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Product analytics topped the list for solutions that solve this critical need.

Instead, most executives see real-time user engagement within the digital product as the most important success factor. Now, only 16% of executives see customer sentiment scores such as NPS as important to a digital productвЂ™s long-term success. What the Harvard Business Review Analytics Services research confirmed is that cross-functional teams are reaching a new level of insight into their digital business that they couldnвЂ™t get through legacy analytics tools, whether those were website analytics, surveys, or business intelligence tools that require an army of analysts and data scientists.Дigital organizations need to have self-service access to key digital metrics, but also need to explore data and answer strategic growth questions unique to digital product, marketing and customer-facing teams.ДЇor example, Net Promoter Score (NPS) used to be the standard in measuring customer sentiment and loyalty. There has been a dramatic shift in how teams ask and answer questions-with the ultimate goals of speeding up time to insight and better empathizing with digital customers. Making Insights Accessible to All with Product Analytics To truly be a digital-first company requires measuring every aspect of your customer interactions-especially within the product itself, with product analytics. Going digital-first is no longer just about website analytics and digital ad campaigns. Where digital was previously regarded as a new sales channel, it is now the primary business model. Effectively, the digital bar has been raised. While this shift to digital was sudden, it also served as a catalyst for lasting and permanent changes across customer behavior and expectations, which in turn has created a new urgency around digital businesses everywhere. Commutes were traded in for video calls, online delivery reached new highs, and going to the movies was replaced with direct to streaming options. As a result of the pandemic, we saw the entire world shift their lives to digital-everything. The Digital-First Era Is Here to StayДigital products have long been redefining how we work, play, learn, connect, buy, and so much more.

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You can access a free copy of the Harvard Business Review report hereвЂ“but we also wanted to take the opportunity to share the key findings of this new research. And the leaders who are taking a digital-first approach to customer experience, starting with product analytics, are delivering exceptional products and innovating faster than the competition.ДЄfter a six-month study in partnership with Harvard Business Review Analytics Services, weвЂ™re thrilled to share insights gathered from 295 leaders of digital businesses across the globe, including data from analyst firms Gartner and IDC and first-hand interviews with executives at Amplitude customers Ford,, Hubspot, and. This has had a tremendous impact on business, from rethinking budgets to developing new strategies. As a result of the pandemic, weвЂ™ve seen the entire world shift to digital everything.

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