InfiniGrow set out to transform B2B marketing from a speculative cost center into a predictable revenue driver by unifying fragmented marketing, sales, and financial datasets into a trusted attribution model. Elementica engineered the underlying data-cleaning pipeline, multi-touch attribution engine, and AI-driven budget simulation tools — work that validated the platform's financial-grade precision and led to its acquisition by Amplitude.
Product Development/MarTech/USA
Acquired by Amplitude — validation of technology fit, folded into Amplitude's broader AI Analytics Platform
Full journey attribution mapping every buyer interaction from touchpoint to closed deal
CFO-grade data accuracy via automated cleaning pipelines resolving broken UTMs, duplicate leads, and timestamp gaps
AI "What-If" simulations — predictive budget modeling enabling scenario planning prior to capital allocation
Client context
B2B buying journeys are notoriously complex — spanning months, dozens of touchpoints, and multiple stakeholders across organic search, paid ads, outbound sales, and event marketing. Traditional attribution models relying on "first-click" or "last-click" rules offer an oversimplified picture, leaving marketing leaders unable to prove real return on ad spend (ROAS) to financial decision-makers.
InfiniGrow set out to solve this by building a B2B marketing revenue engine that unifies data across CRMs (Salesforce, HubSpot), marketing automation tools (Marketo, Pardot), ad platforms (LinkedIn, Google Ads), and financial records into a single, trusted source of truth.
The challenge
Developing a financial-grade attribution platform introduces severe data engineering bottlenecks:
- Pervasive Data Pollution: In the real world, marketing data is dirty. Broken UTM parameters, unstandardized campaign naming, missing cookies, and mismatched lead-to-account (L2A) mappings pollute data streams long before attribution algorithms run.
- Complex Multi-Touch Tracking: Attributing revenue across a multi-year sales cycle requires tracking both individual user events and account-level interactions without creating duplicate or misaligned records.
Elementica's role
Elementica contributed as a core platform engineering partner. We designed and implemented the automated data-cleansing pipeline, engineered the multi-touch attribution algorithms, and built the forecasting layer for AI-driven budget allocation scenarios.
The solution
Upstream Automated Data Hygiene Engine
We engineered a pipeline that intercepts and sanitizes raw data streams before they reach the attribution layer. The system automatically repairs broken UTM tags, reconciles conflicting event timestamps, de-duplicates user profiles across devices, and maps individual leads to target corporate account entities.
Multi-Touch Revenue Attribution Layer
Behind the analytics interface, we built a flexible multi-touch attribution engine. By evaluating the complete interaction history of every deal, the engine distributes revenue credit weighted across touchpoints — giving marketing and finance teams an objective view of which channels actually drive closed-won revenue.
AI-Driven "What-If" Budget Simulator
To help marketing teams move from reactive reporting to proactive planning, we developed a scenario-simulation engine. Marketers can adjust channel budgets in a sandbox environment, running predictive algorithms to model how reallocation will impact future deal pipeline and revenue before committing capital.
Engineering decisions that mattered
Treating data hygiene as a first-class product feature
Rather than hiding data normalization deep inside backend ETL scripts, we built data hygiene as a core, auditable platform service. Giving users visibility into how raw data was sanitized built the trust required for CFOs to accept attribution reports as financial truth.
Asynchronous event stream normalization over batch processing
Processing touchpoints asynchronously via event queues allowed incoming ad clicks and CRM updates to be normalized in near real time, avoiding the heavy query latency typically associated with large end-of-day batch ETL jobs.
Results
InfiniGrow provided B2B marketers with a defensible, revenue-aligned attribution engine. The platform's ability to turn messy marketing data into trustworthy financial insights made it a compelling market offering, culminating in InfiniGrow's acquisition by Amplitude to power its broader AI Analytics Platform.
Product evolution
InfiniGrow's attribution modeling and scenario-planning capabilities now form an integral part of Amplitude's enterprise product suite, helping global organizations measure digital product and marketing impact.
