Group Identity: Enhance Personalization with Contextual Insights
We are excited to introduce the first entry in mParticle’s Advanced Identity Strategies, Group Identity. This feature enriches each user profile by adding the context in which users operate—whether within households, organizations, or other groups. For brands with shared accounts or services used by multiple individuals, understanding these dynamics is crucial. By seamlessly integrating with leading identity providers like Epsilon, Experian, Liveramp, Merkle, and TransUnion, Group Identity empowers marketers to optimize their first-party identity strategies and significantly improve campaign performance.
Key Benefits:
Optimize Campaign Reach and Targeting: Target all members of a group when any member exhibits a specific behavior or trait. Or, conversely, suppress any individual in a group if another member exhibits a particular behavior.
Maximize Conversions: Tailor messages based on group-level attributes like household income or account subscription status.
Enhanced Personalization: Customize offers based on each user’s role within their group.
We are just getting started! This release paves the way for additional features under Advanced Identity Strategies, including Probabilistic Identity, integration enhancements, and more!