How 'and ST' Optimizes Data Analysis with Amplitude for Rapid Insights

Revolutionizing Data Extraction: The Impact of Amplitude on 'and ST'

In the fast-paced world of e-commerce, understanding user behavior is crucial for success. With over 21 million visitors, the official online store 'and ST', operated by And ST, has been on a mission to enhance its data analysis capabilities. This is where the product analytics tool, Amplitude, comes in, making data gathering and analysis quicker and more efficient.

The Dilemma of Traditional BI Tools

As 'and ST' grew, the need for detailed analytics became pressing. Traditional Business Intelligence (BI) tools were unable to provide insights at the behavioral level, meaning they struggled to answer basic questions like who is buying, where they are buying from, and how they are interacting with products. This posed a significant barrier to optimizing user experience on the platform.

Initially, the team attempted to utilize handwritten SQL queries for data analysis. However, this proved to be time-consuming, often taking over a month to derive a single insight. The cumbersome nature of SQL was a bottleneck, creating a need for a more agile solution.

Implementation of Amplitude

To address these issues, DearOne, a subsidiary of NTT Docomo specializing in marketing solutions, was brought in for support. Their goal was not just to implement Amplitude but to provide ongoing assistance over a period of two to three months. They aimed to empower the 'and ST' team to create replicable analysis frameworks using the tool effectively.

With the integration of Amplitude, the analysis speed increased dramatically. Insights that once took weeks to uncover could now be retrieved in a matter of minutes. The time previously spent on writing SQL queries could now be redirected towards interpreting data and developing actionable strategies.

Developing Improvement Cycles

One of the primary benefits of Amplitude's integration was the establishment of a structured improvement flow linked to sales performance. The team learned to attribute estimated Gross Merchandise Value (GMV) to their insights, facilitating a more impactful approach to experimentation and evaluation. This data-driven cycle ensured that improvements could be made based on persuasive evidence, ready to be implemented into the development process.

Shifting Mindsets Towards UI/UX

Another significant change post-implementation was the shift away from relying solely on incentives for user engagement. By leveraging behavioral data, the team began crafting user interfaces and experiences that naturally prompted behaviors such as adding items to favorites. This change in mindset not only empowered them to create smarter designs but also expanded their options for improving the user interface and experience (UI/UX).

Democratizing Data Analysis with AI

A standout feature of Amplitude is its AI agent, which democratizes data analysis. Even team members without a strong background in analytics can now ask the AI questions about data variations, allowing them to uncover reasons behind changes autonomously. This capability fortifies the team's overall analytic strength, making it easier for everyone involved to understand and act on user insights.

Commitment to Growth

DearOne is committed to supporting the continuous growth of the 'and ST' platform. With Amplitude fully integrated and a robust framework in place for future analysis, 'and ST' is well-positioned to enhance its operations, adapting quickly to user needs and market trends.

For more insights on how 'and ST' utilizes Amplitude for improved data analysis and decision-making, visit DearOne’s detailed case study.

About Amplitude

Amplitude is a leading product analytics platform used by over 4,700 companies, including notable names such as NTT Docomo and Under Armour. It empowers businesses to extract clear insights from reliable data, supporting rapid and informed decision-making.

For further information on how Amplitude is transforming digital product analysis, check out the Amplitude website.

About DearOne

As a new subsidiary of NTT Docomo, DearOne provides an array of martech tools, including the Amplitude analytics platform, aimed at elevating the digital experience across e-commerce sites and applications.

Discover more about DearOne and their innovative solutions at DearOne's official site.