The digital world is often characterized by its abundance of access to content, channels, and choices. The truth, though, is that the size and shape of that abundance is changing all around us.
Beginning in the 1980’s, cable TV stations greatly outgrew national broadcast channels and audiences began to fragment. The resulting shift in content consumption caused many brands to see a sharp decline in the effectiveness of their broadcast advertising. This was the driving force behind the first wave of data platforms which were used to capture data at the point of sale to better inform direct mail and in-store promotions, rather than rely on ineffective broadcast media.
In the mid-2000’s, the digital media ecosystem, which was born from the traditional publishing model began to transform. For brands, targeting content as a proxy to reach desirable audiences gave way to a more sophisticated and effective approach powered by audience targeting. Audience targeting in the web era worked by anonymously tracking user behaviors across multiple websites, grouping people based on similar browsing habits into audiences and enabling marketers to send targeted ads to these audiences, independent of media content. The new approach was powered by the second wave of data platforms, which were web-centric and ad-focused.
Today, people are consuming media and transacting on their mobile devices more than ever, and more specifically doing so in apps. There’s at least 10x the number of connected devices than the number of PC’s, and 2 out of every 3 digital minutes are spent on mobile. The magnitude of the opportunity is unlike anything we have ever seen before. What complicates this is that the tools that previously helped brands navigate web challenges are simply not suited for the unique challenges in a mobile world. Simply put, using web tools to solve mobile challenges is like bringing a butter knife to a gunfight.
Meanwhile, the proliferation of SaaS tools along with adoption of the cloud as a more secure, cost effective approach by companies of all sizes has radically changed the way that software gets bought and sold. Today, large companies routinely employ dozens of SaaS tools within and across their CRM, marketing, sales, business intelligence, and customer support functions (as well as many other parts of the business). In fact, according to a recent survey by the software database firm Siftery, the average number of software vendors used by a typical large company has increased by 20x in just 10 years. While SaaS tools give businesses the cost saving and speed they desire, it means that valuable customer data is siloed in these tools.
We started mParticle because we saw the shift to mobile plus the fragmentation of data across SaaS tools as catalyzing a need for a new kind of data platform — the third wave. As we continued on this mission, we’re thrilled to introduce the next generation of mParticle which includes significant updates to the UI, a much faster user experience, and the addition of our newest product feature, Feeds.
With Feeds, in addition to using mParticle to send data to all the various tools needed to run their businesses, brands can now also ingest 1st party data from dozens of SaaS tools with a few easy clicks. Legacy data platforms may have allowed you to capture ad data or CRM data, but rarely both. mParticle goes way beyond and enables you to capture data at every customer touchpoint such as payment, helpdesk, CRM, messaging, (plus ad data) to offer the most complete 1st party data platform on the market today.
At launch, mParticle customers can ingest customer and event-level data from Kochava, Apsalar, Adjust, Iterable, Urban Airship, Mailchimp, Tune and Zendesk (with many more of these integrations to come immediately after launch). Customers can then connect that data effortlessly to their existing marketing, analytics, and data warehouse platforms to create new opportunities that were previously time consuming or impossible. Some examples of what’s now possible with Feeds include:
- 360 Degree User Analytics: Combine CRM, Helpdesk, and engagement data to get the most complete profile of every interaction between your customers and your brand.
- Smarter Re-Engagement: Map email, push, and paid media performance and run lift analysis to create the optimal mix of messaging and ads to move users through the funnel.
- Omnichannel Business Intelligence: Combine attribution data and CRM data for end-to-end visibility into your customer journey. Calculate the value of your multi-touch campaigns with improved attribution models.
We recognize that every data platform will claim they are a complete customer data platform, but there’s a massive difference between capturing a single type of data from multiple sources and capturing all types of customer data, from every source. Feeds is a fully productized, point-and-click approach to SaaS data integration, included in the only customer data platform optimized to handle the unique challenges of the modern marketing era.
Feeds is live today across the entire mParticle customer base and getting started is easy. Just enter your credentials, hit save, and we’ll start syncing your data in real-time. No writing code, and no more manual data merges.
To learn more, contact us using the form below!