TRAILBLAZER
About
Amplitude | Leading Digital Analytics Platform
( AIDA ) solution : augmenting analytics with machine learning to bring personalisation at scale to the enterprise .
“ What people do with a product is a far stronger signal of what they want than what they tell us ,” Skates comments . “ Our Digital Optimisation System helps teams deeply understand digital customer behaviour , predict which features and actions lead to business outcomes , and adapt each experience in real-time to maximise impact .
“ This is all critical to driving business growth , especially in a down market . Product data can connect the things companies are building – a new feature , a new release , a new campaign – directly to revenue and retention . That ’ s incredibly powerful because it ties the work product teams are doing to the success of the business . It makes the product organisations the revenue centre .”
The main issue in product development : knowing what customers want
Knowing what customers want sounds simple , but it is incredibly difficult , says Skates . “ If you get this right , you ’ ll do great ,” he explains . “ If you don ’ t , it doesn ’ t matter what else you do . If you ’ re measuring downloads , web visits , and total users , you may think you know what your customers want . The problem is that these are all vanity metrics – they can give you a summary of what people are doing , but they don ’ t tell you why . This is what we call the product gap at Amplitude .
“ The answer to the product gap is datadriven products . Armed with this , you can learn exactly what customers are really doing by monitoring their behaviours , taking this rich data to test , learn , validate , and evolve your product . No more guesswork ; you can build products that anticipate and deliver every single time . With data-driven products , there is no longer a big gap between what people want and what products do . Now , technology adapts to people instead of the other way around .”
18 December 2022