Segment

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.

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