For marketing and product teams in 2021, using a customer data platform (or CDP) to pipe and clean data from their websites and web apps to various ot

Segment vs Rudderstack vs alternatives in 2021 - should I store data Warehouse-first?

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2021-06-14 17:30:11

For marketing and product teams in 2021, using a customer data platform (or CDP) to pipe and clean data from their websites and web apps to various other services have become a widely used industry standard. More specifically, Segment's adoption has skyrocketed in startups and later stage companies and I predict their growth to continue across enterprises with their acquisition into Twilio.

What does Segment or a CDP do? Customer Data Platforms like Segment allow various apps (including your own applications) to pipe events (e.g. adding something to a shopping cart), customer data, and more, to other applications like analytics products, CRMs, email apps, etc. It helps maintain the holy promise in digital product and marketing - the single customer view.

In layman’s terms, Connections allows data from external apps and internal apps to talk to each other. Protocols allows you to clean up your data and gives your team a standard framework to organize and scale data collection across multiple apps. Personas helps give your marketing and product team a single customer view for prospects and users. Finally, their newest feature Journeys, which looks to be a customer.io competitor, allows your product and marketing team to orchestrate events across different stages of your sales and marketing funnel. 

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