Segment

Segment is the world's leading customer data platform (CDP), providing infrastructure that enables organizations to collect, unify, and activate customer data across all touchpoints to power personalized experiences, analytics, and marketing automation. Founded in 2011 and acquired by Twilio in 2020, Segment serves thousands of customers worldwide including high-growth technology companies and large enterprises across e-commerce, SaaS, media, and financial services.

Segment Connections provides a single API and SDK for collecting customer event data from websites, mobile apps, server-side applications, and cloud sources, and routing that data to more than 400 analytics, marketing, customer success, and data warehousing destinations without writing individual integrations for each tool. By collecting data once through Segment and routing it to multiple destinations, organizations avoid the maintenance burden and inconsistency of implementing separate tracking for each downstream tool.

Segment Profiles builds a unified customer identity by resolving anonymous events, logged-in user sessions, and data from multiple devices into a single customer profile. The unified profile aggregates all events, traits, and computed metrics associated with each customer, providing a 360-degree view that any connected tool can access in real time for personalization and segmentation.

Segment Audiences enables marketing and data teams to build dynamic audience segments based on real-time behavioral data, computed traits, and profile attributes, without requiring SQL expertise. Audiences automatically sync to advertising platforms (Google Ads, Facebook Ads), email marketing tools (Braze, Iterable), and customer success platforms (Intercom, Salesforce), enabling personalized outreach based on actual customer behavior rather than static list segments.

Segment's Protocols feature provides schema governance and data quality controls, enforcing tracking plans that define the expected events and properties for each product touchpoint, automatically validating incoming data against the schema, and blocking or quarantining non-conforming events. Segment Functions and Destinations enable teams to write custom JavaScript to transform event data or deliver events to destinations not covered by the standard catalog.