Collecting first-party data from your customers is the foundation of delivering meaningful experiences and building customer trust. That said, to gain a more advanced understanding of customer needs and deliver contextual experiences that drive results, it’s often helpful to enrich first-party customer profiles with granular third-party data.
Enrichment services such as Narrative enable companies to fuel their data strategies and enrich first-party data at the individual level with complete control. mParticle’s bi-direction integration with Narrative makes it easy to unite new data to single customer profiles and activate that data for targeted customer experiences.
Step 1: Collect high-quality first-party data with mParticle
The first step to enriching your first-party data is to make sure that you have access to a secure, high-quality customer data set. Once you have a complete understanding of what data you are collecting, it’s easier to understand what you are not collecting and how that data can be gained through third-party enrichment. You can accomplish this by integrating mParticle into all of your digital touchpoints as a single access point for all of your customer data.
Step 2: Enable real-time data collection and unification
Next, you’ll need a data infrastructure that allows you to track customer engagements and attributes across channels without storage limitations. After ingestion, user data must be unified to a persistent customer profile tied to an ID or email address so that you can begin to reference customer interests, preferences, lifetime value and more. mParticle’s IDSync feature accomplishes this by giving you visibility and control over the management of known and anonymous user identities across all apps and platforms.
Step 3: Enrich profiles with a variety of third-party data points in Narrative
With access to high quality 1st party profiles, it’s often helpful to supplement the customer data collected from your app and website with granular data available from specialized tools. Data points such as attribution data, location data, digital engagement engagement data, and predictive intelligence can be ingested into your Customer Data Platform for enrichment of your single customer profiles.
Now that you have access to high-quality first-party profiles within mParticle, you can forward your user IDs to Narrative either through the Narrative Event integration (which allows you to forward user events and attributes in real time) or through the Narrative Audience integration (with which you can push entire Audiences to Narrative for enrichment). Within narrative, you can supplement your profiles and audiences with enrichment data points on attribution, location, historical digital engagement data and more to help you deliver more targeted and personalized experiences.
Step 4: Integrate your enrichment layer with persistent customer profiles within mParticle
Once you have enriched the picture of your customers with third-party data from Narrative, use the Narrative Feed integration to push your enriched IDs back into mParticle where this supplemental data will be added to your unified customer profiles, adding a new dimension to your view of your customers.
Step 5: Activate your enriched customer profiles in your favorite engagement tools
Being able to enrich single user profiles with third-party data is a huge milestone, but the real value comes when you’re able to activate that data to create more meaningful and personalized experiences for your customers. Once customer profiles in the Customer Data Platform are enriched, connect outputs to your preferred analytics and data warehouse tools to begin reaching customers with the right personalized messaging, offers, and content when it matters most.
If you're interested in trying this use case and more in the mParticle platform, you can explore our platform demo here.