Product Intelligence approach from Amplitude

1. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Amplitude
Justin Bauer
VP of Product
Product Intelligence
Bridging the execution gap

2. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Best Product
Experience Wins

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What’s their secret sauce?

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ARTIFICIAL
INTELLIGENCE

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We’ve been talking
about experience for years

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Deliver frictionless
experiences
Customize for delightShip fast and learn
#squadgoals

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Intuition is not enough.

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Peloton

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Peloton
“By meshing the physical and digital worlds,
we have created an immersive experience
that our Members love” – Peloton S-1

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Peloton
92%
lifetime retention

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Peloton

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Intuit

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Quickbooks

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Quickbooks
+31 pts
retention when used
w/ accountant

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Intuit
“Each and every function within a company needs to align
around a common set of business metrics, breaking down
silos, working more horizontally than ever before” – Intuit CIO

21. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Intuit
~4
LTV / CAC ratio

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Product data is powering growth.

23. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
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

24. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
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”

25. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
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”
SILOS

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Your siloed org = your siloed experience
Marketing Product Analytics

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Your siloed org = your siloed experience
Marketing
MarketingProduct
Product
ProductMarketing

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Silos create challenges that cause the Execution Gap
No single source for
trustworthy data
Inability to act
on behavioral context
Lack product insights
on-demand

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Lack of single source for trustworthy data

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Cannot get answers to user behavior on-demand
Time to answer
behavior question
3 weeks
Most companies
Data accessibility for
frontline employees*
1.7x
High-performing teams
Time to answer
behavior question
30 sec
Customers
* Mckinsey

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50,000x faster

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Lack behavioral context

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Context does not flow
across the stack

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Silos create challenges that cause the Execution Gap
No single source for
trustworthy data
Inability to act
on behavioral context
Lack product insights
on-demand

36. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Product Intelligence
Data
Governance
Single source
of trustworthy
data
Product
Analytics
On-demand
product insights
Automated
Personalization
Stack powered
with behavioral
context

37. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Amplitude
Shadi Rostami
Executive VP of Engineering
Product Intelligence
Bridging the execution gap

38. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Product Intelligence
Data
Governance
Single source
of trustworthy
data
Product
Analytics
On-demand
product insights
Automated
Personalization
Stack powered
with behavioral
context

39. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Guillermo Plaza Roche
Co-founder,
Product Lead, Rappi
Hi!
$2.5B

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Single source of trustworthy data
Identity
Resolution
• User merging
• Retroactive
• No limits
?
?
Data Governance

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Single source of trustworthy data
Data Governance

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Single source of trustworthy data
Taxonomy
• Event merging
• Property transformations
• Data whitelisting
Data Governance

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

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3 weeks
for every answer
How do
subscribers
behave
differently?
?
?
?
?
?
?
?
?
?
?
?
?
?
?
?
?
?
?
?
?

45. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
On-demand product insights
Product Analytics
“If I had an hour to solve a problem…
I would spend the first 55 minutes
determining the proper question… for once
I know the proper question, I could solve
the problem in less than five minutes.”
– Albert Einstein

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Could Rappi‛s free
delivery subscription be
used to increase orders
from new users?

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On-demand product insights
Cohort Builder
• Segments based on
any behavior
• Every analysis
• No SQL
Product Analytics

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View Page
Cart
Purchase
View Page
View Page
Sign Up
Chat
Profile
Feature B
On-demand product insights
Product Analytics
Master Node
Query Query Query Query Query
Reducer Reducer
Purchase
Feature C
User 4 User 5
Reduce
Map
Lambda
Architecture
Feature B
Chat
Feature C
Exit
Nova
• High performance
query engine
• Billions of events in <1 sec
• Complex distributed joins
Feature A
View Page
Feature B
Profile
Feature A
User 3User 2User 1

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On-demand product insights
Product Analytics
Fluid Workflow
• Pivot between analyses
• Investigate any data point
• Create cohorts on the fly

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3x
orders
2.5x
retention

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

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Stack powered with behavioral context
Amplitude Engage
• Push cohorts everywhere
• Target lifecycle, intent,
affinity, and more
• Automated syncs
• Close loop with impact
analysis
Automated Personalization

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Stack powered with behavioral context
Automated Personalization
Amplitude Engage

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Happier users ↓30% CAC
WIN WIN

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Product Intelligence
Data
Governance
Product
Analytics
Automated
Personalization

57. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Product Intelligence
Data
Governance
Single source
of trustworthy
data
Product
Analytics
On-demand
product insights
Automated
Personalization
Stack powered
with behavioral
context

58. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Product Intelligence
Data
Governance
Single source
of trustworthy
data
Product
Analytics
On-demand
product insights
Automated
Personalization
Stack powered
with behavioral
context

59. © 2019 Amplitude Inc. Confidential. All Rights Reserved.
Thank you