How Amplitude Uses Amplitude to Build Data-Informed Growth Strategies

Learn how Amplitude's head of growth marketing uses the Amplitude platform to cut through the noise, align her team, and build scalable growth strategies.

May 2, 2024
Image of Franciska Dethlefsen
Franciska Dethlefsen
Head of Growth Marketing
Amplitude on Amplitude for Growth Marketers with concentric circles

This post is part one of a four-part Amplitude on Amplitude for Growth Marketers blog series.

In today’s fast-paced market, most growth teams feel like they’re working even harder to meet constantly increasing targets. With many shifting priorities, staying focused on the most important goals becomes essential to drive meaningful growth.

As head of growth marketing at Amplitude, I use the Amplitude platform to focus my team on acquisition, retention, and monetization. The platform serves as a central hub for monitoring our progress against key metrics, keeping everyone aligned with the big picture and actions that will move the needle. In this post, I’ll share areas where Amplitude helps us succeed.

Key takeaways
  • We use Amplitude to direct our focus toward essential product and growth metrics.
  • The Amplitude platform empowers my team to be data analysts: We can diagnose the reason for any dips in conversion and take action quickly.
  • Amplitude gives us insights across the full customer journey to develop effective acquisition, retention, and monetization strategies.

Staying focused on what’s important

Amplitude serves as a growth hub that unites my team and helps us work in the same direction. We can quickly use custom dashboards to measure our key performance indicators (KPIs) across the customer journey and assess the business’s overall health.

Digital marketing dashboard in Amplitude

Create custom dashboards in Amplitude based on the metrics that matter most to you. Try it yourself in our self-serve demo, or get started with your company’s data for free.

Data democratization

If our metrics aren’t where we expect, we can easily run ad hoc analyses or consult historical dashboards to investigate what’s causing the problem and ideate solutions.

In past companies, this process would involve making requests to an analyst or a data team, waiting until they review my request, then waiting for my data to get pulled. With Amplitude, everyone gets to be an analyst—we can all pull the insights we need to take action and solve problems quickly.

For example, if we notice our self-service purchases dip one week, we can use Amplitude to see our top conversion paths and identify which is down. From there, we might experiment with the UX to make that conversion path more appealing.

Cross-team collaboration

Effective growth marketing hinges on successful cross-functional collaboration. Collaborating without shared metrics and data is challenging when teams have different priorities and opinions about the best course of action. At Amplitude, we’re goaled on the same metrics—and they all live in the Amplitude platform. This creates alignment across teams, making it easier to work together and improve shared goals using the same data.

Data analysis is a skill that takes time. The collaborative features in Amplitude, such as dashboards and notebooks, enable us to distribute our analyses among colleagues. Getting feedback on insights helps ensure we’re all on the same page about what we’re seeing.

Understanding the end-to-end customer journey

Amplitude combines product and web analytics into a single platform. As a result, we can understand the entire customer journey without switching tools or untangling disjointed data.

Historically, marketers prioritized lead generation, but today’s product-led teams also care about their product trial,demo or free plan. It’s important for marketers to have visibility into how people are activating and using their products so they can drive more free-to-paid conversions. Amplitude gives us that full funnel picture—from the moment someone first lands on our website to when they expand their usage and become a loyal customer.

Amplitude also offers a more holistic view of the customer experience because we can easily combine qualitative and quantitative data. Let’s return to our self-service purchase example: After discovering underperforming conversion paths, we can use Session Replay to see what individual users are doing and how that affects conversions. This replay could help us identify a broken flow where users experience friction or get stuck.

Thanks to Amplitude’s identity resolution capabilities, we can understand the customer journey across devices, regardless of whether the user is logged in or not.

Session Replay in Amplitude

Amplitude Session Replay enables you to see exactly how users behave in your product.

Crafting long-term growth strategies

Beyond monitoring day-to-day product health, Amplitude helps us develop long-term strategies for success.

Increasing monetization opportunities

When building our quarterly monetization roadmap, we use Amplitude to analyze our top conversion paths and understand what features users engage with and convert from.

We also examine the features people regularly use once they convert to a paid plan to see where they find value in the product. Using these insights, we can make data-informed decisions about what to prioritize, such as driving traffic to specific pages or improving the visibility of certain features.

Customer behavior is constantly changing. With Amplitude, we can monitor trends and update our approach when necessary.

Driving product engagement and retention

Growth marketing is about more than sign-ups and conversions. We also use Amplitude to keep customers engaged over time.

For example, some customers only use a handful of Amplitude’s features. Those features are valuable to them, but our analysis shows they’ll find more value and turn into long-term customers if they explore advanced charts and insights.

We use Amplitude to identify customers who stick to the basic features, then design programs encouraging them to adopt additional features and deepen their platform use. We educate them about different analyses they could run and find ways to create habits with Amplitude that help them in their work.

Another example is if customer engagement with Amplitude drops, we can run lifecycle campaigns to get customers back into the product. The Amplitude platform helps us identify which customers we need to target so we can build campaigns tailored to them. These campaigns might look like:

  • Flows in the product to encourage specific behaviors or surface new features
  • Email sequences with messaging customized for each persona
  • Training sessions to help customers level up their skills and get more out of Amplitude

Build your growth engine with Amplitude

As a growth marketing leader, it’s crucial for my team to access trusted, self-service data in one place. With Amplitude, we can quickly find the insights we need to create programs designed to drive product growth at scale.

Are you a growth marketer looking to boost conversions and help customers get maximum value from your product? Get started with a free Amplitude account, or learn how Amplitude supports growth marketers.

About the Author
Franciska is the Head of Growth Marketing at Amplitude where she leads the charge on user acquisition and PLG strategy and execution. Prior to that, she was Head of Growth at Iteratively (acquired by Amplitude) and before that Franciska built out the marketing function at Snowplow Analytics.