As marketing teams face growing pressure to prove revenue impact, analytics platforms are moving beyond reporting toward decision support and forecasting. Amplitude’s acquisition of InfiniGrow reflects this shift, strengthening its position in the marketing analytics market by tying customer insights more directly to revenue outcomes.
Amplitude, Inc. has acquired InfiniGrow, an AI-driven marketing analytics company, in a move designed to help marketers turn insights into action. With this acquisition, Amplitude aims to close a long-standing gap in marketing analytics, where valuable insights often remain trapped in dashboards while budget, channel, and campaign decisions are made elsewhere.
The acquisition of InfiniGrow supports Amplitude’s broader strategy of making analytics more actionable across the marketing lifecycle. Marketers today collect vast amounts of customer and campaign data, but measuring how those efforts translate into revenue and future growth remains difficult. By integrating InfiniGrow’s capabilities, Amplitude plans to evolve analytics from retrospective reporting into forward-looking intelligence that helps teams measure, forecast, and optimize marketing’s contribution to business results.
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“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.”
A core focus of Amplitude’s platform has long been session-based analytics, which provide context around how users move through digital experiences. Analysts play a key role in defining sessions, connecting customer journeys, and ensuring data accuracy across teams. Amplitude said it is now doubling down on this approach by making sessions first-class across the platform and preserving session context over time. This foundation is intended to ensure that marketing decisions are based on consistent, trustworthy insights rather than fragmented data.
InfiniGrow’s technology builds on this foundation by applying AI to revenue-focused marketing questions. Its platform enables advanced what-if analysis and scenario modeling, allowing marketers to test assumptions, explore tradeoffs, and forecast the revenue impact of different budget allocations. Rather than relying solely on historical performance, teams can use AI-driven projections to guide planning and optimization.
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The acquisition is particularly relevant as marketing organizations seek tighter alignment with finance and revenue teams. With increased scrutiny on spend efficiency, marketers are expected not only to execute campaigns but also to demonstrate how those efforts drive measurable growth. Revenue analytics that connect customer behavior, marketing activity, and financial outcomes are becoming central to that mandate.
“We built InfiniGrow to apply AI to the real decisions marketers face every day, grounded in clean and contextual customer journey data,” 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.”
By bringing InfiniGrow into the Amplitude platform, the company is positioning itself as a single system where marketers can analyze behavior, understand performance, and plan future investments with revenue in mind. The move underscores a broader trend in MarTech toward platforms that unify data, analytics, and decision-making, helping marketers move faster while maintaining trust in their insights.
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