Behavior-tracking software firm Amplitude Inc. today announced three new data-related services for its Digital Analytics platform that enhance data synchronization, security and privacy management capabilities.

The new products aim to provide seamless data synchronization, robust access controls and efficient data deletion processes. The enhancements help enterprises achieve accurate insights, enhanced security and compliance with data privacy regulations, driving growth and innovation.

Leading the list is Data Mutability, a new service that ensures synchronization between product analytics and data warehouses. Amplitude argues that traditional data management practices often involve manual synchronization, which is time-consuming, expensive, prone to errors and can lead to inaccurate insights.

The new Data Mutability service, which launches with support for Snowflake Inc. and for Databricks Inc. coming soon, tackles the issue of manual data synchronization by allowing users to synchronize any changes in their warehouses with just two clicks. Doing so eliminates the risk of data drift while also ensuring that insights are always aligned with a single source of truth — the user’s data warehouse.

The second release, Data Access Controls, puts users in control by allowing permissions to be assigned at a more granular level and control access down to data within charts, user and account lookup, syncs and event streams.

Data Access Controls offers customizable access and the ability to classify sensitive data, personally identifiable information and revenue data so that users can ensure that only authorized personnel have access to the information they need. The functionality strengthens an organization’s security posture and streamlines compliance with data privacy regulations by mitigating the risk of costly breaches and penalties.

The third release, Data Deletion, does as the name suggests by allowing users to delete data. The service offers granular deletion down to specific events, event properties and user properties while maintaining detailed audit logs for compliance purposes.

By simplifying the data deletion process, the service not only reduces the burden on resources but also demonstrates an organization’s commitment to protecting user privacy. Amplitude claims that this can go a long way in building trust with customers and stakeholders, who increasingly value transparency and responsible data management.

Photo: Amplitude