Human37, a data-driven customer experience agency based in Brussels, explores the challenges large organizations face in implementing product analytics and how to foster a data-driven product development culture for improved customer experiences. The article emphasizes the importance of integrating product analytics into the product development cycle, which is often seamless in smaller organizations but can be challenging in larger enterprises due to rigid structures and data silos. In larger organizations, product analytics is usually assigned to marketing or analytics teams, which may not have influence over product roadmaps often controlled by IT. The article suggests two options for effectively incorporating product analytics: creating dedicated product teams to adopt customer-centric DevOps processes or adapting existing processes to better bridge the skills of analytics teams and the control of IT over product roadmaps. The key to success is placing emphasis on people and culture, aligning teams around a shared process that integrates product analytics into DevOps, and leveraging both technology and human capital to build a data-driven culture and enhance innovation.