Case Study: JetBlue achieves real-time, personalized mobile experiences with mParticle

How JetBlue improved their mobile customer experience

JetBlue, the customer-focused airline behind a widely used mobile app, faced a legacy, siloed architecture that couldn’t collect or connect mobile interactions to their tech stack. That left the team unable to understand individual customer journeys, identify friction points, or test and deploy tools without adding third-party code that might destabilize the app — so JetBlue turned to mParticle’s customer data platform and SDK.

mParticle centralized, cleansed, and enriched JetBlue’s real-time app data into persistent customer profiles with identity resolution, enabled audience segmentation via the mParticle UI, and let JetBlue integrate new tools without adding SDKs to the app. The result: faster testing and shorter dev cycles, thousands of engineering hours saved, and strong business signals — 887K+ iOS downloads and a 4.9 average app rating — with improved personalization and retention driven by mParticle.

JetBlue

Eash Sundaram

Chief Digital and Technology Officer