Amplitude, Inc. has recently acquired InfiniGrow, an artificial intelligence marketing analytics platform, which marks an important step forward for Amplitude in their effort to make analytics more actionable for today’s marketing organization. The acquisition enhances Amplitude’s capabilities to enable marketers to make decisions with insights, align their activity with revenues, and work within a single platform for their analytics.
Today’s marketeers are surrounded by data but struggle to act on insights garnered from them. Data points easily get locked in reporting dashboards without being tied to the important decisions made in driving the business forward. By integrating the team and capabilities of InfiniGrow with Amplitude’s solutions, the firm hopes to fill the gap in the space by developing analytics from reporting insights to proactive intelligence about the role of marketeers in driving revenue.
“InfiniGrow built AI to answer the hardest questions marketers face, and that’s exactly what Amplitude does,” said Spenser Skates, co-founder and CEO of Amplitude. “Together, we’re turning complex data into clear decisions teams can act on confidently.”
The contemporary state of marketing analytics begins with a solid base of trustworthy data. For organizations in general, analyst teams have a vital part to play in terms of sessions,Customer Journeys, and continuity. For a solid base in marketing analytics, Amplitude is strengthening its commitment to sessions with sessions as first-class citizens and continuity between sessions. Sessions with first-class citizenship mean that marketing activities must be based on reliable insights with direct connections to real-world results.
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The AI marketing analytics capabilities of InfiniGrow naturally lend themselves to this. Their strengths include their ability to assist teams in making sense of their marketing investments with regards to revenue through what-if analysis and predictive modeling. Using such tools, marketers are able to weigh their choices and plan their budgets based on AI forecasts of revenue as opposed to historic figures.
By integrating these capabilities into Amplitude’s platform, marketing leaders gain a clearer line of sight between strategy, execution, and revenue performance. This is particularly critical in an environment where teams are expected to justify spend, adapt quickly to market changes, and continuously optimize campaigns for measurable impact.
“We built InfiniGrow to apply AI to the real decisions marketers face every day, grounded in clean and contextual customer journey data,” said Daniel Meler, co-founder and CEO of InfiniGrow. “Joining Amplitude allows us to scale that work and contribute to a broader AI analytics vision that empowers teams to act with confidence.”
The acquisition underscores Amplitude’s broader vision of unifying product, marketing, and customer analytics into a single decision-making system. By combining session-based behavioral insights with AI-powered revenue forecasting, Amplitude is positioning itself to help marketers not just understand what happened—but confidently decide what to do next.