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Showing posts from July 20, 2019
Instapage

mParticle’s new API could help marketers with “anonymous user” data

Customer data platform mParticle has released details around new APIs, platform features and identity aliasing that aims to deliver improved data accuracy and control. Included in the updates is a user aliasing API for managing and merging customer profiles, updates to the security of mParticle’s SDK, and a Google Tag Manager integration. Why we should careMany marketers have been stumped by how to treat unknown user data for years. This new API could enable marketers to see the entire customer journey, which would provide key performance insights from bringing the “anonymous user” data into a customer profile for visibility into every touchpoint, end-to-end. In order to understand a full customer lifecycle, we need to also know how to treat “anonymous users” – like when the customer is logged out of your website. In order to manage that data, mParticle’s new user aliasing API  will allow users to automate the process of merging “anonymous users” data into customer profiles. Tying in …