Amplitude Marketing Space preview with PM Michelle Lee
Join Michelle Lee, Product Manager, and several members of the Amplitude team for a sneak peek into the new Marketing Space feature as it goes into closed beta.
“We really wanted to bridge product and marketing analytics, and unify tracked metrics in one space.”
A dedicated space for key marketing metrics
This brand-new feature is a dedicated space for key marketing metrics, including acquisition, engagement, and conversions. Its primary function is to serve as the bridge between marketing and product analytics.
Feedback from current users was what sparked its creation. Although the main product had many of the same capabilities as this new function, they were spread across the product. We wanted to unify tracked metrics to reduce the learning curve for marketers using Amplitude and make it easy to use with out-of-the-box insights.
Exploring the Marketing Space
The primary target users for the Marketing Space include web, digital, and growth teams, but the platform is open to all Amplitude customers.
You can find the Marketing Space from your Amplitude platform by selecting the Spaces dropdown box in the top toolbar and clicking on Marketing Space in the list.
The left-hand navigation lets users browse through the Traffic by Channel, Traffic by Campaign, Page Engagement, and Conversion categories.
A snapshot of the main view screen shows KPIs with time series views on the top and the data table view below. These have each been combined into one singular view to streamline the analysis within Amplitude.
The metrics shown include Bounce Rate, Session Totals, Avg Session Duration, Sessions Per User, New Users, and Trial Starts. You can get a quick insight into each by hovering your mouse to see how the metrics are calculated.
Setting up the platform
The platform performs best when used with the browser SDK and attribution plugin. Users with custom taxonomy simply need to do a one-time setup process, which can be completed through settings.
You’ll be asked to input your Page View Event, where you can add filters to examine specific domains. For example, if you have a portfolio of products you can filter to sessions or page views for each site, too.
There’s also a Breakdown tab, where you can input how you want to define your channels, campaigns, and page properties. This is where you can really drill down into sections and slice the data in different ways.
The Conversion Funnel can be used to define the interests of your app or site's ideal goal. Finally, there’s the Goals section, which defines and selects each section.
Once set-up is complete, your insights will be tailored and displayed on your main page. You can explore the number of visitors to your site, session totals, and various traffic values for campaigns. Page Engagement involves different metrics, including entry and exit points data. This enables you to view how users enter your site so you can determine where to place your marketing efforts best.
The data pulled into the Marketing Space also makes it easy to do nested drill-downs. This takes the assessment of filtered groups one step further. For example, if you’re interested in the performance of a specific campaign, you can select the one you’re curious about and view the specific value.
Default channels
The Marketing Space makes use of Amplitude’s channel identifiers functionality.
Users can leverage a custom channel classifier defined within the data. However, the platform also introduces the concept of default channels. With default channels you don’t need to set up a classifier before exploring within the Marketing Space. All the necessary data will be automatically pulled through for you.
The great thing about the Marketing Space is it provides customers with a set of marketing-specific reports out of the box that teams can use. It then opens up the ability to customize them and to drill down into the details you’re most interested in.
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