mParticle
Unify, activate, and optimize customer data in real-time for personalized experiences.
Executive Summary
mParticle by Rokt is a hybrid Customer Data Platform (CDP) designed to help businesses collect, unify, and activate their customer data at scale. It enables marketing, product, and data teams to build comprehensive customer profiles, create intelligent audiences, and deliver personalized experiences across various channels. The platform differentiates itself through its warehouse-native capabilities, real-time responsiveness, extensive integration ecosystem, and robust privacy compliance features, empowering enterprises to maximize marketing ROI and enhance customer engagement.
Use Cases
- Building unified customer profiles for a holistic view of user behavior.
- Creating highly targeted and personalized marketing campaigns across multiple channels.
- Improving data quality and governance across the entire customer data stack.
- Ensuring compliance with global data privacy regulations like GDPR and CCPA.
- Driving customer acquisition, engagement, and retention through predictive analytics and segmentation.
- Optimizing ad spend by suppressing converted users and low-intent audiences in real-time.
Features
Visibility
- Unified Customer Profiles: Creates a single, comprehensive view of each customer by unifying data from all sources, enabling a complete understanding of their journey and interactions.
- Real-time User Activity View: Provides a live stream and historical view of individual user activities and profile updates, allowing for immediate insights into customer behavior.
- Data Catalog: Offers descriptive metadata about all data points, attributes, and their ingestion sources, enhancing data discoverability and governance.
- Dynamic Segmentation: Enables the creation and management of highly specific customer segments based on real-time and historical data for targeted marketing and personalization.
Intelligence
- AI-Powered Predictive Audiences (Cortex): Leverages machine learning to predict future customer behaviors and create high-value lookalike audiences, optimizing acquisition and engagement campaigns.
- Personalization Engine: Uses AI-driven insights and intelligent attributes to power personalized experiences, content recommendations, and targeted advertising across the customer journey.
- Automated Data Quality Enforcement: Enforces data quality and consistency through data plans, schema validation, and real-time feedback on invalid data points, preventing bad data from entering the tech stack.
- Reverse ETL for Zero-Copy Activation: Supports reverse ETL capabilities for direct warehouse-to-activation workflows without data duplication, preserving privacy and enabling real-time data use.
Support
- Dedicated Customer Success Management: Provides dedicated support and guidance for enterprise customers to ensure successful implementation and ongoing optimization of the platform.
- Comprehensive Developer Documentation: Offers extensive guides, API references, and SDK documentation for various platforms (iOS, Android, Web) to facilitate integration and data collection.
- Data Subject Request APIs: Provides APIs for customers to programmatically handle data subject requests (Erasure, Access, Portability) in compliance with privacy regulations.
- Priority Support Tiers: Offers tiered support with faster response times for Growth and Enterprise customers, ensuring timely resolution of issues.
Technical Specifications
- Architecture
- Hybrid Customer Data Platform (CDP) with warehouse-native scale and real-time responsiveness, supporting composable CDP models and offering reverse ETL for zero-copy activation.
- Deployment
- Cloud/SaaS
- Authentication
- SSO, SAML 2.0, OAuth 2.0
- API Available
- Yes
- MCP Server
- No
Infrastructure
- AWS
- GCP
AI/ML Stack
- Machine Learning
Integrations
- Segment
- Amplitude
- Braze
- Snowflake
- BigQuery
Security & Compliance
Certifications: SOC 2 Type II, ISO 27001, GDPR, CCPA, COPPA
Encryption: Industry-standard encryption for data in transit and at rest.
Pricing
- Model
- Consumption-based with universal credits, custom enterprise
- Starting Price
- Contact sales (averaging ~$156K/year based on existing summary)
- Target Customer
- Mid-market to Enterprise
- Contract Type
- Annual, Multi-year discounts available
- Free Trial
- Yes, Custom demo or 30 days for Analytics component (credit card required)
About mParticle
mParticle is a customer data platform (CDP) that helps multi-channel consumer brands collect, unify, and activate customer data across various touchpoints. Their platform enables businesses to create personalized customer experiences by providing real-time data infrastructure, customer segmentation tools, analytics, and AI predictions. Founded in 2013, mParticle is headquartered in New York City and operates as a subsidiary of Rokt, serving global brands.