Amplitude is a leading product intelligence tool. It offers a Behavioral Analytics Platform that collects behavioral data and synthesizes it. It also enables the product team to watch how users interact with a product and derive insights on what impacts the conversion and user retention rates the most. They offer a tool that uses first-party behavioral data to power targeted campaigns; it is known as Amplitude Engage.
Based out of San Francisco, Amplitude Analytics provides software to organizations that want to monitor online products and its features that best resonate with the customers, Every month, it tracks more than 1 trillion “customer behaviors.” It provides insights to its clients on which online features are engaging users by collecting and processing such vast amounts of data on user behaviors.
Amplitude has two distinct products:
- Behavioral Platform: It is their main analytics product; this is what they are known for!
- Growth Engine: It is meant to help teams in generating and organizing hypotheses using the product data.
It also offers several add-ons which are available in most enterprise plans:
- Portfolio: It helps in viewing user activity across multiple products in your organization.
- Accounts: It helps you in organizing your users under “Accounts” and seeing their activity. It is helpful for B2B companies.
- Insight: It automatically surfaces insights and anomalies.
- Query & Snowflake: It loads the Amplitude data into a Snowflake data warehouse, to allow you to query it using SQL.
- Taxonomy: it helps you in maintaining data integrity by renaming, deleting or blocking data.
- Scale: it provides customized sampling rates for high volume users.
Measuring product and marketing metrics with Amplitude Analytics for a holistic overview:
Amplitude is one of the best analytics products out there because it analyzes almost any data structure, and it is incredibly easy in terms of usage. They have continued building out their integrations and even came up with “Amplitude Engage”, a product that allows you to send customer segments to messaging tools like Marketo, Iterable, and Braze.
Amplitude Behavioral Platform
Most Amplitude reports and functionality are found in this.
Segmentation: Easily Slice Data to Find New Trends & Insights
A fundamental report available in every version of Amplitude is known as Segmentation. It is the first report that one should learn to use. You can easily segment and filter your event data to create lots of different charts with it.
Funnels: This is Where Users Are Dropping Off Inside Your Product
The second fundamental report that helps you in understanding where users are dropping inside your product is known as Funnels. It is used to understand the performance of your onboarding flow.
Retention: Understand If Your Users Love & Use Your Product
The third fundamental and one of the most critical reports for any product is Retention. It helps in understanding if users are being retained or if they’re dealing with a leaky bucket.
User Composition: Watch Breakdown of User Attributes
User Composition allows you to see how your users breakdown by their properties and attributes. Common properties like country, region, and platform (iOS, Android, Web) are included in it, but you can also set your user properties.
User Sessions: Dive into Product Sessions
It lets you dive deeper into the “Sessions” as a metric that Amplitude tracks by default and helps understand the product usage.
Personas: Use Machine Learning to make User Groups
This report utilizes machine learning and helps you in analyzing your data. You will be able to organize your users into groups with distinct user behavioral attributes through this. You may convert to cohorts for personalized marketing or analysis, once you have your cluster.
Stickiness: Find Events Which Most Engaged Users Are Performing
Stickiness helps you in seeing how often users are repeating the same events within a specific timeframe. This report delves deeper into the specific actions that your best users are taking and the ones that you can emphasize within your product.
Compass: Help in Find Critical Insights
Compass utilizes machine learning to help you analyze the data. This report will help you in understanding the events that tend to correlate with a specific goal like conversion or Retention.
User Cohorts: Group Users By Behavioural Attributes
Cohorts groups your users by the actions they took or by the attributes they possess like country, region, and platform. After creating cohorts, you may take them to segment any report or to export it into a different tool like an email marketing tool.
User Look-Up: Help Find Individual Users and Their Info
User Look-Up helps you look for a specific user by id, name, and go through their profile. You can see their user attributes and find specific events that they have fired. It can be helpful for sales/customer success teams or debugging purposes.
Dashboards: Summarize KPIs in One Single Location
Dashboards let you take any report created inside Amplitude and organize it under a single location. It is quite flexible in terms of layout and the widgets that can be used. You can share dashboards publicly or even set up automatic email reports.
Notebook: Explain Why Insights Matter
Notebook lets you share insights discovered through Amplitude and helps in organizing them into a more formal report where you can easily add headings and notes. It saves you the trouble of creating external documents or presentations.
Integrations: Merge Third-Party Data into Amplitude
Integrations make it easier to connect to the most popular tools that an organization might be using. Amplitude has put a large amount of money into it. Here you can see integrations to mobile attribution platforms like Appsflyer and Branch, and A/B testing along with others.
Here are some add-on features that simplify and enhance functionality:
Portfolio: Compare Performance of Multiple Products
The portfolio is meant for companies that have multiple products and the same users. It compares the performance of the entire product easily or sees how users are moving in between products.
Accounts: Track B2B Account Insights
It tracks users by the organization and then sees the performance of those accounts. It is quite helpful for B2B companies who aren’t interested in individual users.
Insights: Receive Smart Alerts on Product Metrics
Insights allow setting up alerts whenever metric changes by a significant amount/anomalies. If you set up the alerts of a product’s error spike, you would get alerted soon instead of discovering the error months later.
Query & Snowflake: Use SQL to Analyze the Data
It loads all of the Amplitude data into Snowflake data, which is pretty similar to Google BigQuery or Amazon Redshift. After which you will receive a simplified interface to run SQL queries against your data.
Taxonomy: Maintain Data Governance
Taxonomy helps in maintaining the integrity of the data. However, you may rename data like properties or events, hide and combine multiple events into one, and more. It is one of the most helpful add-ons if there are data issues frequently because of simple problems like a naming convention.
Scale: Fine-Tune the Data Sampling Rate
It is specifically designed for those users who want more controls on any sampling rates. It helps manage your costs and the collection of your data.
An Intensive Software for Product and Customer Acquisition Analysis; Provide Great Functionality to Businesses
With a growth of over 30% each quarter, Amplitude is being used by over 5,000 companies including Microsoft, Twitter, Yellow Pages, PayPal, Autodesk, Under Armour, and Cisco Systems, to name a few. It helps product teams in understanding their business intelligence and marketing outcomes.
Conclusion
Amplitude now provides analytics services that help your business in understanding user behavior and improve their trade outcomes. Amplitude helps dig deep into the required data. With its help, you can easily measure both product and marketing metrics. It comes with ease of creating charts and a dashboard, that provides easy visibility and monitoring of almost all the aspects of your user’s experience.
Moreover, with 0-10 million monthly events, it is free for Starter, which in itself is a very generous free plan.
This a powerful tool that is pretty easy to deploy and that offers flexibility in how data is displayed. It has a real-time stream of events, which makes it easier to share links. The features are centered around industry-standard metrics. It comes with an ability to Integrate well with multi-platform applications. The behavioral Cohorts offer vital insights that help you understand your primary users and what is making them stick around. It easily integrates with other systems and has one of the best sets of features for analytics. While its price is relatively low in comparison to others and the functionalities are worthwhile as compared to similar tools. This is the best product for you if you are comparatively more technical than the average marketer.
