Josephine Liu, Sherry Huang on June 9th 2021

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

All Company articles

Sasha Blumenfield, Chris Sperandio on December 12th 2018

Whether you're launching a new product, acquiring a startup, or adding a few new marketing tools, your data architecture has to keep up with the constant evolution of your company. Not only do you need to enable new teams quickly, but you also need to enforce standards to ensure your data is consistent and trustworthy. 

For Segment customers, these company milestones are easier to manage with a central customer data infrastructure. However, they can still require a lot of manual set up in the Segment app to configure new data integrations. You may be tasked with adding or updating each new Source, Destination, and Tracking Plan with company-specific requirements. And while these requests might not happen often, when they do, you could spend hours redesigning and updating your workspace.

We want to make it easier for you to perform provisioning tasks in bulk while giving you the option to work from an interface you’re already familiar with — your command line.

That’s why we’re launching the Config API, a new addition to Segment’s suite of developer APIs, which lets you programmatically provision, audit, and maintain the Sources, Destinations, and Tracking Plans in your Segment workspace. 

Check out the docs to get started.

What’s available in the Config API

The Config API gives you access to resources, or objects, that you could previously only manage within the Segment user interface. For instance, you can use the Config API to automatically provision new Sources and Destinations preconfigured with your workspace preferences. 

Below are a few additional things you can do with the Config API:

How customers are using it

Customers like Atlassian and CloudApp are using the Config API today to: 

  • Create living diagrams of their data flow using an up-to-date list of enabled Sources and Destinations within their account and the connections between them.

  • Build integrations with Protocols and Github to ensure that any changes to a Segment Tracking Plan go through their existing application development change control process.

  • Onboard new business units or internal partners to their customer data infrastructure with a single keypress. By executing provisioning scripts, new Segment users can have a fresh sandbox with all the standard inputs, outputs, and rules pre-configured. 

What’s next

As your customer data infrastructure, one of our goals is to provide an exceptional developer experience. That’s why we want to make it easier and faster for you to configure data collection and to enforce data standards automatically with the Config API. 

With today’s launch of the Config API, Segment is committing to an API-first approach to product development. We believe this builds the foundation for a better product and developer experience. Read more about why we are choosing to be API-first and what it means to us here.

Getting started

The Config API is currently available to all customers. To learn more about the API, head over to our documentation try it out for yourself by following our tutorial here.

Mark Hazlett, Sasha Blumenfeld on November 15th 2018

To understand, serve, and message your customers effectively, you need context from their entire experience—not just a piece of it. That’s why we’re committed to continuing to build out our catalog of Sources for Segment Connections so you can activate your complete customer journey in the tools your team needs.

Today, we’re excited to announce our latest additions to Connections: a React Native library, a new Salesforce Marketing Cloud Source, and persistent retries.

With these updates, you now have access to 15 libraries and 28 Sources from which you can reliably collect your first-party customer data, maintaining a consistent view of your user across every tool and department within your company.

Implement the new Segment library for React Native

With Segment’s support for React Native, you can now instrument your React Native applications with analytics code once with Segment instead of having to integrate all of your tools over and over again one by one.

What is React Native?

React Native is a JavaScript library for building mobile applications for iOS, Android, and other supported platforms. React Native allows engineering teams to ship native mobile apps faster by sharing code across platforms in JavaScript.

Segment and React Native

Using Segment’s React Native library Source makes it easy to send your mobile app data to any analytics or marketing tool without having to learn, test, implement, and maintain a new API every time your team wants to try a new tool.

Learn more about Segment’s React Native library.

Go beyond standard Salesforce Marketing Cloud reports

Accelerate in-depth reporting for your email campaigns with our new Salesforce Marketing Cloud Source. With the Salesforce Marketing Cloud Source, you no longer have to build your own expensive, custom pipelines to send your Salesforce Marketing Cloud data to your data warehouse and dig deeper into your campaign performance.

What is Salesforce Marketing Cloud?

Salesforce Marketing Cloud is a marketing automation suite by Salesforce that allows you to build customer journeys and campaigns for email, SMS, and push notifications.

Segment and Salesforce Marketing Cloud Source

With the Salesforce Marketing Cloud Source, you can better understand the effectiveness of your campaigns by combining your campaign data with your clickstream data directly in your business intelligence tools to get a more complete view of your users’ journeys. While we already support Salesforce Marketing Cloud as a Destination, adding it as a Source now enables you to send your Salesforce Marketing Cloud data to your data warehouse so you can further explore, visualize, and act on your data with your Business Intelligence tool.  

Learn more about Salesforce Marketing Cloud Source.

Improve your data deliverability with persistent retries for analytics.js

Persistent retries for analytics.js, our most popular Source, ensures you’ll never lose any data even when your users run into internet connectivity issues. By storing events in a queue on the user’s browser before sending them along to Segment, we can ensure your data gets to your intended Destinations.

What is persistent retries for analytics.js?

More and more companies have started to support “offline mode” for their mobile web applications so their users can interact with their applications even when they don’t have an internet connection. But what happens to your analytics events that fire while your users are offline?

Whether your app is designed with offline in mind or a user just loses internet connectivity, Segment will maintain deliverability of your events. Segment does this by storing the events in localStorage and retrying up to ten times to ensure your data is consistently being delivered to Segment and all of your downstream tools.

Persistent retries is currently enabled for all workspaces using the analytics.js Source. To see how much of your data was delivered on retries, head to our data visibility dashboard.

Learn more about persistent retries.

Segment is continuously adding updates to Connections. To see what’s new, head over to our catalog or log in to your workspace.

New to Segment and want to learn more? Request a personalized demo.

Alex Millet, Doug Roberge on November 13th 2018

Since this post, we’ve shipped another new Personas feature called SQL Traits. Get more information about it here.

B2B companies handle a lot of complexity in order to effectively engage their customers. First, they need to talk differently to users based on their role. Secondly, they need context on the account a user is a part of to ensure those communications are relevant and effective. 

Sounds simple. The problem is that most marketing tools only operate at the user-level. B2B marketers, growth teams, and sales teams need to aggregate user behavior at the account-level in order to run effective campaigns. Without the right data infrastructure, it’s difficult to assign one user to a specific account or to determine which user in an account is the most active. 

Adding to the challenge, the data you need to make this a reality is currently siloed in the tools your teams are using. Account data lives in a CRM like Salesforce. Website and product usage data lives in a data warehouse or analytics software. Up until now, there hasn’t been an easy solution to combine both data sets without requiring your engineering team to build and maintain multiple data pipelines.

Together at last: User and account-level insights

Today, we’re introducing account-based Personas, which allows you to create account-level Profiles, Computed Traits, and Audiences. 

Personas, Segment’s customer database and audience management solution, already enables you to view universal individual user profiles, identify key customer characteristics from your first-party data, build granular audiences, and share those audiences with each marketing and analytics tool you use.

Now, with the additional account-level data, you can power account-based marketing in your advertising, email, live chat, and push notifications tools with no additional configuration. You can also report at the user and account-level in your analytics tools. 

How it works

Account-based Personas connects individual users to a specific account in one of two ways. The first is by implementing the group call in your apps. This is typically implemented when a user and account relationship is specified, for example when a user creates an account or a teammate is invited to an account. The second is to pull accounts from your data warehouse populated by the Salesforce cloud source.

Once that’s complete, you’ll have access to:

  • Accounts Explorer — displays account profiles including aggregations of all user events and the users associated with those accounts.

  • Account Computed Traits — similar to user-level Computed Traits, you can calculate things like who’s the most frequent user in an account, what’s the total number of messages sent to an account, or what are the unique count of active users in the last month.

  • Account Audiences — use account-level traits as well as user-level traits and events to define accounts that you want to target for a specific campaign. For example, you could create audiences for accounts likely to close, high-value accounts, or at risk accounts.

  • Profile API — retrieves all of the account Profiles, Computed Traits, and Audiences you’ve created programmatically. You can use that data to personalize your onboarding flow, product experience, or to check an accounts’ status in any of your data pipelines. For example, you could use the Accounts API in your email marketing workflows to check whether or not a user at an account already responded to a particular email campaign. If so, you can stop sending emails to everyone within that company.

To activate your account data, you can create audiences that include Account Computed Traits and user-level information. For example, you could create an audience of accounts likely to upgrade that include all users in those accounts that have viewed a new product page. Then, you can send that list of users directly to your marketing tools for personalized messaging or analytics tools for deeper analysis.

Use account-based Personas to optimize your entire customer journey

With our beta customers, and testing it ourselves at Segment, we’ve identified popular use cases for account-based marketing with Personas:

  • Capitalize on intent signals

  • Perfect the onboarding flow

  • Maximize the value of product champions

  • Predict and prevent churn

Capitalize on intent signals

With Personas, you can get much clearer signal on what accounts you should focus on for sales and marketing efforts. For example, using Personas and Clearbit Reveal—a Segment partner that helps match visitors to domains—you can determine how many unique visitors from a particular domain have visited your pricing page, a clear buying signal. 

How it’s done: Build an account Computed Trait to calculate the number of unique IP addresses visiting your pricing page. Then, create an Audience specifying target accounts when the number of cumulative visits reaches a certain threshold. You can send the audience to your marketing tools, like Drift, to initiate a live chat conversation on behalf of a sales rep. In addition, you could send this data to Salesforce so that a rep has more context on the account in their next meeting.  

Here’s the sample “unique list count” Computed Trait in Personas:

Perfect the onboarding flow

The first days and weeks of a customer relationship are critical in driving satisfaction and reducing churn. With Personas, you can easily understand where a company is in their onboarding journey and optimize the communications you send to each user accordingly.

How it’s done: Create an Audience of accounts that include any users that have completed one of your onboarding steps but not the next. Then, push that Audience to your marketing automation tool to have a personalized email sent that encourages all users at the account to take the next logical step. Remove all users at an account from the campaign once an account has completed onboarding.

Here’s the sample “onboarding in progress” Audience in Personas:

Maximize the value of product champions

Another key B2B use case for Personas is to identify your product champions within an account. Your product champion will be the user that has logged in most frequently over a certain time period. This segment is valuable because they’ll include the person at each account that you rely on when you need case studies, beta participants, product feedback, or have time-sensitive communications.

How it’s done: Create a Computed Trait that determines the user at an account that has logged in most. Then, reach out to that user specifically via email or directly in your product with a notification the next time they login.

Here’s the sample “product champion” Computed Trait in Personas:

Predict and prevent churn

There are many signs that could indicate that a customer is likely to churn. However, churn can often be prevented if you’re able to intervene early with the right message or offer.

How it’s done: Determine the common churn indicators at your company (e.g., low product usage, poor email engagement, a high number of support interactions, decreasing NPS score). If low email opens are a culprit, create an Audience of the accounts on a paid plan where no users have opened an email in the last 3 months. Send that Audience to your advertising and marketing automation tools for a re-engagement campaign.

Here’s the sample “likely to churn” audience in Personas:

Get started

Understanding both a user’s behavior and information about their account unlocks numerous opportunities to better engage and retain them. 

Beyond the sample Computed Traits and Audiences listed above, you can also use account-based Personas to inject context about a user and their account into pre-existing workflows for sales and success. Using the Profile API, you can embed account and user-level information into tools like Salesforce, Zendesk, or Desk.com to ensure that, at each point in the journey, customers are receiving a personalized and relevant experience.

Want to learn more about how to setup account-based Personas in your Segment account? Check out our documentation.

New to Personas and want to learn more? Request a personalized demo.

Security Team on October 23rd 2018

Segment was impacted by Apollo.io’s recent security incident. Here’s what you need to know.

Francisco Alberini, Andy Schumeister, Niels Tindbaek on September 20th 2018

You can’t make informed decisions when you don’t trust your underlying data. Unfortunately, finding data mistakes is far too common for most companies. Whether your Order Completed event was accidentally implemented as OrdreCompleted or your products property was coded as a string instead of an array, you likely have spent time cleaning up your data set just to make it useful. Rest assured, you’re not alone: 83% of companies have a dirty secret…dirty data.*

Until now, ensuring high-quality data across your organization has been seen as a people and process problem. But even the most stringent processes are subject to human error and organizational complexity. At Segment, we believe that technology — not process — is the best way to protect data quality at scale.

Today, we’re launching Protocols to help you protect the integrity of your data and the decisions you make with it. Protocols is a new data governance product by Segment and is now available. 

What good is bad data?

If you trusted your data, you wouldn’t have to go on wild goose chases to ensure your analytics and campaign triggers were accurate. You’d feel confident in each report your executive team reads. This would require that everyone at your company got on the same page about what data you’re collecting and why. You’d need alerting if any data was invalid, and you’d need to block bad data from hitting production.  

That’s why we built Protocols. Protocols addresses the biggest challenges to achieving data quality:

  • Alignment: Standardize customer data collection with an actionable Tracking Plan.

  • Validation: Diagnose data quality issues with automated reports and alerts.

  • Enforcement: Lock down your schema to keep data in your marketing and analytics tools clean.

Beta customers, like Creative Market and Typeform, have already used Protocols to align their organization around a standardized implementation spec. With Protocols, Creative Market reduced the time it takes to detect data quality issues by 93%. Here’s how you can put the product to use to clean up your company’s data.

Align your company around a standard Tracking Plan

Companies that take data quality seriously typically create implementation specs or tracking plans to align their business objectives with the metrics and events they track. However, these documents are often stored in a spreadsheet or JSON file. As a result, they are difficult to update or access and even harder to enforce. 

To help you standardize customer data collection throughout your organization, your Tracking Plan is now a living, actionable resource within the Segment app. This makes it easy to get engineering, product, marketing, and analytics teams on the same page about which events you collect, what they mean, and the business metrics they drive.

Tracking Plans get your whole company on the same page about customer data.

Whether your company already has a spec or you’re ready to put a more rigorous data governance strategy in place, it’s easy to get started. To create a Tracking Plan, you can:

  • Upload your existing spec from a spreadsheet or JSON file

  • Use the Protocols API 

  • Start from scratch with a simple UI

  • Use industry-specific templates: e-commerce, mobile, video, B2B SaaS, and more

Streamline testing by automatically validating your data

Even with rigorous naming conventions and instrumentation instructions, engineers don’t receive automated feedback to help them identify and resolve issues during implementation. That’s why engineers must manually validate that the implementation is correct. When you’re responsible for reviewing thousands of lines of code across dozens of events, it’s inevitable that mistakes will happen. 

A single tracking error on a business-critical event, like Lead Captured, can cost your business hundreds of thousands of dollars. The problem is that these bugs are typically detected weeks or months later, and by that time, the damage has been done.

Because your Tracking Plan can be applied to one or many Sources, we can automate this process for you and detect mistakes before they impact production. Instead of manually comparing event payloads against a spec, the Data Validation Report will automatically confirm when your data matches your Tracking Plan. 

The Data Validation Report helps you detect tracking issues.

More importantly, the Data Validation Report will notify and alert you when data doesn’t adhere to your Tracking Plan. With context on the specific violation, you’ll have the information you need to quickly address any errors. You can review violations in the app, subscribe to the daily email digest, or use the Protocols API for real-time alerts. 

Defend against rogue events by enforcing your Tracking Plan

Protocols is not just a tool for monitoring and reactive validation. It also provides an enforcement engine designed to protect your production data and keep your marketing tools and warehouses clean. Once you’ve solidified your Tracking Plan and implementation, you can configure your settings to automatically block any data that doesn’t adhere to your spec. That way, only planned and approved data will make it to your Destinations in Segment.

If you’re concerned about permanently discarding data from blocked events, we’ve got you covered. You can send your blocked data to an isolated warehouse to identify the root of the tracking problem. That way if you decide you do want the data in your marketing or analytics tools, you can work with Segment to re-send the data into your Destinations. 

Built with developers in mind 

The Protocols API enables to you build, manage, update, and access your Tracking Plan. We also designed the API to make it easy to build applications on top of your Tracking Plan. To streamline your implementation, we’re releasing an open-source NPM project called Typewriter that’s built on the Protocols API.

Typewriter automatically generates a custom analytics client based on your Segment Tracking Plan. This enables you to pull data from a Tracking Plan directly into your code editor of choice, eliminating the need to switch tabs or manually triple-check your analytics implementation.

Typewriter provides inline data spec validation.

Instead of reading from a ticket or spreadsheet, Typewriter generates inline documentation and highlights any issues in your code before you deploy. It’s spellcheck and autocomplete for your Segment instrumentation.

Protect the integrity of your data

Segment already helps you send consistent and complete data to every tool your team needs. But that’s not enough to build a customer-first organization. To ensure the experiences you build are relevant and the decisions you make are effective, the customer data feeding your marketing tech stack must be accurate. 

We believe data governance is a key component to your customer data infrastructure, and we’re excited for you to get your hands on Protocols. Data quality is the first problem we’re tackling with Protocols, and it’s just the beginning. Next, we will build tools to ensure data privacy and security with PII management, so stay tuned!

Ready to clean up your data? Click here to request access to Protocols. 

To learn more about how about you can use Protocols to automate your data governance strategy, sign up for our upcoming webinar here or check out the docs.

Sasha Blumenfeld on September 12th 2018

Whether sending an email campaign, A/B testing a product feature, or conducting funnel analysis, your teams need access to customer data they can trust.

However, as each team adds new tools to their arsenals, your customer data quickly becomes siloed, resulting in a fragmented view of your customer and incoherent customer experiences based on a tiny part of their user history.

One way to combat siloed information is by implementing a data infrastructure that collects customer data from every channel and pipes it into one data warehouse, or a central place to store all of your raw data for more granular analysis and reporting.

Historically, engineering teams have instead solved this problem by building their own ETL pipelines, spending hours maintaining each cloud application’s ever-changing API along with manually updating and defining the schema for every data source.

While an in-house solution may start off as a small project, it can quickly get out of scope and become costly and inefficient. 

To help you access and analyze your customer data quickly, we’ve added support for Db2 Warehouse on Cloud as a Destination on Segment.

Db2 Warehouse on Cloud, IBM’s fully-managed cloud data warehouse, is well-suited for companies that have large data workloads, need faster query performance and want an elastic cloud service with more transparent billing as they scale.

Together, Segment and Db2 Warehouse on Cloud give you a single, reliable place for all of your customer data. Segment captures, schematizes, and loads all of your customer interactions — from mobile, web, POS, CRM, email, and more — into Db2 Warehouse on Cloud in minutes so you can get a 360-degree view of your customer without a complicated setup or maintenance.

Why choose Db2 Warehouse on Cloud?

Db2 Warehouse on Cloud is an enterprise scale, elastic data warehouse. If you have large volumes of data and many teammates querying your database at the same time, Db2 Warehouse on Cloud will provide the performance and stability required to ensure you don’t experience long query load times.

Some key benefits of IBM Db2 Warehouse on Cloud include:

  • Elasticity: Db2 Warehouse on Cloud automatically scales to meet the demands of your data. It scales storage independently from compute so you can tune your data warehouse to match your requirements for today while also scaling for tomorrow.

  • Faster analytics: Db2 Warehouse on Cloud is a columnar data store, optimized and tuned for analytics workloads. Column-oriented databases are best suited for analytics because of how the data is stored and processed. Specifically, most processing occurs in memory which removes seek time when querying the data; skipping over the non-relevant data and returning results faster.

  • Managed by IBM 24/7: IBM manages and supports updates, patches, and daily backups for Db2 Warehouse on Cloud so you can focus on your analytics instead of database maintenance.

  • Free migration support: Not on the cloud? IBM provides a single point of contact who will coordinate and marshal whatever resources are needed to help you successfully migrate to Db2 Warehouse on Cloud.

Using Segment and Db2 Warehouse on Cloud to drive product activation

As an early user of our mutual integration, the Db2 on Cloud team at IBM was able to more quickly and efficiently make data accessible to their marketing and analytics tools.

We spoke with Miran Badzak, Product Manager at IBM, to learn how he brought Segment and Db2 Warehouse on Cloud together to drive more targeted customer experiences throughout their SaaS offerings.

"Before Segment, we had a 15 person team, the Metrics team, that built out and maintained our own data pipeline to collect, extract, transform and load customer data from each product into Db2 Warehouse on Cloud,” explained Badzak.

When Badzak’s team discovered Segment, they were able to accelerate efforts in their customer nurture program by saving time from building out their own data pipelines.

“After our engineering team picked up Segment, we were able to start analyzing our data within a day or so. Our Metrics team has been able to reallocate their engineer’s time from maintaining a data pipeline to continuing to develop our core products.”

By getting immediate access to their data, Badzak and his team were able to start identifying which parts of the customer journey were causing the most drop-offs in conversions.  

“We took those insights and collaborated with the marketing team to drive new nurture emails and in-app notifications specifically addressing these conversion optimizations.”

You can learn more about the challenges, the solution, and the results in our upcoming webinar with Badzak.

Deploying your Db2 Warehouse on Cloud with Segment

If you’re ready to free yourself from costly data pipeline and warehouse maintenance, check out how to use Segment and IBM Db2 Warehouse on Cloud today.

Together, we simplify your infrastructure and reduce the time and resources required for unifying your customer data  - so you can focus on analysis and experimentation.

Want to see Segment + Db2 Warehouse on Cloud in action? Sign up for our webinar by registering here.

Brittany Fritsch on July 26th 2018

Until now, many marketers and analysts have had trouble analyzing how videos impact their core revenue metrics. This is a big blind spot because more content is shifting to video, and videos are expensive to produce. 

To give you visibility into your video analytics, we’re launching a new integration category for Video! Today, you can use new plugins for Vimeo and YouTube to automatically import video data to Segment. We’ve also shipped a series of Destinations for video-specific analytics including Adobe Video Heartbeat, Chartbeat, comScore, Parse.ly, and Youbora. Now, you can understand just how much videos are helping your business.  

Add Vimeo and YouTube data to your website analytics

There are two ways to capture video data with Segment. If you’re using YouTube or Vimeo players on your site, you can use our new plugins for automatic capture of video data. If you’re using your own custom player, you can implement our Video Spec. The Video Spec gives you concrete instructions on the best way to track video events.

If you’re like us here at Segment, you may have chosen to embed Vimeo or YouTube players into your site instead of building a viewing experience from scratch. If you’re in this camp, we just made it much easier to incorporate video stats in your content and funnel analytics.

With our new Javascript plugins for Vimeo and YouTube analytics, we’ll automatically capture video data for you, including events like Video Playback Started and Video Playback Buffer Started. It only takes ten minutes and three lines of code to enable these plugins for your existing Javascript sources.

Here’s a quick look at how the plugin data flows into the Segment Debugger:

Once you’ve enabled the new plugins, your video data will flow into Destinations you’ve connected to your Javascript source. This means you can send video events alongside all of the rest of your web data to your preferred Analytics, Data Warehousing, or even Marketing Automation tools. Within these tools, you can analyze how video effects long-term engagement, conversions, and more.

If you’re using your own custom player, you can implement the Video Spec to collect engagement data with Segment. The Video Spec outlines our recommended tracking plan for videos. 

We’ve designed our Video Spec and video plugins to give you the most granular look into what’s happening with your videos including heartbeats, ads, pausing, resuming, buffering, and more. 

Here’s a look at one event from the spec:

Destinations built for video

Because video has become a popular content format, a number of analytics vendors have specialized in providing video-specific dashboards. Using our plugins for Vimeo and YouTube, or custom events following our Video Spec, you can take advantage of special video analytics features in Chartbeat, Parse.ly, Youbora, Adobe Video Heartbeat, and comScore.

Here is an example of what your YouTube and Vimeo data could look like in Chartbeat:

Chartbeat and Parse.ly are great if you’re just starting out with video. They provide an overview of all content analytics, including video and articles. If you’re already using an analytics tool or a data warehouse and want to combine video data with other events you’re tracking, you can also send your video events to general purpose analytics tools with Segment. For example, these events work with tools like Amplitude, Mixpanel, Google BigQuery, and Amazon Redshift. All you need to do is build out your own custom funnels.

If video is a key part of your content strategy, Youbora or Adobe Video Heartbeat might be right for you. Youbora is a full-featured video tracking suite that is great for media and publishing companies. It pre-aggregates helpful information about pauses, buffers, and more. Adobe Video Heartbeat (part of Adobe Analytics) allows you to combine your general user behavior, e-commerce, and video data to understand the holistic user journey, acquisition costs, and buying profiles. 

comScore is a bit different from the other vendors because it focuses on viewer verification rather than funnel analytics. comScore is the industry standard in its category and is how most media companies confirm their audience sizes for ad sales. Connecting YouTube and Vimeo data to comScore can be a great way to increase revenue from ad sales.

How to make the most of your video data

Because your video data has been siloed in tools like YouTube and Vimeo, you may have just left the data out of your overall analysis. While total view counts available in these tools are helpful, tying together how video interactions impact lower parts of your funnel will give you more information to optimize your video strategy. Here are a few questions you can answer with your video data:

  • Journey analysis: How does watching video affect conversion, activation, and retention? What impact does buffering or skipping have on conversions?

  • Content planning: What kinds of videos should you produce? Which length, categories, and structures perform best based on the outcomes you’re trying to drive?

  • Path optimization: Which videos perform best for visitors from particular channels or at a certain stage in the funnel? How should you adapt where you place videos on your site based on when they do best?

  • Triggered notifications: Should you trigger different emails and push notifications if someone has finished a particular video or never watched one? Can you spend more money to retarget high intent users who have watched a video?

Get started

As your customer data infrastructure, our aim is to ensure you get a complete understanding of your customers no matter where they interact with your business. Now, you can easily add video to the picture. 

If video isn’t currently a part of your content plan, it’s worth considering. More than 52% of consumers say watching product videos makes them more confident in purchase decisions. Plus, video content sticks with you. Viewers retain 95% of a message watching a video compared to 10% when reading text. 

To get started with video analytics by Segment, check out our docs for video plugins and Destinations. If you’re new to Segment, reach out for a demo! We’d love to tell you more.

Aliya Dossa on June 28th 2018

Segment provides the infrastructure you need to deliver your data from point A to point B. To earn your trust, we know you need as much transparency as possible into what happens with your data along the way. That’s why we’re launching two new features to help you get more visibility into your Destinations.

Segment’s new data visibility features — Event Delivery and Event Tester — empower you to easily identify and resolve data delivery issues as well as test connections between your Sources and Destinations receiving data server-side. 

Understand event delivery rates and troubleshoot errors on the fly with Event Delivery

With Segment’s new Event Delivery feature, you can go beyond our platform-wide status page to view the specific deliverability rates for your very own Sources to your own Destinations directly in the Segment app. 

Event Delivery gives you:

  • Near real-time visibility into Destination errors and their payloads

  • Dynamic tips for resolution based on the error type

  • Transparency into responses from partner APIs 

  • Visibility into Segment’s event retry-logic

Should Segment encounter any issues when attempting to deliver your data — whether from a network timeout, a Partner API rejecting the call, rate limiting, or anything else — we will report them in real-time. You can also see the latency of your data and specific details for each error that has occurred. 

With Segment’s new Event Delivery functionality, you can see firsthand which errors are occurring, why they’re occurring, and what you can do about it — even if they are not Segment-related errors. This gives you more visibility into data deliverability than you’d get within most partner applications. 

For example, let’s say you notice some of your events are missing from your Google Analytics dashboards. You pipe your customer data to Google Analytics through Segment, so you’re not sure if the issue is originating in Segment, Google Analytics, or somewhere else all together. Or, perhaps you weren’t even aware that some of your customer data wasn’t being delivered at all. 

You can now use the Event Delivery tool to find out about any errors that may have otherwise allowed your Destinations to fail silently.  For instance, it may be the case that your data is failing to make it to the Destination because the call you are sending to us is referencing a URL that has been changed or no longer exists. In this case, we will surface a 404 Not Found error response from the Destination partner, along with up to 10 sample payloads where you can investigate the exact resource missing and identify recommended fixes.

Event Delivery also highlights Segment’s retry logic. Behind the scenes, Segment retries your events up to 9 times to increase the chances of your customer data making it to its end Destination. With Segment, more of your data will be delivered than without because of our retry algorithm.

If your data isn’t successfully delivered the first time due to temporary issues with the data—for instance, you’re being rate limited or the Partner API is down—we will retry it for you up to 9 times to maximize the chances that your data is successfully received.

When we report on Event Delivery, we break out the events that were successfully delivered on the first attempt versus on a retry, so you know when your data arrived. 

Above all, Event Delivery is designed to give you peace of mind that your data is making it where you want it, when you want it, and — if not — how you can fix the errors preventing this.

For further information regarding Event Delivery, please visit the docs here or log in today to check it out.

Test API calls with the Event Tester

If you want to prevent errors from happening to begin with, you can use Segment’s Event Tester. With the Event Tester, you can test API calls and see the realtime response from a Destination partner’s API. 

For example, some APIs have particular requirements outlined in our docs, like the fact that you need to send along an email for email tools. The Event Tester catches these missing fields on the fly, letting you know that you need to add these fields to the API call in order for the Destination to successfully receive it.

For further information regarding Event Tester, please visit the docs here or log in today to give it a whirl.

How to find and use the Event Tester and Event Delivery features

The Event Tester can be accessed from the Source Debugger, or from your Destination settings. Event Delivery can be found in the ‘Event Delivery’ tab under your Destination settings.

Because the Event Tester and Event Delivery features give visibility into what happens to your customer data between Segment and your Destinations, the receiving destinations need to be ingesting your data server-side in order to provide insight into your data deliverability. Using Segment, there are two possible ways to do this. 

The first is that you can send data into Segment using a server-side library ,like Node.js or Go. The second is that you can use our Connection Mode settings in the Segment app to make sure we are sending data to the receiving destination via Cloud Mode — which will send your data server-side out to the receiving destination — even if you are sending that same data into Segment via a client-side library. 

More transparency = happy developers

As the infrastructure for your customer data, we know it’s important to you that Segment isn’t a black box. The Event Tester and Event Delivery features will deliver more transparency into the platform, so you can spend less time searching for information and more time building product. 

To take a peek at your own delivery rates, log in here

If you’re new to Segment, request a demo to learn more about how you can get more visibility into your data pipeline.

Joseph Zuniga on June 1st 2018

Segment has always championed connections. We connect you with your customer data. We’re the infrastructure that connects your data from the source where it originates to wherever it’s useful. And now we hope to connect you—our customers, partners, and friends—with thought leaders, influencers, and each other at our second annual Synapse conference. Save your spot today!

Check out this highlight video from last year’s event!

For 2018, we are taking over Pier 27 for a full day of in-depth talks, high-caliber networking, and—of course—cool swag. This year’s theme centers around how the most innovative and inspiring companies put their customers first with customer-first data infrastructure.  

Industry experts and executives from companies including Anheuser-Busch InBev, AWS, IBM, Slack, Intuit, Strava, Atlassian, Twilio, and Drift will lead sessions and present keynotes centered around our two tracks for the event — BUILD and GROW.

The right infrastructure starts with quality data collection. In the BUILD track, we’ll dive into how cutting edge companies ensure their data is collected, distributed, and monitored with accuracy. They’ll reveal their tech stacks and engineering approaches to customer data.

Once you trust your data, the next step is using it to drive engagement. The GROW track will focus on how growth and analytics teams can use data to delight customers with helpful, contextual experiences. Guests are welcome to mix and match talks that interest them from either track. 

Additionally, Synapse will host our first Segment Garage, a special space built for attendees to network and talk best practices with the Segment Success team one-on-one. 

The after party, of course, will be off the charts. But, we’ll save those surprises for the event. 

A note on diversity

Segmenters have often been the only woman, person of color, or LGBTQ person at the many conferences we've attended. Therefore, Segment is offering a special ticket price for attendees who identify with any underrepresented group to encourage and foster diverse conversations at our event.

Register today!

Become a data expert.

Get the latest articles on all things data, product, and growth delivered straight to your inbox.