The details make all the difference: How Tradesy built a fine-grained view of their customers
Using Segment for data collection and transformation, the Tradesy team saved over 6 months of engineering time and significantly reduced their time to insight.
Tradesy's data engineering team had implemented Google Analytics to understand shopper behavior, hoping to turn browsers into buyers with great app design. Google Analytics helped give insight into customer behavior, but it only illuminated simple aggregated conversion metrics, like for instance, if a customer landed anywhere on the site or app and eventually purchased something. In addition, the team couldn't tie funnel data to actual users since Google Analytics anonymizes every interaction.
Tradesy chose Segment as their Customer Data Platform. They use Segment’s collection libraries for the web and SDKs for Android and iOS to capture valuable user data in a granular fashion. Segment reliably delivers the data to their end tools, helping them understand how people come to their platform, what exactly they do, and whether or not they buy or come back.
Since implementing Segment, Tradesy has been able to gain a deeper understanding of the customer journey. They now know exactly when, why, and how people get stuck before buying or listing a fashion item.