• mParticle, an independent customer data platform (CDP), acquired Indicative, a data analytics platform providing a unified view on the customer journey, for an undisclosed amount. 

• Indicative’s platform allows users to connect customer data in order to visualize and optimize the customer’s sales journey, providing insights for customer segmentation and cohort building in order to increase conversions and optimize the sales process. Indicative’s customers include Creately, Get your guide, Simply cook, and Trend Micro.  

• With the acquisition, mParticle’s users will be able to combine the capabilities of both platforms and apply analytics to its CDP to provide multipath visualization tools of key moments in the customer sales journey. It will also expand the number of mParticle’s technology integrations (currently 300+) and allow for the easy ingestion of data from other sources such as Snowflake, a leading data warehouse. 

• The firm stated that while the two platforms are in the process of being integrated, the platforms will continue to be offered as separate or combined product offerings. Currently, Indicative is offered as a Freemium product and has paid packages starting at USD 249/month. 

<ul><li> Analyst QuickTake: Indicative’s platform would complement mParticle’s recently introduced customer analytics feature by enhancing the actionable insights provided on customer experiences. By building out its analytics capabilities, mParticle has an edge over other CDP rivals, offering a more comprehensive suite of marketing data and analytics tools.</ul>