Amplitude have announced $30 million of Series C funding, and I wanted to look at what they are doing well, in an increasingly competitive market.

Hopefully if you’re reading this you’ve already heard of Amplitude. For those of you that haven’t, it is a relatively new mobile and web analytics tool.

On first hearing about Amplitude I was very intrigued. I was desperate to find out what they were doing so differently to their well established rivals, that made them think they could compete. What could they possibly have that the others don’t? In hindsight, the same question could have been asked of other tech companies like Airbnb and Slack (holiday lettings and instant chat? Yeah, because thats never been done before!).

At a time when ‘growth’ is the buzz word of the tech start up scene, Amplitude have cleverly positioned their solution as a growth tool and moved away from simply being a marketing /reporting tool, which is where many of their competitors come from.

With regards to the use of analytics, companies tend to fall into one of two buckets:

Vanity Analytics

  • Reporting vanity metrics (sessions, page views, avg. time on site) back to the business, with minimal actionable insights and superficially measuring growth
  • Creating loads of dashboards that no one looks at

Growth Analytics

  • Proactively analysing and identifying problems and opportunities
  • Understanding user behaviour — how do users fall in love with the app/site, and what keeps them coming back again and again?

I’ve seen vanity analytics alot and its a difficult trend to break. What do you do when you have an exec asking you “how many page views has page x had?”.

There is no doubt that vanity analytics is a cultural issue for alot of organisations, but it does feel like many analytics tools on the market haven’t helped this mindset. Perhaps it’s due to legacy features that has left some vendors behind, or maybe it’s the analytics vendors actually giving their customers what they want. Either way, Amplitude have taken the decision to do things differently.

Amplitude is a reporting tool secondary to being a product insights tool. It gives product teams easy access to insightful, actionable data, without the need to run any complex sql queries. The straight forward event tracking gives lots of flexibility for manipulating the data, with plenty of helpful out of the box charts. The most impressive feature is a predictive tool called ‘Compass’, which analyses behaviours that are closely correlated with retention.

Amplitude are in the privileged position of having been able to build their product from scratch and make it relevant for the twenty-tens, without any noisy legacy features. For example a lot of their competitors have been around for a comparatively long time, and they were designed for web. Along came mobile and they adapted their tech for native apps, with what appears to be little innovation — with the same tracking methods and reports as web.

Amplitude is a mobile first tool by focusing on helping to answer the increasingly difficult question of ‘how the hell do I retain my native app users?’.

It is clear that Amplitude have created a product that it’s customers have been (knowingly or unknowingly) crying out for (helped by the story behind the birth of the company), and they have reached this point in their journey by listening intently to their users. They have literally put into practice the culture they are trying to promote to their prospects and existing customers, of making smarter data led product development decisions.

Amplitude certainly know their industry and audience. This is also demonstrated by their content marketing — it is some of the best content I’ve seen. As an example, one of my early reads of their blog was Behavioral Cohorts: find your most engaged users. It’s heavily focused on the capabilities of their product, but it did the job of getting me thinking about the holes in our existing tool.

I also encourage you to read their Product Analytics Playbook. This is a masterclass in content marketing. It’s not just hot air, it gives a framework for developing a retention strategy with data. It demonstrates how in-tune they are with their market.

A little while ago I met their Co-founder and CEO, Spencer Skates. In the meeting he presented some key elements from the playbook and demonstrated how his team is applying them to their own retention strategy. I enjoyed Spencer’s transparency, and appreciated his understanding of what companies like mine are looking for.

Amplitude is an extremely exciting company. Of course the product is not perfect, but their appetite for customer feedback, and pace of development can only benefit their product iteration, and in-turn their customers. I personally want a partner that lets us lead them, and not the other way round. My hope is that as they grow in size, and eventually move away from ‘start-up’ status, they can maintain their way of working.

If you are looking to choose a new web analytics tool, and Amplitude are on your hit list, please feel free to contact me for some impartial feedback.

(My company has migrated to Amplitude. Amplitude have had no involvement in the writing of this post).

Featured image Designed by Freepik

Growth Lead at Dailymotion, Richard has a passion for improving user experience and ROI through data and experimentation.

717 thoughts on “Amplitude Analytics: A Review of Their Success

  1. Pingback: generic cialis
  2. Pingback: viagra generic
  3. Pingback: ed meds
  4. Pingback: erection pills
  5. Pingback: cialis generic
  6. Pingback: rx pharmacy
  7. Pingback: rx pharmacy
  8. Pingback: Get cialis
  9. Pingback: order levitra
  10. Pingback: vardenafil generic
  11. Pingback: casino games
  12. Pingback: installment loans
  13. Pingback: personal loans
  14. Pingback: blackjack gambling
  15. Pingback: viagra for sale
  16. Pingback: 5 mg cialis
  17. Pingback: generic cialis
  18. Pingback: liam
  19. Pingback: cialis to buy
  20. Pingback: 20 cialis
  21. Pingback: 5 mg cialis
  22. Pingback: cialis internet
  23. Pingback: casino games
  24. Pingback: slot machine
  25. Pingback: Cheap NBA Jerseys
  26. Pingback: best online casino
  27. Pingback: sildenafil 20 mg
  28. Pingback: otc viagra
  29. Pingback: sildenafil 20 mg
  30. Pingback: tadalafil 20
  31. Pingback: canada ed drugs
  32. Pingback: viagra cost
  33. Pingback: buy viagra canada
  34. Pingback: viagra vs cialis
  35. Pingback: play casino
  36. Pingback:
  37. Pingback: order propecia
  38. Pingback: viagra pills
  39. Pingback: buy womens viagra
  40. Pingback: cialis daily
  41. Pingback: Viagra 50mg pills
  42. Pingback: Viagra 25mg uk
  43. Pingback: liquid cialis
  44. Pingback: Cialis 20mg online
  45. Pingback: order Cialis 80mg
  46. Pingback: viagra cheap
  47. Pingback: buy cialis online
  48. Pingback: buy Cialis 40mg
  49. Pingback: viagra online
  50. Pingback: lasix 40 mg prices
  51. Pingback: viagra substitute
  52. Pingback: lexapro 10 mg cost
  53. Pingback: viagra price
  54. Pingback: buy allegra 120mg
  55. Pingback: rxtrust pharm
  56. Pingback: arava 10mg nz
  57. Pingback: aricept 5 mg nz
  58. Pingback: order atarax 25 mg
  59. Pingback: online viagra
  60. Pingback: rx trust pharm
  61. Pingback: levitra cialis
  62. Pingback: ceclor 250 mg cost
  63. Pingback: ceftin medication
  64. Pingback: celexa usa
  65. Pingback: claritin prices
  66. Pingback: gambling casino
  67. Pingback: play casino
  68. Pingback: casinos
  69. Pingback: RxTrustPharm
  70. Pingback: online casino usa
  71. Pingback: casino world
  72. Pingback: nj car insurance
  73. Pingback: Pfizer viagra
  74. Pingback: max sex
  75. Pingback: payday lenders
  76. Pingback: viagra boots
  77. Pingback: cbd pure hemp oil
  78. Pingback: viagra plus
  79. Pingback: bill gates cbd oil
  80. Pingback: write essays
  81. Pingback: school assignments
  82. Pingback: buy an essay
  83. Pingback: clomid pills
  84. Pingback: cialis in ireland
  85. Pingback: Order viagra usa
  86. Pingback: coreg 12,5 mg nz
  87. Pingback: cialis
  88. Pingback: coumadin nz
  89. Pingback: cozaar 100mg cost
  90. Pingback: research thesis
  91. Pingback: ddavp online
  92. Pingback: diamox coupon
  93. Pingback: diltiazem tablet
  94. Pingback: doxycycline canada
  95. Pingback: dramamine purchase
  96. Pingback: elavil 25mg coupon
  97. Pingback: erythromycin usa
  98. Pingback: etodolac coupon
  99. Pingback: flomax cost
  100. Pingback: imdur price
  101. Pingback: cialis for sale
  102. Pingback: cialis reviews
  103. Pingback: tadalafil online
  104. Pingback: imitrex otc
  105. Pingback: Source
  106. Pingback: indocin 50 mg uk
  107. Pingback: buy lamisil
  108. Pingback: lopid otc
  109. Pingback: macrobid nz
  110. Pingback: order micardis
  111. Pingback: pharmacy tech
  112. Pingback: canadian cialis
  113. Pingback: mobic 15 mg cheap
  114. Pingback: nortriptyline uk
  115. Pingback: periactin tablet
  116. Pingback: cheap phenergan
  117. Pingback: prilosec for sale
  118. Pingback: pulmicort canada
  119. Pingback: buy pyridium
  120. Pingback: revatio cheap
  121. Pingback: risperdal coupon
  122. Pingback: seroquel prices
  123. Pingback: singulair usa
  124. Pingback: skelaxin prices
  125. Pingback: thorazine nz
  126. Pingback: cheap toprol
  127. Pingback: valtrex 500 mg nz
  128. Pingback: verapamil nz
  129. Pingback: cost of wellbutrin
  130. Pingback: read review
  131. Pingback: click this
  132. Pingback: zocor purchase
  133. Pingback: buy zyvox
  134. Pingback: sildenafil cheap
  135. Pingback: order furosemide
  136. Pingback: pioglitazone otc
  137. Pingback: donepezil online
  138. Pingback: anastrozole nz
  139. Pingback: loratadine pills
  140. Pingback: warfarin generic
  141. Pingback: order divalproex
  142. Pingback: viagra for sale
  143. Pingback: fluconazole coupon
  144. Pingback: oxybutynin 5 mg nz
  145. Pingback: doxycycline tablet
  146. Pingback: isfajgec
  147. Pingback: 141generic2Exare
  148. Pingback: estradiol pharmacy
  149. Pingback: alendronate usa
  150. Pingback: wat is cialis
  151. Pingback: buy nitrofurantoin
  152. Pingback: tijuana viagra
  153. Pingback: order isosorbide
  154. Pingback: viagra real
  155. Pingback: terbinafine cheap
  156. Pingback: amoxicillin 1g
  157. Pingback: ventolin otc
  158. Pingback: order metoprolol
  159. Pingback: acne doxycycline
  160. Pingback: define clomid
  161. Pingback: clomid for women
  162. Pingback: buy cheap essay
  163. Pingback: best dissertation
  164. Pingback: propecia risks
  165. Pingback: metformin 2000 mg
  166. Pingback: paxil ptsd
  167. Pingback: propecia uk
  168. Pingback: motion sickness
  169. Pingback: cure ed
  170. Pingback: cialis 20mg usa
  171. Pingback: 5mg cialis review
  172. Pingback: buy cialis ebay
  173. Pingback: buy 10 mg cialis
  174. Pingback: generic ed pills
  175. Pingback: canadian drugs
  176. Pingback: price of viagra
  177. Pingback: viagra cost
  178. Pingback:
  179. Pingback: shots for ed
  180. Pingback: ed in young men
  181. Pingback: cheap medications
  182. Pingback: medication for ed
  183. Pingback: stromectol usa
  184. Pingback: ivermectin generic
  185. Pingback: ivermectin pills
  186. Pingback: ivermectin nz
  187. Pingback: online drugs
  188. Pingback: viagra from canada
  189. Pingback: cialis 20mg usa
  190. Pingback: viagra in peru
  191. Pingback: buy zithromax
  192. Pingback:
  193. Pingback: stromectol tablets
  194. Pingback: vitamins for ed
  195. Pingback: t stromectol
  196. Pingback: plaquenil cheap
  197. Pingback: priligy ontario
  198. Pingback: sertraline anxiety
  199. Pingback: ivermectin buy nz
  200. Pingback: ivermectin lotion
  201. Pingback: sildenafil coupon
  202. Pingback: vitality ed pills
  203. Pingback: online ed drugs
  204. Pingback: mail order cialis
  205. Pingback: buy cialis
  206. Pingback: cialisglass
  207. Pingback: viagra buy online
  208. Pingback: 1
  209. Pingback: viagra sample
  210. Pingback: viagra generic
  211. Pingback: amoxil 500 mg cost
  212. Pingback: buy clomid
  213. Pingback: price of clomid
  214. Pingback: ivermectin 3
  215. Pingback: doxylin
  216. Pingback: eli lilly cialis
  217. Pingback: ivermectin iv
  218. Pingback: petco ivermectin
  219. Pingback: ivermectin 200mg
  220. Pingback: tadalafil tablet
  221. Pingback: cialis women
  222. Pingback: cialis coupon
  223. Pingback: ed pills
  224. Pingback: viagra pills
  225. Pingback: buying viagra
  226. Pingback: order viagra
  227. Pingback: nolvadex online
  228. Pingback: tamoxifen warning
  229. Pingback: nolvadex generic
  230. Pingback: ivermectin usa
  231. Pingback: buy viagra online
  232. Pingback: viagra history
  233. Pingback: buy viagra
  234. Pingback: stromectol covid
  235. Pingback: stromectol oral
  236. Pingback: amoxicillin price
  237. Pingback: buy amoxicillin
  238. Pingback: buy viagra order
  239. Pingback: neurontin prices
  240. Pingback: generic neurontin
  241. Pingback: quineprox 900
  242. Pingback: pharmacy
  243. Pingback: prednisone 25g
  244. Pingback: 85g prednisone
  245. Pingback: priligy tablets uk
  246. Pingback: avana tablet
  247. Pingback: combivent drug
  248. Pingback: viagra price
  249. Pingback: viagra price
  250. Pingback: ivermectin 50mgml
  251. Pingback: viagra foods
  252. Pingback: valtrex 500 cost
  253. Pingback: brand viagra

Comments are closed.