• mParticle, an independent customer data platform (CDP), introduced “Journeys,” a next-generation customer journey orchestration toolset to help marketing teams optimize customer experience throughout the customer journey. 

• The new solution allows marketing teams to build multi-path customer Journey using cross-channel behavioral events or customer data, which provides rich reporting and analytics capabilities. Users can also sync customer data in real-time via mParticle's Audience API partners including Meta, Twitter, Braze, Salesforce, and Google.

• The new solution is currently in beta with select customers. The firm stated that it plans to launch a series of additional features and products throughout 2022.

<ul><li> Analyst QuickTake: The new service is likely the outcome of its acquisition of Indicative , a customer journey analytics platform, in early 2022 as well. The service would also complement and enhance its recently launched “ Lifetime profiles” feature for creating more personalized customer experiences.</ul>