Gavin Johnson, Hanhan Wang on June 28th 2022

When we noticed a shift in the tools our customers use for handling their data, we asked questions. This blog is a compilation of our findings, including the preferred tools used and how they benefit the customer’s bottom line.

Recent articles

Kailey Raymond on August 11th 2022

Rahul Kak talks about the consumerization of the healthcare industry and how his team is improving patient outcomes by leveraging predictive analytics and personalized, educational nudges.

Lisa Zavetz, Darcelle Pluviose on August 9th 2022

Google Analytics 4 will replace Google Universal Analytics in 2023. This blog shares the newest functionalities in GA4, how a CDP can ease the migration, and what to consider when adding GA4 to your tech stack.

Matthew Wilk on August 2nd 2022

It’s no secret that marketers have endless amounts of data at their fingertips. You may have started the process of creating target audiences and tagging users on their specific traits, but are you using this data to its full advantage? 

Segment Personas’ CDP enriches user-level profiles based on audience, event, and behavioral traits, such as a last purchased item or a customer’s favorite color. By integrating Segment Personas with Movable Ink you can transform all the data you have into personalized content your customers will engage with. 

With Movable Ink, you can create personalized content in your messaging channels by leveraging any data you have, no matter where it lives. You no longer need to worry about manually coding multiple variations of content. Instead, you can reuse personalized modules in cross-channel campaigns that update based on the recipient's most recent interactions. Brands leveraging Movable Ink have experienced lifts in click-through rate & reductions in content production time by 40%.

The power of the Profile API

Movable Ink activates any customer data points that live within Segment to generate personalized content at scale, allowing brands to fully leverage their data in an impactful way. By tapping into Segment’s Profile API, mutual customers can generate infinite content variations creating a unique experience for each user. This is how relevant, targeted campaigns are born. Spending and browsing data can now be used in tandem with engaging creative.

There are many ways brands can leverage traits and audiences from the Personas Profile API to power personalized campaigns. Here are a few of them: 

  • Product Affinities: Display relevant product information based on specific customer profile data. For example, show a discounted blue tent if the customer last purchased a hiking backpack, their favorite color is blue, and they tend to be a discount shopper. 

  • Loyalty Status: Generate a loyalty module to automate the customer’s recent-time points, leaving less work for marketers behind the scenes.

  • Onboarding Status: In a welcome email, display a checklist of the actions the customer has taken and highlight the ones left to complete.

The flexibility of Segment Personas means the sky's the limit in terms of what marketers can do with this integration. Any data stored within Segment becomes accessible for Movable Ink to power personalized content.

The Movable Ink and Segment Personas integration not only makes content more interesting, but more accurate because the most recent information is being shared. Building a sense of trust with the customer plays an integral role in creating a successful campaign that drives engagement and increases revenue. 

As marketers think about the benefits of building a trusted relationship, it’s also important to focus on the advantages of using CDP data as part of a cross-channel strategy. This way, there is consistency and integrity alongside all messaging platforms, whether it be in email or in-app messaging. Segment Personas is the data foundation, and Movable Ink is the activation layer that brings a campaign to life.


Customers don’t experience data; they experience content. Movable Ink is the missing piece to the puzzle when it comes to turning this data into a visual, personalized experience that makes an audience captivated and eager to come back for more.

Kailey Raymond on July 28th 2022

Liz Miller discusses how to build durable customer relationships by bridging the gap between customer needs and customer experience with open-ended questions

Kelly Kirwan on July 26th 2022

An explanation of why business data is essential for unlocking growth.

Prasid Pathak on July 24th 2022

We’re thrilled to announce that Segment has been awarded Snowflake Industry Competency Badges in five categories: Technology, Financial Services, Media, Consulting & Professional Services, Retail, and CPG

Segment has always prided itself on being a leader in data, product, and growth, with our innovative customer data platform (CDP) providing customers with a streamlined data pipeline that allows for a 360-degree view of their users.

Our strong partnership with Snowflake, a leading cloud data warehousing provider and the fastest growing destination in Segment, enables any business to adopt a customer-first approach.

Industry Competency: Consulting & Professional Services

Segment and Snowflake provide consulting and professional services companies with a single integrated platform to easily transform, integrate, and analyze data from different sources. This lets them securely acquire and share live, governed data and build and operate their own data applications, while accelerating analytics in real time.

Industry Competency: Retail and CPG

Snowflake’s Retail Data Cloud allows the seamless sharing of data across ecosystems in near real-time, enabling optimized operations and personalized customer experiences. By connecting their Segment CDP to Snowflake, customers can improve demand forecasts and supply chain operations, as well as customize marketing campaigns at an individual level.

“It was a pleasant surprise that Segment and Snowflake integrated really well and required very little effort on our end,” said Vishwanath Tanneeru, Senior Data Architect at Allergan Aesthetics. “The events that are collected across Segment are automatically archived into Snowflake, making it easy for us to access that data and leverage it to drive website traffic. The benefits of using Snowflake and Segment together aren’t possible if each platform was used independently.”

Industry Competency: Financial Services

Segment and Snowflake allow client data teams to securely collaborate on data across the enterprise while adhering to regulatory requirements. With Snowflake’s Financial Services Data Cloud, Segment users in the banking, insurance, fintech, and other categories in the financial services industry can easily launch new products and services, build better fintech platforms, and improve their privacy and regulatory compliance.

Industry Competency: Technology

Snowflake’s Data Cloud breaks down data silos, allowing technology companies to spend less time managing infrastructure and more time transforming data into insights. By integrating Snowflake with Segment’s CDP, tech teams can easily bring all their diverse data together, ready to be leveraged to build better products, create personalized customer experiences, and improve analytics.

“Transitioning from our current data warehouse to Snowflake was simple with Segment,” said Bruno Miranda, Senior VP of Engineering of healthcare networking platform Doximity.

“Turning it on took only a few minutes, and we were able to load all of our historical data in a snap. This saved us over two weeks of engineering time on the backfill, not to mention the months it would have taken to build an ETL pipeline from scratch. The transition was painless, and Snowflake’s fast and scalable architecture lets us query at lightning speed and avoid endless maintenance.”

Industry Competency: Media

Snowflake’s Media Data Cloud enables marketers, publishers, and ad tech businesses to unlock their data for identity, insights, activation, and measurement across the advertising ecosystem.  This enables Segment users to deliver targeted advertising campaigns that speak to customers at the individual level.

Together, Snowflake and Segment help thousands of innovative, customer-driven brands, empowering users to activate clean, unified data to build deeper relationships with their customers. With our Snowflake Competency badges, we are further empowered to give companies the tools and resources they need to stand out in our digital-first world.

“Snowflake and Segment’s partnership is reimagining what’s possible with data, helping joint customers activate and analyze data while maintaining security and governance standards,” said Philip Larson, Senior Director, Worldwide Partner Programs, Snowflake.

“Segment’s Competency badges are a testament to their expertise and continued innovation in the Data Cloud, further mobilizing the world’s data to deliver professional services seamlessly.”

To get started using Segment and Snowflake today, sign up for a free account, or request a demo from one of our team.

Kelly Kirwan on July 22nd 2022

The differences between structured, unstructured, and semi-structured data.

Darcelle Pluviose on July 18th 2022

Twilio Segment has partnered with IBM Watson Assistant to build a seamless integration between our two platforms

Ilya Galperin on July 18th 2022

The Endeavor Digital Engineering team used Segment, allowing them to rapidly onboard additional data sources and expose those sources to the data science team for analysis.

Kailey Raymond on August 11th 2022

Rahul Kak talks about the consumerization of the healthcare industry and how his team is improving patient outcomes by leveraging predictive analytics and personalized, educational nudges.

Lisa Zavetz, Darcelle Pluviose on August 9th 2022

Google Analytics 4 will replace Google Universal Analytics in 2023. This blog shares the newest functionalities in GA4, how a CDP can ease the migration, and what to consider when adding GA4 to your tech stack.

Matthew Wilk on August 2nd 2022

It’s no secret that marketers have endless amounts of data at their fingertips. You may have started the process of creating target audiences and tagging users on their specific traits, but are you using this data to its full advantage? 

Segment Personas’ CDP enriches user-level profiles based on audience, event, and behavioral traits, such as a last purchased item or a customer’s favorite color. By integrating Segment Personas with Movable Ink you can transform all the data you have into personalized content your customers will engage with. 

With Movable Ink, you can create personalized content in your messaging channels by leveraging any data you have, no matter where it lives. You no longer need to worry about manually coding multiple variations of content. Instead, you can reuse personalized modules in cross-channel campaigns that update based on the recipient's most recent interactions. Brands leveraging Movable Ink have experienced lifts in click-through rate & reductions in content production time by 40%.

The power of the Profile API

Movable Ink activates any customer data points that live within Segment to generate personalized content at scale, allowing brands to fully leverage their data in an impactful way. By tapping into Segment’s Profile API, mutual customers can generate infinite content variations creating a unique experience for each user. This is how relevant, targeted campaigns are born. Spending and browsing data can now be used in tandem with engaging creative.

There are many ways brands can leverage traits and audiences from the Personas Profile API to power personalized campaigns. Here are a few of them: 

  • Product Affinities: Display relevant product information based on specific customer profile data. For example, show a discounted blue tent if the customer last purchased a hiking backpack, their favorite color is blue, and they tend to be a discount shopper. 

  • Loyalty Status: Generate a loyalty module to automate the customer’s recent-time points, leaving less work for marketers behind the scenes.

  • Onboarding Status: In a welcome email, display a checklist of the actions the customer has taken and highlight the ones left to complete.

The flexibility of Segment Personas means the sky's the limit in terms of what marketers can do with this integration. Any data stored within Segment becomes accessible for Movable Ink to power personalized content.

The Movable Ink and Segment Personas integration not only makes content more interesting, but more accurate because the most recent information is being shared. Building a sense of trust with the customer plays an integral role in creating a successful campaign that drives engagement and increases revenue. 

As marketers think about the benefits of building a trusted relationship, it’s also important to focus on the advantages of using CDP data as part of a cross-channel strategy. This way, there is consistency and integrity alongside all messaging platforms, whether it be in email or in-app messaging. Segment Personas is the data foundation, and Movable Ink is the activation layer that brings a campaign to life.


Customers don’t experience data; they experience content. Movable Ink is the missing piece to the puzzle when it comes to turning this data into a visual, personalized experience that makes an audience captivated and eager to come back for more.

Kailey Raymond on July 28th 2022

Liz Miller discusses how to build durable customer relationships by bridging the gap between customer needs and customer experience with open-ended questions

Kelly Kirwan on July 26th 2022

An explanation of why business data is essential for unlocking growth.

Prasid Pathak on July 24th 2022

We’re thrilled to announce that Segment has been awarded Snowflake Industry Competency Badges in five categories: Technology, Financial Services, Media, Consulting & Professional Services, Retail, and CPG

Segment has always prided itself on being a leader in data, product, and growth, with our innovative customer data platform (CDP) providing customers with a streamlined data pipeline that allows for a 360-degree view of their users.

Our strong partnership with Snowflake, a leading cloud data warehousing provider and the fastest growing destination in Segment, enables any business to adopt a customer-first approach.

Industry Competency: Consulting & Professional Services

Segment and Snowflake provide consulting and professional services companies with a single integrated platform to easily transform, integrate, and analyze data from different sources. This lets them securely acquire and share live, governed data and build and operate their own data applications, while accelerating analytics in real time.

Industry Competency: Retail and CPG

Snowflake’s Retail Data Cloud allows the seamless sharing of data across ecosystems in near real-time, enabling optimized operations and personalized customer experiences. By connecting their Segment CDP to Snowflake, customers can improve demand forecasts and supply chain operations, as well as customize marketing campaigns at an individual level.

“It was a pleasant surprise that Segment and Snowflake integrated really well and required very little effort on our end,” said Vishwanath Tanneeru, Senior Data Architect at Allergan Aesthetics. “The events that are collected across Segment are automatically archived into Snowflake, making it easy for us to access that data and leverage it to drive website traffic. The benefits of using Snowflake and Segment together aren’t possible if each platform was used independently.”

Industry Competency: Financial Services

Segment and Snowflake allow client data teams to securely collaborate on data across the enterprise while adhering to regulatory requirements. With Snowflake’s Financial Services Data Cloud, Segment users in the banking, insurance, fintech, and other categories in the financial services industry can easily launch new products and services, build better fintech platforms, and improve their privacy and regulatory compliance.

Industry Competency: Technology

Snowflake’s Data Cloud breaks down data silos, allowing technology companies to spend less time managing infrastructure and more time transforming data into insights. By integrating Snowflake with Segment’s CDP, tech teams can easily bring all their diverse data together, ready to be leveraged to build better products, create personalized customer experiences, and improve analytics.

“Transitioning from our current data warehouse to Snowflake was simple with Segment,” said Bruno Miranda, Senior VP of Engineering of healthcare networking platform Doximity.

“Turning it on took only a few minutes, and we were able to load all of our historical data in a snap. This saved us over two weeks of engineering time on the backfill, not to mention the months it would have taken to build an ETL pipeline from scratch. The transition was painless, and Snowflake’s fast and scalable architecture lets us query at lightning speed and avoid endless maintenance.”

Industry Competency: Media

Snowflake’s Media Data Cloud enables marketers, publishers, and ad tech businesses to unlock their data for identity, insights, activation, and measurement across the advertising ecosystem.  This enables Segment users to deliver targeted advertising campaigns that speak to customers at the individual level.

Together, Snowflake and Segment help thousands of innovative, customer-driven brands, empowering users to activate clean, unified data to build deeper relationships with their customers. With our Snowflake Competency badges, we are further empowered to give companies the tools and resources they need to stand out in our digital-first world.

“Snowflake and Segment’s partnership is reimagining what’s possible with data, helping joint customers activate and analyze data while maintaining security and governance standards,” said Philip Larson, Senior Director, Worldwide Partner Programs, Snowflake.

“Segment’s Competency badges are a testament to their expertise and continued innovation in the Data Cloud, further mobilizing the world’s data to deliver professional services seamlessly.”

To get started using Segment and Snowflake today, sign up for a free account, or request a demo from one of our team.

Kelly Kirwan on July 22nd 2022

The differences between structured, unstructured, and semi-structured data.

Darcelle Pluviose on July 18th 2022

Twilio Segment has partnered with IBM Watson Assistant to build a seamless integration between our two platforms

Ilya Galperin on July 18th 2022

The Endeavor Digital Engineering team used Segment, allowing them to rapidly onboard additional data sources and expose those sources to the data science team for analysis.

Solon Aguiar, Brian Lai on January 20th 2022

With the launch of Twilio Engage, the team needed to update the data delivery system to support the latest platform features. This blog covers the process, including questions and lessons learned, to get to the end result.

Leif Dreizler on March 2nd 2021

Building customer-facing security features in partnership with dev teams helps you better serve your customers, unlocks additional revenue, and bidirectionally transfers knowledge between teams—a concept at the very core of DevSecOps.

Udit Mehta on January 20th 2021

Learn how we use AWS Step Functions for large-scale data orchestration

Jes Kirkwood on November 15th 2021

Shopify's VP, Growth Morgan Brown reveals how the company's growth team drives results in an exclusive interview.

Sam Gehret on July 29th 2021

A look at server-side activation as the new alternative to the third-party advertising pixel.

Sudheendra Chilappagari on February 18th 2021

Learn how to use Segment and Twilio Programmable Messaging to send a personalized SMS campaign.

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Josephine Liu, Sherry Huang on June 9th 2021

Our latest feature, Journeys, empowers teams to unify touchpoints across the end-to-end customer journey.

Kate Butterfield on June 16th 2021

Get an inside look at the design process for Journeys.

Katrina Wong on March 31st 2021

With Segment, brands can leverage their first-party customer data to build deeper customer relationships.

Kailey Raymond on June 13th 2022

We're at an inflection point in the evolution of customer engagement. Good Data, Better Marketing is a podcast featuring experts building next-gen customer engagement. Tune in to learn how enterprises are building human-first strategies in a digital world.

Kailey Raymond on June 13th 2022

Keri Taub discusses building authentic relationships in retail by bringing quantitative and qualitative data together. Come listen to this episode of Good Data, Better Marketing to learn the strategy employed at Bloomingdale's.

Kailey Raymond on June 13th 2022

Waseem Kawaf built iterative testing into his team's DNA by teaching user-centered design strategies that put the customer first. Listen to this episode of Good Data, Better Marketing to learn from STANLEY Security's success.

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