Growth Isn’t Just Metrics – It’s About Meaningful Moments

In today’s data-saturated world, businesses aren’t struggling to collect numbers—they’re struggling to connect the dots. That’s why YOUKNOW Technologies recently hosted its inaugural Growth Gathering, a first-of-its-kind event aimed at uniting South Africa’s marketing, product, and data leaders around a shared mission: creating smarter, more human growth strategies. Check out our blog “How to Get Started with Product-Led Growth (PLG) in 2025” for more on this mindset shift.

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From Silos to Shared Success

The idea behind the event was simple but powerful: growth doesn’t happen in isolation. In many organisations, product, marketing, and data teams operate in silos. Strategies get lost in translation. Opportunities fall through the cracks.

The Growth Gathering, hosted in both Johannesburg and Cape Town, set out to change that. Through rich discussions, panel insights, and thought-provoking keynotes, we explored how cross-functional collaboration—powered by behavioural insights—can solve real customer problems.

“Growth isn’t just about chasing conversions or downloads,” said Kelvin Jonck, CEO of YOUKNOW Technologies. “It’s about understanding the moments when customers experience real value and ensuring every part of the business is aligned to deliver those moments consistently.”

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From Data to Direction: Why Behavioural Insights Matter

At the centre of these conversations was Amplitude, YOUKNOW’s partner in product analytics and one of the world’s leading platforms for behavioural data. Instead of relying on vanity metrics, the event championed a shift toward deep customer understanding:

• When are users finding value?
• Where are they dropping off?
• What moments lead to long-term loyalty?

Explore our Amplitude product page to see how we help answer those questions every day.

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Amplitude’s Tansu Yegen, Vice President of EMEA, shared real-world examples of how companies using Amplitude have seen:

• 217% return on investment within six months
• 18% improvement in retention
• Up to a 35% YoY growth in key business outcomes

“Data-driven decisions are no longer a luxury—they’re a necessity,” Yegen said. “The companies that thrive are those that move beyond collecting data to truly understanding it.”

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• Download our free PLG Guide Vol. 1: What is Product-Led Growth‍
• Download PLG Guide Vol. 2: Getting Started with PLG

Or dive into “Unlocking Growth: How Product-Led Growth (PLG) is Redefining Business Success” for more on this mindset shift.

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Panel Perspectives: Making Growth a Team Sport

The event’s highlight was a panel of cross-industry experts who brought candid, local perspectives to the room:

• Michael Wissekerke, Portfolio Product Manager at Tyme X
• Tiaan De Kock, Head of Data & Analytics at Superside
• Tansu Yegen, VP of EMEA at Amplitude

Their message? Growth isn’t a department—it’s a collective outcome.

When marketing, product, and data teams rally around a single source of truth, you unlock not just insights—but alignment, speed, and momentum.

“When teams align around the same data, it's not just about creating better reports—it’s about creating better experiences,” Jonck noted.

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What Comes Next? A Conversation That Continues

The Growth Gathering was more than an event. It was a spark—a signal that South African businesses are ready to move beyond fragmented thinking and towards a customer-first, data-smart future.

So, where do you go from here?

• Chat with our Solutions Team for a free consultation on how your business can unify data and drive growth.
• Dive deeper into Amplitude for South African teams.
• Download our free PLG Guide Vol. 1: What is Product-Led Growth‍
• Download PLG Guide Vol. 2: Getting Started with PLG

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Growth doesn’t happen by accident. It happens when the right people, the right data, and the right moments come together. And at YOUKNOW, we’re here to help you find those moments—and scale them.