Most companies have dozens of different platforms and tools in their marketing stacks, which capture data in a variety of different ways.
Sometimes the data gets keyed in manually by customer service reps, sometimes it’s system-generated or sometimes it’s collected via website “tags” or from mobile apps, configured by an in-house developer or external agency.
The problem is that, with every tool speaking their own language, it can be difficult to combine the data together into a single meaningful view. What one system calls a “check out” another might call a “completed transaction” (this is why many so-called “data lakes” end up becoming in reality “data swamps”).
What begins as a data quality problem can quickly spiral into a business one, evidenced by poor customer experiences, suboptimal campaign results and wasted marketing spend trying to get a customer to perform an action they already did.
The mParticle Solution: Custom Rules
With Custom Rules, mParticle makes it easy to transform data as it arrives into our platform. Data transformations that would have previously required a team of data scientists working for weeks can be switched on in a matter of minutes.
Companies can now simply create, copy and paste scripts to transform data. In addition to renaming events (e.g. “rename all ‘completed transaction’ events coming from System X to ‘purchase’ events”), the scripts can also be used to:
- Enforce more bespoke rules such as “drop all events that include credit card numbers” to ensure sensitive data is programmatically scrubbed.
- Correct a mistake that made its way into production
- Write fraud detection functions
Here’s how to create and apply a Custom Rule:
| Apply Rule
5. Click + button to connect rule to an input
To learn more about Custom Rules, contact us!