How HSE Cuts 90% of Requests & Increases Registration Completion Rates by 15%

As HSE’s digital business scaled, so did the complexity of customer journeys and the need for fast, reliable insights across teams. Product, marketing, and mobile teams required greater visibility into funnel performance, add-to-basket behavior, campaign impact, and cross-channel engagement to support confident decision-making in a dynamic live and social commerce environment.

At the time, HSE relied primarily on , which offered limited flexibility for the kind of behavioral and cross-platform analysis the organization increasingly required. As customers frequently moved between live shows, the website, and the app, teams needed a more adaptable analytics foundation to understand behavior end to end.

As a result, many analytical questions were routed through Customer Intelligence (CI) team, limiting how quickly insights could be translated into action across the organization.

“Our goal was to move from a centralized reporting function to enabling teams to work with data independently,” Austin said. “We wanted to empower people to explore insights on their own, so our team could focus on more complex, high-impact questions.”

Experimentation was also difficult to scale. While teams regularly tested new products and features, connecting test results to meaningful behavioral outcomes across channels was time-consuming. This made it harder for product managers to confidently prioritize improvements in fast-moving live and social commerce environments.

“We ran analyses, but it was often hard to walk away with clear direction,” said Product Management Team Lead . “We needed faster clarity on what was actually working.”

If HSE was going to continue growing new customer segments while keeping loyal audiences engaged, the company needed a more flexible and scalable approach to analytics.

With Amplitude, HSE introduced a designed for scale. Teams gained the ability to adapt event structures quickly, explore customer behavior independently, and react faster to changes across live, mobile, and web experiences.

HSE began exporting all Amplitude data to and ingesting it into its , where it is enriched with additional business data such as ad spend and segmentation. This integrated setup provides teams with a comprehensive view of digital behavior and supports consistent analysis across dashboards and models.

What began as a replacement for legacy tooling quickly evolved into a company-wide decision layer.

Today, Amplitude has become a central part of HSE’s insights operations. Teams now answer many of their own questions, exploring , building , and tracking independently. Metrics are even reviewed live during strategy meetings—enabling faster alignment and more informed discussions.

Austin estimates that approximately 90% of previous data requests are now handled via self-service.

“This frees up time for my team to focus on deeper, more complex data challenges,” she said. “We can spend more time on work that truly moves the business forward.”

Amplitude also helps teams track the KPIs that matter most across different business areas. In ecommerce, this includes revenue performance, marketing efficiency, and traffic-to-order ratios. In social commerce, teams focus on return rates to live streams, conversion metrics, and host performance. This clarity enables faster iteration and more targeted content strategies.

Product managers are among HSE’s most active Amplitude users. The platform enables them to analyze customer behavior independently and prioritize improvements with confidence.

“They’re constantly in Amplitude trying to understand customer pain points, identify optimization opportunities across app and web, and assess feature performance,” Austin said. “Amplitude helps them make informed decisions without needing constant support.”

further streamlined this process by allowing teams to launch experiments, adjust rollouts, and measure results in one place.

Product Manager shared a recent example:

“We updated customer account registration and reviewed the before-and-after results in Amplitude. Registration completion improved by around 15%. Instead of waiting days for analysis, we had instant clarity that the change was working.”

HSE views Amplitude as a collaborative partner in its analytics journey.

“Amplitude genuinely values feedback,” Austin said. “They proactively engage with customers and industry peers to understand challenges and identify opportunities to improve. That collaborative mindset has made a real difference for us.”

Teams across the organization now use Amplitude to close the loop between insight and action. Product teams leverage capabilities to tailor experiences for social commerce audiences. Marketing teams connect campaign activity directly to sessions and revenue impact. Mobile teams rely on alerts to identify technical issues early.

For example, , Mobile Apps Team Lead, shared an instance when an automated alert flagged an unusual spike in logins. Thanks to this alert, he and his team discovered that an update had accidentally logged out users—something that could easily have gone undetected otherwise.

Today, data has become a shared foundation for decision-making across HSE. Teams align around the same metrics, experiments inform strategic priorities, and insights translate more quickly into action.

“Amplitude has contributed to our growth initiatives,” Austin said. “The biggest return on investment has been enabling our teams through data while saving time and resources across the organization.”

Across HSE, teams now align around shared metrics and a common understanding of performance.

“We’re building a culture where decisions are guided by evidence,” Austin added. “That shift allows us to move faster, work smarter, and support sustainable growth across the business.”