Amplitude has introduced a suite of enterprise-focused marketing capabilities aimed at bridging the gap between marketing campaigns and product engagement outcomes. The updates allow teams to track the full customer journey, from first click through to long-term value, within Amplitude’s digital analytics platform.
According to Mark Drasutis, Head of Value, APJ at Amplitude, the new features respond to growing pressure on marketers to justify every dollar spent. “Amplitude’s new capabilities give marketers a clear and immediate view into which channels, campaigns, and tactics are actually driving product engagement and customer value,” he said.
The announcement comes as Amplitude reports a 200% increase in usage of its marketing tools over the past year, amid growing dissatisfaction with legacy martech platforms.
Key features in the release include real-time marketing dashboards, enhanced data table visualisations, and entry analysis to identify key acquisition paths. Additionally, heatmaps and no-code experimentation tools allow marketers to identify friction points and test landing page optimisations quickly. The platform also offers integrations with ad networks such as Google, Facebook, LinkedIn and TikTok, enabling precise audience targeting through cohort sync.
Unlike traditional platforms that focus on surface metrics like clicks and impressions, Amplitude’s solution ties campaign touchpoints directly to in-product actions, including engagement and customer lifetime value.
‘Organisations urgently need tools’
External analysts have also endorsed the approach. Liz Miller, VP & Principal Analyst at Constellation Research, commented: “Organisations urgently need tools that better connect marketing and product data… This is where the challenge is being met.”
Marketers at Home Shopping Europe are already using the platform to align marketing and product functions. Austin Costello, Team Lead Customer Intelligence, noted the shift from opaque models to data-driven decision making: “With Amplitude’s flexible and transparent attribution logics, we now clearly see which marketing efforts drive customer behaviour—no more black-box models.”
Amplitude’s platform currently includes Analytics, Experiment, Activation, Session Replay, and Guides and Surveys. More details are available via the company’s launch webinar and blog.