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RESEARCH, ANALYSIS & TRENDS

Product Analytics has overtaken legacy

marketing analytics to measure digital

customer experiences

Amplitude just released the survey report to anticipate their expectations. This deep understand-
"Making the Leap to a Digital-First Enterprise" ing of customers requires real-time insight and data-
that shows the shift in how digital business driven agility that goes beyond the traditional measure-
leaders are measuring the impact of digital ment systems. Tracking website visitors, demographic
experiences in the new era and how businesses data, net promoter score (NPS), and baseline dash-
could thoughtfully transition to digital-first. board metrics no longer suffice as complete and holistic
indicators of customer preferences and behaviors. Re-
With Harvard Business Review Analytic Services, Am- lying on centralized systems, IT teams, and static cus-
plitude examined how companies can meet their data tomer surveys creates bottlenecks and data silos, and
challenges, gain a competitive advantage, and improve detaches the teams creating the customer experience
customer engagement in an era of digitization. The re- from powerful customer insights. Digital customers are
port includes insights from 295 global business execu- savvy, dynamic, and fluid. Businesses need new strate-
tives at companies ranging in size from hundreds to gies and systems that enable them to keep pace,” Jen-
tens of thousands of employees, across a variety of key nifer Johnson, Chief Strategy and Marketing Officer,
industries. Amplitude, explains in the report’s introduction.

“Embracing a true digital-first mindset is more than set- In a nutshell, the report uncovered five new pillars criti-
ting an intention and relies on a business bringing cal to laying the foundation for digital business success
teams closer to the edge between their digital products in the new digital-first era, including:
and their customers to meet them where they are, and

8 July 2022: Search Marketing