How Buser Transformed Its Growth Through Data and Collaboration
🌍 A New Way to Travel — and a New Way to Grow
Buser, Brazil’s largest collaborative bus-travel platform, was created to offer a modern, human, and affordable alternative to traditional transportation. Since its founding in 2017, it has transported over 2 million people. But its growth wasn’t just in users — it grew from 40 employees in 2020 to more than 500 in just a few years.
That growth brought new challenges, and one became clear: how to scale data-driven decision-making without depending solely on the technical team.
🚧 The Challenge: Many Tools, Little Action
Early on, Buser relied on tools like Google Analytics, SQL, and Metabase to understand user behavior. While useful, these tools didn’t allow easy funnel analysis or self-service access.
As a result, marketing, product, and growth teams depended heavily on developers and analysts for answers. Decisions were delayed, and many opportunities were lost simply because data wasn’t readily available.
In 2020, the team decided to take a new direction: build a culture of growth powered by accessible data for everyone.
💡 The Change Began with a Click
The turning point came when Buser adopted a new product analytics platform.
“The first time I opened the platform, I didn’t know the interface. I clicked on the funnel chart, chose the events, and built the sequence. I created a home-to-purchase funnel in five seconds. It was an epiphany.” — Gustavo Loureiro
That first click changed how the entire company worked. No more waiting for reports or writing SQL queries — data was finally at everyone’s fingertips.
🔄 When the Entire Company Speaks the Language of Data
What started with the product team quickly spread across the organization:
- Product: 90–100 % of work today is based on data from the platform — from A/B tests to cohort analysis.
- Marketing: Evaluates campaigns by city, channel, and device, instantly seeing what converts and what doesn’t.
- Leadership: Even the CEO builds charts and monitors user behavior firsthand.
Data stopped being a technical asset and became part of the company’s daily rhythm.
🤝 More Than Support: A Strategic Partnership with Minders
To make this transformation successful, Buser needed more than a great tool — it needed a partner to guide the process. That’s where Minders came in.
Minders provided:
- Local support in Portuguese and cultural alignment — key to accelerating adoption.
- A comprehensive implementation strategy: event taxonomy, data integration, dashboards, and training.
- Hands-on guidance — a team ready to help with questions, configurations, and best practices whenever needed.
“What I value most about Minders is how they act as a bridge between Amplitude and Buser in a human and always-available way. We never waited more than 24 hours for a reply — even on holidays. That creates a very positive feeling that we’re not alone.”
— Gustavo Loureiro (Principal Product Manager, Buser)
📈 Real Growth, Measured Step by Step
The combination of an accessible analytics platform and a strategic partner delivered tangible results:
🚀 Impact
- 67 % increase in app conversions within a single year
- Over BRL 100 million generated through data-driven decisions
- Teams making confident, autonomous decisions
🔍 How They Did It
- Precise segmentation: Campaigns can now be analyzed by city, channel, user type, and more — all in one view.
- Continuous experimentation: Every week, hypotheses are tested, results measured, and strategies adjusted.
- Real-time insights: From designers to executives, everyone can access and analyze data instantly.
🔑 Three Pillars That Made It Possible
- Accessibility: Data is no longer locked away. It’s available to anyone who needs it, anytime.
- Collaboration: Minders was more than a vendor; it was a strategic ally driving real, sustained adoption.
- Experimentation Rhythm: Testing, measuring, and learning became part of the company’s weekly routine.
🧭 Not Magic — Method
Buser’s growth didn’t come from a secret formula. It came from a deep cultural shift: putting data at the center and empowering everyone to use it.
“Every growth initiative we run is measured inside Amplitude. Without it, we wouldn’t know if our actions were working or not. We estimate that thanks to the platform, our conversion rate grew about 67 % year over year. We can confidently say that with Amplitude and Minders, we gained clarity on which product changes generated at least one hundred million reais in additional revenue for Buser.”
— Gustavo Loureiro (Principal Product Manager, Buser)
The Results: Clarity + Growth
With the platform and partnership in place, Buser unlocked deeper, faster insights. For example:
- Growth and marketing teams now segment by campaign, city, device, and user type — tying actions directly to conversion in one place.
- Product teams run A/B tests continuously: funnels measure variant performance, cohorts track user attributes, and path analysis maps behavioral flows.
- Major experiments — not just one-offs — are now part of every product squad’s weekly rhythm.
The outcome speaks for itself:
“All growth changes are now measured in the platform. Without it, we wouldn’t know if our experiments actually worked. We estimate that using the platform, we achieved roughly a 67 % increase in conversions in one year — and thanks to the tool and Minders, we generated at least BRL 100 million for Buser.” — Gustavo Loureiro
Final Word
At its core, this is what growth looks like: not a hack, but a process. Data becomes shared language, insights drive action, and every experiment is tracked from hypothesis to outcome.
When Buser embraced that journey — with our team alongside — the result was clear: a leaner, smarter organization and conversions up by two-thirds.
