How Contentful uses Segment to optimize marketing performance and product design

To keep up with a growing customer base, Contentful used Segment to unify their data across teams and toolsets

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“Segment helps us track user activity in our website and application and easily manage where we route that data. With just one API call our data is clean, reliable and available where we need it.”

— Sascha Konietzke, Co-Founder and CEO, Contentful

The Company

To keep up with a growing customer base, Contentful used Segment to unify their data across the diverse toolsets each team uses, giving the analytics team more time to run powerful new models and analyses.

The Challenge

Contentful wanted to capture meaningful data across the entire customer lifecycle, but their data was fragmented across different tools, and developers were struggling to keep analytics aligned with a rapidly developing product.

  • Maintaining clean data and making it accessible to the many developers handling analytics was difficult.

  • Developers were struggling to keep analytics aligned with a rapidly evolving product.

  • Data was fragmented across a variety of different tools.

The Solution

Contentful is tracking over 5 million API calls each month using Segment, then using that data to measure and iterate on marketing campaigns, website and signup flow, and the in-app experience.

Streamlined analytics implementation and increased reliance on data to make decisions. Avoided a costly overhaul to the signup experience after viewing recordings of user sessions. Empowered teams to try new tools without committing new code.

Industry: B2B Tech
Location: Berlin, Germany