Getting Started: Building a Culture of Data Collaboration & Making Data Work Together

Amplitude isn’t just for data people—it’s a platform any team can use for better teamwork. Insights are only powerful when everyone can see them, interpret them, discuss them, and act on them. Otherwise, they may get stuck in siloes or just sit in dashboards that no one checks.

Here’s a scenario you may be familiar with: marketing launches a campaign to re-engage inactive users. Meanwhile, product tweaks onboarding to improve activation. Both teams are working hard—but neither knows what the other is doing. So, it results in missed signals, duplicated effort, and unclear impact.

In this post, I’ll cover three steps to break those silos and build shared context across every team: aligning on metrics, sharing insights where people work, and finding cross-functional wins.

Get everyone aligned on shared metrics

Before you can collaborate on data, you have to agree on what success looks like. That means getting everyone—product, marketing, design, leadership—on the same page about definitions and goals.

Take the “activation” goal that product and marketing are both going after in our example. If one team defines it as “completing onboarding” and another defines it as “making a first purchase,” your metrics will never match. You’ll spend more time debating the numbers than improving them.

Here’s how to keep everyone aligned:

• Define key metrics together: Set shared definitions for goals like activation, retention, or engagement.
• Document those definitions: Add them to your dashboards, notebooks, and taxonomies so new teammates understand them right away.
• Revisit regularly: As your product evolves, so should your definitions. Make this part of your quarterly planning.

When your teams speak the same language about metrics, collaboration feels less like translation and more like teamwork.

Make insights visible

Even the best analysis doesn’t make an impact if no one sees it. That’s why visibility matters as much as accuracy.

Amplitude notebooks bring data, charts, and context together in one place—so you can tell the story behind your insights, not just display the numbers. And with Slack integration, you can share those stories directly where teams are already communicating.

Instead of a spreadsheet buried in Drive, imagine sharing your chart in Slack and showing your activation breakdown in one transparent place.

In thinking of our activation example above, more visible insights empower marketing to re-engage users and product to refine onboarding—both teams seeing the same story unfold and acting on it in real time.

To get started:

• Use notebooks to combine charts, notes, and context into a single narrative.
• Post your notebook link in Slack or add automated alerts for key metric changes.
• Encourage reactions, questions, and follow-ups directly in the thread—keep the conversation with the data, not around it.

Visibility turns data into dialogue.

Build cross-functional use cases

When product and marketing teams work together, they don’t just share insights—they multiply impact.

At this point in our activation workflow example, marketing is running a re-engagement campaign while product is cleaning up onboarding. Viewed separately, each project looks like a siloed win. But viewed together, they tell a bigger story about activation.

Amplitude helps teams see those connections in one place, so you can:

• Identify shared goals across teams (like improving trial-to-paid conversion).
• Run faster, coordinated tests using the same datasets and dashboards.
• Uncover compound effects (e.g., how onboarding changes amplify campaign results).

Collaboration improves outcomes and creates momentum. Teams learn from each other’s experiments and make smarter, faster decisions together.

Build better habits, not just dashboards

Data collaboration isn’t a one-time setup; it’s a habit. By defining shared metrics, making insights visible, and connecting cross-team efforts, you turn data from a reporting function into a shared language.

Amplitude gives you the tools to make that collaboration seamless—from notebooks and integrations to governance and alerts.