119: Adam Greco: The Future of event-based web analytics

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What’s up everyone, today we have the pleasure of sitting down with Adam Greco, Field CTO / Product Evangelist at Amplitude.

Summary: Adam is a leading voice in digital analytics and he unpacks event-based analytics and how it’s transformed how marketers interact with data. Data tools are complicating the martech landscape with overlapping functionality and confusing terminology so Adam breaks down the nuanced difference between product analytics, customer data infrastructure and ETL. Adam also walks us through how his team combines marketing, product, and experience analytics getting a fuller view that informs smarter, more effective strategies. We also cover the shift to interactive dashboards as well as warehouse native martech and what it means for marketers. Marketers need to work closely with data teams to ensure these new tools are practical without being overwhelmingly complex, allowing them to lead confidently in their industries.

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About Adam

Adam Greco Humans of Martech
  • Adam is one of the leading voices in digital analytics
  • He’s managed marketing and customer success teams at enterprise companies and consulting firms
  • He’s been Senior Director of Marketing and Analytics at Salesforce 
  • He spent nearly a decade as a Senior Partner at one of the best-known analytics consultancies in Analytics Demystified where he’s advised hundreds of organizations on analytics best practices
  • He’s been a Board Advisor at various well-known startups, analytics associations, capital funds and universities 
  • He’s authored over 300 blogs and one book related to analytics
  • He’s a frequent speaker at big-name analytics conferences
  • Today he’s Field CTO at Amplitude, where he focuses on providing content, education, and strategic advice on how to build better products

Understanding Event Based Analytics

Adam unpacks the shift towards event-based analytics, a concept that may seem confusing to those accustomed to traditional digital analytics. He explains that back when the internet was simpler and mostly about websites, tracking was straightforward: look at pageviews and sessions and hope for conversions. But as technology evolved—think smartphones and apps—the old methods became less effective.

This transition to event-based analytics is akin to an archaeological dig, where instead of merely scanning the surface for artifacts, analysts meticulously excavate, uncovering layers to reveal hidden patterns and deeper insights into user behavior. Just as each layer at an archaeological site tells a more detailed story of the past, each event in this new analytic framework provides a richer, more granular view of the digital landscape.

Mobile apps changed the game. Interactions on these platforms are brief and frequent, shifting the focus from long sessions to brief, meaningful interactions, each marked as an event. Adam points out that his company, Amplitude, was at the forefront of adopting this approach, realizing that tracking every tap and swipe gave a clearer picture of user engagement than the traditional methods.

As both websites and apps became integral to user experience, the analytics field faced a choice: stick with the old or adapt to the new. The answer was overwhelmingly in favor of event-based analytics. Major players like Google and Adobe redefined sessions as just another event, creating a unified model that could track interactions across platforms, be they digital or physical, like visiting a store or calling customer support.

This evolution means marketers can now see a fuller, more dynamic view of how users engage across different platforms. Understanding that a session is a collection of events, rather than a fixed time slot, offers a richer, more nuanced understanding of user behavior.

Key takeaway: Embracing event-based analytics allows marketers to capture the full spectrum of customer interactions, offering a granular view that is vital for crafting targeted, effective marketing strategies. This approach not only keeps pace with the evolving tech landscape but also provides the insights needed to enhance customer engagement and satisfaction.

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Product Analytics vs Customer Data Infrastructure vs ETL

Adam explains the evolving landscape of martech tools, focusing on how they intersect and differ, simplifying a topic that can be quite bewildering for even experienced marketers. Initially, the task for marketers was to employ simple tools provided by companies like Google or Adobe, which handled data collection via embedded codes on websites or apps.

These tools offered convenience but at the cost of flexibility and depth in data manipulation. As the field has advanced, the approach to collecting data has become more selective and nuanced, much like a farmer harvesting ripe fruit from different trees. Marketers now have the ability to pick and choose which data events are most relevant from the vast orchards of information available, ensuring that every piece of collected data, like each selected fruit, adds value to their insights and strategies.

With the advent of more specialized tools, the dynamics changed. Customer Data Infrastructure (CDI) tools like Jitsu, MetaRouter, and Rudderstack focus mainly on collecting first-party data from apps and websites, pushing this information directly into data warehouses. They don’t delve into analytics but excel at gathering clean, structured data.

On the other hand, Extract, Transform, Load (ETL) tools such as Airbyte and Fivetran specialize in integrating data from various third-party tools into a central warehouse. They transform the data during this process to ensure it fits well within the existing structures and schemas of a company’s database, enhancing the data’s utility for comprehensive analysis.

Customer Data Platforms (CDP) like mParticle and Segment represent a more holistic approach, incorporating features of both CDI and ETL. They not only aggregate and organize data but also enrich it, providing a robust platform that supports marketing automation and personalized customer experiences based on the unified data they help curate.

Adam highlights that while CDI, CDP, and ETL tools are vital for data orchestration, they often lack robust analytical capabilities. This is where Product Analytics tools like Amplitude step in. Amplitude starts with some features of CDI but integrates extensive analytics and visualization capabilities, allowing marketers to not only collect and see their data but also to derive meaningful insights and build complex reports directly.

Adam also emphasizes the importance of flexibility in Amplitude’s approach to integrating with the broader martech ecosystem. Despite the overlap with features typically found in CDIs, Amplitude continuously expands its capabilities to better meet the needs of its users. Central to its philosophy is maintaining an open system. Unlike some platforms that might restrict interoperability with competitors’ tools, Amplitude encourages its users to integrate as they see fit, whether that means using Amplitude in conjunction with other products or relying on it more heavily for certain functions. 

This openness not only provides users with the flexibility to tailor their data strategies precisely but also offers potential cost savings by allowing them to choose the most effective combination of tools for their specific needs. By listening to customer feedback and adapting its offerings, Amplitude aims to provide the most value, ensuring that clients have the best tools at their disposal, no matter the complexity of their data needs.

Key takeaway: Marketers looking to refine their tech stacks should consider how each tool fits into their broader strategy. Integrating platforms like Amplitude that handle multiple functions—from data collection to visualization—can simplify operations and cut costs. This approach not only makes managing marketing technology easier but also ensures that teams can quickly adapt to changes and opportunities in the market, keeping them one step ahead.

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Converging marketing, experience and product analytics

When Adam penned his thoughts on the convergence of digital marketing, experience, and product analytics back in 2021, the concept faced skepticism. Fast forward to 2024, and the landscape validates his insights, showing a clear trend toward unified analytics platforms. The separation of marketing, product, and design analytics is becoming obsolete as companies recognize the inefficiencies of siloed data approaches.

In his early career at companies like Salesforce, Adam witnessed firsthand the stark divisions between departments each focused on different aspects of the customer journey. Marketing teams would pass the baton after lead generation, leaving product teams to handle trial engagement and conversions, often without any shared insights. This disjointed approach led to fragmented customer experiences, as different teams used different tools without synchronizing their efforts.

Adam’s reflection on his time at Salesforce exemplifies the traditional separation: marketing drove leads, product managed engagement, and design focused on aesthetics and functionality, each with their own tools and metrics. This segmentation often resulted in lost opportunities for synergy among teams that were essentially engaging the same customers at different stages of their journey.

Today, the push for a unified analytics framework is driven by the need for a holistic view of the customer journey. Digital natives like Airbnb and Peloton, which blur traditional boundaries between marketing, product, and design, are setting the pace. These companies operate under a unified metric or KPI that aligns all departments, enhancing collaboration and driving more cohesive strategies.

This evolution toward integrated analytics is not just a trend but a necessary shift as the lines between different functions continue to blur. Companies that cling to legacy systems with fragmented analytics will likely find themselves at a competitive disadvantage. Adam points out that Amplitude has embraced this evolution by expanding its analytics capabilities to include not just product analytics but also marketing and newly introduced experience analytics. This integration mirrors movements across the industry, as seen with other vendors like Adobe focusing on blending various analytics disciplines into a cohesive suite. This shift is not just about cost-efficiency but also about extracting more value from data by understanding the full scope of customer interactions.

Key takeaway: Marketers must adapt to the shifting analytics paradigm by embracing tools that offer integrated insights across marketing, product, and experience domains. This convergence enhances strategic agility and fosters a deeper understanding of the customer journey, leading to more effective and impactful marketing initiatives. By consolidating analytics into a single platform, companies can not only streamline operations but also improve data coherence, setting a solid foundation for future growth and innovation.

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Bridging Marketing and Product for Holistic Customer Engagement

Adam emphasizes a critical shift in the skills necessary for marketers at the intersection of marketing, product analytics, and customer data. The traditional role of marketing in driving initial engagement is expanding to include a deeper collaboration with product teams to ensure that engagement translates into long-term customer retention and satisfaction. Enter lifecycle marketing.

Marketers need to adapt by understanding the distinct but interconnected roles they play alongside product teams and data teams. A marketer’s goal often revolves around drawing traffic to a site or app and initiating customer engagement. However, the journey doesn’t end there. Product teams focus on converting initial interest into ongoing engagement, making the product indispensable to the user’s daily routine and encouraging viral sharing. The concept of product-led growth underscores the product itself as a pivotal element of the marketing strategy, capable of driving customer acquisition and retention.

Adam uses Starbucks as an illustrative example. In this scenario, the effectiveness of the Starbucks mobile app exemplifies how product innovations can significantly enhance customer experience and brand loyalty more effectively than traditional marketing spends. The app simplifies the purchasing process, tailors suggestions based on user preferences, and uses location data to enhance convenience, which collectively serve to cement customer loyalty.

The convergence of marketing and product data provides a comprehensive view of the customer journey, allowing teams to measure the long-term impact of marketing strategies on customer retention and value. This integrated approach enables product teams to provide feedback on the quality of leads generated by marketing, distinguishing between mere visitors and genuinely engaged users who are more likely to convert into long-term customers.

Key takeaway: Marketers must embrace a collaborative approach with product teams, focusing on product-led growth to drive sustainable customer engagement. By integrating marketing, product, and experience data, companies can optimize their strategies to enhance customer satisfaction and retention, ultimately leading to a stronger return on investment. This holistic view not only aligns teams but also ensures that marketing efforts contribute to tangible, long-lasting business outcomes.

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How Amplitude is Setup Internally to Enable Product-led Growth

Adam delves into how Amplitude drinks its own champagne, basically how it harnesses its own tools to integrate product design, marketing analytics, and the new session replay features to foster a seamless go-to-market strategy. This process exemplifies how internal team collaboration can optimize product usage and improve customer engagement.

The company was the inaugural user of its session replay technology, allowing them to monitor how different segments of users—ranging from top-tier clients to free users—engage with their product. This hands-on usage of their own tools enables Amplitude to tailor their customer interactions significantly, advising clients on underutilized features and enhancing their overall experience.

The use of session replays extends beyond customer support to influence product development directly. By observing real-time user interactions, Amplitude identifies usability issues and areas for enhancement that might not be apparent without this depth of insight. This approach not only refines the product but also educates the design team on user behavior patterns, making the design process more user-centric.

Marketing efforts at Amplitude are equally sophisticated, employing Account Based Marketing (ABM) strategies to customize content for potential clients visiting their website. This targeted approach helps personalize the user experience right from the first interaction, guiding prospects smoothly towards starting a free trial—considered the most critical conversion step at Amplitude. Adam emphasizes that experiencing the product first-hand is the best sales strategy, as user satisfaction with the tool itself drives conversions more effectively than any other method.

The integration of marketing, product, and customer experience analytics into a cohesive framework allows Amplitude to not only track customer engagement but also act proactively. Teams can use this integrated data to reach out to potential clients with personalized solutions even before the first sales call, significantly enhancing the effectiveness of their outreach efforts.

Key takeaway: For marketers, the integration of analytics across teams is not just about collecting data but about transforming insights into action that drives customer engagement and product improvement. By leveraging comprehensive analytics to unite marketing, product design, and customer experience strategies, companies can enhance user satisfaction and streamline the customer journey, leading to higher conversion rates and sustained business growth. Future-proofing marketing careers involves mastering these integration skills, ensuring marketers can lead cross-functional teams effectively in an increasingly data-driven environment.

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Live Dashboards vs Powerpoint Screenshots

Adam discusses the nuances of using advanced analytics tools effectively, contrasting traditional methods of sharing insights, such as screenshots, with more dynamic, interactive approaches. This conversation touches on a crucial aspect of modern analytics—facilitating deeper engagement and understanding through collaborative tools.

Traditionally, many users, like the interviewer, have relied on taking screenshots of dashboards for weekly reports or meetings, especially when concerned about altering the underlying data. This method, while quick and seemingly efficient, significantly limits the depth of interaction and analysis possible with the data. Adam points out that this approach might be inadvertently stifling more profound insights that could emerge from interactive exploration of the data.

Amplitude encourages a different approach by offering features that allow dashboards to be locked down yet still interactive. Users can filter, change, and drill into specific data points without the risk of disrupting the original setup. This capability not only protects the integrity of the data but also empowers team members to ask questions and explore trends directly within the tool, promoting a more collaborative and insightful analysis process.

Adam emphasizes that analytics should be a “team sport,” where insights and understanding deepen through collective exploration and discussion. Amplitude supports this philosophy with threaded discussions and notebooks within the platform, where users can annotate charts or tables to provide context and facilitate dialogue among team members. This approach transforms the analytics process from a static presentation of data into an active, engaging exploration that can lead to more meaningful conclusions and strategies.

Key takeaway: Moving away from static methods of data sharing like screenshots to embrace interactive, collaborative analytics tools can significantly enhance the depth and utility of insights gleaned from data. Marketers should leverage these tools to foster a culture of curiosity and collaboration, allowing team members to explore data more deeply and ask critical follow-up questions. This shift not only enhances individual campaigns but also builds a more data-informed team, capable of driving sustained growth and innovation.

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Amplitude as a Google Analytics 4 Alternative

Adam addresses the transition many marketers face with the shift from Universal Analytics to Google Analytics 4 (GA4), noting the challenges and opportunities it presents. He offers an insightful perspective on why Amplitude might serve as a robust alternative for those looking for deeper, more integrated analytics capabilities beyond what GA4 offers.

GA4’s move to an event-based model reflects an industry-wide shift that aligns with current digital tracking needs, particularly for blending web and mobile analytics. However, Adam suggests that GA4 might fall short for those who need detailed product analytics or have concerns about data privacy and regulatory compliance, such as GDPR or HIPAA. He describes GA4 as fundamentally designed to optimize Google Ads spending, indicating that while it excels in ad integration, it may not meet the broader analytics needs of all organizations.

Adam champions Amplitude for its ability to bridge the gap between marketing and product analytics seamlessly. Unlike GA4, Amplitude is designed to be inherently user-friendly for both marketers and product teams without requiring them to write SQL queries or navigate complex data environments. Its interface ensures consistency across data reports, reducing discrepancies and enhancing reliability.

The versatility of Amplitude is highlighted through its ease of integration with existing tech stacks, including its compatibility with Google Tag Manager. This feature allows businesses to continue leveraging their current setups while enriching their analytics capabilities by routing data to Amplitude.

Key takeaway: For organizations evaluating their digital analytics options post-GA4, Amplitude presents a compelling alternative that prioritizes user experience, data consistency, and comprehensive analytics capabilities. Marketers looking to enhance their analytics practices should consider how tools like Amplitude can offer more tailored insights and a better integration of product and marketing data, potentially future-proofing their analytics infrastructure against evolving digital landscapes.

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Transitioning from Google Analytics to Amplitude with Ease

Adam addresses a common concern among digital marketers and developers about transitioning from Google Analytics 4 (GA4) to Amplitude. He reassures that those familiar with GA4 will find Amplitude not only familiar but perhaps even more user-friendly and powerful, particularly when it comes to custom event tracking and data management.

For those skilled in Google Tag Manager and JavaScript, Adam notes that the transition to setting up custom events in Amplitude should be straightforward. The process is greatly simplified by templates created by experts like Simo Ahava, which directly integrate with Amplitude’s system. These templates act as a bridge, allowing users to leverage their existing data layers and event-tracking setups seamlessly within Amplitude. This means that the technical skills marketers have honed for GA4 are directly applicable and transferable to Amplitude.

Adam emphasizes the advantage of running GA4 and Amplitude concurrently. This dual setup allows users to compare the platforms in real-time and provides a safety net while transitioning. Once marketers become comfortable with Amplitude’s features and capabilities, they can make a more informed decision about fully switching over or maintaining both systems depending on their specific needs.

The compelling aspect of Amplitude, as Adam suggests, lies in its focus on customer service and continuous improvement. Unlike Google, where users may feel detached due to the lack of direct communication, Amplitude offers a more relational approach. This customer-centric model not only enhances user experience but also ensures that feedback and requests for new features are taken seriously, fostering a sense of community and support.

Key takeaway: For marketers experienced with GA4 and looking to explore Amplitude, the transition promises to be smooth and intuitive. By leveraging existing skills in Google Tag Manager and JavaScript, marketers can efficiently implement Amplitude, benefiting from its robust analytics capabilities and superior customer support. This strategic approach not only broadens the analytical toolkit but also positions marketers to better adapt to evolving digital landscapes, ensuring their skills remain relevant and highly valued in the industry.

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Adam provides a comprehensive overview of the shift toward data warehouse-native architectures and its implications for marketing professionals. This transition represents a significant change in how companies handle their data analytics, moving from traditional SaaS models to localized, warehouse-centric systems.

Initially, analytics vendors would store data in proprietary databases optimized for performance, which supported fast querying and reporting. The move to warehouse-native systems, where data is kept in-house (e.g., in Redshift, Snowflake, or Databricks), aims to give companies more control and enhance data security and compliance (e.g., GDPR). While this approach reduces data vulnerability, it often trades off with speed, as in-house databases may not be as finely tuned for rapid analytics as those managed by traditional SaaS providers.

This architectural shift challenges marketers to adapt to new tools and processes. Adam notes that while BI tools like Tableau and Looker are powerful for high-level reporting, they fall short in deep marketing-specific analytics, such as conversion funnels and path analysis. These limitations highlight the ongoing need for specialized marketing analytics platforms that offer both depth and user-friendly interfaces.

Adam advocates for a balanced approach, recognizing that while data-savvy marketers might find direct SQL querying adequate, most marketing professionals benefit more from intuitive, GUI-based analytics tools. These tools enable marketers to explore data independently, without relying heavily on data science teams, thus democratizing data access within an organization.

Key takeaway: As companies transition to data warehouse-native architectures, marketers must ensure they continue to have access to tools that support detailed, actionable analytics without requiring extensive technical expertise. Investing in platforms that blend the robust capabilities of a data warehouse with the intuitive, specialized functionality of traditional analytics tools will be crucial.

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Bridging the Gap Between Marketing and Data Teams in the Warehouse-Native Era

Adam discusses the evolving landscape of data management with the rise of warehouse-native technologies, focusing on the crucial role of marketers in these transitions. He emphasizes the importance of clear communication between marketing and data teams to ensure that new technologies effectively meet specific marketing needs.

In a world where data management is increasingly technical, marketers may feel overwhelmed and inclined to leave these complexities to their data teams. However, Adam advises marketers to engage actively in discussions about new technologies. He suggests marketers should clearly articulate their essential needs, such as specific data sets, reporting requirements, and performance expectations. By outlining what they need to execute their strategies effectively, marketers can ensure that any technological shift supports these requirements.

Adam points out a common disconnect between what data teams think marketers need and the actual detailed requirements of marketing operations. To bridge this gap, he recommends that marketers document every aspect of their data usage, from the types of reports they rely on to how they segment and interact with customer data. This comprehensive list can then serve as a foundation for discussions with data teams, ensuring that new systems are tailored to support these activities.

The conversation also touches on the potential of warehouse-native solutions to streamline data processes, suggesting that these systems might allow marketing and BI teams to work from the same data sets, enhancing consistency and efficiency. However, the success of such technologies will depend on their ability to meet the diverse and complex needs of marketing professionals without compromising on functionality or increasing operational burdens.

Key takeaway: Marketers navigating new warehouse-native technologies should maintain a firm understanding of their specific data needs and actively communicate these to their data teams. By asserting the essential functionalities required to support marketing strategies, they can influence the development and customization of new systems to better align with operational needs.

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Why Companies Struggle with DIY Analytics and Customer Data

Adam delves into the complexities of managing analytics in-house and the common pitfalls companies encounter when they attempt to bypass professional vendors. His decades of experience have shown that while the allure of handling analytics internally can be strong, the reality is often far more challenging than anticipated.

Many companies, influenced by success stories from giants like Amazon, entertain the idea that they can manage their customer data and analytics operations without external help. However, Adam points out that the vast majority of these companies—about 95%—eventually return to specialized vendors. The primary reason is the realization that the scope of analytics is broader and more complex than initially thought, requiring dedicated tools, skills, and ongoing innovation that most businesses cannot sustain alongside their core operations.

The endeavor to create an in-house analytics system often seems feasible in the planning stages but falls short in execution. Companies may underestimate the resources required for continuous development, maintenance, and security of such systems. Furthermore, the rapidly evolving nature of digital analytics demands constant updates and adaptations, which can divert focus and resources away from a company’s primary goals.

Adam strongly advises against companies trying to replicate the services that established analytics vendors provide. These vendors are specialized for a reason—they have the infrastructure, expertise, and dedicated focus needed to deliver high-quality analytics services that individual companies typically cannot match without significant investment.

Key takeaway: For most companies, the attempt to internalize analytics processes is a strategic misstep that diverts valuable resources and focus from core business objectives. Utilizing established vendors not only provides access to cutting-edge tools and expertise but also ensures that analytics capabilities can scale and evolve with industry advancements. Marketers should advocate for leveraging these specialized services to enhance their strategic capabilities without overburdening internal resources.

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Balancing Impact and Personal Fulfillment in Your Career

Adam, a seasoned professional spanning roles as an author, speaker, and mentor, shares his insights on achieving both happiness and success in one’s career. His philosophy revolves around making a significant impact on others’ lives, believing that true career fulfillment comes from the influence one can exert within their industry.

Travel plays a crucial role in Adam’s life, enriching his experiences and expanding his social circles across different cities. This aspect of his lifestyle is not just about leisure but is intertwined with his professional activities, allowing him to meet new people and gather diverse perspectives which further inform his work and personal growth.

Adam underscores the importance of mentoring and educating as a means to push the industry forward, sometimes challenging the status quo to instigate change. This approach not only enhances his professional life but also contributes to a broader purpose, helping to shape the field in which he operates. However, Adam is equally committed to maintaining a balance with his personal life, emphasizing the necessity to enjoy time with family and friends, which he considers as vital as his professional achievements.

Being a parent also mirrors his professional journey. Adam draws parallels between parenting and mentoring, noting how both roles require nurturing strengths and aiding in personal development. This dual perspective enriches his approach to leadership, both at home and in the workplace.

Key takeaway: Success in your career should not solely be measured by professional achievements but also by the impact made on others’ lives and the personal fulfillment derived from a well-rounded life. For marketers looking to forge a meaningful career, it’s crucial to balance professional aspirations with personal well-being and relationships. This balance not only fosters personal happiness but also enriches professional performance, creating a fulfilling cycle that benefits all aspects of life.

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Episode Recap

Data tools are complicating the martech landscape with overlapping functionality and confusing terminology so Adam breaks down the nuanced difference between product analytics, customer data infrastructure and ETL. 

We talk about the merging of marketing, product, and experience analytics onto a single platform representing a significant shift. By bringing these different facets together, companies can better understand the entire customer journey. This holistic view informs smarter marketing strategies that not only reach customers more effectively but also drive meaningful growth.

Adam walks us through event-based analytics and how it allows marketers to capture every customer interaction, offering insights that are essential for crafting effective, targeted campaigns that genuinely resonate with consumers. 

Interactive, real-time dashboards are replacing the old-school static reports, despite our tendency to gravitate to screenshots. This change allows marketing teams to analyze data more intuitively, sparking more questions and creating an environment where data becomes a springboard for innovation and better decision-making.

Marketers need to stay on top of all these changes, ensuring they can use these advanced tools to their full potential without needing a tech degree. This means working closely with data teams to ensure the tools being developed meet the practical needs of the marketing department. By staying engaged in this way, marketers can use these advancements not just to keep up, but to lead the way in their industries.

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Intro music by Wowa via Unminus
Cover art created with Midjourney (check out how)

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