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Transforming Marketing with Speed and Efficiency

In an era where marketing agility can determine success, onX, a leading navigation app for outdoor enthusiasts, has made a groundbreaking leap by adopting Rokt's mParticle Agent. This innovative tool has dramatically reduced the time required to create predictive marketing attributes from weeks to just a day.

The Challenge of Traditional Prediction Building

Before implementing mParticle Agent, the process of building predictions for marketing campaigns was not only tedious but also consumed an inordinate amount of time. Marketers at onX were relying heavily on external teams and complex procedures that involved multiple meetings and extensive data coordination. The struggle to map out key touchpoints and translate them into actionable marketing strategies often resulted in lengthy waiting periods—typically two weeks to a month for a single prediction attribute.

Myka Arneson, Senior Marketing Technology Manager at onX, noted how these outdated methods hampered their ability to engage effectively with their audience: "Not long ago, building a prediction meant a standing meeting with an external team and rounds of figuring out where our data lived. We had zero self-service."

A Game Changer: mParticle Agent

With the introduction of mParticle Agent, this time-consuming process is now a thing of the past. The agent allows marketers to define their prediction goals using plain language, transforming complex algorithms into user-friendly interfaces. As a result, a marketer can go from concept to a usable predictive attribute in a single day.

Arneson highlighted the transformation, stating, "Two weeks was our fastest turnaround, and realistically it was closer to a month. Now, with mParticle Agent, our marketers can implement their ideas rapidly and derive intelligent insights that we hadn't considered before."

This shift has enabled onX to create more relevant content for their users, tailoring communications based on predictive attributes that reflect the lifecycle moments of each audience segment.

Empowering Marketers through Self-Service

One of the most significant breakthroughs of the mParticle Agent is its focus on reducing technical barriers for marketers. As Nick Craig, Head of Rokt mParticle GTM, explained, the tool allows marketers to seamlessly integrate predictive insights into their strategies without needing a technical background. This newfound control means that marketers can quickly identify what they want to predict, create the necessary predictions, and activate them efficiently for immediate results.

Craig emphasized, "With mParticle Agent, we're seeing marketers quickly identify what they want to predict, create a prediction, and activate it in ways that drive meaningful results. That speed empowers clients to bring new ideas into their strategies and start delivering value almost immediately."

The Future of Marketing with AI

The integration of AI tools like mParticle Agent is pivotal, as much of the industry currently focuses on content creation and campaign execution. Instead, mParticle Agent steps into the earlier stages of the marketing process, assisting teams in translating their business objectives into actionable predictive insights and more personalized audience segments.

About onX and Rokt

Founded in 2009, onX is a pioneer in digital outdoor navigation solutions. The company's applications, including onX Hunt, onX Offroad, onX Backcountry, and onX Fish are designed to empower outdoor enthusiasts with the information they need to navigate confidently. Additionally, onX is actively involved in protecting and improving access to public lands, aligning its mission with the values of the outdoor community.

Rokt, headquartered in New York City, is the global leader in e-commerce that utilizes cutting-edge technology to enhance the shopping experience. It connects hundreds of millions of customers with leading brands through its various products, including Rokt Catalog, Rokt Ads, and now, Rokt mParticle.

Conclusion

With tools like mParticle Agent, companies like onX are redefining what it means to engage with customers in a relevant and timely manner. By drastically reducing the prediction building process, onX is not just keeping pace with the fast-moving marketing landscape—it’s setting a new standard for what’s possible in audience engagement and marketing strategy.