mParticle reinvents multi-year customer data profiles with the launch of the premium profile re-engagement feature
NEW YORK, February 17, 2022 /PRNewswire/ — mParticle, the leading enterprise customer data infrastructure company, today announced the launch of Profile Reengagement as part of its premium feature suite. This feature allows brands to maintain a rich and robust profile of their customers over a multi-year horizon, within mParticle and across 100+ partner integrations. An in-depth, historical view of customers enables brands to personalize experiences for extended customer journeys, even if touchpoints are infrequent and inconsistent. This historical customer information is particularly useful for engaging seasonal or reluctant customers.
Today, brands rely on a plethora of vendors, from marketing tools to advertising platforms. Each of these providers has different data expiration policies, usually months. Over time, data about a particular customer becomes inconsistent or simply non-existent in the technology stack, preventing brands from personalizing customer experiences. Brands treat returning customers as new customers. Or worse, customers are treated with a personalized experience in one channel and completely anonymous in another.
Lost or inconsistent customer information that a brand has collected is particularly painful when more brands are deliberately focused on aggregating more first-party data following privacy and regulatory changes. Brands that invest resources in digital experiences designed to collect first-party data, only to slowly lose it to their tech stack, end up turning those investments into negative ROI.
“The best brands aim to personalize experiences for every customer every time, but are often limited by their tools,” says chewing chee, product manager at mParticle. “Profile Reengagement provides the extended customer history to amplify the effectiveness of seasonal and reactivation campaigns. We are excited to help brands maximize mileage from partner systems by giving them the data needed to create world-class experiences. “
Profile re-engagement allows brands to choose a multi-year personalization period, even if a customer hasn’t engaged a brand recently. When re-engaging a customer, the customer’s profile is enhanced with their long history of attributes and then sent down real-time to mParticle partners. mParticle bypasses the short-term memory limits of downstream systems by repopulating and refreshing stale customer records in partner tools. Ultimately, this results in unified and consistent customer records across their entire technology stack.
Profile Reengagement, now in beta, helps brands personalize every step of the customer journey, no matter how long that journey takes. It is a continuation of mParticle’s philosophy to enable easy access to historical data, across the organization. For example, Standard Audiences allow the creation of customer segments made up of data attributes that are less than two years old, to eventually be sent to more than 70 audience partners. These data retention periods are also customizable, defined in mParticle customer contracts.
Being able to easily access historical data to personalize experiences is especially useful for brands with seasonal or rotating customers. Seasonal customers, by definition, rarely interact with brands. As hijacked customers stop providing additional data points, brands need to use their existing knowledge of the customer to retain them.
That customer retention is easier with profile re-engagement will come as a relief to marketers and product managers, who recognize that the cost of acquisition is increasing every year. ProfitWell, an economic intelligence company, Noted that customer acquisition costs (CAC) increased by 60% between 2014 and 2019, and five times more than the cost of retaining an existing customer.
To learn more, please visit the Profile re-engagement page on the mParticle website.
mParticle facilitates the holistic management of customer data throughout the product and customer lifecycle. Teams at companies like Starbucks, NBCUniversal, Spotify, and Airbnb use mParticle to deliver exceptional customer experiences and accelerate growth by solving the fundamental challenges that impede success at scale. Founded in 2013, mParticle is headquartered in New York City with employees around the world.