Urban Airship and mParticle deepen integration to form strategic partnership

September 29, 2015– Urban Airship, the leading mobile engagement platform, and mParticle, the leading data platform for mobile apps, today announced a strategic partnership to make real-time, user-centric mobile data immediately actionable across a wide range of business systems. As a premier partner of Urban Airship Connect (announced today), mParticle will for the first time ingest mobile engagement data from a partner, helping app marketers close the loop on user activity. With Urban Airship’s real-time engagement data, mParticle will also be able to send richer user data to the more than 50 business systems in its ecosystem to drive different actions. “With every project, the POSSIBLE team asks ‘does it work?’ and at the core of the answer is always data,” said Jason Burby, President, Americas, POSSIBLE. “With this bold move Urban Airship and mParticle are unleashing one of the largest mobile data treasure troves on the planet and leading the movement towards more connected, personalized experiences that will unlock massive untapped potential far beyond mobile.” Combining Urban Airship Connect with mParticle’s integrations will enable a wide variety of use cases including greater personalization, more targeted messaging, and better monetization. In addition, the mobile data provided by Urban Airship will be utilized to drive engagement and retention strategies inside and outside the app and across other channels. The partnership also features bi-directional integration, enabling existing mParticle customers to activate their first-party app data on Urban Airship’s Mobile Engagement Platform. “Urban Airship Connect is an innovative approach to helping apps unlock the value of their data to drive business results,” said Michael Katz, CEO, mParticle. “Together, we’re helping to usher in an era where data is easily portable and actionable.” “Mobile is THE customer experience. Mobile devices are always in reach, wherever customers are, to serve them in their exact moment of need through apps, wallets or the Web,” said Brett Caine, president and CEO, Urban Airship. “Being able to take immediate action on customers’ real-time mobile behaviors helps businesses maximize those moments and even make them magical.”