Amplitude is making a clear statement about where marketing analytics needs to go next. The digital analytics company has acquired InfiniGrow, an AI-powered marketing analytics startup, in a move designed to close a familiar—and costly—gap: insights that live in dashboards but never quite make it into real decisions.

For Amplitude, the acquisition reinforces a long-running strategy shift from descriptive analytics toward decision intelligence. The goal is no longer just to explain what happened, but to help marketers understand what to do next—and how those choices will affect revenue.

From dashboards to decisions

Marketing teams today are drowning in data but starving for clarity. Campaign performance, customer journeys, attribution models, and revenue metrics often live across disconnected tools. As a result, analysts surface insights, while budget and strategy decisions happen elsewhere—often based on intuition rather than evidence.

InfiniGrow was built to address exactly that problem. Its AI-driven platform focuses on measuring how marketing drives revenue, forecasting outcomes, and modeling tradeoffs before money is spent. By bringing InfiniGrow into the fold, Amplitude is aiming to make analytics directly actionable inside a single platform.

“InfiniGrow built AI to answer the hardest questions marketers face, and that’s exactly what Amplitude does,” said Spenser Skates, co-founder and CEO of Amplitude. “Together, we’re turning complex data into clear decisions teams can act on confidently.”

That framing matters. In a market crowded with analytics tools, Amplitude is positioning itself less as a reporting layer and more as a system for decision-making.

Why session-based analytics matter more than ever

Alongside the acquisition, Amplitude is doubling down on a core technical foundation: session-based analytics. While events have become the dominant currency of digital analytics, sessions remain critical for marketers trying to understand intent, journeys, and outcomes across channels.

Amplitude says it is making sessions “first-class” across the platform, preserving session context over time so marketing actions can be directly tied to business results. Without that continuity, insights can quickly become misleading—and optimization turns into guesswork.

This focus also reflects a broader industry realization. As privacy changes limit third-party data and attribution becomes harder, first-party session data is increasingly valuable. Accurate session context gives marketers a clearer view of how users move from engagement to conversion, and where marketing actually influences revenue.

InfiniGrow’s technology builds on that foundation rather than replacing it. Its AI models rely on clean, contextual customer journey data—precisely the kind of data Amplitude specializes in capturing.

What InfiniGrow adds to Amplitude

InfiniGrow brings advanced AI capabilities designed specifically for marketing decision-making, not just analysis. Key capabilities include:

• Revenue measurement: Clear visibility into how marketing efforts contribute to pipeline and revenue, not just clicks or conversions.

• Forecasting and what-if analysis: AI-driven scenario modeling that lets teams test assumptions, explore tradeoffs, and predict outcomes before committing budget.

• Optimization at planning time: Instead of optimizing only after campaigns run, marketers can iteratively plan and allocate spend based on forecasted impact.

This shifts analytics upstream in the marketing workflow. Rather than asking, “Did this work?” teams can ask, “What’s most likely to work next?”

“We built InfiniGrow to apply AI to the real decisions marketers face every day,” said Daniel Meler, co-founder and CEO of InfiniGrow. “Joining Amplitude allows us to scale that work and contribute to a broader AI analytics vision that empowers teams to act with confidence.”

A signal to the MarTech market

Amplitude’s move reflects a larger trend in MarTech: analytics platforms are racing to become decision engines. Vendors across the space are layering AI into dashboards, but many still struggle to connect insights directly to planning, budgeting, and execution.

By combining InfiniGrow’s AI-driven forecasting with its own session-based analytics foundation, Amplitude is betting that marketers want fewer tools—and more confidence. If successful, this could reduce reliance on separate planning, attribution, and modeling platforms.

It also raises the bar for competitors. Simply visualizing data is no longer enough. Marketers increasingly expect analytics to recommend actions, quantify risk, and show clear revenue impact.

What marketers should take away

For marketing leaders, the acquisition points to a practical shift: analytics should inform decisions before money is spent, not just explain results afterward. As budgets face tighter scrutiny, tools that can forecast impact and justify spend are becoming essential.

Amplitude’s challenge now is execution—integrating InfiniGrow’s capabilities seamlessly and proving that AI-driven forecasts can be trusted in real-world planning. If it succeeds, the company could move from being a product analytics leader to a central intelligence layer for modern marketing teams.

In a landscape where speed and confidence increasingly define competitive advantage, that’s a meaningful step forward.

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