Product Analytics Stack Implementation
Gave product managers direct access to behavioural data, eliminating the data team bottleneck.
Aircall is a B2B SaaS internet telephony company with $175M+ ARR. The product and growth teams were operating largely without reliable, self-serve access to product data. Understanding user behaviour required making requests to the data team or running user surveys — a slow, indirect feedback loop that limited how quickly product managers could move.
Implement a product analytics stack that would give product managers direct access to behavioural data, reducing their dependence on the data team and on user surveys to answer basic product questions.
Implemented the full product analytics stack: Amplitude for product analytics, Looker for business intelligence, and AWS Redshift as the underlying warehouse. Instrumented key user flows and product surfaces to generate reliable behavioural event data. Onboarded and trained product managers directly on self-serve analytics, ensuring adoption rather than just delivery.
- Product managers able to answer product questions independently, without routing requests through the data team
- Reduced reliance on user surveys for product decision-making, replacing qualitative proxies with direct behavioural data
- Executive KPI dashboards automated, replacing manual reporting processes
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