M2X Network Badge

mParticle Acquires Indicative, Upgrades Customer Data Capabilities

The acquisition helps marketing and customer experience teams streamline their data integration strategies.

David Pepin

mParticle, an industry-leading customer data infrastructure solution, has announced that it has acquired omnichannel customer journey analytics platform Indicative. The acquisition, which is mParticle’s first in company history, will allow users to better view and analyze their customer data to help drive consumer conversion, engagement, and retention.

“Solving the challenges around data quality, governance, and connectivity have allowed our customers to build a strong foundation for delivering world-class digital experiences. This acquisition is about looking at where mParticle can help our customers create more leverage and accelerate their customer data strategy even further,” mParticle CEO Michael Katz said. “The acquisition of Indicative is a natural extension of our core offering, and should help teams seamlessly compress time to data value.”

The combined solutions will provide users with an integrated platform for understanding their customer journeys. mParticle users will be able to use the powerful multi path funnel, segmentation, and analysis features provided by Indicative to accelerate their customer data strategies. In addition, the acquisition gives mParticle users upgraded access to innovative data sources such as the data warehouse Snowflake.

Since the company was established in 2014, Indicative has been providing marketing, product, and account-based teams with the tools to better understand their consumer behavior data. Its suite of tools give business organizations a complete view of their customer insights to help optimize acquisition, engagement, and retention strategies.

Related: Veho Raises $125 Million To Expand Into New U.S. Markets

mParticle is one of the industry’s most trusted brands for managing data insights along both product and customer lifecycles. Its platform is used around the world by brands such as Restaurant Brands International, NBCUniversal, Spotify, and Airbnb to drive better customer experiences.

“The opportunity to combine customer journey exploration capabilities with best in class customer data infrastructure will help teams compound the value of their data stacks,” Indicative CEO and cofounder Jeremy Levy said. “This is a really exciting moment for the Indicative team. Not only are the company visions completely aligned, we have strong cultural alignment focusing on customers first and creating value through customer data.”