mParticle Data Reference

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Overview

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

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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)

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Contact Data

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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

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Customer Consent

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.

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Customer Profile Attributes

The attributes will be grouped in the Mention Me section:

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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.

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Summary of Events Sent to mParticle

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

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Registered as a Referrer

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Registered as a Referee

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Received a Referee Reward

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Received a Referrer Reward

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

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Submitted an NPS Score

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Received a Discount on Next Order

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Propensity to Refer

Only sent if running a Mention Me Smart Experiment.