mParticle Acquires Indicative to Help Teams Accelerate their Customer Data Strategy

mParticle | January 13, 2022

Data Strategy
The leader in customer data infrastructure, mParticle, recently announced that it has acquired a customer journey analytics platform, Indicative.

Customers will readily view and better understand essential moments in the customer experience and take prompt action to boost conversion, engagement, and retention, thanks to mParticle’s first acquisition. In addition, customers’ data from other sources, such as data warehouses like Snowflake, will be easily ingested into mParticle thanks to the unified offering. mParticle will integrate Indicative’s personnel, managed by Indicative’s CEO and Co-founder, Jeremy Levy, in addition to integrating Indicative's product skills. At this point, the deal's terms are being kept under wraps.

"Solving the challenges around data quality, governance, and connectivity has allowed our customers to build a strong foundation for delivering world-class digital experiences. This acquisition is about looking at where article 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."

Teams will accelerate their customer data strategy by expanding the product offering to include new data sources and out-of-the-box investigation capabilities. For many years, the Indicative team has been assisting industry-leading companies in optimizing their customer journeys by delivering easy-to-concrete dashboards and streamlined access to customer data via direct linkages to the data warehouse ecosystem.

"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."


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