Today we’re excited to share our September Datamonster of the Month story.
The Amplitude Datamonster of the Month series is our way of spotlighting product and growth experts who have made data a central part of their success. Through their stories, we hope to empower other industry professionals with proven analytics strategies and advice for leveraging analytics across their organizations.
We select our Datamonsters based on the impact they have at their respective companies. This ranges from how these individuals enable their entire organization to be data-informed to how they leverage analytics to make meaningful product and marketing decisions.
This month I sat down with our September Datamonster Siqi Chen, Sr. Director of Product at Postmates.
It’s been just about a month since I started here at Amplitude and I’m well on my way to becoming an analytics expert.
(Okay, that might be a bit of an exaggeration. But I am learning a lot!)
Integrating Amplitude into your app can give you insights into how users are interacting with your app and what features are driving your retention. Various open source SDKs are available depending on your app, but first let’s go through some of the important customizations you’ll need to make.
If you already know all about how Amplitude tracks events, users, and sessions, then scroll down to the end to start the installation. If not, read on!
You can track a ton of data on how your users interact with your app: how often they come back, what time of day they’re most active, what characteristics make someone more likely to become an active user. But the end-goal is to know not how often your users are active but how they feel and what they want from your app.
Nothing is more important than these two factors:
- Emotion: Does your app reward its users? Does it make people feel good, or does it bore them? Fundamental to building habitual usage is understanding how to trigger user action, and you do that by tapping into their emotions. Looking at users who are already hooked is the best way to understand how.
- Intent: What are people trying to do with your app? There’s only one way for an app to succeed—it must bring people to something they want faster, more efficiently, more affordably, or simply better than they could before. Understand where people want to go and you can better optimize your machine to take them there.
When you understand the real root cause of a habit—both from a practical (the job-to-be-done) and psychological standpoint—then it becomes possible to break it—or bring that value to an exponential number of new users.
Understanding the emotion and intent of your users sounds like a lofty, mythical aim, but it’s really nothing more than a step-by-step process.
AAPL stock surging up. iOS 10 bricking early adopters’ phones. “Courage.”
There’s really nothing like September in Silicon Valley. This is Apple’s time, and this year they did not disappoint.
But rather than go over the lack of headphone port for the millionth time, let’s take a dive into the new software layer that Apple put out for iPhone users this month (did you forget?).
With iOS 10, Apple has made some subtle, divisive—maybe underappreciated—changes. And in the right light it looks like a preview of a very different future.
This article is a preview from our upcoming Retention Playbook. Retention is the one metric that matters for sustainable growth. The Retention Playbook is a comprehensive guide to understanding user retention that provides a novel framework for analyzing retention at every stage of the user journey. You can find other excerpts from the Playbook here.
The retention metric quantifies how many users return to your application over time; it’s the one metric that matters for sustainable growth of your business.
As Zachary Kinloch, Head of Growth at DoorDash, puts it, “Until you have a strong retention product, there’s no point in focusing elsewhere.”
But it’s important to measure your retention metrics in a way that makes sense for your product. Users are returning to your app, great–but are they getting to the core value that your app offers? Are they doing something meaningful? Or are the majority of your “retained” users simply opening up your app and doing nothing?
If you count users as retained simply because they opened up the app or logged in, you’re not getting any meaningful insight into your product usage.
To make your retention metric meaningful, you first have to understand the concept of a critical event.