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Spenser Skates discusses the evolution of digital analytics, why retention should inform product strategy, and how AI agents are poised to automate insights, experimentation, and product optimisation at scale.
Digital analytics is undergoing a fundamental shift, from simply tracking user behaviour to actively shaping better product experiences.
As products grow more complex and user journeys become increasingly dynamic, teams are under pressure not just to understand what users are doing, but to act on those insights faster and more effectively. This evolution is being accelerated by AI, which is redefining how insights are discovered, interpreted, and applied.
Instead of static dashboards and manual analysis, the future points toward intelligent systems that continuously optimise products in real time, helping teams unlock deeper value from their data while scaling decision-making.
“Retention is always the most important by far. You want to create an experience that people value and come back towards… There’s so much to optimise in a product where you start. You always want to start with your best, most successful users. So the ones that are furthest down the funnel, that are power users, that are really engaged, that are excited about your product, make the experience great for them,” says Spenser Skates, CEO, Amplitude.
His perspective reflects how analytics is shifting from passive dashboards to active, AI-driven systems that not only uncover insights but also recommend and execute improvements across the product experience lifecycle.
Top Insights from Spenser Skates:
1. AI is transforming analytics from insight generation to action
Analytics is moving beyond dashboards into automated decision-making systems. AI can analyse behaviour, detect friction points, generate recommendations, and even create product variations. This shift enables teams to move faster, turning insights into actions without heavy manual intervention.
2. Retention should be the starting point for growth strategy
Focusing on engaged users first helps define what truly creates value. By optimising experiences for power users, teams can strengthen retention, then work backwards through conversion, activation, and acquisition—ensuring growth is sustainable rather than driven by short-term gains.
3. First-party data enables privacy-compliant personalisation at scale
Users expect relevant experiences based on their interactions, but remain cautious about external data tracking. Leveraging first-party behavioural data allows companies to personalise effectively while maintaining trust, ensuring compliance without sacrificing meaningful insights into user journeys.
