Segment
A customer data platform (CDP) that collects and routes customer data to analytics and marketing tools.
Definition
Segment is a customer data platform (CDP) that collects, cleans, and routes customer data to hundreds of analytics, marketing, and data warehouse tools. It serves as a central hub for customer data infrastructure.
Rather than implementing multiple tracking codes, Segment provides a single API that sends data to all connected tools. This simplifies data collection and ensures consistency across platforms.
Why It Matters
Segment solves the data fragmentation problem that plagues marketing technology stacks. Understanding CDPs helps marketers appreciate the infrastructure required for unified customer views and personalization.
As privacy regulations tighten, Segment role in managing consent and data governance becomes increasingly important.
Examples in Practice
A company uses Segment to collect website and app events, then routes that data to Google Analytics, Mixpanel, and their email platform simultaneously. One tracking implementation powers multiple tools.
Marketing teams leverage Segment Personas to build unified customer profiles, enabling personalization across email, advertising, and on-site experiences.