Amplitude Acquires InfiniGrow to Expand Marketing and Revenue Capabilities

At the core of Amplitude’s mission and product is a belief that data should be turned into good decisions. The onset of the AI era has quickly validated that mission and expanded the scope of data-driven thinking to include every tool and every team at a company.

In the modern landscape, AI-native companies are proof that success is a direct result of weaving together analytics and action. We want to build the platform that powers the next generation of hyperconnected, analytics-infused innovators.

Today, we’re taking a big step toward that goal by acquiring InfiniGrow, an AI analytics platform that helps teams measure, forecast, and optimize the marketing team’s impact on revenue. Amplitude and InfiniGrow share an interest in building products that allow customers to use data and AI in new ways. Not just to use data to answer hard questions, but to turn those answers into the right actions.

This move reinforces Amplitude’s focus on uniting every line of business on a powerful central analytics platform. Specifically, it empowers marketing teams to get more actionable insights from their data so they can move faster, make smarter decisions, and drive better business outcomes with Amplitude’s platform.

Amplitude adds powerful AI marketing analytics

The modern focus on turning data into action is extremely pertinent to marketers. They have more data than ever, but the volume and complexity are so deafening that they can’t possibly process all the information available to them. Decisions can be made based on that messy data, but it’s no better than guesswork.

There’s a clear opportunity for AI to help solve this problem, but it requires a clean and unified data foundation. Right now, too much marketing data lives in disconnected dashboards and one-off reports. More importantly, the systems that collect and store data are disconnected from the systems that marketers use to run campaigns.

InfiniGrow’s technology helps Amplitude close that gap. It brings both parts into one system, changing analytics from a backward-looking report to an active part of forward-looking decisions. What we want to build with InfiniGrow’s help is the clearest path from marketing data to actionable marketing recommendations.

InfiniGrow will allow Amplitude to provide marketing teams with excellent session-based analytics, including better insights into the context around user sessions. This data is the clearest view into how customers actually behave. Better session data allows marketing teams to see a much closer connection between their activities and their intended business outcomes. That clarity means marketers can move faster and more confidently.

Get to know InifniGrow

InfiniGrow’s specialty is advanced what-if analysis and scenario modeling. Those tools are exactly what marketers need to explore tradeoffs, test assumptions, and iteratively plan and allocate budgets. Their AI uses existing company data to make intelligent forecasts that marketers can use as an intelligent, proactive consultant to help make their biggest decisions.

By combining data from across the company—sales, marketing, finance, etc.—InfiniGrow gives marketers real-time visibility into what’s working and why across every channel and phase of the customer journey. It simplifies analytics and attribution to diagnose the true drivers of results, optimize budgets of all sizes, and forecast scenarios so marketing teams can make more confident data-driven decisions.

By adding InfiniGrow’s technology to Amplitude’s platform, we’re giving new teams and new analysts a practical tool to confidently make everyday decisions with AI.