mParticle

mParticle is an independent customer data platform (CDP) that collects customer data, providing firms with a unified view of customer data to assist with analysis and marketing campaigns. A key feature of mParticle’s platform is its secure collection and automatic anonymization of customer data. It also provides tools to maintain data consistency and quality in compliance with data privacy regulations. 

A key strength of mParticle is the number of integrations offered on its platform. Relating to this, the firm entered into a strategic partnership with LiveRamp (in March 2020), a data connectivity platform, to increase integrations to 550+.

In July 2021, mParticle introduced new data privacy and control features to help its customers comply with Apple’s app tracking transparency requirements. The firm has also executed on a number of acquisitions to broaden its product offerings which include Indicative, a customer journey analytics platform which it acquired in January 2022 and  subsequently launched ‘Journeys’ a customer journey orchestration solution in May 2022, as well as Vidora, an AI-powered personalization platform which it acquired in August 2022 and released mParticle ‘Intelligent Attributes’ enabling users to create AI models to predict the likelihood of customer conversions, automate the creation of target audiences, and computer key metrics such as predictive customer lifetime value based on models trained by purchasing behavior.

In October 2022, the firm broadened its product offerings with the launch of Warehouse Sync enabling users to directly ingest data from data warehouses. In October 2023, mParticle launched ComposeID, a free identity resolution service that is accessible in cloud data warehouse environments.

Key customers and partnerships 

By September 2024, mParticle was used by brands including Airbnb, Spotify, ChowNow, and Accuweather.