Amplitude’s Acquisition of Iteratively Strengthens Proactive Data Management Capabilities

Amplitude, the Digital Optimization System, is acquiring Iteratively, a leader in data planning and instrumentation.

With the addition of Iteratively, Amplitude extends its leading data management offering, now empowering customers with a solution for preparing data for analytics and personalization that pairs with their existing built-in capabilities for resolving identities, integrating data sources, and governing quality and access.

Now, digital businesses can proactively and continuously increase data quality for faster, more effective insights and actions that drive business results, according to the vendor.

Iteratively offers a centralized and always up-to-date data tracking plan, standardized 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, according to the vendors.

“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.” 

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

The combined technology provides an even more powerful data management foundation for Amplitude’s digital product analytics and its new personalization solution, Amplitude Recommend.

The transaction is closed. Terms of the deal are not being disclosed.

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