Amplitude, Inc., the pioneer in digital optimisation, announced the launch of Amplitude CDP, the first insights-driven customer data platform (CDP). Unlike other CDPs that rely on third-party analytics, Amplitude CDP captures and analyses event data using its industry-leading product analytics solution, which is natively integrated. Product and marketing teams may use Amplitude CDP to proactively enhance data quality, analyse and identify new audiences, and sync data across their marketing and data stack. Amplitude's CDP, when combined with analytics, allows customers to become more operationally effective, make better, faster decisions, and boost customer engagement.
The purpose of CDPs is to collect data that leads to insights that may be used to make data-driven decisions and provide better customer experiences. However, Amplitude discovered major unaddressed difficulties in the CDP market, which is estimated to reach $20.5 billion by 2027, after working with thousands of firms and analysing over 1 trillion consumer data points per month. The quality of insights suffers when data is not managed proactively. The many teams responsible for collecting, analysing, and acting on consumer data find it difficult to collaborate across diverse solutions. Maintaining both a CDP and a Product Analytics solution results in double-dipping in costs and installations. Customers may use Amplitude CDP's comprehensive solution to turn high-quality data into meaningful insights.
Key benefits of Amplitude’s insights-driven CDP include:
-
Improved data quality — Data planning and governance are built-in to help data and engineering teams proactively maintain trust and quality.
-
Better audience discovery — Many CDPs move right from data collection to activation, offering segmentation but assuming companies know what audiences to target. Now, deep segmentation combined with analytics helps teams discover audiences based on insights, putting audience discovery before audience activation for maximum engagement.
-
Reduced costs and redundancies — With analytics natively integrated within Amplitude CDP, Amplitude eliminates duplicative costs for customers by providing a single platform that serves as the foundation for data, the engine for insights, and the driver for action.
-
Accelerated time-to-insights — Built-in analytics unites product, growth, and marketing around shared data to unlock insights and actions anywhere in the stack.
“Customer data platforms entered the market with the promise of making personalisation a reality, but aggregating data is only step one. As companies look to provide tailored product experiences, they need trusted data that provides insights about their existing audiences and helps them identify new ones, all without unnecessary costs for their business,” said Spenser Skates, CEO and co-founder of Amplitude. “At Amplitude, we have spent the last few years helping customers solve the problems that existing CDPs in the market were unable to. With the launch of Amplitude CDP, we are now providing customers with the ability to provide meaningful, personalised experiences all from a single platform.”
Amplitude has been releasing technologies to assist teams in collecting, managing, and activating consumer data for years. Amplitude's integration ecosystem has grown to more than 65 out-of-the-box connectors, with more than 50% of clients sending data from Amplitude to other tools in their stack. Customers such as Kahoot!, Hex, InvoiceSimple, Marco Polo, and Thrive Market are already using Amplitude CDP and benefit from improved capabilities for generating accurate, actionable data.
Key innovations include:
-
Unified user interface (UI) — Create a single taxonomy for all digital analytics use cases to collect and capture consistent data in one UI.
-
Event streaming — Federate data to martech, ad, and attribution vendors as well as data pipelines like Amazon Kinesis and Google Pub/Sub through a no-code configurable UI in the Data Connections catalogue.
-
Real-time audience syncing — Match the cadence of marketing campaigns and use customer behaviour to drive in-the-moment engagement with real-time syncs that refresh audience lists every minute.
-
Developer toolkit — Proactively collaborate with developers to define tracking plans with a best-in-class developer toolkit that saves engineers time and helps automate data validation with tracking libraries—no more typos, forgotten properties, or inconsistent naming conventions.
“Capturing, managing, and understanding every touchpoint across the customer journey is critical to business growth, and we needed a single source of truth from which to understand and better predict our customers’ behaviour,” said Sasha Siddhartha, co-founder and CTO at Thrive Market. “As a fast-growing business, we wanted to simplify our stack and invest in a robust data infrastructure that could easily scale at the pace of our increasing user and data volume. We were already leveraging Amplitude’s deep analytics capabilities within our product, so using Amplitude CDP was a powerful and cost-effective solution for our team. Amplitude CDP now helps power our 360-degree view of our members, allowing us to focus on 1:1 personalisation and driving customer lifetime value.”
A RealCDP-certified solution, Amplitude CDP is available to Amplitude customers in the early access program today and will be generally available later this year. Amplitude CDP will be free of charge for customers streaming fewer than 10 million events per month, an offer more than 10 times better than some of the leading CDPs in the market. Learn more about Amplitude CDP here or request a custom Amplitude demo here.
