Magnusson Analytica recently co-hosted one of Amplitude's Product Clubs in Warsaw. These events run all over the world and bring together people who want to meet others in the industry, pick up practical tips and get a clearer picture of where product analytics is heading.
Before the evening began, our founder Alexander Magnusson sat down with Przemo Misior, Amplitude's Head of Central and Eastern Europe and one of our closest partners, to talk about the market, the challenges clients keep running into, and what's changing inside Amplitude.
Three themes run through this conversation: consolidation, adoption and data culture. If you're wondering how they apply to your business, tell us your goals.
From Tableau to Amplitude
Przemo spent around eight years at Tableau before joining Amplitude, and more than a decade in data and analytics overall. He admits the Tableau team used to joke that it would be hard to ever find another product that good. Then a friend showed him an Amplitude demo, and that was that.
What drew him in was a product that helps people with their daily work and keeps developing, so customers grow alongside it. He also liked the challenge: building Amplitude's presence across a region where brand awareness was still low.
Why partners matter in CEE
Central and Eastern Europe covers roughly 20 countries, which makes it impossible for one regional lead to reach every customer directly. Partners are a key pillar of Przemo's strategy. They help build awareness, co-organise events like the Warsaw Product Club and, crucially, provide on-site services close to the customer.
The market is consolidating
Asked about the state of analytics in the region, Przemo described a clear macro trend. Companies have historically stitched together five or more standalone tools: GA4 for marketing, something else for product, a separate A/B testing tool, a CDP, and perhaps a session replay product on top.
He sees three problems with that setup. Personalisation suffers, because it's hard to see the full picture of user behaviour when you have to jump between tools. Costs multiply, and not just licence fees but operational costs too: learning curves for several products and separate negotiations with each vendor. And data management gets fragile, because stitching data across systems creates many places for it to break, which makes confident decisions harder.
The trend he sees, in CEE and globally, is consolidation into a single platform covering analytics, session replay, experimentation and CDP.
Alex agreed from our own project experience. We've worked with plenty of clients running GA4, a testing tool (often Google Optimize before it was sunset) and Segment as a CDP. After moving to Amplitude and running a focused workshop for each area (analytics, experimentation and data governance), they went from a large combined bill and heavy maintenance to one platform and one pricing plan.
Salt Bank: close to the customer
Salt Bank, Romania's first fully digital bank, was one of the first big successes of our partnership in the region. Przemo praised the Salt Bank team for approaching it as a genuine partnership and quickly seeing a platform they could grow with.
The project ran on a tight timeline. What made the difference was being able to bring in a local partner who could deliver on-site implementation and training. As Przemo put it, we could simply get in the car and go.
Alex has seen the value of that first-hand. A face-to-face workshop in Bucharest turned into five hours of hands-on questions about the team's own analyses, far more than a typical remote session achieves. It also helped that all three parties shared one goal from the start and quickly aligned on the bank's own KPIs.
The two challenges every client faces
Przemo sees two common challenges across any analytics solution, not just Amplitude.
The first is implementation. Clean data in means clean results out. Getting the taxonomy right at the start is what makes self-service possible later, which is why Amplitude recommends certified partners. Alex noted that every partner has to be certified in Amplitude's best practices, and that we regularly meet companies who have had Amplitude for years but barely use it. After an audit and re-implementation, they can self-serve, which is a good outcome even if it means they need us less.
The second is adoption.
It's easy to buy a solution and hard to adopt it.
Business users need help understanding the data and the tool, through on-site training, community events and webinars, and teams need to break down data silos and collaborate.
Alex tied this to the theme of the evening's talk: buying a tool is just buying a label. The value comes from the people, culture and framework around it.
Why financial services needs product analytics
Banking used to happen in branches. Now almost everything happens in an app, and banks compete hard for new customers, especially younger ones who expect a smooth experience.
Przemo walked through an example. With product analytics you can see where users drop off during account opening. Session replay then shows exactly how they interacted with that step. From there you can hand a specific issue to your UX designer or developer or, if a large segment is dropping at the same stage, work with marketing on a targeted campaign to bring them back. Personalisation is now a must-have.
Alex added that in a saturated market, small friction points customers once tolerated now send them straight to one of the many competitors waiting in the app store. Meanwhile, banking apps have expanded from balance checks to savings, credit cards, currency exchange and even crypto, which means far more behavioural data to learn from.
Is "data-driven" just a buzzword?
Przemo doesn't think so. Data is the fuel of digital transformation, in the way oil fuelled the industrial revolution. Companies still planning campaigns around what worked two years ago, based on whoever remembers it, are in a bad place.
He recalled customers who used to claim they were data-driven simply because they had a lot of data, then analysed it in Excel. Today most companies genuinely try, and the biggest gap is again adoption: seeing a return on the investment.
Alex contrasted this with GA4, where out-of-the-box reports mean everyone looks at the same charts year after year and insight stagnates. Amplitude's core workflow is to dig in, build your own charts and share them, so a team that truly adopts it keeps moving.
Advice for teams improving their analytics
Przemo shared the points he considers most important. Start with clear goals, whether that's understanding customer journeys, the path to purchase, monetisation or building better products. Choose a small set of key metrics rather than drowning in data, so the team knows where to focus. Keep learning: be curious, ask questions of the data, share it and encourage people to use the tool, because it's about people and not just technology. Make decisions based on data, so teams see that the tool matters. And choose wisely. You're not really signing a 12-month contract, so think about total cost of ownership over three to five years and pick a platform you can grow into, because switching every year is expensive.
Alex pointed to Brainly as proof. When we started, Amplitude was used in a single region on a single platform. Brainly now uses it across web, Android and iOS, in multiple regions, with Experiment, CDP and third-party integrations. The initial contract was a tiny part of what the relationship became. He also stressed that tracking for the sake of tracking isn't a goal: metrics should align with business goals, because business goals convert to revenue.
What's next
Przemo highlighted Amplitude's hiring of Francois Ajenstat, former Chief Product Officer at Tableau, and the strong demand for the then newly launched Session Replay, with heatmaps and visual tagging integrations on the way. The biggest announcement, though, was closer to home: Amplitude is investing more in CEE, with more events planned, and Romania and Hungary are on the list.
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