A brief introduction to the mParticle Customer Data Platform. In 5 mins learn how mParticle's API-powered consumer data platform is used by customer-centric organizations to fuel amazing Customer Experiences and improve Customer Lifetime Value. Alex Kesaris akesaris@mparticle.com +447400999957

1. Helping Brands To Foster Deeper Relationships
mParticle Customer Data
Platform. Unwrapped.
Everything you need to know in 5 minutes.

2. Content
1. An Introduction To mParticle and Customer Data Platforms
2. CDP Required Capabilities
3. Loyalty Use Cases
4. mParticle Success Story - Burger King
5. Join The Family

3. FEWER CHANNELS OMNICHANNEL
The Customer
Journey is
Fragmented

4. With lots of touchpoints
and endpoints
*chiefmartec.com “Marketing Technology Landscape” by Scott Brinker et al., 04 April 2019

5. The Imperative Increase LTV and Reduce Churn
Risk Through Timely and
Personalised Omnichannel
Experiences.

6. But…
...without a truly integrated technology approach,
Customer Experience Delivery becomes expensive
and messy.

7. ...And That’s Why We’re Here.

8. CX
Data Availability
+
Beautiful Design
=

9. Airbnb, Burger King, Spotify. Industry leaders
that leverage their first-party data asset to
increase LTV growth through Customer
Happiness, Marketing Effectiveness and a solid
consumer CRM strategy.
CX Is The Foundation For LTV
Growth

10. mParticle is:
Flexible
Extensible
Real-time
Provides FLEXIBILITY to
cleanse and manage data
in a codeless way.
Enables EXTENSIBILITY for a
single view of the customer
across the ecosystem.
Allows businesses to deliver the
REAL-TIME experiences needed
to drive long-term growth.

11. Our Focus Areas
✔ Foundational Customer Data Platform:
• Non application specific CDP (e.g. not a point solution)
• Focus on real-time data ingestion at source, distribution & re-ingestion (closed loops)
• Highly open source, transparent and encouraging of customer programmability
• No execution or machine learning layer in the platform (customers plug their own in)
✔ Cross-Screen Commerce Optimised:
• Battle-tested in application environments
• Native SDKs & support for mobile data collection and activation
• Unique integrations & critical mass in ecommerce
✔ 100% Vendor, Data & Tech-Stack Neutral:
• Customer-driven
• We support bidirectional data flows and encourage round-trips
• No ownership of data or IDs in the CDP

12. What We’re Not
✖ A Multi-tenant or Shared ID Graph Platform:
• We process personal data (PII) so we are architected with privacy in mind
• No “give to get” considerations whereby your data ends up being leveraged by other tenants
• No probabilistic capabilities in the platform (only via partners)
✖ Client-Side Dependent:
• We optimise towards server to server connectors
• Dependency on tags & SDKs create poor CX and introduces data leakage and weight
• There’s tons of valuable data nowadays in data lakes and stores (Azure, GCP, AWS, etc)
✖ Black-Box & Rigid:
• Not here to provide table-stakes / out of the box “AI”- you know your data & audience best
• Our focus is on making it easy to get your ML into mParticle & multiplex it out to the broader ecosystem
of tools and partners
• Every customer uses our CDP differently, but based around the same core - we’re flexible

13. QUANTITYOFDATA
DIMENSIONALITY OF DATA
MARKETING
DATABASES
Purchase data mapped to
identity
Low volume
Rows & columns
Direct Mail Activation
DMPs, TAG
MANAGERS & ADTECH
Built around anonymity
Web-centric client-side
dependent architecture
High scale but Low Fidelity
Governance Poor
Multi-tenant DB (Shared IDs)
Paid Ads Activation
CUSTOMER DATA
PLATFORMS
Built around consumer identity
Platform agnostic
Privacy by Design
Real-time event streaming
Single-tenant (no Shared IDs)
High scale & High Fidelity
Real-time APIs
Server-to-Server Architecture
Full Lifecycle Activation &
Integrations
OFFLINE ERA WEB ERA CONNECTED ERA
CONSUMER &
REGULATORY
CONCERNS ABOUT
DATA PRIVACY &
SECURITY
How We Got Here

14. Customer Data Platforms
Core Capabilities

15. Capability Walkthrough
Customer
Data:
Ingestion, Enrichment,
Distribution & QA
Event-based and real-time data collection at source
Optimised for server-side integrations
Real-time, scalable and resilient
Real-time Data QA

16. Identity
Resolution
Customizable identity hierarchy and rules
Customizable scope of profiles
Deep profiles containing identities, user attributes, devices, attribution,
audience membership, consent, and event history
User Aliasing to merge anonymous and known profiles
Identity enrichment via 3rd-party partners (i.e. LiveRamp)
Capability Walkthrough

17. Profile
Discovery
Real time search of profiles leveraging any identity
Detailed User Activity View and ability to surface via Profile API
Profiles comprising identities, user attributes, devices, attribution,
audience membership, consent, and event history
Profiles resolve data from multiple inputs including native mobile, web,
server to server & back-end systems into a single record
Ability to create profiles from 3rd party feeds and data
Capability Walkthrough

18. Activation
Activate Audiences in real time to partners, such as Facebook and
Instagram
Orchestrate a single audience across multiple endpoints and channels in
real-time from the same audience definition
Cross promotion and partnership opportunities via P2P audience sharing
(2nd party data)
Personalize owned properties & applications based on holistic user activity
by leveraging a performant profile API
Capability Walkthrough

19. Feedback Loop
(Round-Trip Data)
Automatically resolve data from 3rd party systems to user profiles,
transforming to match the mParticle taxonomy
Provide open source, easy to integrate paths for 3rd party vendors to build
inbound event and audience connections to
Unrestricted access to round-trip data to unlock new opportunities
Capability Walkthrough

20. A Foundational Approach To Customer Data
Control
Compliance
Consent, Data Flow
Risk and Consent
Management
● Purpose-Driven consent management and OpenGDPR
● Granular Controls via Data Filters and Data Master
● Customer-managed encryption coming soon
Consumer
Identity Resolution and
Audience Activation
Optimise
Marketing
Effectiveness, Ad
Spend Optimisation
● Comprehensive Identity Resolution capabilities with IDSync
● Programmatic retrieval of user profile attributes with Profile API
● Audiences: Automate Suppression, Segmentation & Activation with AudienceSync
● Audience Sharing
● Unlimited lookback period with Lifetime Audiences
● Audience API integrations in Marketing Integrations
Connect
Data Ingestion, Enrichment,
Distribution and QA
Agility
Single Source of
Truth for all
Customer Data
● Real-time data ingestion at source from every touchpoint via S2S, API and SDK
● Self-host SDK options for reduced latency and improved app performance
● Real-time QA with LiveStream
● Event-level data distribution to any endpoint
● Partner feedback loops via Feeds
Enterprise
Value
mParticle
Proposition
Your Business
Case
The mParticle difference
***Click me to see my docs

21. Loyalty Use Cases
How We Can Help

22. Goal:
Deliver timely and relevant offers to Loyalty Scheme Members to maximise engagement,
Customer Lifetime Value and referrals.
Result:
A global QSR with a loyalty program used mParticle to build audiences based on F&B
preference, LTV, order history & context to deliver targeted offers that
increased order frequency by 7%
Solution:
Segment the loyalty customer base by creating audience cohorts in mParticle using
combinations of attributes, behaviours and Data Science scores. Leverage the Loyalty ID to
tie together a super-set of profile identifiers, making scheme members more addressable
across channels.
Audience Targeting for Loyalty and Cross-Sell
LOYALTY USE CASES

23. Result:
mParticle customer Glovo improved their overall media performance by 11% by combining CRM and paid
media in the same segmentation strategy
Solution:
Centralise audiences in mParticle. Leverage feedback engagement data from systems such as Salesforce
Marketing Cloud alongside behavioural & back-end data to better control audience membership & campaign
eligibility.
Optimize Cross-Channel Marketing Spend
MARKETING USE CASES
Goal:
Maximise the relevance, impact and on-target-reach of paid and owned media, increasing campaign
performance whilst reducing net spend. Improve campaign attribution.

24. Goal:
Optimise Return on Ad Spend (ROAS) and reduce fraud.
Result:
US ticketing company SeatGeek automated their audience suppression strategy which led to a
30-40% increase in marketing spend efficiency and a total of 15 hours/week saved in manual
reporting and uploading of audience lists
Solution:
Create, automate and globally synchronise media suppression lists to
marketing tools & agency partners.
Enhance Suppression & Minimise Wastage
ADVERTISING USE CASES

25. Goal:
Reduce time spent creating multiple audiences in individual systems. Improve the quality & consistency of
audience definitions and better enforce rules to ensure compliance.
Result:
German travel agent, Invia, uses mParticle as it’s audience hub massively reducing the need to create duplicative
audiences in tools such as Emarsys and Facebook. On average, campaigns are deployed 50% faster via mParticle.
Solution:
Use mParticle AudienceSync as the single source of truth for consumer segmentation, propagating those
audiences downstream to 75+ pre-built connectors. Leverage GDPR consent states in those audiences.
Consistent Audience Segmentation
GOVERNANCE USE CASES

26. Goal:
Generate incremental revenue and convert more online users into paying customers by
personalising on-site and in-app experiences based on customer behaviours, Sparks transaction
data and ML scores.
Result:
Spotify creates a weekly playlist of songs which are uniquely matched to users on a one-to-one
basis, based on listening preferences and online behaviours. This level of personalisation has
helped Spotify reach 220M Monthly Active Users incl. a Premium Subscriber base growing at 32%
YoY
Solution:
Programmatically retrieve attribute data from user profiles built on mParticle’s cross-channel data
collection and identity resolution capabilities and quickly create personalized experiences within or
across channels.
Personalised Landing Pages
PERSONALISATION USE CASES

27. CX & Marketing Technology Infrastructure for Multichannel Brands
mParticle Success Story

28. Killer Conquest
● Orchestrated experience
● Real-time data flows
● Closed-loop attribution
2019 Titanium Winner
2019 Mobile Winner
2019 Grand Prix Winner
CUSTOMER LTV USE CASE

29. Omni-Channel Use Case: Digital Acquisition Drives Loyalty
Users who qualify are
sent to Braze who
deliver a push
notification to device
Voucher is
made available
in the BK Mobile
App
Opens / Clicks sent
back to mParticle
for performance
tracking
GPS coordinates
on app open sent
to mParticle who
save these to the
consumer profile
GPS is passed in
real-time to
location company
Radar who check
against geo-fences
mParticle
Data
Collection
Customer
Experience
Radar feeds back to
mParticle
information on
whether the users
are in range
Consumer gets a
Whopper for $0.01
Business objective: Conquest
McDonald’s buyers and drive more
mobile app installs
How: Use geo-location data to trigger
in-person purchases using via mParticle &
Radar
Purchase data
sent to mParticle
and saved to
consumer profile
Consumer opens BK
app within 600ft of
McDonald’s
https://www.linkedin.com/pulse/where-detour-really-going-fernando-machado/

30. 4.5M 37:1
# of BK app downloads as
a result of the campaign
Campaign ROI
40X
Amount this promotion
outperformed BK’s most
successful coupon promo
Whopper Detour Results

31. Follow mParticle on LinkedIn.
Schedule a call
http://drift.me/akesaris.
Email me at
akesaris@mparticle.com.