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Amperity

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Overview

Amperity is a Customer Data Platform (CDP) specializing in identity resolution and marketing activation. The company leverages advanced technologies such as machine learning and AI to effectively manage and utilize customer data. Key aspects of Amperity include:

Core Products and Capabilities

  • AmpID: An identity resolution algorithm that merges and deduplicates user profiles using probabilistic and deterministic matching techniques.
  • Amp360: A solution for storing, managing, and transforming contextual customer data.
  • AmpIQ: Enables marketing activation by building and syncing audiences to downstream operational tools.
  • DataGrid: The underlying infrastructure powering the entire Amperity platform.

Identity Resolution

Amperity excels in identity resolution, employing patented technology and 45 different algorithms to create comprehensive customer profiles by stitching together various data points.

Data Ingestion and Management

  • Ingests raw data from disconnected sources without schema mapping or data transformations.
  • Supports flexible schema management within predefined table structures.

Real-time Capabilities

  • Event Routing: Routes behavioral events to downstream destinations.
  • Streaming Ingest API: A low-latency, high-throughput REST API for streaming data.
  • Profile API: Retrieves specific data points about users in real-time.

Integration and Scalability

  • Integrates with data lakehouses like Databricks and Snowflake.
  • Designed for rapid iteration and enterprise scale, supporting frequent updates and complying with security standards.

User Experience and Security

  • Provides a user-friendly interface with self-service options and AI-driven insights.
  • Prioritizes data security, integrity, and accessibility. Amperity is tailored for data engineers and marketers seeking to leverage advanced identity resolution and AI to transform raw customer data into strategic business assets.

Leadership Team

Amperity's leadership team comprises experienced professionals driving the company's growth and innovation:

Chief Executive Officer

  • Tony Alika Owens: Appointed in November 2024, bringing over 20 years of experience from roles at Salesforce, Oracle, and LivePerson.

Chief Technology Officer

  • Derek Slager: Co-Founder, overseeing technology strategy and innovation.

Chief Financial Officer

  • Amy Kelleran Pelly: Manages financial strategy, planning, risk management, and reporting.

Chief Customer & Product Officer

  • Chris Jones: Oversees product development and customer relations, with previous experience at Microsoft.

Chief Marketing Officer

  • Megan McDonagh: Joined in November 2022, bringing experience from RealWear and Intel.

Chief People Officer

  • Seema Kumar: Oversees workplace and people operations, with previous experience at F5 Networks.

Chief Revenue Officer

  • Michael Wasyluka: Focuses on revenue generation and sales efforts.

Other Key Executives

  • Rajeev Singh: Director, guiding strategic initiatives.
  • Kevin Johnson: Director, bringing experience from roles as CEO of Juniper Networks and Starbucks. The leadership team at Amperity is committed to driving technological innovation, operational excellence, and a culture of growth and collaboration, aligning with the company's mission to help brands transform complex customer data into business value.

History

Amperity, founded in 2016 in Seattle, has a notable history in the customer data platform (CDP) industry:

Founding and Early Mission

  • Founded by Derek Slager and Kabir Shahani to address challenges in managing and utilizing customer data.
  • Mission: "To empower brands to create meaningful customer experiences by inventing software that uses data to unleash a team's full potential."

Initial Product and Partnerships

  • Developed the Intelligent Customer Data Platform in collaboration with early customers like Alaska Airlines and Moët Hennessy.
  • Platform designed to unify fragmented customer data using machine learning and cloud-scale technology.

Growth and Funding

  • By 2021, raised $187 million in total funding.
  • Achieved "unicorn" status with a $100 million Series D round, valuing the company at over $1 billion.

Product Development

  • Continued innovation with products like Lakehouse CDP and AmpAi for AI-driven data analysis.

Leadership Changes

  • Co-founder Kabir Shahani departed in 2022.
  • Barry Padgett served briefly as CEO.
  • Chris Jones acted as interim CEO.
  • Tony Alika Owens appointed as CEO in November 2024.

Market Position

  • Competes with Salesforce, Adobe, Oracle, and Lytics.
  • Notable clients include Alaska Airlines, DICK's Sporting Goods, Under Armour, and Wyndham Hotels & Resorts.

Culture and Workplace

  • Known for a people-first culture emphasizing innovation and collaboration.
  • Rapid hiring reflects growth and commitment to a dynamic workplace. Amperity has evolved from a startup addressing customer data challenges to a leading player in the CDP sector, driven by innovation, customer partnerships, and significant funding.

Products & Solutions

Amperity offers a comprehensive suite of products and solutions as part of its Customer Data Platform (CDP), designed to help enterprise consumer brands manage, analyze, and utilize customer data effectively.

Core Products

  1. AMP ID: AI-powered customer identity management, including individual customer identity, householding, anonymous to known linking, data hygiene, and standardization.
  2. AMP 360: A modern customer 360 solution providing simple data aggregation without ETL or schema mapping, offering real-time access, multiple flexible databases, and hundreds of instant and custom attributes.
  3. AMP IQ: The customer Intelligence and Activation Hub delivering predictive customer and product metrics, insights, business planning, ready-to-activate segments, predictive models, and performance measurement.
  4. DataGrid: A fully connected, multi-patented data infrastructure powering all Amperity products, providing real-time data ingestion at scale, enterprise-grade security and compliance, and self-serve change management capabilities.

Industry-Specific Solutions

Amperity's Customer Data Cloud Solutions are tailored to various industries:

  • Retail: Building lasting, relevant customer relationships
  • Travel and Hospitality: Unlocking inaccessible customer data across systems
  • Financial Services: Unifying and enriching customer data across legacy systems
  • Restaurants: Providing a best-in-class data foundation for customer insights

Use Cases

Amperity offers solutions for various business needs, including:

  • Media & AdTech: Streamlining processes and improving first-party targeting
  • Loyalty Programs: Growing and retaining customers
  • Customer Churn Reduction: Proactive customer retention strategies
  • Customer Care: Creating engaging customer care programs
  • Conversion Rate Optimization: Acquiring new customers based on existing data
  • E-commerce Growth: Fostering loyalty and converting anonymous traffic
  • Omnichannel Personalization: Real-time, one-to-one personalization
  • Third-Party Cookie Deprecation Management: Leveraging first-party data

Implementation and Support

Amperity provides a structured implementation process, including:

  • Success planning and architecture workshops
  • Tailored implementation plans
  • Named implementation teams
  • Instructor-led product training Post-implementation support includes customer service, platform administration, training and documentation, and ongoing analytics and marketing activation consulting.

Additional Services

Amperity offers supplementary services such as:

  • Platform administration on behalf of the client
  • Bespoke training programs
  • Dedicated support contacts
  • Ongoing consulting on customer analytics and marketing activation

Core Technology

Amperity's core technology revolves around its Customer Data Cloud, designed to transform raw customer data into strategic business assets. Key components and capabilities include:

Identity Resolution

Amperity's AmpID algorithm specializes in identity resolution, stitching together user-completed events into a unified identity graph. This technology helps merge and deduplicate known and anonymous user profiles, creating a comprehensive customer view.

Data Ingestion and Management

The platform supports zero-hassle, schema-free ingestion from a wide variety of data sources, including online, offline, historical, and streaming data. This approach reduces the need for costly and tedious schema-mapping or ETL processes. Amperity also provides stable universal IDs, ensuring customer profiles remain reliable as data evolves.

Core Product Offerings

  1. Amp360: Stores, manages, and transforms contextual customer data into databases supporting marketing use cases.
  2. AmpIQ: Enables marketing activation by building and syncing audiences directly to downstream operational tools.
  3. DataGrid: The underlying infrastructure powering the entire Amperity platform, handling collection, processing, storage, and activation of data.

AI and Machine Learning

Amperity leverages AI and machine learning extensively through its AmpAi suite:

  • Stitch: Unifies all data sources to create a high-quality data foundation.
  • Predict: Helps marketers understand and predict customer behavior.
  • Assist: Supports faster creation of marketing workflows, including an AI Assistant for SQL queries.
  • Explore: Enables business users to access and use customer data through natural language interactions (e.g., AmpGPT).

Lakehouse CDP

Amperity's Lakehouse CDP approach allows seamless sharing of live data sets between a CDP and a lakehouse without ETLs or data replication. The Amperity Bridge feature uses open, industry-standard data formats to share data across platforms like Databricks and Snowflake, ensuring high data quality and governance.

Real-time Capabilities

Amperity offers several real-time features:

  • Event Routing: Routes behavioral events directly to downstream destinations.
  • Streaming Ingest API: Allows low-latency, high-throughput data streaming from sources to Amperity.
  • Profile API: Enables API calls to retrieve specific data points or attributes about users. Amperity's core technology addresses data quality and access challenges, provides comprehensive customer profiles, and supports advanced marketing activation and personalization through AI-powered tools.

Industry Peers

Amperity operates within the Customer Data Platform (CDP) and marketing technology sector, competing with several notable companies:

mParticle

Specializes in data management and personalization for multi-channel consumer brands, offering AI-powered customer insights, unified customer profiles, and data activation across various channels.

ActionIQ

Focuses on audience segmentation, journey orchestration, and real-time customer experiences. It integrates with various data sources to ensure secure data management and enables personalized customer interactions.

Tealium

Aligns customer data with business objectives through a flexible and scalable platform, offering real-time segmentation and actionable insights for personalized experiences at scale.

Blueshift

Concentrates on intelligent customer engagement and cross-channel marketing, using artificial intelligence to create unified customer profiles and activate data for personalized experiences.

Rivery

Provides a data extract, transform, load (ELT) pipeline and integration platform, automating data ingestion, transformation, and orchestration. It can be complementary or alternative to Amperity's data management capabilities.

Segment

A traditional CDP specializing in event collection and data activation, enabling data transfer to downstream tools. It's designed for data teams and technical marketers to collect and unify customer data across various platforms.

Hightouch

A Composable CDP that integrates with existing data infrastructure, allowing for identity resolution and audience building directly from the data warehouse. This approach avoids long implementation processes and leverages existing customer data.

BlueConic

Specializes in aligning customer data with business objectives, offering real-time segmentation and actionable insights to empower marketers in delivering personalized experiences at scale.

Redpoint Global

Offers a robust CDP solution with advanced segmentation capabilities and AI-driven orchestration for data management and customer engagement. These companies provide various solutions and features within the CDP and marketing technology space, making them significant peers and competitors to Amperity. Each offers unique strengths and approaches to customer data management, personalization, and marketing activation, catering to different business needs and preferences in the evolving landscape of customer data platforms.

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