Unlock Growth with Amplitude: Feature Flags & Session Replay

Amplitude is one of the most powerful tools available for understanding and improving the customer experience. It helps businesses move beyond simple reporting and into experimentation, personalization, and more intelligent decision-making. Three of the most impactful tools within Amplitude are Feature Flagging, Session Replay, and Behavioral Targeting with Identity Resolution. Together, these features make it possible to launch new ideas with confidence, learn directly from customers, and deliver more personalized experiences.

At Merkle Cardinal Path, we specialize in helping organizations implement Amplitude in a way that maximizes value and ensures long-term scalability. In this post, we will explore Feature Flagging, Session Replay, and Behavioral Targeting, and offer insights into how we can help you unlock these industry-leading features.

Feature Flagging: Smarter Product Rollouts

Feature Flagging allows teams to roll out new functionality to a select audience before going live to everyone. Instead of releasing a new feature to all users at once, businesses can control who sees what, test the impact, and mitigate risks.

Benefits of Feature Flagging

• Reduce deployment risk by testing features with a subset of users
• Enable A/B and multivariate testing without engineering bottlenecks
• Gradually release features to specific audiences based on behavior or demographics
  

How We Can Help
Our team ensures that Feature Flagging is not just a development convenience but a strategic tool. We help you define rollout strategies, such as using feature flags to launch a new checkout flow to a segment of high-value customers in California, or A/B testing two different product page layouts to see which drives higher conversion. Our governance frameworks ensure that your product teams can move quickly without sacrificing control or data integrity, enabling them to move rapidly without compromising power.

Session Replay: Seeing the Customer Journey in Action

Session Replay bridges the gap between quantitative analytics and human understanding. It enables teams to watch real user sessions and see precisely how people interact with their site or product.

Benefits of Session Replay

• Diagnose friction points by seeing where users hesitate or drop off
• Validate hypotheses by pairing visual insights with behavioral data
• Improve collaboration between product, UX, and support teams
  

How We Can Help
We help organizations move beyond watching random replays by connecting Session Replay data with key analytics. For example, we might design a process to flag automatically and review sessions where a user encountered a specific error message or abandoned their cart. This ensures your team gets actionable intelligence—not just anecdotal observations—and can quickly address critical issues. Our consultants design processes for filtering sessions based on key behaviors and tying replay insights back to broader performance metrics. This ensures your team gets actionable intelligence rather than anecdotal observations.

Behavioral Targeting & Identity Resolution: Delivering Personalized Experiences

Amplitude’s Behavioral Targeting and Identity Resolution capabilities allow you to create precise user segments based on actions, events, and cross-device identity stitching. This enables the delivery of highly personalized experiences and the measurement of their effectiveness in real-time.

Benefits of Behavioral Targeting & Identity Resolution

• Build dynamic user cohorts based on actual product behavior
• Stitch together user journeys across devices and sessions
• Power personalization engines and remarketing campaigns with clean data
  

How We Can Help
We guide clients in setting up advanced cohort definitions and ensure identity resolution is implemented correctly, avoiding duplicate or fragmented user records. Our expertise in data architecture ensures the integrity of your targeting and segmentation for both analytics and marketing use cases.

Why Partner with Merkle Cardinal Path

Implementing these features requires more than just flipping a switch. Without the correct planning, governance, and measurement frameworks, organizations risk underutilizing Amplitude’s full potential.

At Merkle Cardinal Path, we bring deep experience in product analytics, experimentation design, and identity management. Whether you need end-to-end implementation, integration with your existing martech stack, or training for your teams, we help you unlock Amplitude’s advanced capabilities with confidence.

Ready to Elevate Your Analytics?

If you are interested in Feature Flagging, Session Replay, Behavioral Targeting, or any area of  Amplitude’s robust suite of products, our team is ready to help.

Contact Merkle Cardinal Path today to explore how we can accelerate your journey to data-driven growth.