Case Study: ABS-CBN Global Ltd. builds a data-driven culture and improves audience engagement with Amplitude

2021 Datamonster of the Year: ABS-CBN’s Robbin Brillantes

ABS-CBN Global Ltd., the Philippines’ largest broadcaster, needed a better way to understand digital user behavior and make data usable beyond a small group of analysts. With Amplitude, the company moved beyond Google Analytics and big-data reporting to give non-technical teams a self-serve way to explore product, marketing, and audience data across its streaming and digital products.

Amplitude implemented event-based analytics, funnels, cohorts, notebooks, automated anomaly alerts, and user profiles to help ABS-CBN track key behaviors, improve collaboration, and train teams on data-driven decision-making. The results included more than a 10x increase in employees accessing data on their own, faster real-time answers to questions that previously took days or weeks, and new measurable insights such as subtitle-driven engagement gains, improved marketing ROI measurement, and earlier detection of issues like buffering or registration drop-offs.

ABS-CBN Global Ltd.

Robbin Brillantes

Head of Data Analytics