The Amplitude Guide to Product Intelligence

New to product intelligence? Here's your high-level guide to understanding what product intelligence means, where it comes from, and how it impacts your business.

Customer Experience Comes First

Digital teams use product intelligence to deliver experiences that continuously engage, delight, and foster loyalty throughout the customer journey.

The Foundation of Product Intelligence is These 3 Capabilities:


Real-time analytics to monitor, drill-in and explore user behavior and cross-platform digital journeys

Customer Data Management

Data pipelines that are comprehensive, yet self-service with tools to govern data and accessibility

Behavioral Targeting & Experimentation

Integration to other tools to power personalized digital experiences and analyze results instantly

Product Intelligence Represents a Cultural Shift in How Teams Think

When teams operate with product intelligence, they have direct access to customer insights. They are trained in data literacy, and are empowered to run experiments that yield valuable insights.

The difference between product analytics and product intelligence is product analytics is the raw data just presented to you, and product intelligence is the insight and the data mixed together into a story.

Henry VasquezSenior Product Manager, Cornerstone

How Are Product Intelligence and Business Intelligence Tools Different?

Who uses them

Product intelligence tools are collaborative, and designed to democratize data access across the company. Business intelligence tools are typically used only by the analyst or executive team.

What they analyze

Teams use product intelligence to analyze user behavior data and experiment with ways to build the best digital experience (across all stages of the customer journey). BI tools assess company business data.

How they streamline work

Product intelligence tools integrate into the product so that teams can gather insights and use them to drive action. BI tools are essentially dashboards. They gather data, but they don’t sync with the product to personalize experiences.

Core Benefits and Use Cases of Product Intelligence

Teams use product intelligence to accelerate product decisions and actions that drive growth.

Understand Your Users

Democratize insights about how customers experience your digital products.

Increase Lifetime Value and Retention

Optimize user paths and personalize experiences to drive to engagement, conversion, and loyalty.

Improve the Product Experience

Empower teams to ship faster, measure impact, and visualize user journeys.