Shubham Sharma 
Amplitude, a provider of product analytics and digital optimization technology, has launched a data sharing integration with Montana-based data company Snowflake. As part of this commitment, companies using Amplitude will have the ability to consolidate all of their product analytics data directly into their Snowflake instance or set up read access to a platform-provided data share—without extracting, transforming, and loading the data.
According to Snowflake and Amplitude, this will improve data connectivity for their mutual customers, giving them the flexibility to access their data as they please and increasing their ROI.
“The integration gives customers the flexibility to use it (product analytics data) both ways. One is that Amplitude shares data with Snowflake so the customer can merge that data with other data they may have in their account, such as marketing data, sales data, or CRM data, to really get a unified view of what its target audience within does product and how that translates into sales and revenue. Second, it gives customers the flexibility to do this within the amplitude application. You can also use the app to access, query and get insights into data in Snowflake,” Prasanna Krishnan, Director of Product for Snowflake Data Marketplace and Data Sharing, told Venturebeat.
Organizations can also leverage Amplitude’s reverse ETL integration with Snowflake to further enrich or enrich the data in Amplitude.
Ultimate Advantage
Longer term, the insights gained from this data exchange integration will help companies to understand in depth how their customers are interacting with their product and how this relates to other actions they may be taking (e.g. purchases). This enables them to create better product experiences and drive business growth.
“Lack of access to quality data ultimately prevents cross-functional teams from having a unified view of each customer. But with the Snowflake Data Share integration, Amplitude and Snowflake customers can now quickly and flexibly collect, process, and leverage their product data for deeper customer insight,” said Justin Bauer, Chief Product Officer, Amplitude VentureBeat.
The integration is active with a small number of Snowflake and Amplitude customers and will be generally available by Q3 2022. Snowflake’s data cloud is used by over 5,000 companies, while Amplitude’s product analytics platform has been adopted by over 1,700 companies including Atlassian, Instacart, NBC Universal, Shopify and Under Armour.
