Experience Amplify 2019

At Amplify 2019, we brought together the largest group of product and growth experts in the world. Nearly 2,000 participants heard from today’s brightest product minds. Now, you get to relive the experience with this collection of speaker videos, slides, and key takeaways.

First up, On the Product-Led Era with Amplitude CEO & Co-founder, Spenser Skates.

On the Product-Led Era: Amplitude CEO & Co-Founder Spenser Skates

We are the pioneers in today’s product-led era. In his inspiring talk at Amplify, Amplitude CEO and Co-founder Spenser Skates explains how teams can use product intelligence to eliminate friction in the user experience, learn faster, and delight customers.

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Top 3 Takeaways

  1. Intuition is not enough.
  2. There is often an execution gap between our vision and product.
  3. We now live in a product-led era; many fortune 500 companies are focusing on digital products for their future.

Using Product Intelligence for Deeper User Insights: Amplitude VP of Product Justin Bauer

Amplitude’s VP of Product Justin Bauer explains why neither intuition nor blackbox analytics tools is sufficient for building a customer-centric product.

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Using real-world examples from Amplitude customer Intuit, Justin breaks down how to use product intelligence to craft a personalized user experience as well as how to connect cross-functional teams through more accessible data.

“Every team sees a very small slice of the overall experience. We end up delivering a disconnected experience to our customers.”
—Justin Bauer, VP of Product at Amplitude

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For Justin’s presentation, see slides 1-36.

Top 3 Takeaways

  1. The best product experience wins, but there is no silver bullet to building a great product experience.
  2. The execution gap is created by silos. These can be data silos, team-based silos, and context silos. This creates poor experiences for users because behavioral context does not flow through your stack.
  3. The solution to bridging the execution gap is product intelligence. This consists of data governance, product analytics, and automated personalization.

The Link Between Product Intelligence and Product Experience: Amplitude EVP of Engineering Shadi Rostami

Our very own EVP of Engineering Shadi Rostami bridges the connection between product intelligence and product experience.

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Looking to Rappi as an example, Shadi explains why product teams will only be able to truly understand users if they can access behavioral data. Watch Shadi’s talk to learn how product intelligence presents a win-win by giving teams access to deeper user insights that open the door to a better product experience for customers.

“No company likes to blast users with emails and push notifications because they think it’s fun. They do it because that’s all the data they have. The tool that they are using lacks behavioral context.”
—Shadi Rostami, EVP of Engineering at Amplitude

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For Shadi’s presentation, see slides 37-59.

Top 3 Takeaways

  1. Push your behavioral context to your entire stack.
  2. Use product intelligence to build experiences for growth.
  3. Amplitude Engage allows you to power targeted campaigns. Our integration takes care of automatically calculating the cohorts on the fly and pushing to the destination. The most important step is that you can actually measure the impact and you can close the loop.

How to Maximize Marketing Impact with Creativity and Data: Marcelo Pascoa and Elie Javice from Burger King

If you’re looking for creative inspiration for your next growth marketing campaign, Elie Javice and Marcelo Pascoa’s talk at Amplify is a good place to start. After launching their brilliant Whopper Detour campaign, Burger King successfully drove 1.5 million app downloads.

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Burger King couples creativity with data to get the most out of their marketing efforts. As Elie explains, “We use the north star metric all across the team to drive growth. This focus gives us the framework to work on the same things together.”

“It is important for us as a brand to think about experiences that our guests are going to have with the Burger King brand that will establish a truly meaningful connection.”
—Marcelo Pascoa, Global Head of Marketing at Burger King

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Top 3 Takeaways

  1. Creativity + Data = Brand Love
  2. You can’t achieve brand love without product love.
  3. Giving people access to data is often more important than the data itself.

Happy to Help: Merci Grace from Lightspeed Ventures

Merci Grace, Partner at Lightspeed Ventures, explains how—and why—everyone in product needs to adopt a service-first mindset. “I was taught to be helpful,” Merci says in her talk at Amplify. “If you can help someone, you do.”

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In the product world, being happy to help makes it easier to tune into what your customers are saying. Using customer feedback, you can channel your efforts to identify high-impact product decisions that drive user delight.

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Top 3 Takeaways

  1. Everyone is responsible for helping and listening to customers.
  2. Have a service-first mindset. Learn to be of service by understanding how to observe people and learn to listen by using tactical empathy to understand other people.
  3. Product intuition is the ability to anticipate the needs of your clients.

Be a Great Product Leader: Adam Nash from Dropbox

Product leaders who focus too heavily on business growth (such as revenue metrics) risk making decisions that tarnish customer relationships.

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The better bet is to take a holistic look at the data and think about the whole product: Who are your users? Who are your non-users? How can you rally the diverse strengths of your cross-functional team to build a great product? Adam Nash, Dropbox VP of Product & Growth, explores why the best product leaders focus on user perspectives.

The power of product is the power to frame the discussion/problem. How you frame the problem will lead a team in the right direction.
—Adam Nash

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Top 3 Takeaways

  1. Know your superpower: Product has the power to frame the discussion. Design has the power to visualize possible choices. Engineers have the power to define what is possible.
  2. There are two ways to boost engagement: Lower friction or increase desire.
  3. Customer requests rarely move the metrics or delight people. Delight features rarely move metrics and by definition, are not requested. Great products, however, combine requests, metrics, and features.

Building a Successful B2B Paid Growth Marketing Program: Lisa Sullivan-Cross from Pinterest

In her Amplify 2019 talk, Pinterest Head of Growth Lisa Sullivan-Cross breaks down the key metrics that should funnel in—and out of—a B2B paid growth marketing campaign.

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Sullivan-Cross, who was formerly Head of Growth at Pandora, explains how to use prospecting, retargeting, and resurrection in marketing campaigns. Specifically, she points to customer insights as the key that unlocks fast and informed decision-making.

The more you can automate your growth framework and process, the more you can iterate to increase your campaign efficiency.
—Lisa Sullivan-Cross, Pinterest Head of Growth

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Top 3 Takeaways

  1. To build a successful growth marketing campaign, diversify channels by building a multi-touch attribution system.
  2. Get people in the system, but focus your marketing and product efforts to get them to perform an action. Once they are in the system, push to get them into retention or engagement loops.
  3. The laser focus on data-driven marketing tends to take away from putting the customer first. You should always put the customer first.

On Change: Siqi Chen from Sandbox VR

Change is a complex issue for any team to navigate. Siqi Chen, President and Chief Product Officer at Sandbox VR, connects the dots between change, social capital, and empathy.

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Reflecting on his experience as Postmates’ VP of Growth, Chen offers his top advice for gaining influence and catalyzing change within your team and in a wider organizational context.

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Top 3 Takeaways

  1. Change is contingent on influence. The ability to influence is greatly tied to how helpful you are. As a growth team, it’s imperative to see yourself as a service to other teams.
  2. If you want to drive change, you have to use the right language. Never underestimate the power of language. You can use new words or change them.
  3. As a growth team, never block, always help. Enable others to understand the outcomes of executing your opinions.

Human Experience Design: James Buckhouse from Sequoia Design Labs

James Buckhouse is a master storyteller. He kicked off his career while working on some of the biggest franchises in entertainment including Shrek, Madagascar, and The Matrix trilogies.

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Buckhouse’s 2019 Amplify talk focuses on how to holistically consider quantitative user insights and creative opportunities to design a human-centric product experience.

There’s no Leonardo the artist without Leonardo the inventor, the architect, the scientist, all of these together.
—James Buckhouse

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Top 3 Takeaways

  1. You’ll know what you want to design once you know what human experience you want to encourage.
  2. You have to be both an artist and an inventor to create great experiences.
  3. The very best experiences win. You need data, you need to understand your customers, but you also need something else: A story.