A lot of mParticle’s clients are decidedly mobile-first consumer-facing technology companies, like Airbnb, Spotify, Postmates and SeatGeek.
But there’s a big growth opportunity among more traditional brand clients with increasingly relevant consumer apps, like Starwood Hotels, Chik-fil-A, TicketMaster, Saks Fifth Avenue and Staples.
“It’s not just a solution for app-only companies,” Katz said. “Twenty years ago there were the database marketing guys, then came the web analytics tools, and when the ecosystem started to evolve, fragment and mature, we saw the rise of DMPs and tag managers. And now this is the next wave of data infrastructure for modern marketers.”
The money will go toward operations and new hires in sales and engineering. Headcount has doubled in a year to 45 employees. International expansion to EMEA and APAC is also on the horizon.
MParticle also announced a new CRO on Thursday, Max Clark, former VP of sales for the Oracle Social Cloud, and the launch of a new set of APIs allowing clients to query their connected data sets and append them to other platforms, whether that’s an analytics system, a data warehouse, a marketing vendor or a help desk solution.