mParticle Q4 Product Innovations

To bring this vision to life, we’re closing out the year with new innovations that help you move faster, work smarter, and deliver results that matter. Read on below to see what’s new and exciting—and if you haven’t yet, check out the new CDP 2.0 blog series from our co-founders, who pioneered the industry as we know it.

Turning customer data into action requires speed, precision, and relevance. Our latest updates are designed to help you deliver smarter, real-time personalization that adapts to your customers' needs.

Next Best Action (Coming soon!): With AI-powered predictions, Next Best Action and Next Best Offer help you deliver the perfect message, offer, or recommendation for each user—tailored to their unique needs and preferences. Drive conversions, grow loyalty, and make every interaction feel personal. Magically easy, seriously effective.

eCommerce Events in Predictive Audiences: Your eCommerce data is a goldmine—don’t let it sit untouched. Build smarter, more targeted predictions using eCommerce-specific events like purchases, product views, and cart abandonments. Deliver campaigns that show up at the perfect moment, whether you’re driving repeat purchases, recapturing interest, or boosting ROI with timely, tailored offers.

Data Controls in Audiences/Journeys: No more test users sneaking into campaigns. With new audience data controls, you decide which data gets included in your audiences—development data, production data, or both. Keep dev users out of downstream tools, like Facebook or Twitter, for cleaner, more accurate activations and sharper campaign results.

Braze Event Integration – Subscription Groups: Take the guesswork out of subscription management. Seamlessly sync Braze subscription groups within mParticle to organize, target, and control messaging based on subscription and consent status. Whether it’s loyalty programs, newsletters, or product-specific updates, deliver messaging that feels relevant, intentional, and timely.

Airship Email Registration Enhancement (Beta): Keep your email campaigns clean and on point. Automatically sync email channel IDs with Airship to streamline registration and engagement—no manual work, no delays. With everything firing in sync, your messages hit the inbox on time, every time.

Lookup Tables (Beta): Context is key. We’re rolling out Lookup Tables so that you can easily append asset-level details—like SKU information, product metadata, or pricing attributes—to your events, transforming raw signals into insights you can act on. Tailor recommendations, enhance checkout data, and fine-tune your targeting without missing a beat.

Google Ads Enhanced Conversions: Improve attribution accuracy and capture more conversions with support for GBRAID/WBRAID parameters, a new conversion environment setting, and optimized field requirements for seamless reporting.

Facebook Offline Conversions Integration: Seamlessly track offline events and enhance offline-to-online attribution, enabling more accurate reporting with new settings for API authentication, dataset identification, and user identity matching.

Meta Ads CAPI Enrichment: Boost your return on ad spend (ROAS) and attribution accuracy with Meta Ads CAPI Enrichment. By leveraging mParticle’s SDK data, you can track customer interactions more precisely and improve campaign performance.

TikTok CAPI Enrichment: Elevate your TikTok ad attribution and ROAS with enhanced event data enrichment. By automatically adding key insights like IP addresses and Cookie IDs, and supporting new user, ad, and app data fields, you can effortlessly improve match rates and drive better campaign outcomes.

Not using Conversions APIs (CAPI) yet, but want to know what it’s all about? We break it down for you in our new blog post.

Flexibility isn’t optional—it’s essential. With a composable foundation, you can connect, configure, and activate your data wherever it lives, keeping your tech stack adaptable, efficient, and ready for what’s next.

Stay in Sync with the Latest SDK Updates: Keeping your integrations up to date shouldn’t feel like a chore. Our SDK kits now support the latest versions of Braze, Adjust, and CleverTap SDKs, so you can seamlessly tap into new features, ensure compliance, and keep everything running smoothly. Whether it’s improving performance, enabling richer customer engagement, or delivering tailored user experiences, you’ll always have access to the best tools from your favorite partners.

Connections View Filters: Managing integrations can feel overwhelming, but it doesn’t have to. With new filtering tools for your Connections View, you can easily sort, view, and manage data connections—so you spend less time sifting through workflows and more time driving results.

Latest Databricks Outbound Integration: Unlock your full warehouse potential with our new outbound integration that leverages Databricks' powerful combination of Apache Spark and Delta Lake, allowing you to export data directly from mParticle to Databricks.

Self-serve, real-time usage reporting: No more guessing when it comes to usage. Value-Based Pricing (VBP) customers now have real-time visibility into usage metrics directly within the UI. Track, manage, and optimize data usage with confidence, so you stay in control of both your spend and your outcomes.

Compliance shouldn’t hold you back. Our privacy-first updates ensure your data stays secure, trusted, and ready to power personalized experiences—no matter how complex the regulatory landscape.

EU Data Locality for Analytics: Enjoy the peace of mind of knowing your data is stored where you need it to be. With new EU data storage options for mParticle Analytics, you can meet regional compliance requirements without sacrificing performance or access to insights. Stay aligned with evolving regulations and keep your business moving forward.

As privacy regulations tighten, compliance shouldn’t hinder your personalization or audience addressability potential. Our enhanced privacy features help you stay compliant while delivering personalized customer experiences and expanding reach, without compromising on trust or performance.

This year, we redefined what a customer data platform can be with CDP 2.0: a zero-waste approach to turning customer data into sustained value. But we’re just getting started.

In the months ahead, we’re launching even more innovations to help you stay way ahead of the curve—like Next Best Action to deliver smarter AI-powered recommendations, new audience addressability capabilities, enhanced segmentation tools, and a centralized Notifications Center to keep everything at your fingertips.

Want to dive deeper into the vision behind CDP 2.0? Check out our new CDP 2.0 blog series.

Cheers to smarter, faster, more impactful data strategies, now, in the year ahead, and for many years to come.