mParticle launches tools to optimize the customer journey

mParticle, the customer data platform, has announced the launch of a set of tools under the name Journeys to support the optimization of each step of the customer experience. Journeys aims to combine customer journey analysis, testing and orchestration into a single workflow.

The toolset is also geared to overcome organizational and process-based silos, providing insights across the full customer lifecycle rather than disconnected insights into email engagement, for example, or participation in loyalty programs.

The components of Journeys. At time of launch, Journeys has three components:

• Journey Analytics, providing multi-path journey analysis and reporting. This is powered by Indicative, the data tracking and visualization platform acquired by mParticle in January.
• Journey Builder, a visual interface enabling the creation of customer journeys around key milestones and sequences.
• Journey Integrations, syncing audiences to mParticle’s Audience API partners (including Google, Meta and Salesforce) for activation in real time.

Why we care. mParticle has been primarily known in the CDP space as a solution for collecting, validating and connecting customer data, delivering it to downstream platforms for activation. Journeys signals that mParticle is enriching that customer data by discovering patterns of behavior that can form the basis for optimizing the customer experience.

Read next: What is a CDP?

About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.