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      Martin Wainwright named director of the Institute for Data, Systems, and Society

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      Martin Wainwright, the Cecil H. Green Professor in MIT’s departments of Electrical Engineering and Computer Science (EECS) and Mathematics, has been named the new director of the Institute for Data, Systems, and Society (IDSS), effective July 1.

      “Martin is a widely recognized leader in statistics and machine learning — both in research and in education. In taking on this leadership role in the college, Martin will work to build up the human and institutional behavior component of IDSS, while strengthening initiatives in both policy and statistics, and collaborations within the institute, across MIT, and beyond,” says Daniel Huttenlocher, dean of the MIT Schwarzman College of Computing and the Henry Ellis Warren Professor of Electrical Engineering and Computer Science. “I look forward to working with him and supporting his efforts in this next chapter for IDSS.”

      “Martin holds a strong belief in the value of theoretical, experimental, and computational approaches to research and in facilitating connections between them. He also places much importance in having practical, as well as academic, impact,” says Asu Ozdaglar, deputy dean of academics for the MIT Schwarzman College of Computing, department head of EECS, and the MathWorks Professor of Electrical Engineering and Computer Science. “As the new director of IDSS, he will undoubtedly bring these tenets to the role in advancing the mission of IDSS and helping to shape its future.”

      A principal investigator in the Laboratory for Information and Decision Systems and the Statistics and Data Science Center, Wainwright joined the MIT faculty in July 2022 from the University of California at Berkeley, where he held the Howard Friesen Chair with a joint appointment between the departments of Electrical Engineering and Computer Science and Statistics.

      Wainwright received his bachelor’s degree in mathematics from the University of Waterloo, Canada, and doctoral degree in electrical engineering and computer science from MIT. He has received a number of awards and recognition, including an Alfred P. Sloan Foundation Fellowship, and best paper awards from the IEEE Signal Processing Society, IEEE Communications Society, and IEEE Information Theory and Communication Societies. He has also been honored with the Medallion Lectureship and Award from the Institute of Mathematical Statistics, and the COPSS Presidents’ Award from the Joint Statistical Societies. He was a section lecturer with the International Congress of Mathematicians in 2014 and received the Blackwell Award from the Institute of Mathematical Statistics in 2017.

      He is the author of “High-dimensional Statistics: A Non-Asymptotic Viewpoint” (Cambridge University Press, 2019), and is coauthor on several books, including on graphical models and on sparse statistical modeling.

      Wainwright succeeds Munther Dahleh, the William A. Coolidge Professor in EECS, who has helmed IDSS since its founding in 2015.

      “I am grateful to Munther and thank him for his leadership of IDSS. As the founding director, he has led the creation of a remarkable new part of MIT,” says Huttenlocher. More

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      When should data scientists try a new technique?

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      If a scientist wanted to forecast ocean currents to understand how pollution travels after an oil spill, she could use a common approach that looks at currents traveling between 10 and 200 kilometers. Or, she could choose a newer model that also includes shorter currents. This might be more accurate, but it could also require learning new software or running new computational experiments. How to know if it will be worth the time, cost, and effort to use the new method?

      A new approach developed by MIT researchers could help data scientists answer this question, whether they are looking at statistics on ocean currents, violent crime, children’s reading ability, or any number of other types of datasets.

      The team created a new measure, known as the “c-value,” that helps users choose between techniques based on the chance that a new method is more accurate for a specific dataset. This measure answers the question “is it likely that the new method is more accurate for this data than the common approach?”

      Traditionally, statisticians compare methods by averaging a method’s accuracy across all possible datasets. But just because a new method is better for all datasets on average doesn’t mean it will actually provide a better estimate using one particular dataset. Averages are not application-specific.

      So, researchers from MIT and elsewhere created the c-value, which is a dataset-specific tool. A high c-value means it is unlikely a new method will be less accurate than the original method on a specific data problem.

      In their proof-of-concept paper, the researchers describe and evaluate the c-value using real-world data analysis problems: modeling ocean currents, estimating violent crime in neighborhoods, and approximating student reading ability at schools. They show how the c-value could help statisticians and data analysts achieve more accurate results by indicating when to use alternative estimation methods they otherwise might have ignored.

      “What we are trying to do with this particular work is come up with something that is data specific. The classical notion of risk is really natural for someone developing a new method. That person wants their method to work well for all of their users on average. But a user of a method wants something that will work on their individual problem. We’ve shown that the c-value is a very practical proof-of-concept in that direction,” says senior author Tamara Broderick, an associate professor in the Department of Electrical Engineering and Computer Science (EECS) and a member of the Laboratory for Information and Decision Systems and the Institute for Data, Systems, and Society.

      She’s joined on the paper by Brian Trippe PhD ’22, a former graduate student in Broderick’s group who is now a postdoc at Columbia University; and Sameer Deshpande ’13, a former postdoc in Broderick’s group who is now an assistant professor at the University of Wisconsin at Madison. An accepted version of the paper is posted online in the Journal of the American Statistical Association.

      Evaluating estimators

      The c-value is designed to help with data problems in which researchers seek to estimate an unknown parameter using a dataset, such as estimating average student reading ability from a dataset of assessment results and student survey responses. A researcher has two estimation methods and must decide which to use for this particular problem.

      The better estimation method is the one that results in less “loss,” which means the estimate will be closer to the ground truth. Consider again the forecasting of ocean currents: Perhaps being off by a few meters per hour isn’t so bad, but being off by many kilometers per hour makes the estimate useless. The ground truth is unknown, though; the scientist is trying to estimate it. Therefore, one can never actually compute the loss of an estimate for their specific data. That’s what makes comparing estimates challenging. The c-value helps a scientist navigate this challenge.

      The c-value equation uses a specific dataset to compute the estimate with each method, and then once more to compute the c-value between the methods. If the c-value is large, it is unlikely that the alternative method is going to be worse and yield less accurate estimates than the original method.

      “In our case, we are assuming that you conservatively want to stay with the default estimator, and you only want to go to the new estimator if you feel very confident about it. With a high c-value, it’s likely that the new estimate is more accurate. If you get a low c-value, you can’t say anything conclusive. You might have actually done better, but you just don’t know,” Broderick explains.

      Probing the theory

      The researchers put that theory to the test by evaluating three real-world data analysis problems.

      For one, they used the c-value to help determine which approach is best for modeling ocean currents, a problem Trippe has been tackling. Accurate models are important for predicting the dispersion of contaminants, like pollution from an oil spill. The team found that estimating ocean currents using multiple scales, one larger and one smaller, likely yields higher accuracy than using only larger scale measurements.

      “Oceans researchers are studying this, and the c-value can provide some statistical ‘oomph’ to support modeling the smaller scale,” Broderick says.

      In another example, the researchers sought to predict violent crime in census tracts in Philadelphia, an application Deshpande has been studying. Using the c-value, they found that one could get better estimates about violent crime rates by incorporating information about census-tract-level nonviolent crime into the analysis. They also used the c-value to show that additionally leveraging violent crime data from neighboring census tracts in the analysis isn’t likely to provide further accuracy improvements.

      “That doesn’t mean there isn’t an improvement, that just means that we don’t feel confident saying that you will get it,” she says.

      Now that they have proven the c-value in theory and shown how it could be used to tackle real-world data problems, the researchers want to expand the measure to more types of data and a wider set of model classes.

      The ultimate goal is to create a measure that is general enough for many more data analysis problems, and while there is still a lot of work to do to realize that objective, Broderick says this is an important and exciting first step in the right direction.

      This research was supported, in part, by an Advanced Research Projects Agency-Energy grant, a National Science Foundation CAREER Award, the Office of Naval Research, and the Wisconsin Alumni Research Foundation. More

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      Seven from MIT elected to American Academy of Arts and Sciences for 2022

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      Seven MIT faculty members are among more than 250 leaders from academia, the arts, industry, public policy, and research elected to the American Academy of Arts and Sciences, the academy announced Thursday.

      One of the nation’s most prestigious honorary societies, the academy is also a leading center for independent policy research. Members contribute to academy publications, as well as studies of science and technology policy, energy and global security, social policy and American institutions, the humanities and culture, and education.

      Those elected from MIT this year are:

      Alberto Abadie, professor of economics and associate director of the Institute for Data, Systems, and Society
      Regina Barzilay, the School of Engineering Distinguished Professor for AI and Health
      Roman Bezrukavnikov, professor of mathematics
      Michale S. Fee, the Glen V. and Phyllis F. Dorflinger Professor and head of the Department of Brain and Cognitive Sciences
      Dina Katabi, the Thuan and Nicole Pham Professor
      Ronald T. Raines, the Roger and Georges Firmenich Professor of Natural Products Chemistry
      Rebecca R. Saxe, the John W. Jarve Professor of Brain and Cognitive Sciences

      “We are celebrating a depth of achievements in a breadth of areas,” says David Oxtoby, president of the American Academy. “These individuals excel in ways that excite us and inspire us at a time when recognizing excellence, commending expertise, and working toward the common good is absolutely essential to realizing a better future.”

      Since its founding in 1780, the academy has elected leading thinkers from each generation, including George Washington and Benjamin Franklin in the 18th century, Maria Mitchell and Daniel Webster in the 19th century, and Toni Morrison and Albert Einstein in the 20th century. The current membership includes more than 250 Nobel and Pulitzer Prize winners. More

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      Computing our climate future

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      On Monday, MIT announced five multiyear flagship projects in the first-ever Climate Grand Challenges, a new initiative to tackle complex climate problems and deliver breakthrough solutions to the world as quickly as possible. This article is the first in a five-part series highlighting the most promising concepts to emerge from the competition, and the interdisciplinary research teams behind them.

      With improvements to computer processing power and an increased understanding of the physical equations governing the Earth’s climate, scientists are continually working to refine climate models and improve their predictive power. But the tools they’re refining were originally conceived decades ago with only scientists in mind. When it comes to developing tangible climate action plans, these models remain inscrutable to the policymakers, public safety officials, civil engineers, and community organizers who need their predictive insight most.

      “What you end up having is a gap between what’s typically used in practice, and the real cutting-edge science,” says Noelle Selin, a professor in the Institute for Data, Systems and Society and the Department of Earth, Atmospheric and Planetary Sciences (EAPS), and co-lead with Professor Raffaele Ferrari on the MIT Climate Grand Challenges flagship project “Bringing Computation to the Climate Crisis.” “How can we use new computational techniques, new understandings, new ways of thinking about modeling, to really bridge that gap between state-of-the-art scientific advances and modeling, and people who are actually needing to use these models?”

      Using this as a driving question, the team won’t just be trying to refine current climate models, they’re building a new one from the ground up.

      This kind of game-changing advancement is exactly what the MIT Climate Grand Challenges is looking for, which is why the proposal has been named one of the five flagship projects in the ambitious Institute-wide program aimed at tackling the climate crisis. The proposal, which was selected from 100 submissions and was among 27 finalists, will receive additional funding and support to further their goal of reimagining the climate modeling system. It also brings together contributors from across the Institute, including the MIT Schwarzman College of Computing, the School of Engineering, and the Sloan School of Management.

      When it comes to pursuing high-impact climate solutions that communities around the world can use, “it’s great to do it at MIT,” says Ferrari, EAPS Cecil and Ida Green Professor of Oceanography. “You’re not going to find many places in the world where you have the cutting-edge climate science, the cutting-edge computer science, and the cutting-edge policy science experts that we need to work together.”

      The climate model of the future

      The proposal builds on work that Ferrari began three years ago as part of a joint project with Caltech, the Naval Postgraduate School, and NASA’s Jet Propulsion Lab. Called the Climate Modeling Alliance (CliMA), the consortium of scientists, engineers, and applied mathematicians is constructing a climate model capable of more accurately projecting future changes in critical variables, such as clouds in the atmosphere and turbulence in the ocean, with uncertainties at least half the size of those in existing models.

      To do this, however, requires a new approach. For one thing, current models are too coarse in resolution — at the 100-to-200-kilometer scale — to resolve small-scale processes like cloud cover, rainfall, and sea ice extent. But also, explains Ferrari, part of this limitation in resolution is due to the fundamental architecture of the models themselves. The languages most global climate models are coded in were first created back in the 1960s and ’70s, largely by scientists for scientists. Since then, advances in computing driven by the corporate world and computer gaming have given rise to dynamic new computer languages, powerful graphics processing units, and machine learning.

      For climate models to take full advantage of these advancements, there’s only one option: starting over with a modern, more flexible language. Written in Julia, a part of Julialab’s Scientific Machine Learning technology, and spearheaded by Alan Edelman, a professor of applied mathematics in MIT’s Department of Mathematics, CliMA will be able to harness far more data than the current models can handle.

      “It’s been real fun finally working with people in computer science here at MIT,” Ferrari says. “Before it was impossible, because traditional climate models are in a language their students can’t even read.”

      The result is what’s being called the “Earth digital twin,” a climate model that can simulate global conditions on a large scale. This on its own is an impressive feat, but the team wants to take this a step further with their proposal.

      “We want to take this large-scale model and create what we call an ‘emulator’ that is only predicting a set of variables of interest, but it’s been trained on the large-scale model,” Ferrari explains. Emulators are not new technology, but what is new is that these emulators, being referred to as the “Earth digital cousins,” will take advantage of machine learning.

      “Now we know how to train a model if we have enough data to train them on,” says Ferrari. Machine learning for projects like this has only become possible in recent years as more observational data become available, along with improved computer processing power. The goal is to create smaller, more localized models by training them using the Earth digital twin. Doing so will save time and money, which is key if the digital cousins are going to be usable for stakeholders, like local governments and private-sector developers.

      Adaptable predictions for average stakeholders

      When it comes to setting climate-informed policy, stakeholders need to understand the probability of an outcome within their own regions — in the same way that you would prepare for a hike differently if there’s a 10 percent chance of rain versus a 90 percent chance. The smaller Earth digital cousin models will be able to do things the larger model can’t do, like simulate local regions in real time and provide a wider range of probabilistic scenarios.

      “Right now, if you wanted to use output from a global climate model, you usually would have to use output that’s designed for general use,” says Selin, who is also the director of the MIT Technology and Policy Program. With the project, the team can take end-user needs into account from the very beginning while also incorporating their feedback and suggestions into the models, helping to “democratize the idea of running these climate models,” as she puts it. Doing so means building an interactive interface that eventually will give users the ability to change input values and run the new simulations in real time. The team hopes that, eventually, the Earth digital cousins could run on something as ubiquitous as a smartphone, although developments like that are currently beyond the scope of the project.

      The next thing the team will work on is building connections with stakeholders. Through participation of other MIT groups, such as the Joint Program on the Science and Policy of Global Change and the Climate and Sustainability Consortium, they hope to work closely with policymakers, public safety officials, and urban planners to give them predictive tools tailored to their needs that can provide actionable outputs important for planning. Faced with rising sea levels, for example, coastal cities could better visualize the threat and make informed decisions about infrastructure development and disaster preparedness; communities in drought-prone regions could develop long-term civil planning with an emphasis on water conservation and wildfire resistance.

      “We want to make the modeling and analysis process faster so people can get more direct and useful feedback for near-term decisions,” she says.

      The final piece of the challenge is to incentivize students now so that they can join the project and make a difference. Ferrari has already had luck garnering student interest after co-teaching a class with Edelman and seeing the enthusiasm students have about computer science and climate solutions.

      “We’re intending in this project to build a climate model of the future,” says Selin. “So it seems really appropriate that we would also train the builders of that climate model.” More

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      Ocean vital signs

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      Without the ocean, the climate crisis would be even worse than it is. Each year, the ocean absorbs billions of tons of carbon from the atmosphere, preventing warming that greenhouse gas would otherwise cause. Scientists estimate about 25 to 30 percent of all carbon released into the atmosphere by both human and natural sources is absorbed by the ocean.

      “But there’s a lot of uncertainty in that number,” says Ryan Woosley, a marine chemist and a principal research scientist in the Department of Earth, Atmospheric and Planetary Sciences (EAPS) at MIT. Different parts of the ocean take in different amounts of carbon depending on many factors, such as the season and the amount of mixing from storms. Current models of the carbon cycle don’t adequately capture this variation.

      To close the gap, Woosley and a team of other MIT scientists developed a research proposal for the MIT Climate Grand Challenges competition — an Institute-wide campaign to catalyze and fund innovative research addressing the climate crisis. The team’s proposal, “Ocean Vital Signs,” involves sending a fleet of sailing drones to cruise the oceans taking detailed measurements of how much carbon the ocean is really absorbing. Those data would be used to improve the precision of global carbon cycle models and improve researchers’ ability to verify emissions reductions claimed by countries.

      “If we start to enact mitigation strategies—either through removing CO2 from the atmosphere or reducing emissions — we need to know where CO2 is going in order to know how effective they are,” says Woosley. Without more precise models there’s no way to confirm whether observed carbon reductions were thanks to policy and people, or thanks to the ocean.

      “So that’s the trillion-dollar question,” says Woosley. “If countries are spending all this money to reduce emissions, is it enough to matter?”

      In February, the team’s Climate Grand Challenges proposal was named one of 27 finalists out of the almost 100 entries submitted. From among this list of finalists, MIT will announce in April the selection of five flagship projects to receive further funding and support.

      Woosley is leading the team along with Christopher Hill, a principal research engineer in EAPS. The team includes physical and chemical oceanographers, marine microbiologists, biogeochemists, and experts in computational modeling from across the department, in addition to collaborators from the Media Lab and the departments of Mathematics, Aeronautics and Astronautics, and Electrical Engineering and Computer Science.

      Today, data on the flux of carbon dioxide between the air and the oceans are collected in a piecemeal way. Research ships intermittently cruise out to gather data. Some commercial ships are also fitted with sensors. But these present a limited view of the entire ocean, and include biases. For instance, commercial ships usually avoid storms, which can increase the turnover of water exposed to the atmosphere and cause a substantial increase in the amount of carbon absorbed by the ocean.

      “It’s very difficult for us to get to it and measure that,” says Woosley. “But these drones can.”

      If funded, the team’s project would begin by deploying a few drones in a small area to test the technology. The wind-powered drones — made by a California-based company called Saildrone — would autonomously navigate through an area, collecting data on air-sea carbon dioxide flux continuously with solar-powered sensors. This would then scale up to more than 5,000 drone-days’ worth of observations, spread over five years, and in all five ocean basins.

      Those data would be used to feed neural networks to create more precise maps of how much carbon is absorbed by the oceans, shrinking the uncertainties involved in the models. These models would continue to be verified and improved by new data. “The better the models are, the more we can rely on them,” says Woosley. “But we will always need measurements to verify the models.”

      Improved carbon cycle models are relevant beyond climate warming as well. “CO2 is involved in so much of how the world works,” says Woosley. “We’re made of carbon, and all the other organisms and ecosystems are as well. What does the perturbation to the carbon cycle do to these ecosystems?”

      One of the best understood impacts is ocean acidification. Carbon absorbed by the ocean reacts to form an acid. A more acidic ocean can have dire impacts on marine organisms like coral and oysters, whose calcium carbonate shells and skeletons can dissolve in the lower pH. Since the Industrial Revolution, the ocean has become about 30 percent more acidic on average.

      “So while it’s great for us that the oceans have been taking up the CO2, it’s not great for the oceans,” says Woosley. “Knowing how this uptake affects the health of the ocean is important as well.” More

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      Professors Elchanan Mossel and Rosalind Picard named 2021 ACM Fellows

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      The Association for Computing Machinery (ACM) has named MIT professors Elchanan Mossel and Rosalind Picard as fellows for outstanding accomplishments in computing and information technology.

      The ACM Fellows program recognizes wide-ranging and fundamental contributions in areas including algorithms, computer science education, cryptography, data security and privacy, medical informatics, and mobile and networked systems, among many other areas. The accomplishments of the 2021 ACM Fellows underpin important innovations that shape the technologies we use every day.

      Elchanan Mossel

      Mossel is a professor of mathematics and a member at the Statistics and Data Science Center of the MIT Institute for Data, Systems and Society. His research in discrete functional inequalities, isoperimetry, and hypercontractivity led to the proof that Majority is Stablest and confirmed the optimality of the Goemans-Williamson MAX-CUT algorithm under the unique games conjecture from computational complexity. His work on the reconstruction problem on trees provides optimal algorithms and bounds for phylogenetic reconstruction in molecular biology and has led to sharp results in the analysis of Gibbs samplers from statistical physics and inference problems on graphs. His research has resolved open problems in computational biology, machine learning, social choice theory, and economics.Mossel received a BS from the Open University in Israel in 1992, and MS (1997) and PhD (2000) degrees in mathematics from the Hebrew University of Jerusalem. He was a postdoc at the Microsoft Research Theory Group and a Miller Fellow at University of California at Berkeley. He joined the UC Berkeley faculty in 2003 as a professor of statistics and computer science, and spent leaves as a professor at the Weizmann Institute and at the Wharton School before joining MIT in 2016 as a full professor.

      In 2020, he received the Vannevar Bush Faculty Fellowship of the U.S. Department of Defense. Other distinctions include being named a Simons Investigator in Mathematics in 2019, being selected as a fellow of the AMS, and receiving a Sloan Research Fellowship, NSF CAREER Award, and the Bergmann Memorial Award from the U.S.-Israel Binational Science Foundation.

      “I am honored by this award,” says Mossel. “It makes me realize how fortunate I’ve been, working with creative and generous colleagues, and mentoring brilliant young minds.”

      Rosalind Picard

      Picard is a scientist, engineer, author, and professor of media arts and sciences at the MIT Media Lab. She is recognized as the founder of the field of affective computing, and has carried this research forward as head of the Media Lab’s Affective Computing research group. She is also a founding faculty chair of MIT’s MindHandHeart Initiative, and a faculty member of the MIT Center for Neurobiological Engineering. Picard is an IEEE fellow, and a member of the National Academy of Engineering. 

      Picard’s inventions are in use by thousands of research teams worldwide as well as in numerous products and services. She has co-founded two companies: Affectiva (now part of Smart Eye), providing emotion AI technologies now used by more than 25 percent of the Global Fortune 500, and Empatica, providing wearable sensors and analytics to improve health. Starting from inventions by Picard and her team, Empatica created the first AI-based smart watch cleared by the FDA (in neurology for monitoring seizures), which is now helping to bring potentially lifesaving help for people with epilepsy. 

      “This award makes me think of how blessed I am to work with so many amazing people here at MIT, especially at the Media Lab,” Picard notes. “Whenever any one of us has our contributions recognized, it is also a recognition of how special a place this is.” More

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      Helping companies optimize their websites and mobile apps

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      Creating a good customer experience increasingly means creating a good digital experience. But metrics like pageviews and clicks offer limited insight into how much customers actually like a digital product.

      That’s the problem the digital optimization company Amplitude is solving. Amplitude gives companies a clearer picture into how users interact with their digital products to help them understand exactly which features to promote or improve.

      “It’s all about using product data to drive your business,” says Amplitude CEO Spenser Skates ’10, who co-founded the company with Curtis Liu ’10 and Stanford University graduate Jeffrey Wang. “Mobile apps and websites are really complex. The average app or website will have thousands of things you can do with it. The question is how you know which of those things are driving a great user experience and which parts are really frustrating for users.”

      Amplitude’s database can gather millions of details about how users behave inside an app or website and allow customers to explore that information without needing data science degrees.

      “It provides an interface for very easy, accessible ways of looking at your data, understanding your data, and asking questions of that data,” Skates says.

      Amplitude, which recently announced it will be going public, is already helping 23 of the 100 largest companies in the U.S. Customers include media companies like NBC, tech companies like Twitter, and retail companies like Walmart.

      “Our platform helps businesses understand how people are using their apps and websites so they can create better versions of their products,” Skates says. “It’s all about creating a really compelling product.”

      Learning entrepreneurship

      The founders say their years at MIT were among the best of their lives. Skates and Liu were undergraduates from 2006 to 2010. Skates majored in biological engineering while Liu majored in mathematics and electrical engineering and computer science. The two first met as opponents in MIT’s Battlecode competition, in which students use artificial intelligence algorithms to control teams of robots that compete in a strategy game against other teams. The following year they teamed up.

      “There are a lot of parallels between what you’re trying to do in Battlecode and what you end up having to do in the early stages of a startup,” Liu says. “You have limited resources, limited time, and you’re trying to accomplish a goal. What we found is trying a lot of different things, putting our ideas out there and testing them with real data, really helped us focus on the things that actually mattered. That method of iteration and continual improvement set the foundation for how we approach building products and startups.”

      Liu and Skates next participated in the MIT $100K Entrepreneurship Competition with an idea for a cloud-based music streaming service. After graduation, Skates began working in finance and Liu got a job at Google, but they continued pursuing startup ideas on the side, including a website that let alumni see where their classmates ended up and a marketplace for finding photographers.

      A year after graduation, the founders decided to quit their jobs and work on a startup full time. Skates moved into Liu’s apartment in San Francisco, setting up a mattress on the floor, and they began working on a project that became Sonalight, a voice recognition app. As part of the project, the founders built an internal system to understand where users got stuck in the app and what features were used the most.

      Despite getting over 100,000 downloads, the founders decided Sonalight was a little too early for its time and started thinking their analytics feature could be useful to other companies. They spoke with about 30 different product teams to learn more about what companies wanted from their digital analytics. Amplitude was officially founded in 2012.

      Amplitude gathers fine details about digital product usage, parsing out individual features and actions to give customers a better view of how their products are being used. Using the data in Amplitude’s intuitive, no-code interface, customers can make strategic decisions like whether to launch a feature or change a distribution channel.

      The platform is designed to ease the bottlenecks that arise when executives, product teams, salespeople, and marketers want to answer questions about customer experience or behavior but need the data science team to crunch the numbers for them.

      “It’s a very collaborative interface to encourage customers to work together to understand how users are engaging with their apps,” Skates says.

      Amplitude’s database also uses machine learning to segment users, predict user outcomes, and uncover novel correlations. Earlier this year, the company unveiled a service called Recommend that helps companies create personalized user experiences across their entire platform in minutes. The service goes beyond demographics to personalize customer experiences based on what users have done or seen before within the product.

      “We’re very conscious on the privacy front,” Skates says. “A lot of analytics companies will resell your data to third parties or use it for advertising purposes. We don’t do any of that. We’re only here to provide product insights to our customers. We’re not using data to track you across the web. Everyone expects Netflix to use the data on what you’ve watched before to recommend what to watch next. That’s effectively what we’re helping other companies do.”

      Optimizing digital experiences

      The meditation app Calm is on a mission to help users build habits that improve their mental wellness. Using Amplitude, the company learned that users most often use the app to get better sleep and reduce stress. The insights helped Calm’s team double down on content geared toward those goals, launching “sleep stories” to help users unwind at the end of each day and adding content around anxiety relief and relaxation. Sleep stories are now Calm’s most popular type of content, and Calm has grown rapidly to millions of people around the world.

      Calm’s story shows the power of letting user behavior drive product decisions. Amplitude has also helped the online fundraising site GoFundMe increase donations by showing users more compelling campaigns and the exercise bike company Peloton realize the importance of social features like leaderboards.

      Moving forward, the founders believe Amplitude’s platform will continue helping companies adapt to an increasingly digital world in which users expect more compelling, personalized experiences.

      “If you think about the online experience for companies today compared to 10 years ago, now [digital] is the main point of contact, whether you’re a media company streaming content, a retail company, or a finance company,” Skates says. “That’s only going to continue. That’s where we’re trying to help.” More