This document outlines Atlassian's journey with the analytics platform Amplitude over several years: - Atlassian began in 2012 with 400+ staff but no product analysts or focus on data; initial attempts to use data lacked traction - Mobile teams adopted Amplitude in 2014 but relied heavily on limited data teams - In 2016, Amplitude was adopted company-wide to standardize on a unified platform - Success factors included applying governance, helping users discover data faster, and growing Amplitude efficiently in the company through evangelism and iterative improvements.

1. ITZIK FELDMAN | ANALYTICS PLATFORM MANAGER | @ITZIKFELDMAN
The Atlassian Journey with
Amplitude

3. 2000 Users
Internal users of the platform
each month
300+ Data Workers
Users who’s primary job is to
work with data
(i.e. data engineers, analysts,
scientists)
2+ Petabytes
Growing by 100TB a month
Data Landscape

4. 40+ Projects
Including several
portfolio views
10B+ Monthly
Events
Average MoM growth
of 15%
7000 Weekly
Queries
Event segmentation
used more than 40K
in total
600 Monthly
Users
1800 users that
joined
Amplitude Numbers

5. The Atlassian Product Analytics Journey

6. The Atlassian
Journey
2012
2014
2016
400+ Staff / 0 Product Analysts
Nobody was looking at data and we weren’t data driven
2018
Most of the business is server
Deriving analytics is hard

7. Created a Growth Team
First attempt at using data to improve our products
Lacked interest in data
Teams didn’t want to change their direction based on
data
The Atlassian
Journey
2012
2014
2016
2018

8. Mobile teams adopt Amplitude
Forming a separate data pipeline for cloud mobile
products
Heavy reliance on data teams
Analysts and Data Engineers were a bottleneck for
many things
The Atlassian
Journey
2012
2014
2016
2018

9. Amplitude is adopted for all
Atlassians
Merging mobile and non-mobile events
New pipeline is built for cloud
product events
Standardizing on a unified platform
The Atlassian
Journey
2012
2014
2016
2018

10. How do you make
a successful
adoption?

11. Applying rigor and structure to our data
Governance

12. Analysts
Events administration, and
analytics consultants
Roles and Responsibilities
Product Teams
Project administration (i.e
custom events,
transformations)
Platform Team
Amplitude org administration
and training providers

13. Ownership,
Approvers,
Versions

14. Help users find and understand data faster
Discovery

15. Screen
Navigating to a
particular screen, tab,
drawer, modal or
inline-dialog
UI
Interacting with a UI
element such as a
button, text field, and
link
Entity
CRUD operations on
product entities, e.g.
creating or updating
Jira issues
Operational
Internal systems
events, e.g.
performance metrics
Different types of events

16. AfterBefore
{
userId : 2fat43-42e33,
event : jira.issue-create-ios,
attributes : { …,
…
}
}
{
userId : 2fat43-42e33,
event : issue created
attributes : { …,
platform : ios
}
}

17. Creating a call-out
Watch the tutorial in the
Presentation Guidelines at
Atlassian.design to learn how to
create call-outs on screenshots
within this template.
Individual Projects
We have a project for every product
and for every component

18. Creating a call-out
Watch the tutorial in the
Presentation Guidelines at
Atlassian.design to learn how to
create call-outs on screenshots
within this template.
Portfolio views
To accommodate multiple products
analysis

19. Grow Amplitude efficiently in the company
Grow It

20. Do the great things
while they are small.
A journey of a
thousand miles must
begin with a single
step
Lao Tzu
Chinese philosopher

21. Find the product managers
who love data
LOOK FOR THE EASY WINS
Check what can be solved
now
NO
ADOPTION
Collect their top 3
questions
Create the analysis for
them
Do it again

26. Product Managers
Analysts
Platform Team

27. Discovery
Help users find and
understand events faster
Summary
Grow It
Grow Amplitude efficiently in
the company
Governance
Applying rigor and structure
to our events

28. Start now
Try what I showed you on a small scale, and
iterate
Socialize it
Use all existing channels and don’t stop talking
about it
Find your evangelists
Empower the people that can help you scale
Key
Takeaways

29. ITZIK FELDMAN | ANALYTICS PLATFORM MANAGER | @ITZIKFELDMAN
Thank you!