Press ReleasesJanuary 30, 2019

mParticle launches Data Master to help brands improve data quality

New core platform feature aligns businesses and stakeholders around a unified data dictionary.

NEW YORK, January 30, 2019 — mParticle, the leading customer data platform (CDP) for multi-channel consumer brands, today announced the launch of Data Master, as part of its core platform offering, available to all customers. With Data Master, companies now have granular visibility and control into how their data is flowing in/out of mParticle and can establish a unified data strategy based on clean, consistent data.

Historically, maintaining an accurate and comprehensive single source of customer truth has been riddled with challenges. As today’s consumer expects a seamless omnichannel experience, accurately mapping the customer journey—and its respective data—invariably becomes more complex. The intricacies are compounded when dealing with thousands of event-level data points, across hundreds of source systems, which must be disseminated across multiple internal teams, spanning from Customer Experience to Marketing to Product to Research & Development and others.

With Data Master, engineering and product teams are now able to audit the data pipeline to identify and resolve issues faster than ever before as time-consuming, manual processes have been eliminated.

“Developers, analysts, PMs, and marketers at Chewy have often wished there was an easy way to determine which app events are being collected and tagged across our technology stack,” said Eliza DeMarseilles, Mobile Product Manager at “Data Master will provide our team with a simple way to see all of the data mParticle is collecting in one place, so we can debug and democratize data, and maintain data continuity more easily.”

Platform users can also confidently make data-driven decisions with a full understanding of the data being used due to event-specific contextual details available in Data Master—data governance is made easy as internal stakeholders can now speak the same data language across teams and platforms with this added level of information.

“Ensuring both the integrity and availability of our customers’ data is our number one job,” said Andrew Katz, CTO & Co-founder, mParticle. “Delivering greater transparency and control along the entire data pipeline has been core to our mission since day one and this is just the first of many platform improvements coming in 2019.”

Data Master was developed as a continuation of mParticle’s mission to enable clients to unify their customer data to and from anywhere, for activation and analysis across channels and devices in real time. Data Master is now available to all customers as part of the core platform offering.

About mParticle:

mParticle is the customer data platform for the connected age. Sophisticated marketers at companies like Venmo, NBCUniversal, Spotify, and Airbnb use mParticle to create a unified, real-time customer data pipeline, enabling them to win in key moments of the customer journey. Founded in 2013, mParticle is headquartered in New York City with offices in San Francisco, Seattle, and London and manages more than 500 billion API calls monthly.

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