Amplitude Acquires Iteratively: Expanding Digital Analytics Capabilities

Amplitude Acquires Iteratively to Enhance Data Management Capabilities

Amplitude, a product intelligence startup backed by significant funding, has announced the acquisition of Iteratively. Iteratively specializes in building reliable data pipelines for businesses.

This strategic move is designed to strengthen Amplitude’s core data management functionalities. These capabilities are crucial for powering many of its features, including its recently introduced personalized recommendation engine.

Second Acquisition for Amplitude

The acquisition of Iteratively represents Amplitude’s second to date, following the purchase of ClearBrain last March. Having secured $186.9 million in funding and achieving unicorn status, further acquisitions are anticipated.

The financial details of this acquisition have not been publicly disclosed by either company.

Image Credits: Amplitude

Expanding Beyond Product Analytics

“Our primary goal is to extend our reach beyond traditional product analytics,” explained Justin Bauer, Amplitude’s EVP of Product. “We aim to assist companies in measuring user behavior, predicting the impact of features, and dynamically tailoring experiences based on these insights.”

He further emphasized that digital optimization is a critical component of this broader vision.

The Importance of Data Quality

As Bauer highlighted, the effectiveness of Amplitude’s Behavioral Graph, which drives its optimization services, is directly tied to the quality of the data it receives. This realization underscored the rationale behind acquiring Iteratively.

Both Bauer and Patrick Thompson, CEO of Iteratively, revealed that discussions began late last year. Feedback from Amplitude’s customers consistently pointed to the need for improved data quality.

Image Credits: Amplitude

Strong Customer Overlap and Cultural Alignment

“We consistently heard from our customers about the importance of proactively improving data quality,” Thompson stated. “Many expressed excitement about Iteratively’s ability to address this challenge. We discovered that 70% of Iteratively’s customers were already using Amplitude, solidifying our conviction to pursue this acquisition.”

The two companies also shared compatible cultures, and Amplitude’s leadership team was impressed by Iteratively’s team. The majority of the Iteratively team will be joining Amplitude.

Iteratively’s Perspective on the Acquisition

“We observed the enthusiasm from our customers who were already leveraging Amplitude and how it transformed their product development and customer value delivery,” Thompson added. “From the beginning, we admired Amplitude’s innovation and its impact on the industry.”

“When considering companies that aligned with our values and offered a suitable environment for our team, Amplitude was unequivocally the top choice.”

Continued Operation and Integration

Iteratively will continue to operate as an independent product. It will maintain support for its existing customer base, including those who do not currently utilize other Amplitude services.

Both teams emphasized the importance of addressing the broader data governance and quality challenges that extend beyond Amplitude’s user base. A standalone Iteratively product will also likely attract new customers to Amplitude.

Integration of Iteratively’s technology into Amplitude’s existing Amplitude Govern service, which manages data pipelines, has already begun. This integration is currently available through an early access program.

Wider availability of the integrated service is planned for later in the year.