mParticle uses Backpack for Web Maintenance, Rebranding and Growth
Company
mParticle is a customer data platform (CDP) that helps B2C companies turn their data into customer satisfaction. The client, who previously served as Marketing Director at OpenReel (remote video software) and later at mParticle, approached Backpack for a long-term partnership.
The need was twofold: a proactive partner for ongoing maintenance, security, and compliance for mParticle’s website, and a fractional frontend development and UX/UI design resource to manage websites at different growth stages and technical environments (WordPress and Headless CMS).
They are solution-oriented, fast, and diligent. It’s like having your own internal team. I can say they value high-quality work and strive to help the business succeed every day. Backpack Works is more than just a vendor. They are a vital part of our team.
Jesse Gresham
Creative Director
The challenge was to act as an extension of mParticle’s internal team, capable of managing the complexity of a constantly evolving B2C website, handling multiple rebranding phases, and ensuring exceptional quality under drastically different project requirements and resources across both companies.
The main goals included:
• Maintaining the website’s codebase, security, and privacy updates, ensuring legal compliance.
• Ensuring consistent performance and improving SEO and Google Lighthouse scores.
• Hiring Backpack as a fractional UX/UI designer and frontend developer.
• Managing the website across different technical environments: WordPress and Headless CMS (React).
Backpack established itself as a “vital partner” and consultant, chosen for its expertise and culture. The team (2–5 members) tailored its approach to meet distinct needs, demonstrating remarkable adaptability to tight deadlines and varied tools.
Long-Term Partnership and Critical Maintenance (mParticle):
The scope included multiple full website rebuilds during rebranding periods, ongoing security and codebase maintenance, SDK installations, API maintenance, cookie tracking, and legal compliance (working with privacy/security lawyers and stakeholders).
Fractional and Flexible Support (OpenReel & mParticle):
Backpack acted as a fractional frontend development and design resource, managing mParticle’s new Headless CMS environment and leading a major WordPress website refresh for OpenReel, where the team also provided strategic insights.
Technologies Used
Openreel
Wordpress
Results & Impact
• Consistency and Reliability: Zero downtime on mParticle’s website since 2018, a testament to critical maintenance.
• Performance and Growth: Improved SEO and Google Lighthouse scores and an increase in site traffic.
• Operational Efficiency: Reduced time to build and implement new landing pages, and ensured cohesive look and feel post-rebrand.
• Acquisition Support: mParticle was later acquired, reflecting strong brand presence and excellence in marketing websites that Backpack helped build and maintain.
• Exceptional Management: Consistent delivery of high-quality results, meeting deadlines across projects with drastically different timelines and goals.
Highlights
• Zero website downtime since 2018.
• Improved SEO and Google Lighthouse scores, plus traffic growth.
• Support for Rebranding and Acquisition projects.
• Expertise in WordPress and Headless CMS (React) environments.
• Solution-oriented and flexible partner, capable of charting a path forward regardless of challenges.
