• by Ray Schultz , May 11, 2022

Data infrastructure firm mParticle has unveiled a toolset to help brands deliver personalized experiences throughout the customer journey. 

The new product, Journeys, is designed to help marketers “do more with less, maximizing the impact of each customer interaction," says Michael Katz, CEO of mParticle.

The firm says that while marketing teams may have robust analytics for parts of the journey such as email engagement, they can't determine the impact of a single touchpoint on the overall customer journey.

Brands can use Journeys to feed cross-channel engagement metrics such as email opens and clicks, SMS responses, and attribution data back into mParticle, the firm says.  

According to mParticle, Journeys includes these features:

• Journey Analytics — can help brands improve customer context through reporting capabilities focusing on multi-path journey analysis.
• Journey Builder — can help brands design multi-stage journeys with a visual interface, using a cross-channel behavioral event or user data to define key milestones within the customer journey.
• Journey Integrations — can be used to reach customers via email, mobile, social and other channels. They also can sync audiences of mParticle’s Audience APi partners, including Meta, Twitter, Braze, Salesforce Marketing Cloud, Google.

Katz notes that digital marketing has changed.

"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," he states.