The document discusses how companies can improve customer experience by using product analytics to gain insights from customer behavior data. It describes how fragmented teams and a lack of centralized product data makes it difficult for companies to customize experiences, ship features fast, and determine impact. The solution presented is to create a single source of behavioral product data, enable self-serve analytics, and integrate insights into tools to enable action. Examples are given of companies like Intuit and Rappi that have driven growth by using analytics to experiment and personalize based on customer usage patterns.

1. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Data-Driven Data
Democratization
Product-LedPersonalization
Growth Hacking
Customer
Centric Growth

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Amplitude
Adrian Gregory
Head of Customer Success, EMEA
Strategy Execution
Simplifying it all

3. My road to visiting you all today
Adrian Gregory
Sr. Dir. of Customer
Success, EMEA
20k Products Powered
5T User Actions Analyzed

4. the age
of product

5. A Changing World
Lives Not Pageviews Landscape Changes OvernightProduct is the Revenue Center

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Best Product
Experience Wins

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We’ve been talking
about experience for years

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Intuition is not enough.

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Deliver Experiences Customize for delightShip fast and learn
#productgoals

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Execution Gap
Deliver frictionless
experience
Can’t tell where users
drop off
Ship and learn fast
Can’t determine
impact
Customize for delight
Can’t personalize
with data

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Reasons…
“silos working as different
business areas with
disconnected objectives”
“Organizational influences,
like the systems you have
to integrate/interface with”
“The cost and time needed to get
proper data from the legacy
mainframe systems”
“Delivery vanity statements
on slides instead of laser
focus on actual delivery”
“design visions from
multiple teams for
small journeys rather
than a holistic vision”
“focus on short-
term gains over
long term
strategy”
“a feature-driven go-to-
market mindset over
one that solves real
customer problems”
“all parts of the biz - sales, marketing, product
dev, support - need to agree on priority #1”
“people being incentivized and
rewarded for things other than
improving the customer
experience”
“interpreting customer need in the same way
across the organization, and then doing
something about it in a joined up way”
Fragmented Teams

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Marketin
g
Produc
t
Analytic
s

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The problem gets worse
No single source for
trustworthy data
Can’t act on
behavioral data
Lack product insights
on-demand

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#1 Single Source of Product Data
#2 Enable Self Serve Analytics
#3 Enable action, integrate it into tools
Let’s keep it “simple”

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It’s a journey..

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1M users every month
13% MoM Growth
$2.5B
Acquired
First Time
Purchase

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250+Active Amplitude users every week
across Marketing, Product, Design,
Growth, Support, and Sales

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Key User Segments
Key Conversion flows

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How do we get
Amplitude cohorts
into our marketing
tools?
- Rappi Marketing

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Stack powered with behavioral context
Automated Personalization

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10%
First purchase
30%
Cost of Acq.
15%
Increase in average
order size

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All companies claim they want to get close to their
customers, but few do it as obsessively as Intuit… The
underlying reality is that you can’t believe what
customers tell you. Customer behavior is the truth.
Scott Cook
#8 Fortune Future 50

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32. The Problem
Customers are creating,
saving & downloading
invoices in QuickBooks, but
not emailing them

33. The entire Quickbooks product team dove into the
behavior and rapidly experimented with new prototypes
designed for Gmail users to learn more.

34. • 2x higher paid rate
• Fastest growth in 35 year
history

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#1 Single Source of Product Data
#2 Enable Self Serve Analytics
#3 Enable action, integrate it into tools
Let’s keep it “simple”

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Thank You!
adrian@amplitude.com
amplitude.com/blog