Metadata
- Author: Timo Dechau
- Full Title:: Sunsetting Product Analytics
- Category:: 🗞️Articles
- Document Tags:: Product analytics,
- URL:: https://substack.timodechau.com/p/sunsetting-product-analytics
- Finished date:: 2024-10-08
Highlights
In that previous post, I mentioned that all the vendors who created and defined the product analytics category were already on their way out. Amplitude was moving towards including marketing analytics capabilities, aiming to become a “customer experience platform”. Mixpanel was following suit. Heap was acquired by ContentSquare, so they’re now a content experience platform. (View Highlight)
Amplitude announced the public availability of their native Snowflake connector, allowing you to run Amplitude directly on your Snowflake data. (View Highlight)
The complexity of product analytics stems mainly from its primary target group: product managers. This group is not inherently averse to data or uninterested in analytics. Rather, their role is so multifaceted and resource-intensive that data analysis often takes a back seat. (View Highlight)
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(see different trends in where classic product analytics vendors are heading. Some are moving towards what they call “customer analytics.” I toyed with this term for a while, thinking it might be the answer. But I’ve come to realize that customer analytics falls into the same trap as product analytics - it’s too granular. (View Highlight)
Financial departments are starting to realize that the metrics they’ve been working with are purely output metrics - things like revenue, which are the result of many preceding factors. While it’s crucial to have an overview of output metrics, they’re not the right level for operationalizing insights. You can’t walk into a room and simply say, “We need to make more revenue.” You need to break it down to an operational level. This is where business analytics is evolving. (View Highlight)
What I’m hoping for is a next generation of business analytics tools based on event data. Why? Working in product analytics, I’ve seen the power of event data structures. (View Highlight)
This is why I’m concerned about what happened to NetSpring, which I’d consider a next-generation business analytics tool. Whether they were too early or something else didn’t work out, I still hope to see other BI tools move in a similar direction. (View Highlight)