A customer might interact with your brand by searching for a product on their phone in the morning, clicking on an Instagram ad around lunch, then opening up your website after work, and while these are very different types of interactions it doesn’t change the fact that it all ties back to the same customer. Every interaction provides another facet of the customer and gives marketers the context to reach them with the right content, in the right way, at the right time. But, traditional marketing practices have been unable to credit all of these interactions to one person and one customer profile. To understand your customers as individuals and create personalized one-to-one customer experiences, marketers, customer service reps, and product managers need access to a single customer view.
mParticle’s customer data platform offers the ability to build a single customer view with leading identity resolution capabilities. Today, we are excited to introduce User Activity View (UAV), a new enhancement to those capabilities. This feature gives brands a real-time bird’s eye view of users that includes all identifiers, attributes, and history across devices and channel. Brands can think of User Activity View as a way to search for individual CRM records containing all the details on a customer’s past interactions with their business.
Brands can search for a specific customer profile using any identifier, device ID, or attribute. For example, they can search using an email address, and mParticle will return all profiles including that email address in a matter of seconds.
Clicking a search result yields all customer data collected to date, including when and how that user engaged with your brand, among others. Customer details displayed as a part of UAV records include:
- User details: Identifiers such as email and customer ID and key performance metrics about users, such as first seen date and when they last visited the app
- Devices: Device IDs and when they were last seen on that device
- User attributes: Name, membership status, last purchase
mParticle will customize this view based on the types of data and key KPIs important to each brand. If you use a loyalty number as an identifier, for example, it will be displayed in the user detail section.
In addition to displaying first-party data collected directly from your digital properties, User Activity View also includes data from other cloud sources like attribution vendors and third-party sources, like demographic segments.
UAV also provides an up-to-the-second timeline record of real-time activity across properties, channels, technology partners, and more.
This granular view is great for customer journey analytics, especially when it comes to understanding the series of events that led up to a point of conversion, such as an app download or a purchase, for a high-value user.
Contact us for more information!