Amplitude Upgrades A/B Testing and Experiment Platform

In the US, digital optimization specialist Amplitude has enhanced its product experiment platform, Amplitude Experiment, to help simplify A/B testing and run concurrent experiments without exposing users to more than one testing scenario at a time.

Amplitude provides visibility into the entire customer journey, helping companies capture data about customer behavior, including understanding how people are using their products. Built on the firm's Digital Analytics Platform, Amplitude Experiment is designed to help product and data teams use experimentation to continually test hypotheses for ways to acquire and retain their users.

New capabilities include the ability to scale experimentation, using subsets of users from every test, with 'mutual exclusion groups' to ensure they are not subjected to colliding experiments. In addition, with 'holdout groups', brands can designate a set of users as a control group to understand the cumulative effects across multiple experiments. With the upgrades, the firm says it is also now possible to reduce experiment variance with 'controlled-experiment pre-experiment data' (CUPED), helping teams better understand how product changes impact different customer segments.

Chief Product Officer Justin Bauer (pictured) explains: 'With these enhancements, we're making it easier for teams to scale their A/B testing programs without sacrificing quality or overburdening data teams. With every leader focused on ROI, Amplitude Experiment is an obvious choice. It drives business value quickly while eliminating duplicative vendor costs and reducing data spend'.

Web site: www.amplitude.com .