Identity resolution plus the data governance together make the biggest difference for my clients. If I have to pick one, identity resolution, and immediately tie to it governance, then it makes the most sense. Why this matters the most in fintech is that fintech majorly deals with the log out, logged in journeys, phone number, email ID, customer ID, device ID, KYC, compliance, risk flags, cross-device usage for web and application. Without strong identity resolution, the same user would appear multiple times, and users would get wrong messages. Compliance risk increases, and life cycle journeys would break. This is a daily pain for them. Before mParticle, there wasn't much of a real impact. But after mParticle, we have one unified user profile with the correct life cycle stage for pre-KYC, KYC done, funded, and they are in the transacting mode right now. Reliable segmentation in MoEngage would be the third benefit. For us, there would be fewer daily escalations regarding the data. There is a steep learning curve for non-technical teams. The pain point here is that mParticle is very powerful but not a very marketer-friendly tool right now. Marketing teams would still rely heavily on the data teams and engineers for changing or explanations. Since clients sometimes feel that mParticle requires strong technical support, especially for marketing teams trying to understand data behavior, I'm not saying it's bad. I'm just saying that it's technical by design. Another point would be limited self-serve visibility for marketers again. The marketers would want easier previews of what data will reach MoEngage. I'm specifically talking in terms of integration with MoEngage because that is where I have put all my work for the past few years. Clients often want more self-serve visibility into the downstream data impact without needing to involve data teams. Documentation is actually very strong, and it's not very technical, which is what clients liked. It's very detailed and accurate documentation. It majorly has clear coverage of SDKs, event structures, and identity concepts. It's very reliable when the engineering teams use it. It's very thorough and technically solid. Where it could improve is that it's very dense, again technical, and it's hard for marketers and operations teams to consume. The biggest point would be that there are very few business context examples. Clients sometimes struggle because the documentation is very technical and could benefit from more business-oriented examples and use case-driven guides.
