NEW YORK, May 12, 2022 /PRNewswire=KYODO JBN/ --
- Journey Builder helps Marketers design audience sequences to continuously
update audience membership throughout the entire lifecycle.
), 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.
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
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
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.
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 http://mparticle.com.
CONTACT: Lyndi Thompson, VP Marketing, Marketing@mparticle.com