Contents
mParticle Overview & Main Features
mParticle is a Customer Data Platform that collects first-party data from multiple sources, organises and stores this data against unique user profiles and then forwards on this data to analytics, marketing and data warehousing platforms.
“mParticle is the choice for multi-channel consumer brands who want to deliver intelligent and adaptive customer experiences in the moments that matter, across any screen or device.”
See also: https://mparticle.com
Main Features:
Activity:
The ‘Activity Overview’ tracks basic stats for your workspace, while the 'User Activity' provides a detailed summary of data associated with a single user
Real-time: collect, access, and activate data in real time.
Having a CDP based on sharing data in batches or with scheduled import/exports can create inefficiencies in customer experiences (unable to engage with the user real time), marketing budget (deliver marketing campaign that are based on out dated cohort), limited troubleshooting
Please note that ‘User Activity’ is only available if the Admin or Support role is assigned and that there is a 24 hour delay to view events per user.
Identity Resolution & Data quality:
flexibility in defining the criteria to determine what makes a user unique, allowing to have a identity hierarchy and profile merging rules
address the quality of data flowing into the platform through a data master.
Connections:
mParticle provides multiple data flows to ensure different kinds of data travel from a client application or the web (input) to a destination (output). No matter which data flow your integration uses, server-sdie or or client-side, a connection is required. A connection is the combination of an input, an output, and the configuration information required to make the connection work.
Allows you to control how data flows across your tech stack based on consent state.
Privacy:
Manage your consent and opt-out privacy obligations under the GDPR and CCPA with Data Privacy Controls.
Add Consent Purposes, which can then mapped to the cookie consent categories via the OneTrust connection, to forward or not forward data to any output based on user consent.
Why mParticle?
mParticle is different from other customer data platforms since their focus is on data quality, data privacy and a real-time streaming architecture and not just segmentation, audience insights, and marketing output. See the related blog post here: https://www.mparticle.com/blog/mparticle/
How do I get access?
Access is directly managed by each Franchisee. Please contact a colleague who has an account with an Admin role who can add new users.
Key RBI personnel also have access to provide operational support as needed.
Event Tracking Flow
Events are tracked on all the Guest apps (web, iOS and Android) and sent to mParticle either directly from the respective app/device, or from the RBI’s servers using the mParticle API.
See also: Engagement - Event Tracking