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Customer data platforms help unify disparate data to give you a single view of the customer journey needed to deliver personalization experiences.</h2></div></div><div class="e-wgye4z ep15dag1"><picture><source type="image/webp" media="(min-width:992px)" srcSet="/_next/static/images/GoodUserExperiences-789b5781009b563a85ef0b65c4e66ce4.webp, /_next/static/images/[email protected] 2x"/><img alt="Illustration: Sources" src="/_next/static/images/[email protected]" width="710" height="457" decoding="async" data-nimg="1" class="e1w2gg5l0 e-1vyfsdp eulst6f0" loading="lazy" style="color:transparent"/></picture></div></div></section><section class="e4zzwwx1 e-ebfz8t ep15dag5"><div class="e-1otqhek ep15dag3"><div class="e-1geasb2 ep15dag2"><div class="e-e1geb2 e1h0dsg11"><h2 class="e1h0dsg15 e-1r4l7ls evezdik0">Create meaningful interactions from data insights</h2><h2 class="e1h0dsg14 e-45khhh evezdik0">Every customer interaction should feel more personal than the lastâads are relevant, web pages are tailored, and product experiences feel specially crafted. Customer data platforms make it easy for businesses to ensure this level of winning customer engagement.</h2></div></div><div class="e-15eohzl e4zzwwx0"><picture><source type="image/webp" media="(min-width:992px)" srcSet="/_next/static/images/CreateMeaningfulInteractions-8033e6ecc6d6c754d3ca8623e16d68d0.webp, /_next/static/images/CreateMeaningfulInteractions@2x-2df177af01527d1fc7a410f180c32aef.webp 2x"/><img alt="Illustration: Create meaningful interactions from data insights" src="/_next/static/images/CreateMeaningfulInteractions@2x-f7a7599a736fb5b0dcaa4d1ec6b6d1ae.png" width="591" height="535" decoding="async" data-nimg="1" class="ee1z0mx0 e-cu2zkf eulst6f0" loading="lazy" style="color:transparent"/></picture></div></div></section><section class="e1nrvfyv4 e-tjrowx ep15dag5"><div class="e-1ng3cch ep15dag3"><div class="e-6hbtgo e1nrvfyv2"><div class="e-e1geb2 e1h0dsg11"><h2 class="e1h0dsg15 e-1r4l7ls evezdik0">How a customer data platform works</h2><p class="e1h0dsg14 e-d1jm89 evezdik0">A customer data platform helps you capture data from every customer interaction and combine that with the systems data in your warehouse, build user profiles and audiences, and connect the right data to the tools your teams use to grow revenue.</p></div></div><div class="e-wgye4z ep15dag1"><div class="e-x61400 e1kf3he30"><div class="e1nrvfyv0 e-xh9fp2 e1x0iqjq0"><div class="e-1nai2ay e1x0iqjq2"><h3 class="e1x0iqjq4 e-cvffva evezdik0">Collect</h3><p class="e1x0iqjq3 e-1l9yvao evezdik0">A CDP helps you collect, clean, and structure your data.</p></div></div><div class="e1nrvfyv0 e-xh9fp2 e1x0iqjq0"><div class="e-1nai2ay e1x0iqjq2"><h3 class="e1x0iqjq4 e-cvffva evezdik0">Govern</h3><p class="e1x0iqjq3 e-1l9yvao evezdik0">With all of your data in one place, you can remove bad data and respect user privacy.</p></div></div><div class="e1nrvfyv0 e-xh9fp2 e1x0iqjq0"><div class="e-1nai2ay e1x0iqjq2"><h3 class="e1x0iqjq4 e-cvffva evezdik0">Synthesize</h3><p class="e1x0iqjq3 e-1l9yvao evezdik0">Use good data to build profiles and audiences to use across every tool.</p></div></div><div class="e1nrvfyv0 e-xh9fp2 e1x0iqjq0"><div class="e-1nai2ay e1x0iqjq2"><h3 class="e1x0iqjq4 e-cvffva evezdik0">Activate</h3><p class="e1x0iqjq3 e-1l9yvao evezdik0">Use your data, profiles, and audiences everywhere your business needs.
12</p></div></div></div></div></div></section><section class="e1nrvfyv3 e-1a9gubt ep15dag5"><div class="e-1ng3cch ep15dag3"><div data-testid="media-wrapper" class="e-1vk4ghe eiase400"><picture><source type="image/webp" srcSet="/_next/static/images/HowCDPWorks-2cda374a1c19db7109831fc9e4af9f3c.webp, /_next/static/images/[email protected] 2x"/><img alt="Illustration: How CDP Works" src="/_next/static/images/[email protected]" width="1160" height="540" decoding="async" data-nimg="1" class="esw6fak0 e-1vyfsdp eulst6f0" loading="lazy" style="color:transparent"/></picture></div><div class="e-18pvabq e1nrvfyv1"><p class="e1h0dsg14 e-d1jm89 evezdik0">Collect data from touch points like Facebook, your companyâs website, email, and any other place a customer might interact with your company. Then unify the data into complete user profiles and make it possible to use the profiles across Facebook, Google, and your internal company dashboards. A single platform helps you create personalized experiences and get the insights you need to better understand your customers.</p></div></div></section><section class="eorscou5 e-1u4aecl ep15dag5"><div class="e-1ng3cch ep15dag3"><div class="e-tc3zdu ep15dag2"><div class="e-lhgxsz e1h0dsg11"><h3 class="e1h0dsg15 e-1r4l7ls evezdik0">Who needs a customer data platform?</h3><p class="e1h0dsg14 e-45khhh evezdik0">A customer data platform should empower every team to drive action or insights.</p></div></div><div class="e-wgye4z ep15dag1"><div class="e-15bj869 eorscou4"><div class="eorscou2 e-118npmv eehbsdv1" style="-webkit-mask-image:linear-gradient(90deg, rgba(0,0,0,0) 0%, rgba(0,0,0,1) 0%, rgba(0,0,0,1) 100%, rgba(0,0,0,0) 100%);mask-image:linear-gradient(90deg, rgba(0,0,0,0) 0%, rgba(0,0,0,1) 0%, rgba(0,0,0,1) 100%, rgba(0,0,0,0) 100%)"><div backgroundColor="#EBF4FF" variant="filled" class="e-1wzueu2 eehbsdv2"><div data-testid="Track[container]" role="tablist" class="e-a68wrw eehbsdv0"><button color="#0263E0" aria-selected="true" role="tab" id="tab-data-governance-control-:Rf7f6:" class="e-1jgsevw e1enw1t52"><div variant="filled" backgroundColor="#FFFFFF" borderColor="#0263E0" class="e-3q4eo7 e1enw1t51"></div><span class="e-179t5g5 e1enw1t50">For Executives</span></button><button color="#0263E0" aria-selected="false" tabindex="-1" role="tab" id="tab-data-governance-control-:Rf7f6H1:" class="e-1jgsevw e1enw1t52"><span class="e-179t5g5 e1enw1t50">For Engineers</span></button><button color="#0263E0" aria-selected="false" tabindex="-1" role="tab" id="tab-data-governance-control-:Rf7f6H2:" class="e-1jgsevw e1enw1t52"><span class="e-179t5g5 e1enw1t50">For Marketers</span></button><button color="#0263E0" aria-selected="false" tabindex="-1" role="tab" id="tab-data-governance-control-:Rf7f6H3:" class="e-1jgsevw e1enw1t52"><span class="e-179t5g5 e1enw1t50">For Product</span></button></div></div></div><div id="tab-panel-data-governance-control-:Rf7f6:" role="tabpanel" aria-labelledby="tab-data-governance-control-:Rf7f6:" tabindex="0" class="eorscou1 e-1lo6k9j emvqar30" style="opacity:0;z-index:0;pointer-events:none;visibility:initial;transform:translateY(-30px) translateZ(0)"><div class="eorscou0 e-1gn1sk e1kf3he30"><div class="e-3mts24 e1x0iqjq0"><h4 class="e1x0iqjq4 e-4b2ghl evezdik0">Make data-driven decisions</h4><p class="e1x0iqjq3 e-4jt7tp evezdik0">Use customer insights to fuel better outcomes.</p></div><div class="e-3mts24 e1x0iqjq0"><h4 class="e1x0iqjq4 e-4b2ghl evezdik0">Personalize user experiences</h4><p class="e1x0iqjq3 e-4jt7tp evezdik0">Tailor customer journeys to maximize value.</p></div><div class="e-3mts24 e1x0iqjq0"><h4 class="e1x0iqjq4 e-4b2ghl evezdik0">Accelerate time to value</h4><p class="e1x0iqjq3 e-4jt7tp evezdik0">Easily launch new products and new markets.</p></div></div><div class="e-1p06zcc eorscou3"><div class="e-lhgxsz e1h0dsg11"><p class="e1h0dsg14 e-45khhh evezdik0">Learn about the Total Economic Impact of Segmentâs customer data platform.</p><div class="e-456bw7 e1h0dsg12"><a class="e1h0dsg13 e1t2053s0 e-c1fdkn evezdik0" width="calc(100% - 7px)" href="https://learn.segment.com/forrester-tei-report/">Access the guide<span aria-hidden="true" data-testid="icon[ChevronRightIcon]" class="e-qwly4x e1m0cbuf0"><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M16.2274 11.1125L11.2245 6.1125C10.9993 5.8875 10.6866 5.75 10.3364 5.75C9.64853 5.75 9.08569 6.3125 9.08569 7C9.08569 7.35 9.22328 7.6625 9.44841 7.8875L13.5759 12L9.46092 16.1125C9.22328 16.3375 9.08569 16.65 9.08569 17C9.08569 17.6875 9.64853 18.25 10.3364 18.25C10.6866 18.25 10.9993 18.1125 11.2245 17.8875L16.2274 12.8875C16.4526 12.6625 16.5902 12.35 16.5902 12C16.5902 11.65 16.4526 11.3375 16.2274 11.1125Z" fill="none"></path></svg></span></a></div></div></div></div><div id="tab-panel-data-governance-control-:Rf7f6H1:" role="tabpanel" aria-labelledby="tab-data-governance-control-:Rf7f6H1:" tabindex="-1" class="eorscou1 e-1lo6k9j emvqar30" style="opacity:0;z-index:0;pointer-events:none;visibility:initial;transform:translateY(-30px) translateZ(0)"><div class="eorscou0 e-1gn1sk e1kf3he30"><div class="e-3mts24 e1x0iqjq0"><h4 class="e1x0iqjq4 e-4b2ghl evezdik0">Easily collect data from everywhere</h4><p class="e1x0iqjq3 e-4jt7tp evezdik0">Use one API for all customer data collection.</p></div><div class="e-3mts24 e1x0iqjq0"><h4 class="e1x0iqjq4 e-4b2ghl evezdik0">Integrate new tools in minutes</h4><p class="e1x0iqjq3 e-4jt7tp evezdik0">Skip time-consuming and redundant work with<!-- --> <a href="https://segment.com/catalog/">pre-built integrations</a>.</p></div><div class="e-3mts24 e1x0iqjq0"><h4 class="e1x0iqjq4 e-4b2ghl evezdik0">Activate warehouse data in all of your tools</h4><p class="e1x0iqjq3 e-4jt7tp evezdik0">Use <a href="https://segment.com/product/reverse-etl/">Reverse ETL</a> to automatically sync data from your warehouse out to the tools you rely on to engage customers.</p></div></div><div class="e-1p06zcc eorscou3"><div class="e-lhgxsz e1h0dsg11"><p class="e1h0dsg14 e-45khhh evezdik0">Use one API to collect and activate data, across any platform.</p><div class="e-456bw7 e1h0dsg12"><a class="e1h0dsg13 e1t2053s0 e-c1fdkn evezdik0" width="calc(100% - 7px)" href="https://segment.com/engineering/">Explore Segment for Engineering<span aria-hidden="true" data-testid="icon[ChevronRightIcon]" class="e-qwly4x e1m0cbuf0"><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M16.2274 11.1125L11.2245 6.1125C10.9993 5.8875 10.6866 5.75 10.3364 5.75C9.64853 5.75 9.08569 6.3125 9.08569 7C9.08569 7.35 9.22328 7.6625 9.44841 7.8875L13.5759 12L9.46092 16.1125C9.22328 16.3375 9.08569 16.65 9.08569 17C9.08569 17.6875 9.64853 18.25 10.3364 18.25C10.6866 18.25 10.9993 18.1125 11.2245 17.8875L16.2274 12.8875C16.4526 12.6625 16.5902 12.35 16.5902 12C16.5902 11.65 16.4526 11.3375 16.2274 11.1125Z" fill="none"></path></svg></span></a></div></div></div></div><div id="tab-panel-data-governance-control-:Rf7f6H2:" role="tabpanel" aria-labelledby="tab-data-governance-control-:Rf7f6H2:" tabindex="-1" class="eorscou1 e-1lo6k9j emvqar30" style="opacity:0;z-index:0;pointer-events:none;visibility:initial;transform:translateY(-30px) translateZ(0)"><div class="eorscou0 e-1gn1sk e1kf3he30"><div class="e-3mts24 e1x0iqjq0"><h4 class="e1x0iqjq4 e-4b2ghl evezdik0">Understand the full user journey</h4><p class="e1x0iqjq3 e-4jt7tp evezdik0">Connect everything online and offline.</p></div><div class="e-3mts24 e1x0iqjq0"><h4 class="e1x0iqjq4 e-4b2ghl evezdik0">Build your own real-time audiences</h4><p class="e1x0iqjq3 e-4jt7tp evezdik0">Use one audience to power every tool.</p></div><div class="e-3mts24 e1x0iqjq0"><h4 class="e1x0iqjq4 e-4b2ghl evezdik0">Power marketing attribution</h4><p class="e1x0iqjq3 e-4jt7tp evezdik0">Prove your direct impact on the business.</p></div></div><div class="e-1p06zcc eorscou3"><div class="e-lhgxsz e1h0dsg11"><p class="e1h0dsg14 e-45khhh evezdik0">Unify your customersâ touch points across all platforms and channels.</p><div class="e-456bw7 e1h0dsg12"><a class="e1h0dsg13 e1t2053s0 e-c1fdkn evezdik0" width="calc(100% - 7px)" href="https://segment.com/marketing/">Explore Segment for Marketing<span aria-hidden="true" data-testid="icon[ChevronRightIcon]" class="e-qwly4x e1m0cbuf0"><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M16.2274 11.1125L11.2245 6.1125C10.9993 5.8875 10.6866 5.75 10.3364 5.75C9.64853 5.75 9.08569 6.3125 9.08569 7C9.08569 7.35 9.22328 7.6625 9.44841 7.8875L13.5759 12L9.46092 16.1125C9.22328 16.3375 9.08569 16.65 9.08569 17C9.08569 17.6875 9.64853 18.25 10.3364 18.25C10.6866 18.25 10.9993 18.1125 11.2245 17.8875L16.2274 12.8875C16.4526 12.6625 16.5902 12.35 16.5902 12C16.5902 11.65 16.4526 11.3375 16.2274 11.1125Z" fill="none"></path></svg></span></a></div></div></div></div><div id="tab-panel-data-governance-control-:Rf7f6H3:" role="tabpanel" aria-labelledby="tab-data-governance-control-:Rf7f6H3:" tabindex="-1" class="eorscou1 e-1lo6k9j emvqar30" style="opacity:0;z-index:0;pointer-events:none;visibility:initial;transform:translateY(-30px) translateZ(0)"><div class="eorscou0 e-1gn1sk e1kf3he30"><div class="e-3mts24 e1x0iqjq0"><h4 class="e1x0iqjq4 e-4b2ghl evezdik0">Make data access self-serve</h4><p class="e1x0iqjq3 e-4jt7tp evezdik0">Move faster without analytics bottlenecks.</p></div><div class="e-3mts24 e1x0iqjq0"><h4 class="e1x0iqjq4 e-4b2ghl evezdik0">Build the best growth stack</h4><p class="e1x0iqjq3 e-4jt7tp evezdik0">Get new tools working in days not months.</p></div><div class="e-3mts24 e1x0iqjq0"><h4 class="e1x0iqjq4 e-4b2ghl evezdik0">Measure and improve KPIs</h4><p class="e1x0iqjq3 e-4jt7tp evezdik0">Move the needle and prove your impact.</p></div></div><div class="e-1p06zcc eorscou3"><div class="e-lhgxsz e1h0dsg11"><p class="e1h0dsg14 e-45khhh evezdik0">Enable the best product analytics, A/B testing, and data warehouse tools with the flip of a switch.</p><div class="e-456bw7 e1h0dsg12"><a class="e1h0dsg13 e1t2053s0 e-c1fdkn evezdik0" width="calc(100% - 7px)" href="https://segment.com/product/">Explore Segment for Product<span aria-hidden="true" data-testid="icon[ChevronRightIcon]" class="e-qwly4x e1m0cbuf0"><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M16.2274 11.1125L11.2245 6.1125C10.9993 5.8875 10.6866 5.75 10.3364 5.75C9.64853 5.75 9.08569 6.3125 9.08569 7C9.08569 7.35 9.22328 7.6625 9.44841 7.8875L13.5759 12L9.46092 16.1125C9.22328 16.3375 9.08569 16.65 9.08569 17C9.08569 17.6875 9.64853 18.25 10.3364 18.25C10.6866 18.25 10.9993 18.1125 11.2245 17.8875L16.2274 12.8875C16.4526 12.6625 16.5902 12.35 16.5902 12C16.5902 11.65 16.4526 11.3375 16.2274 11.1125Z" fill="none"></path></svg></span></a></div></div></div></div></div></div></div></section><section class="ei6kfmg2 e-uk72ic ep15dag5"><div class="e-1h2ct59 ep15dag3"><div class="e-xq26vi ei6kfmg1"><div class="e-lhgxsz e1h0dsg11"><h2 class="e1h0dsg15 e-1r4l7ls evezdik0">The benefits of a <br/> customer data platform</h2></div></div><div class="e-u870yv ei6kfmg0"><section class="ets0k0z4 e-1kb5rte ep15dag5"><div class="e-1e2u6fv ep15dag3"><div class="e-1ezc1wp ets0k0z3"><div class="e-e1geb2 e1h0dsg11"><h3 class="e1h0dsg15 e-1r4l7ls evezdik0">Clean and organize your customer data</h3><h2 class="e1h0dsg14 e-45khhh evezdik0">Customer data management is the process of acquiring, organizing, and using customer data. Customer data platforms make this process simple by automating and organizing data collection so that data is always usable.</h2></div></div><div class="e-wgye4z ep15dag1"><picture><source type="image/webp" media="(min-width:992px)" srcSet="/_next/static/images/CleanAndOrganizeData-26c520be85b98bfc7dfd4bea8df72ada.webp, /_next/static/images/[email protected] 2x"/><img alt="Illustration: Analytics track code" src="/_next/static/images/[email protected]" width="720" height="521" decoding="async" data-nimg="1" class="e1s87twi0 e-1vyfsdp eulst6f0" loading="lazy" style="color:transparent"/></picture></div></div></section><div class="ets0k0z1 e-1o5yjjn e1kf3he30"><div class="ets0k0z2 e-1xexyfw e1x0iqjq0"><div class="e-1nai2ay e1x0iqjq2"><h3 class="e1x0iqjq4 e-cvffva evezdik0">6 principles to manage data</h3><p class="e1x0iqjq3 e-1l9yvao evezdik0">Want accurate and useful data? Read our guide to learn why you need a data governance strategy and tracking plan, and how to break data silos.</p><div class="ets0k0z0 e-bdhxoy e1h0dsg12"><a class="e1h0dsg13 e1t2053s0 e-1r36pq1 evezdik0" width="calc(100% - 5px)" href="https://segment.com/resources/cdp/customer-data-management/">Learn more<span aria-hidden="true" data-testid="icon[ChevronRightIcon]" class="e-lz8urb e1m0cbuf0"><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M16.2274 11.1125L11.2245 6.1125C10.9993 5.8875 10.6866 5.75 10.3364 5.75C9.64853 5.75 9.08569 6.3125 9.08569 7C9.08569 7.35 9.22328 7.6625 9.44841 7.8875L13.5759 12L9.46092 16.1125C9.22328 16.3375 9.08569 16.65 9.08569 17C9.08569 17.6875 9.64853 18.25 10.3364 18.25C10.6866 18.25 10.9993 18.1125 11.2245 17.8875L16.2274 12.8875C16.4526 12.6625 16.5902 12.35 16.5902 12C16.5902 11.65 16.4526 11.3375 16.2274 11.1125Z" fill="none"></path></svg></span></a></div></div></div><div class="ets0k0z2 e-1xexyfw e1x0iqjq0"><div class="e-1nai2ay e1x0iqjq2"><h3 class="e1x0iqjq4 e-cvffva evezdik0">Scalable data governance</h3><p class="e1x0iqjq3 e-1l9yvao evezdik0">Itâs really easy to collect useless data or collect the right data in the wrong ways. Make sure your data governance strategy can grow as you do.</p><div class="ets0k0z0 e-bdhxoy e1h0dsg12"><a class="e1h0dsg13 e1t2053s0 e-1r36pq1 evezdik0" width="calc(100% - 5px)" href="https://segment.com/academy/collecting-data/scalable-data-governance/">Learn more<span aria-hidden="true" data-testid="icon[ChevronRightIcon]" class="e-lz8urb e1m0cbuf0"><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M16.2274 11.1125L11.2245 6.1125C10.9993 5.8875 10.6866 5.75 10.3364 5.75C9.64853 5.75 9.08569 6.3125 9.08569 7C9.08569 7.35 9.22328 7.6625 9.44841 7.8875L13.5759 12L9.46092 16.1125C9.22328 16.3375 9.08569 16.65 9.08569 17C9.08569 17.6875 9.64853 18.25 10.3364 18.25C10.6866 18.25 10.9993 18.1125 11.2245 17.8875L16.2274 12.8875C16.4526 12.6625 16.5902 12.35 16.5902 12C16.5902 11.65 16.4526 11.3375 16.2274 11.1125Z" fill="none"></path></svg></span></a></div></div></div><div class="ets0k0z2 e-1xexyfw e1x0iqjq0"><div class="e-1nai2ay e1x0iqjq2"><h3 class="e1x0iqjq4 e-cvffva evezdik0">What is a data plan?</h3><p class="e1x0iqjq3 e-1l9yvao evezdik0">A data tracking plan can make or break your governance strategy. Learn how data tracking can go beyond spreadsheets to serving as a project management tool.</p><div class="ets0k0z0 e-bdhxoy e1h0dsg12"><a class="e1h0dsg13 e1t2053s0 e-1r36pq1 evezdik0" width="calc(100% - 5px)" href="https://segment.com/blog/what-is-a-tracking-plan/">Learn more<span aria-hidden="true" data-testid="icon[ChevronRightIcon]" class="e-lz8urb e1m0cbuf0"><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M16.2274 11.1125L11.2245 6.1125C10.9993 5.8875 10.6866 5.75 10.3364 5.75C9.64853 5.75 9.08569 6.3125 9.08569 7C9.08569 7.35 9.22328 7.6625 9.44841 7.8875L13.5759 12L9.46092 16.1125C9.22328 16.3375 9.08569 16.65 9.08569 17C9.08569 17.6875 9.64853 18.25 10.3364 18.25C10.6866 18.25 10.9993 18.1125 11.2245 17.8875L16.2274 12.8875C16.4526 12.6625 16.5902 12.35 16.5902 12C16.5902 11.65 16.4526 11.3375 16.2274 11.1125Z" fill="none"></path></svg></span></a></div></div></div></div><hr color="#E1E3EA" class="e-1rxgn1p e7tzie10"/><section class="e18mfr6a4 e-1axiyuj ep15dag5"><div class="e-ogqufb ep15dag3"><div class="e-cdlzue e18mfr6a3"><div class="e-e1geb2 e1h0dsg11"><h2 class="e1h0dsg15 e-1r4l7ls evezdik0">Build insightful customer analytics</h2><h2 class="e1h0dsg14 e-45khhh evezdik0">When you understand customer behavior, you make better decisions for marketing, product, sales, and more. By using a customer data platform,
12 itâs easy to set up robust customer analytics that every team can rely on.</h2></div></div><div class="e-wgye4z ep15dag1"><picture><source type="image/webp" media="(min-width:992px)" srcSet="/_next/static/images/BuildInsigtfulCustomerAnalytics-7ce620b4899b4e4c99b623d723adedc6.webp, /_next/static/images/BuildInsigtfulCustomerAnalytics@2x-2aea74378506ba041e71510a0213a591.webp 2x"/><img alt="Illustration: Build Insigtful Customer Analytics" src="/_next/static/images/BuildInsigtfulCustomerAnalytics@2x-b29729af3c1ad9c74b7fe0e7b144d431.png" width="710" height="540" decoding="async" data-nimg="1" class="eqd4wyb0 e-rrhede eulst6f0" loading="lazy" style="color:transparent"/></picture></div></div></section><div class="e18mfr6a1 e-1o5yjjn e1kf3he30"><div class="e18mfr6a2 e-1xexyfw e1x0iqjq0"><div class="e-1nai2ay e1x0iqjq2"><h3 class="e1x0iqjq4 e-cvffva evezdik0">How to use customer data analysis for higher ROI</h3><p class="e1x0iqjq3 e-1l9yvao evezdik0">Without a CDP, your data is likely going to be unorganized and siloed, which makes it nearly useless for customer analytics.</p><div class="e18mfr6a0 e-bdhxoy e1h0dsg12"><a class="e1h0dsg13 e1t2053s0 e-1r36pq1 evezdik0" width="calc(100% - 5px)" href="https://segment.com/resources/cdp/customer-analytics/">Learn more<span aria-hidden="true" data-testid="icon[ChevronRightIcon]" class="e-lz8urb e1m0cbuf0"><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M16.2274 11.1125L11.2245 6.1125C10.9993 5.8875 10.6866 5.75 10.3364 5.75C9.64853 5.75 9.08569 6.3125 9.08569 7C9.08569 7.35 9.22328 7.6625 9.44841 7.8875L13.5759 12L9.46092 16.1125C9.22328 16.3375 9.08569 16.65 9.08569 17C9.08569 17.6875 9.64853 18.25 10.3364 18.25C10.6866 18.25 10.9993 18.1125 11.2245 17.8875L16.2274 12.8875C16.4526 12.6625 16.5902 12.35 16.5902 12C16.5902 11.65 16.4526 11.3375 16.2274 11.1125Z" fill="none"></path></svg></span></a></div></div></div><div class="e18mfr6a2 e-1xexyfw e1x0iqjq0"><div class="e-1nai2ay e1x0iqjq2"><h3 class="e1x0iqjq4 e-cvffva evezdik0">An introduction to multi-touch attribution</h3><p class="e1x0iqjq3 e-1l9yvao evezdik0">Attribution models help you determine which parts of your marketing campaigns are most responsible for bringing in new customers.</p><div class="e18mfr6a0 e-bdhxoy e1h0dsg12"><a class="e1h0dsg13 e1t2053s0 e-1r36pq1 evezdik0" width="calc(100% - 5px)" href="https://segment.com/academy/advanced-analytics/an-introduction-to-multi-touch-attribution/">Learn more<span aria-hidden="true" data-testid="icon[ChevronRightIcon]" class="e-lz8urb e1m0cbuf0"><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M16.2274 11.1125L11.2245 6.1125C10.9993 5.8875 10.6866 5.75 10.3364 5.75C9.64853 5.75 9.08569 6.3125 9.08569 7C9.08569 7.35 9.22328 7.6625 9.44841 7.8875L13.5759 12L9.46092 16.1125C9.22328 16.3375 9.08569 16.65 9.08569 17C9.08569 17.6875 9.64853 18.25 10.3364 18.25C10.6866 18.25 10.9993 18.1125 11.2245 17.8875L16.2274 12.8875C16.4526 12.6625 16.5902 12.35 16.5902 12C16.5902 11.65 16.4526 11.3375 16.2274 11.1125Z" fill="none"></path></svg></span></a></div></div></div><div class="e18mfr6a2 e-1xexyfw e1x0iqjq0"><div class="e-1nai2ay e1x0iqjq2"><h3 class="e1x0iqjq4 e-cvffva evezdik0">Take product usability to the next level</h3><p class="e1x0iqjq3 e-1l9yvao evezdik0">Customer analytics also help make your product more useful to your customersâwhich can reduce your churn risk and increase customer satisfaction.</p><div class="e18mfr6a0 e-bdhxoy e1h0dsg12"><a class="e1h0dsg13 e1t2053s0 e-1r36pq1 evezdik0" width="calc(100% - 5px)" href="https://segment.com/academy/advanced-analytics/take-your-product-usability-to-the-next-level/">Learn more<span aria-hidden="true" data-testid="icon[ChevronRightIcon]" class="e-lz8urb e1m0cbuf0"><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M16.2274 11.1125L11.2245 6.1125C10.9993 5.8875 10.6866 5.75 10.3364 5.75C9.64853 5.75 9.08569 6.3125 9.08569 7C9.08569 7.35 9.22328 7.6625 9.44841 7.8875L13.5759 12L9.46092 16.1125C9.22328 16.3375 9.08569 16.65 9.08569 17C9.08569 17.6875 9.64853 18.25 10.3364 18.25C10.6866 18.25 10.9993 18.1125 11.2245 17.8875L16.2274 12.8875C16.4526 12.6625 16.5902 12.35 16.5902 12C16.5902 11.65 16.4526 11.3375 16.2274 11.1125Z" fill="none"></path></svg></span></a></div></div></div></div><hr color="#E1E3EA" class="e-1rxgn1p e7tzie10"/><section class="e1baja0s4 e-ivqzya ep15dag5"><div class="e-1e2u6fv ep15dag3"><div class="e-1ezc1wp e1baja0s3"><div class="e-e1geb2 e1h0dsg11"><h3 class="e1h0dsg15 e-1r4l7ls evezdik0">Improve data protection and privacy</h3><h3 class="e1h0dsg14 e-45khhh evezdik0">With the advent of the General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA), and other data privacy laws, respecting your customersâ data privacy is more important than ever.</h3></div></div><div class="e-wgye4z ep15dag1"><picture><source type="image/webp" media="(min-width:992px)" srcSet="/_next/static/images/ImproveDataProtection-ed7554f3543fee3b73b85a4d4623f295.webp, /_next/static/images/[email protected] 2x"/><img alt="Illustration: Authentication and authorization" src="/_next/static/images/[email protected]" width="587" height="487" decoding="async" data-nimg="1" class="e107tq9j0 e-1vyfsdp eulst6f0" loading="lazy" style="color:transparent"/></picture></div></div></section><div class="e1baja0s1 e-11vdmt4 e1kf3he30"><div class="e1baja0s2 e-1xexyfw e1x0iqjq0"><div class="e-1nai2ay e1x0iqjq2"><h3 class="e1x0iqjq4 e-cvffva evezdik0">How to protect customer data</h3><p class="e1x0iqjq3 e-1l9yvao evezdik0">The data governance strategy and data plan that you use alongside your CDP will help limit the data you collect to ensure that youâre only collecting data thatâs vital to your business.</p><div class="e1baja0s0 e-bdhxoy e1h0dsg12"><a class="e1h0dsg13 e1t2053s0 e-1r36pq1 evezdik0" width="calc(100% - 5px)" href="https://segment.com/resources/cdp/protect-customer-data/">Learn more<span aria-hidden="true" data-testid="icon[ChevronRightIcon]" class="e-lz8urb e1m0cbuf0"><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M16.2274 11.1125L11.2245 6.1125C10.9993 5.8875 10.6866 5.75 10.3364 5.75C9.64853 5.75 9.08569 6.3125 9.08569 7C9.08569 7.35 9.22328 7.6625 9.44841 7.8875L13.5759 12L9.46092 16.1125C9.22328 16.3375 9.08569 16.65 9.08569 17C9.08569 17.6875 9.64853 18.25 10.3364 18.25C10.6866 18.25 10.9993 18.1125 11.2245 17.8875L16.2274 12.8875C16.4526 12.6625 16.5902 12.35 16.5902 12C16.5902 11.65 16.4526 11.3375 16.2274 11.1125Z" fill="none"></path></svg></span></a></div></div></div><div class="e1baja0s2 e-1xexyfw e1x0iqjq0"><div class="e-1nai2ay e1x0iqjq2"><h3 class="e1x0iqjq4 e-cvffva evezdik0">Customer data and the GDPR</h3><p class="e1x0iqjq3 e-1l9yvao evezdik0">GDPR legislation affects each company differently depending on how you collect customer data. Your CDP can help you take the next steps to prepare and manage customer data.</p><div class="e1baja0s0 e-bdhxoy e1h0dsg12"><a class="e1h0dsg13 e1t2053s0 e-1r36pq1 evezdik0" width="calc(100% - 5px)" href="https://segment.com/academy/collecting-data/customer-data-and-the-gdpr/">Learn more<span aria-hidden="true" data-testid="icon[ChevronRightIcon]" class="e-lz8urb e1m0cbuf0"><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M16.2274 11.1125L11.2245 6.1125C10.9993 5.8875 10.6866 5.75 10.3364 5.75C9.64853 5.75 9.08569 6.3125 9.08569 7C9.08569 7.35 9.22328 7.6625 9.44841 7.8875L13.5759 12L9.46092 16.1125C9.22328 16.3375 9.08569 16.65 9.08569 17C9.08569 17.6875 9.64853 18.25 10.3364 18.25C10.6866 18.25 10.9993 18.1125 11.2245 17.8875L16.2274 12.8875C16.4526 12.6625 16.5902 12.35 16.5902 12C16.5902 11.65 16.4526 11.3375 16.2274 11.1125Z" fill="none"></path></svg></span></a></div></div></div><div class="e1baja0s2 e-1xexyfw e1x0iqjq0"><div class="e-1nai2ay e1x0iqjq2"><h3 class="e1x0iqjq4 e-cvffva evezdik0">Automate data privacy</h3><p class="e1x0iqjq3 e-1l9yvao evezdik0">With the Segment Privacy Portal, you can automate your approach to keeping your customers' data private.</p><div class="e1baja0s0 e-bdhxoy e1h0dsg12"><a class="e1h0dsg13 e1t2053s0 e-1r36pq1 evezdik0" width="calc(100% - 5px)" href="https://segment.com/product/privacy-portal/">Learn more<span aria-hidden="true" data-testid="icon[ChevronRightIcon]" class="e-lz8urb e1m0cbuf0"><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M16.2274 11.1125L11.2245 6.1125C10.9993 5.8875 10.6866 5.75 10.3364 5.75C9.64853 5.75 9.08569 6.3125 9.08569 7C9.08569 7.35 9.22328 7.6625 9.44841 7.8875L13.5759 12L9.46092 16.1125C9.22328 16.3375 9.08569 16.65 9.08569 17C9.08569 17.6875 9.64853 18.25 10.3364 18.25C10.6866 18.25 10.9993 18.1125 11.2245 17.8875L16.2274 12.8875C16.4526 12.6625 16.5902 12.35 16.5902 12C16.5902 11.65 16.4526 11.3375 16.2274 11.1125Z" fill="none"></path></svg></span></a></div></div></div></div><hr color="#E1E3EA" class="e-1rxgn1p e7tzie10"/></div></div></section><div class="e-wkclwr e1w2gx3l2"><section class="e1w2gx3l1 e-ht5dwa ep15dag5"><div class="e-1ng3cch ep15dag3"><div class="e-1ruw6xd e1w2gx3l0"><div class="e-e1geb2 e1h0dsg11"><h3 class="e1h0dsg15 e-1r4l7ls evezdik0">How to choose a CDP</h3><p class="e1h0dsg14 e-45khhh evezdik0">Choosing the right customer data platform for your organization is a big decision. You need to know the use cases you want to solve, your specific requirements, and whether the vendor is experienced working with companies like yours. Here are a few resources to help you choose the right customer data platform:</p></div></div><div class="e-wgye4z ep15dag1"><div class="e-6gz5re e1kf3he30"><a href="https://segment.com/resources/cdp/choose-best-customer-data-platform/" class="e-18e4vzk e1iid5mn1"><div elevation="2" pointer-events="auto" color="#121C2D" class="e1iid5mn0 e-1hku9zk etxif140"><div class="e-v0mf9i e1ss3rom0"><div class="e-budh8k e1tugjmz0"><h4 class="egral9n0 e-1ioh0ba evezdik0">Choosing the best CDP in 6 steps</h4><p class="e6vfs3p0 e-artmv evezdik0">If you follow the six steps outlined in our guide, you'll have a much better handle on finding the right customer data platform that fits your company's unique needs.</p></div><div class="e-1sihmdq ecuy6w40"><span aria-hidden="true" data-testid="icon[ChevronRightIcon]" class="e-qwly4x e1m0cbuf0"><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M16.2274 11.1125L11.2245 6.1125C10.9993 5.8875 10.6866 5.75 10.3364 5.75C9.64853 5.75 9.08569 6.3125 9.08569 7C9.08569 7.35 9.22328 7.6625 9.44841 7.8875L13.5759 12L9.46092 16.1125C9.22328 16.3375 9.08569 16.65 9.08569 17C9.08569 17.6875 9.64853 18.25 10.3364 18.25C10.6866 18.25 10.9993 18.1125 11.2245 17.8875L16.2274 12.8875C16.4526 12.6625 16.5902 12.35 16.5902 12C16.5902 11.65 16.4526 11.3375 16.2274 11.1125Z" fill="none"></path></svg></span></div></div></div></a>
12<a href="https://segment.com/academy/choosing-stack/how-to-navigate-the-sea-of-customer-data-tools/" class="e-18e4vzk e1iid5mn1"><div elevation="2" pointer-events="auto" color="#121C2D" class="e1iid5mn0 e-1hku9zk etxif140"><div class="e-v0mf9i e1ss3rom0"><div class="e-budh8k e1tugjmz0"><h4 class="egral9n0 e-1ioh0ba evezdik0">Navigating the sea of customer tools</h4><p class="e6vfs3p0 e-artmv evezdik0">There are 7,000+ tools that use customer data in one form or another. You need to know which tools require customer data for today and for tomorrow.</p></div><div class="e-1sihmdq ecuy6w40"><span aria-hidden="true" data-testid="icon[ChevronRightIcon]" class="e-qwly4x e1m0cbuf0"><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M16.2274 11.1125L11.2245 6.1125C10.9993 5.8875 10.6866 5.75 10.3364 5.75C9.64853 5.75 9.08569 6.3125 9.08569 7C9.08569 7.35 9.22328 7.6625 9.44841 7.8875L13.5759 12L9.46092 16.1125C9.22328 16.3375 9.08569 16.65 9.08569 17C9.08569 17.6875 9.64853 18.25 10.3364 18.25C10.6866 18.25 10.9993 18.1125 11.2245 17.8875L16.2274 12.8875C16.4526 12.6625 16.5902 12.35 16.5902 12C16.5902 11.65 16.4526 11.3375 16.2274 11.1125Z" fill="none"></path></svg></span></div></div></div></a><a href="https://learn.segment.com/cdp-buying-guide/" class="e-18e4vzk e1iid5mn1"><div elevation="2" pointer-events="auto" color="#121C2D" class="e1iid5mn0 e-1hku9zk etxif140"><div class="e-v0mf9i e1ss3rom0"><div class="e-budh8k e1tugjmz0"><h4 class="egral9n0 e-1ioh0ba evezdik0">Buyerâs Guide to CDPs</h4><p class="e6vfs3p0 e-artmv evezdik0">Our buyerâs guide for CDPs will help you understand when itâs time to buy a CDP, which features you need, and how to evaluate the various CDP vendors out there.</p></div><div class="e-1sihmdq ecuy6w40"><span aria-hidden="true" data-testid="icon[ChevronRightIcon]" class="e-qwly4x e1m0cbuf0"><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M16.2274 11.1125L11.2245 6.1125C10.9993 5.8875 10.6866 5.75 10.3364 5.75C9.64853 5.75 9.08569 6.3125 9.08569 7C9.08569 7.35 9.22328 7.6625 9.44841 7.8875L13.5759 12L9.46092 16.1125C9.22328 16.3375 9.08569 16.65 9.08569 17C9.08569 17.6875 9.64853 18.25 10.3364 18.25C10.6866 18.25 10.9993 18.1125 11.2245 17.8875L16.2274 12.8875C16.4526 12.6625 16.5902 12.35 16.5902 12C16.5902 11.65 16.4526 11.3375 16.2274 11.1125Z" fill="none"></path></svg></span></div></div></div></a></div></div></div></section></div><div class="e-16mchqe e11iugvd2"><section class="e11iugvd1 e-ji9ojt ep15dag5"><div class="e-1ng3cch ep15dag3"><div class="e-6hbtgo e11iugvd0"><div class="e-e1geb2 e1h0dsg11"><h2 class="e1h0dsg15 e-1r4l7ls evezdik0">CDP success stories</h2><p class="e1h0dsg14 e-d1jm89 evezdik0">Up to this point, weâve mostly talked about customer data platforms in theory. It can be especially helpful to learn how other companies use their customer data platforms and the results they get from those tools.</p></div></div><div class="e-wgye4z ep15dag1"><div class="e-ajfln6 e1p7oryn1"><div><div draggable="false" style="opacity:0;transform:translateY(30px) translateZ(0);-webkit-touch-callout:none;-webkit-user-select:none;user-select:none;touch-action:pan-y"><div style="position:relative;opacity:0"><div type="boxShadow" display="grid" class="etkcvo80 e-1wc1kfs e91xqsx0"><div height="460px" class="e-1r3j5t1 ep56rpo3"><div class="e-0 ep56rpo1"><div class="e-zjik7 ep56rpo2"><span color="#FFFFFF" aria-hidden="true" data-testid="customerLogos[IbmMonoLogo]" class="e-e1pduc e48gjyf0"><svg width="70" height="32" viewBox="0 0 70 32" fill="none" xmlns="http://www.w3.org/2000/svg"><path fill-rule="evenodd" clip-rule="evenodd" d="M0 2V3.91567H13.6253V2H0ZM15.5558 2V3.91567H34.9727C34.9727 3.91567 32.9893 2 30.3625 2H15.5558ZM38.7817 2V3.91567H50.5285L49.8313 2H38.7817ZM58.9503 2L58.2532 3.91567H69.8933V2H58.9503ZM0 5.7255V7.64117H13.6253V5.7255H0ZM15.5558 5.72833V7.64133H37.2257C37.2257 7.64133 36.9727 6.16683 36.5312 5.72833H15.5558ZM38.7817 5.72833V7.64133H51.8163L51.171 5.72833H38.7817ZM57.5558 5.72833L56.9105 7.64133H69.8933V5.72833H57.5558ZM3.91567 9.451V11.3695H9.81633V9.451H3.91567ZM19.4715 9.451V11.3695H25.3723V9.451H19.4715ZM31.1117 9.451V11.3695H37.0125C37.0125 11.3695 37.3872 10.3563 37.3872 9.451H31.1117ZM42.6973 9.451V11.3695H53.159L52.4617 9.451H42.6973ZM56.2707 9.451L55.5707 11.3695H66.0843V9.451H56.2707ZM3.91567 13.1795V15.0952H9.81633V13.1795H3.91567ZM19.4715 13.1795V15.0952H34.5433C34.5433 15.0952 35.8042 14.1122 36.2058 13.1795H19.4715ZM42.6973 13.1795V15.0952H48.598V14.0287L48.9727 15.0952H59.7817L60.1837 14.0287V15.0952H66.0843V13.1795H55.0073L54.4195 14.802L53.8288 13.1795H42.6973ZM3.91567 16.905V18.8207H9.81633V16.905H3.91567ZM19.4715 16.905V18.8207H36.2058C35.8042 17.891 34.5433 16.905 34.5433 16.905H19.4715ZM42.6973 16.905V18.8207H48.598V16.905H42.6973ZM49.6698 16.905L50.3835 18.8207H58.4882L59.1663 16.905H49.6698ZM60.1835 16.905V18.8207H66.0843V16.905H60.1835ZM3.91567 20.6305V22.5462H9.81633V20.6305H3.91567ZM19.4715 20.6305V22.5462H25.3723V20.6305H19.4715ZM31.1117 20.6305V22.5462H37.387C37.387 21.642 37.0125 20.6305 37.0125 20.6305H31.1117ZM42.6973 20.6305V22.5462H48.598V20.6305H42.6973ZM51.0098 20.6305L51.7015 22.5462H57.1348L57.832 20.6305H51.0098ZM60.1835 20.6305V22.5462H66.0843V20.6305H60.1835ZM0.106667 24.356V26.2745H13.732V24.356H0.106667ZM15.5558 24.356V26.2745H36.5312C36.9727 25.8352 37.2257 24.356 37.2257 24.356H15.5558ZM38.8883 24.356V26.2745H48.598V24.356H38.8883ZM52.3523 24.356L53.0632 26.2745H55.8277L56.4948 24.356H52.3523ZM60.1835 24.356V26.2745H70V24.356H60.1835ZM0.106667 28.0843V30H13.732V28.0843H0.106667ZM15.5558 28.0843V29.9973H30.3625C32.9893 29.9973 34.9727 28.0843 34.9727 28.0843H1
125.5558ZM38.8883 28.0843V30H48.598V28.0843H38.8883ZM53.7003 28.0843L54.384 29.9947L54.5015 29.9973L55.1962 28.0843H53.7003ZM60.1835 28.0843V30H70V28.0843H60.1835Z" fill="none"></path></svg></span></div><p class="ep56rpo0 e-1o2pk08 evezdik0">âWith real-time integrated data flows from Segment, we can truly understand what people are doing with our platform.â</p></div><div class="e-1ldl4ze ep56rpo4"><div class="e-0 e1lsnmnr2"><p class="e1lsnmnr1 e-qx08s2 evezdik0">Nic Sauriol</p><span class="e1lsnmnr0 e-119k1g0 evezdik0">Software Development Leader</span></div></div></div><div color="#0263E0" class="e-1wrpikv e14dg3xm6"><div class="e-0 e14dg3xm5"><div class="e-1cpd67f e14dg3xm3">70<sup class="e-xu5xik e14dg3xm2">%</sup></div><p class="e14dg3xm0 e-pontzd evezdik0">increase in revenue following a three-month customer messaging pilot program</p></div><div class="e-0 e14dg3xm4"><div class="e-1aq5wqe e14dg3xm1"><a class="e1t2053s0 e-1v4z21z evezdik0" width="calc(100% - 7px)" href="https://segment.com/customers/ibm/">Read their story<span aria-hidden="true" data-testid="icon[ChevronRightIcon]" class="e-qwly4x e1m0cbuf0"><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M16.2274 11.1125L11.2245 6.1125C10.9993 5.8875 10.6866 5.75 10.3364 5.75C9.64853 5.75 9.08569 6.3125 9.08569 7C9.08569 7.35 9.22328 7.6625 9.44841 7.8875L13.5759 12L9.46092 16.1125C9.22328 16.3375 9.08569 16.65 9.08569 17C9.08569 17.6875 9.64853 18.25 10.3364 18.25C10.6866 18.25 10.9993 18.1125 11.2245 17.8875L16.2274 12.8875C16.4526 12.6625 16.5902 12.35 16.5902 12C16.5902 11.65 16.4526 11.3375 16.2274 11.1125Z" fill="none"></path></svg></span></a></div></div></div></div></div></div><div class="e-19isr4r e6rth000" data-testid="slider[navigationWrapper]" style="-webkit-mask-image:linear-gradient(90deg, rgba(0,0,0,0) 0%, rgba(0,0,0,1) 0%, rgba(0,0,0,1) 100%, rgba(0,0,0,0) 100%);mask-image:linear-gradient(90deg, rgba(0,0,0,0) 0%, rgba(0,0,0,1) 0%, rgba(0,0,0,1) 100%, rgba(0,0,0,0) 100%);opacity:0;transform:translateY(30px) translateZ(0)"><button class="e-1344eqz ekik8rt1" aria-label="IBM"><span class="e-fujqtt ekik8rt0"><span aria-hidden="true" data-testid="customerLogos[IbmLogo]" class="e-9cyvhp ebe1470"><svg width="70" height="32" viewBox="0 0 70 32" fill="none" xmlns="http://www.w3.org/2000/svg"><path fill-rule="evenodd" clip-rule="evenodd" d="M0 2V3.91567H13.6253V2H0ZM15.5558 2V3.91567H34.9727C34.9727 3.91567 32.9893 2 30.3625 2H15.5558ZM38.7817 2V3.91567H50.5285L49.8313 2H38.7817ZM58.9503 2L58.2532 3.91567H69.8933V2H58.9503ZM0 5.7255V7.64117H13.6253V5.7255H0ZM15.5558 5.72833V7.64133H37.2257C37.2257 7.64133 36.9727 6.16683 36.5312 5.72833H15.5558ZM38.7817 5.72833V7.64133H51.8163L51.171 5.72833H38.7817ZM57.5558 5.72833L56.9105 7.64133H69.8933V5.72833H57.5558ZM3.91567 9.451V11.3695H9.81633V9.451H3.91567ZM19.4715 9.451V11.3695H25.3723V9.451H19.4715ZM31.1117 9.451V11.3695H37.0125C37.0125 11.3695 37.3872 10.3563 37.3872 9.451H31.1117ZM42.6973 9.451V11.3695H53.159L52.4617 9.451H42.6973ZM56.2707 9.451L55.5707 11.3695H66.0843V9.451H56.2707ZM3.91567 13.1795V15.0952H9.81633V13.1795H3.91567ZM19.4715 13.1795V15.0952H34.5433C34.5433 15.0952 35.8042 14.1122 36.2058 13.1795H19.4715ZM42.6973 13.1795V15.0952H48.598V14.0287L48.9727 15.0952H59.7817L60.1837 14.0287V15.0952H66.0843V13.1795H55.0073L54.4195 14.802L53.8288 13.1795H42.6973ZM3.91567 16.905V18.8207H9.81633V16.905H3.91567ZM19.4715 16.905V18.8207H36.2058C35.8042 17.891 34.5433 16.905 34.5433 16.905H19.4715ZM42.6973 16.905V18.8207H48.598V16.905H42.6973ZM49.6698 16.905L50.3835 18.8207H58.4882L59.1663 16.905H49.6698ZM60.1835 16.905V18.8207H66.0843V16.905H60.1835ZM3.91567 20.6305V22.5462H9.81633V20.6305H3.91567ZM19.4715 20.6305V22.5462H25.3723V20.6305H19.4715ZM31.1117 20.6305V22.5462H37.387C37.387 21.642 37.0125 20.6305 37.0125 20.6305H31.1117ZM42.6973 20.6305V22.5462H48.598V20.6305H42.6973ZM51.0098 20.6305L51.7015 22.5462H57.1348L57.832 20.6305H51.0098ZM60.1835 20.6305V22.5462H66.0843V20.6305H60.1835ZM0.106667 24.356V26.2745H13.732V24.356H0.106667ZM15.5558 24.356V26.2745H36.5312C36.9727 25.8352 37.2257 24.356 37.2257 24.356H15.5558ZM38.8883 24.356V26.2745H48.598V24.356H38.8883ZM52.3523 24.356L53.0632 26.2745H55.8277L56.4948 24.356H52.3523ZM60.1835 24.356V26.2745H70V24.356H60.1835ZM0.106667 28.0843V30H13.732V28.0843H0.106667ZM15.5558 28.0843V29.9973H30.3625C32.9893 29.9973 34.9727 28.0843 34.9727 28.0843H1
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12nce building, journey orchestration, and AI capabilities, for dynamic customer engagement that ensures data governance and compliance.</h3><div class="e-456bw7 e1h0dsg12"><a class="e1h0dsg13 e1t2053s0 e-c1fdkn evezdik0" width="calc(100% - 7px)" href="https://segment.com/">Learn more<span aria-hidden="true" data-testid="icon[ChevronRightIcon]" class="e-qwly4x e1m0cbuf0"><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M16.2274 11.1125L11.2245 6.1125C10.9993 5.8875 10.6866 5.75 10.3364 5.75C9.64853 5.75 9.08569 6.3125 9.08569 7C9.08569 7.35 9.22328 7.6625 9.44841 7.8875L13.5759 12L9.46092 16.1125C9.22328 16.3375 9.08569 16.65 9.08569 17C9.08569 17.6875 9.64853 18.25 10.3364 18.25C10.6866 18.25 10.9993 18.1125 11.2245 17.8875L16.2274 12.8875C16.4526 12.6625 16.5902 12.35 16.5902 12C16.5902 11.65 16.4526 11.3375 16.2274 11.1125Z" fill="none"></path></svg></span></a></div></div></div><div class="e-wgye4z ep15dag1"><picture><source type="image/webp" media="(min-width:992px)" srcSet="/_next/static/images/EverythingYouNeedToKnow-68c201e902aea6a8fcad804d669099f7.webp, /_next/static/images/[email protected] 2x"/><img alt="Illustration: One prong to three prongs" src="/_next/static/images/[email protected]" width="670" height="442" decoding="async" data-nimg="1" class="ejnzf1s0 e-1vyfsdp eulst6f0" loading="lazy" style="color:transparent"/></picture></div></div></section><section class="eskrqki1 e-x2aiho ep15dag5"><div class="e-ogqufb ep15dag3"><div class="e-13wpr5h eskrqki0"><div class="e-e1geb2 e1h0dsg11"><h3 class="e1h0dsg15 e-1r4l7ls evezdik0">Extensibility on an open platform</h3><h3 class="e1h0dsg14 e-45khhh evezdik0">Our flexible, vendor-agnostic platform supports any use case, offering quick easy integration with your stack through 450+ pre-built connections and developer-friendly interfaces, ensuring compatibility with your existing tools and warehouse.</h3><div class="e-456bw7 e1h0dsg12"><a class="e1h0dsg13 e1t2053s0 e-c1fdkn evezdik0" width="calc(100% - 7px)" href="https://segment.com/catalog/">Learn more<span aria-hidden="true" data-testid="icon[ChevronRightIcon]" class="e-qwly4x e1m0cbuf0"><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M16.2274 11.1125L11.2245 6.1125C10.9993 5.8875 10.6866 5.75 10.3364 5.75C9.64853 5.75 9.08569 6.3125 9.08569 7C9.08569 7.35 9.22328 7.6625 9.44841 7.8875L13.5759 12L9.46092 16.1125C9.22328 16.3375 9.08569 16.65 9.08569 17C9.08569 17.6875 9.64853 18.25 10.3364 18.25C10.6866 18.25 10.9993 18.1125 11.2245 17.8875L16.2274 12.8875C16.4526 12.6625 16.5902 12.35 16.5902 12C16.5902 11.65 16.4526 11.3375 16.2274 11.1125Z" fill="none"></path></svg></span></a></div></div></div><div class="e-wgye4z ep15dag1"><picture><source type="image/webp" media="(min-width:992px)" srcSet="/_next/static/images/SpottingBadData-52923e802661a3bb9184d1621b0b5ff8.webp, /_next/static/images/[email protected] 2x"/><img alt="Illustration: Product added prong to three prongs" src="/_next/static/images/[email protected]" width="637" height="344" decoding="async" data-nimg="1" class="ebyhxjy0 e-1vyfsdp eulst6f0" loading="lazy" style="color:transparent"/></picture></div></div></section><section class="em3gn761 e-1vtziou ep15dag5"><div class="e-1e2u6fv ep15dag3"><div class="e-13wpr5h em3gn760"><div class="e-e1geb2 e1h0dsg11"><h3 class="e1h0dsg15 e-1r4l7ls evezdik0">Proven and trusted <br/> at scale</h3><h3 class="e1h0dsg14 e-45khhh evezdik0">Trusted by over 25,000 companies, we scale seamlessly across all business sizes with our high-capacity event streaming architecture, enabling you to manage and activate large data volumes instantly, without latency or manual intervention, even during unexpected spikes.</h3><div class="e-456bw7 e1h0dsg12"><a class="e1h0dsg13 e1t2053s0 e-c1fdkn evezdik0" width="calc(100% - 7px)" href="https://segment.com/customers/">Learn more<span aria-hidden="true" data-testid="icon[ChevronRightIcon]" class="e-qwly4x e1m0cbuf0"><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M16.2274 11.1125L11.2245 6.1125C10.9993 5.8875 10.6866 5.75 10.3364 5.75C9.64853 5.75 9.08569 6.3125 9.08569 7C9.08569 7.35 9.22328 7.6625 9.44841 7.8875L13.5759 12L9.46092 16.1125C9.22328 16.3375 9.08569 16.65 9.08569 17C9.08569 17.6875 9.64853 18.25 10.3364 18.25C10.6866 18.25 10.9993 18.1125 11.2245 17.8875L16.2274 12.8875C16.4526 12.6625 16.5902 12.35 16.5902 12C16.5902 11.65 16.4526 11.3375 16.2274 11.1125Z" fill="none"></path></svg></span></a></div></div></div><div class="e-wgye4z ep15dag1"><picture><source type="image/webp" media="(min-width:992px)" srcSet="/_next/static/images/SegmentOnCustomerData-a2b444d19e79094b1141909970568df6.webp, /_next/static/images/[email protected] 2x"/><img alt="Illustration: Two columns of four placeholder rows" src="/_next/static/images/[email protected]" width="670" height="440" decoding="async" data-nimg="1" class="e-11726p1 eulst6f0" loading="lazy" style="color:transparent"/></picture></div></div></section></div></div></section><div class="e-1941w7w e1044f9v2"><div class="e-wx0phb e1044f9v1"><div class="e-lhgxsz e1h0dsg11"><h3 class="e1h0dsg15 e-1r4l7ls evezdik0">Getting started is easy</h3><p class="e1h0dsg14 e-d1jm89 evezdik0">Start connecting your data with Segment.</p></div><div class="e-i9jfyn e1044f9v0"><a color="#FFFFFF" href="https://segment.com/demo/" class="e-bel8e6 e1tpqslv1"><span class="e-nurmwb e1tpqslv0">Get a demo</span></a><a color="#0263E0" href="https://segment.com/signup/" class="e-652xl4 e1tpqslv1"><span class="e-nurmwb e1tpqslv0">Create a free account</span><span aria-hidden="true" data-testid="icon[ChevronRightIcon]" class="e-qwly4x e1m0cbuf0"><svg width="24" height="24" viewBox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"><path d="M16.2274 11.1125L11.2245 6.1125C10.9993 5.8875 10.6866 5.75 10.3364 5.75C9.64853 5.75 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Line numbers count LF bytes from the start of the resource, as the search results do. Vendor segments are library code the classifier recognised; they are stored but not indexed. Bytes are shown as Latin1 characters, one per byte.