Amplitude acquires Iteratively

With this acquisition, Amplitude further extends its integrated data management capabilities.

Amplitude has acquired Iteratively, a data planning and instrumentation company, the Digital Optimisation System announced on 14 May.

With this acquisition, Amplitude is further extending its integrated data management capabilities so digital teams can proactively and continuously improve the data quality across their analytics and personalization solutions, the company said in a statement.

According to Amplitude, Iteratively solves the data management (integration and formatting) problem with a centralised and always up-to-date data tracking plan, standardised templates, and version control. This ensures high quality data and enables product managers, data analysts and developers to collaborate and reduce the time they spend on data preparation and governance.

“Data is the crown jewel for every company. Good data quality is the critical success factor for any business to make good decisions quickly, and is a dividing line between the digital disruptors and the disrupted,” said Justin Bauer, EVP of Product at Amplitude. “Our DNA is product analytics, and we have always been committed to helping our customers make data management a seamless process so they can focus on product innovation and moving the business forward. The addition of Iteratively is another step towards delivering on a best-in-class solution and we are thrilled to bring the expertise of the Iteratively team to Amplitude.”

“We founded Iteratively to solve the problem we experienced first-hand as engineering and product design leaders: data analysts and product teams have lost confidence in their data,” said Patrick Thompson, Iteratively co-founder and CEO. “We built Iteratively to remove the hurdles to data quality and rebuild trust in data. We can’t think of a better home than Amplitude to help ensure the success of our customer’s analytics and personalization initiatives. We are thrilled to join the Amplitude team.”

Iteratively is already integrated into the Amplitude Digital Optimisation System alongside Amplitude Govern, its data governance application, which includes data integration, quality management and identity resolution capabilities.