The other day, I was on a call with an Amplitude client where we walked through some reports and had five “aha” moments. I have seen different people from different teams leverage digital analytics products to learn amazing things. One of the most frustrating parts of digital analytics is the failure of teams to document or quantify “aha” moments. Does Your Team Document/Quantify “Aha” Moments? Therefore, organizations should savor occasions when they have these “aha” moments and consider how easy or difficult it is to generate “aha” moments when evaluating digital analytics products. Creating better digital experiences and building better products is a by-product of marketing, product, and data teams having “aha” moments. But I would argue that the actual value of digital analytics products is their ability to generate “aha” moments. At Amplitude, our mission is to help organizations build better products. Many vendors in the digital analytics industry say that their products help organizations create better experiences or more data-driven decisions. All preceding items have to go smoothly before you even have the opportunity to find “aha” moments. Then you have to have people who understand the data, the website/app, and the business so they can correctly interpret and analyze the data. Then you need to train users on how to create charts/reports. After that, you need to validate that the data is accurate. Next, you have to implement to get data into the digital analytics product. First, you must identify the questions you want to answer and the data you need to collect. Unfortunately, one of the challenges in digital analytics is that you must do a lot of work before you can get to “aha” moments. Using an “aha” moment, I had turned insight into a better user experience. Within a week, the number of searches on our website decreased by about seventy percent. I then used this new insight to put “Recommended Links” (which my team jokingly later called “Greco-mended Links” due to my last name) alongside the search box. I learned that ten search phrases accounted for seventy-five percent of all searches. Shortly after using our digital analytics product, I tracked what users searched for on the website. One of my first “aha” moments came when I worked at the CME. One of the reasons I got into and have stayed in the digital analytics industry for so long is that I love “aha” moments. That was my Uber “aha” moment, and I haven’t used many taxis or rental vehicles since. Within minutes, a car came directly to me, took me to where I needed to go, and I didn’t have to worry about paying with cash or credit card, but instead simply exited the car. But one day, I desperately needed a taxi and couldn’t find one, so I tried Uber. When Uber first came on the scene, I was skeptical about getting into a stranger’s car. “Aha” moments represent the point at which users realize why they need or love the product. Product teams often discuss getting new users to their “aha” moment. At that moment, your brain registers a new learning or what some call an “aha” moment. Every once in a while, you learn something new, look at something from a different angle, or something just clicks. “Aha” moments are one of my favorite things in life.
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