Amplitude unveils new tools to unify marketing & product data

Techday NZ

20-05-2025

Amplitude has introduced new enterprise marketing capabilities aimed at combining marketing and product data within its analytics platform.
The latest updates are designed to provide marketing teams with a unified view of the entire customer journey, enabling them to optimise spending, campaigns, and channels more effectively. Amplitude says these new tools allow teams to see which touchpoints lead to conversions and increased lifetime value, measure return on ad spend, and target audiences more precisely using consolidated data.
According to Mark Drasutis, Head of Value, APJ at Amplitude, the need for greater visibility into campaign results has become urgent for marketers in the region. Drasutis stated, "The pressure to prove the impact of every dollar spent, and to do it quickly, has never been greater for marketers across Australia and New Zealand. 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. By connecting marketing, customer and product data in one place, we are helping brands in ANZ move beyond surface metrics and build experiences that grow measurable customer value."
The features in this release address longstanding challenges with legacy marketing technology. Traditional marketing analytics tools often focus on surface-level metrics, providing limited insight beyond ad clicks and initial engagement. Amplitude's platform connects each marketing activity with product engagement, in-product behaviour, and long-term retention, offering what it describes as a more comprehensive, data-driven view of the customer lifecycle.
Amplitude's platform now includes several new features with a focus on usability and integration. The out-of-the-box marketing analytics now provide real-time dashboards specifically for marketers, featuring campaign insights, channel insights, and ad performance analytics. These can be accessed without the need for SQL knowledge or extensive data configuration.
Custom report creation has been enhanced through new data table visualisations, allowing marketing teams to digest campaign performance more easily. Entry analysis highlights user origins and subsequent behaviour, equipping teams to optimise based on demonstrated customer intent. Heatmaps enable visualisation of user interactions such as clicks, scrolls, and selections, helping to identify friction points on web and landing pages and to support higher conversion optimisation.
For experimentation, the no-code visual experimentation tool has expanded functionality, enabling faster and easier testing of web pages and campaigns. Amplitude also now offers seamless integrations with leading ad networks, including Google Ads, Facebook Ads, LinkedIn, and TikTok. These integrations facilitate campaign reporting and allow for more precise ad targeting through cohort synchronisation.
Liz Miller, Vice President and Principal Analyst at Constellation Research, commented on the significance of unifying marketing and product data. "When marketing teams can't see beyond a single customer moment, and product teams don't understand a customer's journey, both sides are making decisions in the dark and it is the customer that ends up lost. Organisations urgently need tools that better connect marketing and product data to provide a complete picture of the customer and add real signal and insight to better plan, invest and deploy meaningful experience. This is where the challenge is being met—empowering organisations to make better decisions, faster."
Some current customers are already applying Amplitude's enhanced analytics in their operations. Austin Costello, Team Lead Customer Intelligence at Home Shopping Europe (HSE), described the impact: "At HSE, we've always valued a full view of the customer journey— and with Amplitude, we're now able to turn that vision into actionable insight. With Amplitude's flexible and transparent attribution logics, we now clearly see which marketing efforts drive customer behaviour – no more black-box models. Its powerful data visualisations and continuous feature updates are game-changers."
"We can quickly spot issues, test improvements, and measure impact. And thanks to the intuitive interface, both our Product and Marketing teams can access insights on their own and shape initiatives based on a shared, data-driven view of the customer – without waiting on analyst support."
Amplitude reports a 200% increase in marketing tool usage within its platform over the past year, reflecting what it identifies as a broader trend of marketers moving away from traditional marketing technology solutions in favour of more integrated analytics capabilities.