Overview

mParticle is a centralized customer data platform (CDP) designed to collect, enhance, and forward user events and audience segments from mobile apps, websites, server APIs and data feeds into a broad set of destinations. It functions as a single hub where data is ingested, enriched, cleansed, and routed to analytics, marketing, push-notification tools, data warehouses, and more. Built to handle both event-level and audience-level data, it provides businesses with real-time control and routing intelligence along with SDKs, reverse-ETL, AI-powered predictive modeling, and strict data governance capabilities.

Features and Capabilities

• **Data Ingestion: **Unified collection of behavior and user-identifiable events via mobile (iOS, Android), web, server SDKs, CSV feeds, and Events API.
• **Data Quality & Schema Management: **Tools to manage attribute schemas, transformations, and event validation before routing to outputs.
• **Connections (Integrations): **One-click input→output pipelines to hundreds of analytics, attribution, personalization, and storage tools.
• **Audience & Segment Management: **Real-time audience definitions with dynamic segment building, forwarding to marketing and messaging platforms.
• **Analytics Suite (Indicative): **Cohort-based behavioral analytics for deeper insight into funnels and user journeys.
• **AI-Powered Predictions (Cortex): **On-platform machine learning tools for building predictive models like churn risk and purchase propensity.
• **Reverse ETL & API Access: **Bi-directional data sync, RESTful API for entity and config management, and ability to push audiences back to warehouses or apps.
• **Multi‑Workspace Architecture: **Nested architecture with organization→accounts→workspaces for brand, region, or compliance management.
• **Modern UI Experience: **Updated interface with interactive Overview Map showing data flow, navigation to setup, analytics, governance, and predictions.
• **Governance & Privacy: **Fine‑grained control including identity mapping, consent settings, transformation rules, and GDPR/CCPA support.
• **Scalable Limits: **Supports up to 100 attributes per event, long attribute values, and high data throughput; built for enterprise-scale needs.