Analyzing Intelligence and Insights to Stay Ahead of the Curve with Amplitude and Split

Amplitude and Split announce their enhanced integration to aid product and engineering teams to close the gap between feature delivery and user behavior.

Inside Amplitude
January 28, 2021
Image of Cat Perez
Cat Perez
Strategic Partner Manager
How the Amplitude and Split integration works

Without data, product and engineering teams aren’t able to build world-class digital products and features effectively.

Product teams can turn into feature factories, building new features to drive user adoption and retention. The problem is very few of those features launch successfully and drive success for product teams. On top of it, there’s rarely any data to help product teams understand how their features are performing or why users exhibit certain behaviors.

Powerful Experiments with Hyper-Personalization:

In order to see the full impact of a new feature, you need to measure it. Using Split’s platform, teams are able to speed up developments by separating deployments from release and realize the impact of new features on every metric.

Go one step beyond to bolster your experimentation program by integrating Amplitude’s behavioral cohorts. With a better understanding of user behaviors and predictive analysis, teams are able to produce more hypotheses and experiment those within the Split platform. With these insights, you can strengthen the power of your experiments to achieve better results by targeting user behaviors like most likely to interact or be impacted by the newest feature.

Key Benefits of the Amplitude + Split Integration:

With Amplitude and Split, product and engineering teams are able to bridge the gap between feature delivery and user behavior to better understand customers and deliver impactful products. Once integrated, Split impression data is sent into Amplitude to start analysis on how experiments are performing based on user interactions and other metrics. Teams can also send cohort data to Split to test features based on user behaviors or predictive analysis. Using the insights derived from these analyses, you can:

  • Generate actionable insights – Create cohorts based on feature flag variations and track users interactions with each variation
  • Accelerate full stack experimentation – Monitor changes in KPIs you care about such as conversion and retention, as you test and iterate on new features
  • Build impactful products – Make data-driven decisions on which features to fully rollout and which to features to iterate on next
  • Personalize Customer Experiences – By sending cohort data to Split, you can target customers with flag treatments that are representative of their user behavior or based on desired outcomes.

Watch how to send Split feature data to Amplitude:

About Split

Split provides an industry-leading feature delivery platform which enables companies to embrace impact-driven development across their engineering teams. They have the ability to pair the speed and reliability of feature flags with data to measure the impact of every feature. Allowing for companies to reduce development time, mitigate release risk, quantify impact and free up engineering teams to solve customer and business problems.

How Customers Use Amplitude and Split

With the Amplitude and Split integration users are now able to map the full user journey. Now you can send Split impression data to Amplitude and have it automatically match each impression to a user. Within Amplitude these impressions appear as “Events” and contain information on which feature flag variation a user saw and what targeting rule was applied. Allowing for you to create Cohorts on feature flag variations and track how users interacted with each variation to determine the winning feature. In addition, users can now run full stack experiments by bringing Amplitude data into Split to automatically calculate and monitor metrics you care about while running experiments. This allows for quicker iteration around features in order to drive business results.

As an example, Surfline, the world’s largest surf forecasting site, evolved from feature flags to full-stack experimentation by combining Split impression data with Amplitude user data. When testing out how to offer trials of premium features within their free edition to encourage upgrades, Surfline relied on Amplitude and Split to closely monitor the impact of each experiment on conversion and retention.

“For us, feature delivery is about delivering outcomes. Using Amplitude and Split, our product and engineering teams are able to experiment with our free trial offerings to drive conversion to paid plans while also monitoring the impact on free user retention. The metrics we gather allow us to roll-out the right features with confidence.”- Gavin Cooper, VP of Technology at Surfline

To learn more about the use case and our integration with Split, reach out to the Partnerships team at Amplitude.

About the Author
Image of Cat Perez
Cat Perez
Strategic Partner Manager
Cat Perez is a strategic partnerships manager at Amplitude, where she manages Amplitude's technology partner program.
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