In response to a 90% spike in marketers using its platform over the past year, Amplitude unveiled a suite of analytics features built specifically for marketing teams today.
The company has a reputation among product teams that want to understand how customers use their digital products. The platform is popular among companies focused on product-led growth (PLG), which must optimize the product experience to retain users and help with upsell and cross-sell opportunities.
But marketing was often on the outside looking in, which makes even less sense today in an era of higher accountability and doing more with less.
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Marketing and product are part of a flywheel for companies selling digital products. Marketers acquire customers, the product team retains them with great experiences and marketing reminds users the product exists to keep them coming back.
However, the teams were rarely on the same page when it comes to tools.
The marketing team traditionally relies on analytics tools from Google or Adobe to understand the effectiveness of its work. That means disparate tools and disparate data. It’s also the heart of an organizational problem: when teams use their tools, they often focus on their priorities.
“Those platforms couldn’t unify product and data and marketing,” Amplitude CMO Tifenn Dano Kawn told MarTech. “You have different data, different tools, but leadership wants one story. Teams need to align on the same data and the same taxonomy.”
Amplitude will make it easier to see what drives conversions and lifetime value (LTV), measure return on ad spend (ROAS) and more precisely target audiences with relevant messaging from within its integrated platform. The result is a complete view of the customer journey — from first click to long-term retention — backed by data.
The new features include out-of-the-box marketing analytics, which leverage real-time dashboards tailored for marketers, with campaign insights, channel insights and ad performance analytics, without SQL or data setup.
There are also data table visualizations available for:
- Entry analysis: Identify where users come from and what they do next so that teams can optimize based on customer intent.
- Heatmaps: Visualize where users click, scroll, and select to uncover friction and optimize web and landing pages for maximum conversion.
- No-code visual experimentation: Test web pages and campaigns faster and more easily with more capabilities added to Web Experiment, no code required.
- Seamless integrations with ad networks: Report on campaigns and personalize ad targeting with cohort sync to top-tier ad networks, including Google Ads, Facebook Ads, LinkedIn and TikTok.
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