across our data stores and
analytics tools.”
Shobhit Singhal | Director of Product | Disney+ Hotstar

Amplitude | Unlock Product Growth 4

 PILLAR TWO

Drive Adoption with Access and Collaboration

The real value of an analytics solution is unlocked when teams can learn, collaborate, and make decisions
together through powerful, easy-to-use, self-service tools. When all your teams can easily access the
answers they need right away, without having to submit a request to the data science team, you save time
and free up your data analysts to focus on more complex queries and insights.

Great analytics solutions should be easy for novices with simple questions but powerful enough to support
the most advanced users. They should also include built-in tools that help teams collaborate, so they can
review, analyze, and plan together.

You Can’t Act on Data You Can’t Access

“Look at how analytics insights are delivered—for example, are they just reports, or
reports and dashboards? Ask whether the provider offers features you require; for
example, data storytelling capabilities such as autocreation of insights to share with
stakeholders.”1
- Gartner Market Guide for Web, Product, and Digital Experience Analytics

“While we had all of this data in Big Data and Google Analytics, there
were only ever a handful of people in the organization who knew how to
use tools to access and make sense of them. Some people had access,
but only a few really knew how to read and interpret the reports.”
Robbin Brillantes | Head of Data Analytics | ABS-CBN Global Ltd.

Amplitude | Unlock Product Growth 5

 PILLAR THREE

Increase Depth and Breadth of Insights

Without the right data and the ability to track key behavioral actions, it’s impossible to get a complete
view and understanding of the full digital customer journey. Today’s digital customers are complex,
often spanning multiple products and touchpoints. You can’t just focus on “website visits” or “campaign
performance”—instead, you need to think holistically about your channels, website and product
experiences, customers, and business growth.

To get that clear picture, you need deep analytics insights that can be applied to get more customers to
convert and to determine the why and what behind a user’s journey once they engage. The right analytics
platform will give you that holistic visibility across your customer’s entire journey so you can deliver better
experiences for them wherever they are.

A Growing Shift From Web Analytics to Product Analytics

“Choose solutions that can also be complementary to augment the insights and answer
both the “what” and “why” questions, such as combining web analytics with either
product or digital experience analytics.”1
- Gartner Market Guide for Web, Product, and Digital Experience Analytics

Amplitude | Unlock Product Growth 6

 PILLAR FOUR

Empower Data-Driven Actions

Analytics is only the second stop in a three-part loop: data > insights > action. The right analytics solution
is truly effective when it empowers data-driven actions. Organizations, large and small, need to find ways
to enhance their customers’ digital experience by understanding what draws them to your product or
website and keeps them coming back.

To build ongoing and effective customer engagement, you need to understand the real-world data behind
customer preferences, prioritize your digital investments, and personalize user experiences. The ultimate
goal: grow and retain more engaged customers by building better products.

“Amplitude’s detailed analytics allow us to pinpoint our customers’

pain points and retool our workflows accordingly. In just a few
months, our campaign creation workflow completion rate went up
more than 3x. While we still have a ways to go, we know we’d still be
in the dark about what was going wrong if we had continued to rely
on anecdotal evidence.”
Thomas Prieur | Product Data Scientist and Analyst Team Lead | Criteo

Amplitude | Unlock Product Growth 7

 PILLAR FIVE

Prepare for Future Growth

Your analytics solution can easily power future growth—if you choose one designed to scale and grow with
you. It also should improve data literacy across your organization and enable more people to understand,
learn, and make decisions with data.

Ultimately, your analytics solution should come from a leader that will partner with you to scale as you
grow. It should give you a solid foundation from day one, along with a clear innovation roadmap backed
by a service and support team with a proven track record that will evolve and grow with your entire
organization.

“Our business is evolving and whatever analytics tools we

use need to evolve with the times and keep up.”
Josh Snow | Vice President of Product | NBC Entertainment Digital

Amplitude | Unlock Product Growth 8

 Get Started on Your Path

There’s a massive evolution underway today in the digital analytics landscape, with key changes
happening at once:

The market is shifting toward unified

The fundamental data model is rapidly
analytics that align both marketing
moving toward event-based analytics.
and product insights in one place.

These fundamental shifts require a more collaborative approach—yesterday’s analytics solutions can no
longer keep up. How will your organization respond to the challenge?

Because of these shifts, Google Analytics, a legacy player in marketing analytics, is sunsetting its familiar
Universal Analytics solution that marketing teams have relied on for years. Universal Analytics was
falling behind in the critical area of event-based analytics where most of the market is heading. As digital
experiences become more complex through single-page applications and multi-platform journeys, most
vendors in this space have moved to an event-based data model for digital analytics. With the introduction
of GA4, Google is following suit—but they’re behind providers like Amplitude, that have focused on event-
based metrics for years. At the same time, their product analytics and collaboration solutions are still not
yet mature.

This is a major transition point for many product and marketing teams. It provides an excellent opportunity
for organizations to rethink their approach to digital analytics and consider which platform will best help
them succeed today and into the future.

Amplitude | Unlock Product Growth 9

 Find the solution that best fits your
organization’s needs
Still have questions? Contact us or learn more about what you should consider when
evaluating digital analytics vendors:

Explore Amplitude’s Analytics Buyer’s Guide

Take a deeper look at Amplitude’s framework for success: 5 Pillars to Successful

Product Analytics

Discover how product teams view Amplitude versus Google Analytics

1. Gartner, Market Guide for Web, Product and Digital Experience Analytics, Meliss Davis, David Norrie, Aapo Markkanen, Adrian Lee, April 26, 2022
2. GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with
permission. All rights reserved.

©2023 Amplitude, Inc. All rights reserved. Amplitude is a registered trademark of Amplitude, Inc.

Amplitude | Unlock Product Growth 10