mParticle Releases its next-generation Audience Builder
New platform features provide marketers with greater control and flexibility over audience capabilities.
NEW YORK, February 20, 2019 — mParticle, the leading customer data platform (CDP) for multi-channel brands, today announced two key upgrades to its AudienceSync capabilities.
- Lifetime Audiences, which allows marketers to build audiences with an unlimited look back window, helps drive seasonal promotions and maintain a long-term dialogue with customers. The previous capacity was a 90-day lookback, which limited the duration of the relationship with customers. Learn more about Lifetime Audiences.
- User Attribute Forwarding provides marketers with the ability to send additional context with audiences that they connect to various marketing partners, rather than just audience lists themselves. Learn more about User Attribute Forwarding.
“When we launched our original audience system back in 2015, we knew that it would become a critical path to empowering brands to do more with their data,” said Michael Katz, CEO & Co-founder, mParticle. “Now in 2019, what was once innovative is now the status quo and this announcement is about continuing to push the envelope with what’s possible regarding audience segmentation and activation.”
Lifetime Audiences is a great way for brands to engage more customers throughout their journeys over the long term. By better understanding their interactions with a customer over a multi-year horizon rather than a three-month window, brands can maintain an always-on, customer-centric approach rather than a campaign-based marketing program.
For media brands, Lifetime Audiences can be used to drive tune-in initiatives by targeting viewers who have consumed content over past seasons or during other related premieres. For retail brands, this feature can be used to boost seasonal shopping by engaging people who may have purchased a product during the previous seasons (e.g., Christmas, back to school, etc.).
User Attribute Forwarding enables brands greater flexibility by creating and syncing a single audience, along with their associated attributes, for marketing partner tools — opposed to creating separate audiences to activate for each initiative or campaign. With the newly streamlined process, it is easier for brands to create one-to-one experiences, scale their lookalike capabilities, hone their retargeting efforts and better inform their real-time bidding (RTB) decisions — all while respecting customers’ consent choices.
User Attribute Forwarding dramatically reduces the time required to create and share audiences with partners. Instead of building a vast number of individual audiences, now a single audience — with multiple dimensions — can be created, distributed and repeatedly leveraged with partner tools.
mParticle is the customer data platform (CDP) of choice for the world’s leading multi-channel consumer brands. Companies such as Venmo, NBCUniversal, Spotify and Airbnb use mParticle to create a unified, real-time customer data pipeline that enables them to win in key moments of the customer journey. Founded in 2013, mParticle is headquartered in New York City with offices in Delray Beach, London, San Francisco and Seattle. The mParticle platform manages more than 500 billion API calls monthly. To learn more, visit www.mparticle.com.
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