Proven ways to use first-party data to put customers first and grow your business faster
Segment on Customer Data uncovers everything we've learned helping tens of thousands of teams collect, analyze, and act on billions of pieces of customer data.
This book provides actionable strategies you can use make data-informed decisions, create personalized user experiences, and ultimately increase customer engagement and revenue.
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Why Customer Data Matters
An introduction to customer data that makes the case for why it's so critical to providing customer-first experiences and growing your business.
CHAPTER 1
By Stephanie Evans
Customer Experience Product Lead @ Segment
CHAPTER 2
By Sudheendra Chilappagari
Product Manager @ Segment
Choosing Metrics That Matter
Defining the right metrics shouldn't be that hard, yet many teams get it wrong. This chapter provides some easy-to-follow guidelines for choosing metrics that matter.
Tracking the Right Things
Which metrics should I track and how should I go about tracking them? We answer this question an much more in this chapter.
CHAPTER 3
By Calvin French-Owen
Co-Founder and CTO @ Segment
CHAPTER 4
By Eric Kim
Solutions Architect @ Segment
Choosing the Right Tech Stack
Finding the right one can be overwhelming. We’ll help you navigate this crazy world by breaking down how vendors compare.
CHAPTER 6
By Brennan Gamwell
Engineering Product Manager @ Segment
Focus on Impact, Not Integrations
Understanding user behavior via event tracking is a complex, choreographed dance among Product, Analytics, Marketing, and Engineering teams.
Infrastructure for Customer Data
We’ll outline a path for you to build a sound data infrastructure so that you can truly put customers first and use data in a way that’s mutually beneficial.
CHAPTER 5
By Eric Kim
Solutions Architect @ Segment
Establishing Trust in Your Data
Learn why it's critical to build trust in data and how to lay down the right infrastructure for how it's collected, cleaned, governed, and acted on.
CHAPTER 7
By Kevin White
Head of Growth Marketing @ Segment
CHAPTER 8
By Andy Schumeister
Enterprise Product Marketing Manager @ Segment
First-Party Data
Discover the benefits of first-party data and how it can be used to construct a data strategy that delivers private, respectful, and personalized experiences.