mParticle Data Reference - Mention Me Docs

Overview

The Mention Me integration with mParticle enables you to receive referral and advocacy-related events into your mParticle CDP in real time.

What the integration enables

Grow your marketing database by sending opt-ins/contacts in real-time to mParticle
Activate Mention Me data across various downstream systems and marketing tools integrated with mParticle (email platforms, ad networks, CRM systems)
Enhance the performance of other marketing channels by using referral data to segment and target high-value customers

As part of setup, Mention Me automatically creates the Customer attributes and Custom Events needed. No manual configuration is required. Events and custom attributes associated with the customer in mParticle are based on their email address. Mention Me sends event and contact profile attributes for any prospect or existing customer (irrespective of opt-in status) that has triggered an event via Mention Me. When contact data is sent to mParticle:

If a customer already exists in mParticle:
- Append their customer profile with Mention Me specific attributes
- Add Mention Me associated events to their profile
If a customer does not exist in mParticle:
- Create the contact profile (with their email address as their ID)
- Append their customer profile with Mention Me specific attributes
- Add Mention Me associated events to their profile
- Add a consent purpose (only if explicitly captured via specific Mention Me journeys)

Contact Data

How contacts are created

If the customer does not exist on your mParticle instance, a new contact will be created
If the customer does exist, the existing contact will be updated with only Mention Me specific fields

If a customer consents to your newsletter either via the Mention Me referee journey or via a newsletter post-purchase overlay, the opt-in request will automatically be sent to mParticle. The consent is tracked using the GDPR consent purpose based on the consent category selected when you set up the integration. A consent event will be shown against the customer profile in mParticle.

A customer can also consent via other channels outside of Mention Me.

Customer profile attributes

The attributes will be grouped in the Mention Me section:

mParticle User Attribute	Description	Example
share_link	Referrer’s share link to invite friends. Set if a Referrer contact is created/updated.	https://demo.mention-me.com/m/ol/xz3uz-joel-mcfly
dashboard_link	Referrer’s dashboard for tracking referrals. Set if a Referrer contact is created/updated.	https://demo.mention-me.com/d/2674816/9c34b0c2
share_source	Share method the referee came from	OPEN-LINK
referrals	Total successful referrals (includes historical)	5
total_shares	Total shares across all channels (includes historical)	10
email_shares	Shares via email	2
facebook_shares	Shares via Facebook	2
facebook_messenger_shares	Shares via Facebook Messenger	2
name_sharing_shares	Shares via name sharing	1
whatsapp_shares	Shares via WhatsApp	3
nps_score	NPS score submitted at post-purchase	8
propensity_to_refer	Smart Experiment value. High or Low	High
ecr_activity	ECR activity segment: Active, Dormant, Lapsed	Active
ecr_status	ECR status segment: High, Medium, Low	High
network_id	Unique Network identifier	N-5051-153480685
first_share_date	Date of first share	2024-06-03T16:19:08.000Z
first_referral_date	Date of first successful referral	2024-06-03T16:19:08.000Z
last_share_date	Date of last share	2024-06-03T16:19:08.000Z
last_referral_date	Date of last successful referral	2024-06-03T16:19:08.000Z
ecr_12m_predicted	Predicted ECR segment in 12 months. Values: High, Medium, Low, Lapsed	High
referrer_engaged	Set if the referrer engaged with a referral offer and accepted T&Cs	Yes

Events

Mention Me automatically sends custom events to mParticle as they are triggered, and the events are automatically created when sent. Events are associated with a customer profile based on their email address.

Summary of events sent to mParticle

Mention Me event name	When it triggers
Registered as a Referee	When a customer has registered as a referee
Registered as a Referrer	When a customer has registered as a referrer
Received a Referee Reward	When a customer obtained a reward as a referrer’s friend
Received a Referrer Reward	When a customer obtained a reward for referring a friend
Submitted an NPS Score**	When a customer has supplied an NPS score at post-purchase
Received a discount on next order**	When a customer has received a discount to use on their next order
Propensity to Refer**	Each time a customer has their propensity to refer calculated

** If you have the Mention Me add-on enabled

Registered as a referrer

Event Attribute	Description	Example
firstname	First name	Ryder
surname	Surname	Collins
customer_segment	Segment from Mention Me tags	VIP
source	System source	mention_me
share_link	Referrer’s share link	https://demo.mention-me.com/m/ol/xz3uz-joel-mcfly
dashboard_link	Referrer’s tracking dashboard	https://demo.mention-me.com/d/2674816/9c34b0c2
campaign_name	Internal campaign name	UK Campaign
locale_code	Locale code	en_GB
experiment_name	Internal experiment name	AB Test - Current Vs New Imagery - July 2023
offer_name	Internal offer name	Variation A
offer_type	Type of offer	referral
offer_subject_copy	Customer-friendly offer description	Treat a friend to 20% off and get 20% off for yourself
offer_call_to_action_copy	Customer-friendly CTA	Give 20% off
referrer_reward	Reward for the referrer	20%
referee_reward	Reward for the referee	£15

Registered as a Referee

Event Attribute	Description	Example
firstname	First name (if supplied)	Joe
surname	Surname (if supplied)	Johnson
source	System source	mention_me
share_source	Share method used	FORWARDED-EMAILED-LINK
campaign_name	Internal campaign name	UK Campaign
locale_code	Locale Code	en_GB
experiment_name	Internal experiment name	AB Test - Current Vs New Imagery - July 2023
offer_name	Internal offer name	Variation A
offer_type	Type of offer	referral
offer_subject_copy	Customer-friendly offer description	Treat a friend to 20% off and get 20% off for yourself
offer_call_to_action_copy	Customer-friendly CTA	Give 20% off
fulfilled_by	Reward issuance method	coupon
reward_amount	Reward amount	20
reward_type	Type of reward	percent
referrer_reward	Reward for the referrer	20%
referee_reward	Reward for the referee	£15

Received a referee reward

Event Attribute	Description	Example
firstname	First name	Joe
surname	Surname	Johnson
source	System source	mention_me
referrer_first_name	First name of the referrer	Ryder
referrer_last_name	Surname of the referrer	Collins
campaign_name	Internal campaign name	UK Campaign
locale_code	Locale Code	en_GB
currency_symbol	Currency symbol	£
experiment_name	Internal experiment name	AB Test - Current Vs New Imagery - July 2023
offer_name	Internal offer name	Variation A
offer_type	Type of offer	referral
offer_subject_copy	Customer-facing offer summary	Treat a friend to 20% off and get 20% off for yourself
offer_call_to_action_copy	Customer-friendly CTA	Give 20% off
fulfilled_by	Reward issuance method	coupon
reward_amount	Reward amount	20
reward_type	Type of reward	percent
referrer_reward	Reward for the referrer	20%
referee_reward	Reward for the referee	£15
coupon_code	Coupon code issued	10USDOFF-RXAAURVZ
coupon_expiry	Coupon expiry date	2024-09-03T16:19:19.000Z
call_to_action_url	URL to redeem the reward	www.mention-me.com

Received a referrer reward

Same structure as referee reward, but with referee_first_name and referee_last_name instead of referrer names.

Submitted an NPS Score

Event Attribute	Description	Example
firstname	First name	Joe
surname	Surname	Johnson
source	System source	mention_me
campaign_name	Internal campaign name	UK Campaign
locale_code	Locale Code	en_GB
experiment_name	Internal experiment name	AB Test - Current Vs New Imagery - July 2023
offer_name	Internal offer name	Collect NPS Feedback
offer_type	Type of offer	nps-only
offer_subject_copy	Customer-facing offer description	Treat a friend to 20% off and get 20% off for yourself
offer_call_to_action_copy	Customer-facing CTA	Give 20% off
customer_segment	Segment from Mention Me tags	VIP
nps_score	NPS score submitted	8

Received a discount on next order

Event Attribute	Description	Example
firstname	First name	Joe
surname	Surname	Johnson
source	System source	mention_me
campaign_name	Internal campaign name	UK Campaign
locale_code	Locale Code	en_GB
currency_symbol	Currency symbol	£
experiment_name	Internal experiment name	AB Test - Current Vs New Imagery - July 2023
offer_name	Internal offer name	Variation A
offer_type	Type of offer	referral
offer_subject_copy	Customer-facing offer description	Treat a friend to 20% off and get 20% off for yourself
offer_call_to_action_copy	Customer-facing CTA	Give 20% off
fulfilled_by	Reward issuance method	coupon
reward_amount	Reward value	20
reward_type	Type of reward	percent
discount_reward	Combined reward description	20%
coupon_code	Coupon code	10USDOFF-RXAAURVZ
coupon_expiry	Coupon expiry date	2024-09-03T16:19:19.000Z
call_to_action_url	URL to redeem the reward	www.mention-me.com

Propensity to refer

Only sent if running a Mention Me Smart Experiment.

Event Attribute	Description	Example
firstname	First name	Joe
surname	Surname	Johnson
source	System source	mention_me
campaign_name	Internal campaign name	UK Campaign
experiment_name	Internal experiment name	AB Test - Current Vs New Imagery - July 2023
offer_name	Internal offer name	Variation A
offer_type	Type of offer	referral
offer_subject_copy	Customer-facing offer description	Treat a friend to 20% off and get 20% off for yourself
offer_call_to_action_copy	Customer-facing CTA	Give 20% off
propensity_segment	Propensity segment. Values: High or Low	High

​Overview

​What the integration enables

​Contact Data

​How contacts are created

​Customer consent

​Customer profile attributes

​Events

​Summary of events sent to mParticle

​Registered as a referrer

​Registered as a Referee

​Received a referee reward

​Received a referrer reward

​Submitted an NPS Score

​Received a discount on next order

​Propensity to refer