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

© 2019 Amplitude Inc. Confidential. All Rights Reserved.
Amplitude
Adrian Gregory
Head of Customer Success, EMEA
Strategy Execution
Simplifying it all

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

the age
of product

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

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

© 2019 Amplitude Inc. Confidential. All Rights Reserved.

© 2019 Amplitude Inc. Confidential. All Rights Reserved.

© 2019 Amplitude Inc. Confidential. All Rights Reserved.

© 2019 Amplitude Inc. Confidential. All Rights Reserved.
We’ve been talking
about experience for years

© 2019 Amplitude Inc. Confidential. All Rights Reserved.
Intuition is not enough.

© 2019 Amplitude Inc. Confidential. All Rights Reserved.
Deliver Experiences Customize for delightShip fast and learn
#productgoals

© 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

© 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”
Fragmented Teams

© 2019 Amplitude Inc. Confidential. All Rights Reserved.
Marketin
g
Produc
t
Analytic
s

© 2019 Amplitude Inc. Confidential. All Rights Reserved.

© 2019 Amplitude Inc. Confidential. All Rights Reserved.
The problem gets worse
No single source for
trustworthy data
Can’t act on
behavioral data
Lack product insights
on-demand

© 2019 Amplitude Inc. Confidential. All Rights Reserved.
#1 Single Source of Product Data
#2 Enable Self Serve Analytics
#3 Enable action, integrate it into tools
Let’s keep it “simple”

© 2019 Amplitude Inc. Confidential. All Rights Reserved.
It’s a journey..

© 2019 Amplitude Inc. Confidential. All Rights Reserved.

© 2019 Amplitude Inc. Confidential. All Rights Reserved.
1M users every month
13% MoM Growth
$2.5B
Acquired
First Time
Purchase

© 2019 Amplitude Inc. Confidential. All Rights Reserved.
250+Active Amplitude users every week
across Marketing, Product, Design,
Growth, Support, and Sales

© 2019 Amplitude Inc. Confidential. All Rights Reserved.
Key User Segments
Key Conversion flows

© 2019 Amplitude Inc. Confidential. All Rights Reserved.
How do we get
Amplitude cohorts
into our marketing
tools?
- Rappi Marketing

© 2019 Amplitude Inc. Confidential. All Rights Reserved.
Stack powered with behavioral context
Automated Personalization

© 2019 Amplitude Inc. Confidential. All Rights Reserved.
10%
First purchase
30%
Cost of Acq.
15%
Increase in average
order size

© 2019 Amplitude Inc. Confidential. All Rights Reserved.

© 2019 Amplitude Inc. Confidential. All Rights Reserved.
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

© 2019 Amplitude Inc. Confidential. All Rights Reserved.

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

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

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

© 2019 Amplitude Inc. Confidential. All Rights Reserved.
#1 Single Source of Product Data
#2 Enable Self Serve Analytics
#3 Enable action, integrate it into tools
Let’s keep it “simple”

© 2019 Amplitude Inc. Confidential. All Rights Reserved.
Thank You!
adrian@amplitude.com
amplitude.com/blog