Three Product Analytics Tools For Large-Scale Businesses

After going through some trial and error with prototyping, it’s time to start building. To guide the decisionmaking process, product teams rely on product analytics tools for data-driven insights.

Simply put, the days of guessing what will or will not work are a thing of the past. Instead, product teams have access to more data than ever before. In many ways, this is both a gift and a curse – as too much of a good thing can often bog down efficiency and put teams in a never-ending feedback loop.

How do you make sense of all this data? Today, we will review three product analytics tools that give enterprise-level teams the insights and solutions required to produce outstanding products.

 

ADOBE ANALYTICS CLOUD: Full Custom and Control

Adobe Analytics Cloud is a powerful enterprise-level analytics suite with full product analytics capabilities. Accessible analytics makes data understandable and actionable. Furthermore, precise segmentation allows teams to manipulate and drill down into data for the most detailed insight possible. Adobe positions its analytics to not only boost downloads, in-app conversions, and app store ratings but to also increase value for products.

Adobe Analytics Cloud is perfect for the large enterprise with complex tiering structures, diverse sales channels, simultaneous campaigns, and multiple customer touch points. As a company gets more complex, out-of-the-box solutions begin to lose their efficacy and can result in valuable data being trapped. The goal of gathering complexity, and optimizing it for each individual user, is what Adobe Analytics Cloud can accomplish even for the largest enterprises.

 

AMPLITUDE: Power & Versatility

Amplitude helps companies analyze user behavior with an emphasis on understanding why users return to a product. In this regard, Amplitude provides insight into user navigation, most engaging features, and how to improve retention. As a leading edge solution, Amplitude offers real-time analytics, cross-platform tracking, powerful behavioral analytics, enterprise-level security, and customer support. It’s the tool that analyzes data to get inside the head of users at scale and then returns information to improve each successive product iteration.

The Amplitude approach to product analytics focuses on behavioral analytics. It’s a way of reaching deep into the user psyche to fully optimize products. The largest entities can rely on fully scalable parameters such as accurate dynamic behavioral sampling and customized sampling rates. In addition, users can access whitelisted subpopulations and run real-time queries (even on billions of interactions). Other benefits for large stage companies include:

  • Visualize engagement and retention in real time.
  • Segment active users by lifecycle stage.
  • Categorize users based on actions taken.
  • View new release data and track impact.

GOOGLE 360: The Complete Suite

Google Analytics gives companies the ability to peer into products, their users, and associated digital marketing efforts. The free version of Google Analytics has a 10 million data hit per month limit. On the other hand, Google 360 (paid license), is essentially unlimited. Furthermore, instead of only 20 Custom Dimensions and Custom Metrics, you get 200 each. All this allows for a huge advance in tracking data in both quantity and quality.

For the large company, in-house technical resources are either fully developed or you have strategic partnerships with third-party providers. In either case, your product analytics must be sophisticated enough to match the wide range and depth of parameters you seek to measure. Undoubtedly, Google 360 will not hold back the large enterprise from exploring its product universe.

 

At mParticle, we have seen the impact that these product analytics tools make in enhancing finished product builds. From taking a comprehensive look at use cases to unpacking new insights, these three tools represent complete solutions to guide a critical stage of the product lifecycle. Simply put, product teams are only as effective as the data that they have to make decisions. Combined with qualitative input from customers, the utilization of product analytics will ensure that your product hits the mark with every customer.

 

Learn more about our Inaugural Product Awards Show here.

About the speaker
David Spitz mParticle, Chief Marketing Officer Member

David Spitz is the Chief Marketing Officer at mParticle - leading the company's Product Marketing, Demand Generation, Branding, Communications, and Sales Development teams. Prior to joining mParticle, David led the digital strategy team at WPP and worked at Deloitte as a consultant. David holds an MBA from Columbia University and currently lives in New York City.