mParticle Launches Next Generation Audience Journeys to Customize Customer Experience


2022/5/13 18:19



NEW YORK, May 12, 2022 /PRNewswire=KYODO JBN/ --


- Journey Builder helps Marketers design audience sequences to continuously

update audience membership throughout the entire lifecycle.


mParticle (

), the leading customer data infrastructure company, today announced the

release of Journeys, a next generation audience toolset to help teams optimize

each step in the customer journey. Journeys uniquely combines multi-path

journey analysis, testing, and orchestration into a single workflow, helping

brands continuously optimize the customer journey, and deliver personalized

experiences in the moments that matter.


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Digital marketing teams often struggle to deliver adaptive experiences due to

customer data challenges created by technological, organizational, and

process-oriented silos. Individual departments, like Retention Marketing teams,

may manage scores of micro-journeys within their own set of tools like

marketing automation platforms. Yet, there's often little to no experiential

connectivity between the journey sequences and key milestones in the customer

lifecycle, like customer acquisition, loyalty, or retention teams. Because of

this, brands tend to lack actionable insights and the ability to create

leverage on journey performance throughout the customer lifecycle. Teams may

have robust analytics for parts of the journey like email engagement or loyalty

status, but can't determine the impact of a single touchpoint on the overall

customer journey.


With Journeys, teams can collaborate on a range of new capabilities to create

the most optimal journey for each customer. Included within today's release is:


    -- Journey Analytics: Powered by Indicative, improve customer context

       through rich reporting capabilities focusing on multi-path journey


    -- Journey Builder: Design multi-stage journeys with a simple-to-use,

       visual interface. Using cross-channel behavioral event or user data,

       define key milestones and sequences within the customer journey.

    -- Journey Integrations: Continuously sync audiences in real-time to any

       of mParticle's Audience API partners such as Meta, Twitter, Braze,

       Salesforce Marketing Cloud, Google and hundreds more who deliver the

       last-mile ads, messaging, and media experiences.


Brands who leverage these capabilities together develop a virtuous cycle

between discovery, experimentation, delivery, and optimization. Starting with

Journey Analytics, brands discover optimal paths to conversion that they'd want

other customers to follow. Leveraging these insights, brands can employ Journey

Builder, to build detailed journey paths designed to maximize user acquisition

or retention. Using Journey Integrations, brands can reach customers across any

channel: email, mobile, or social.  In essence, brands get to compare entirely

different engagement strategies, and their impact on subsequent journey



Because of the bi-directional nature of the integrations, teams can close the

loop on performance by incorporating cross-channel engagement metrics such as

email opens and clicks, SMS responses, and attribution data back into

mParticle. With a continuously updating user profile view, brands can easily

optimize the journey's sequence and maximize ROI across engagement channels.


"In the wake of changes from Apple's iOS update last year, the entire marketing

ecosystem has been impacted dramatically, and teams need to continue to drive

growth in the face of increasing customer acquisition costs, and shifting

economic conditions," Michael Katz, CEO of mParticle says.  "Journeys makes it

simple for marketers to do more with less, maximizing the impact of each

customer interaction."


Journeys has been in beta with select customers, and a series of additional

investments planned throughout 2022.  Existing mParticle customers can apply

for access to Journey Builder directly on the mParticle website.


About mParticle


mParticle makes it easy to holistically manage customer data along the entire

product and customer lifecycle. Teams across companies like NBCUniversal,

JetBlue, Venmo, and Airbnb use mParticle to deliver great customer experiences

and accelerate growth by solving the foundational challenges that impede

success at scale. mParticle announced a $150M fundraise in October 2021 led by

Permira on the heels of strong growth and product innovation.


Founded in 2013, mParticle is headquartered in New York City with employees

around the globe. For more information, visit


SOURCE  mParticle


CONTACT: Lyndi Thompson, VP Marketing,