In the process of trying out multiple analytics tools, XO Group was losing too much time creating integrations, undoing them, and resetting their event tracking. They needed a service that could bundle these tools and make testing and changing tools easier.
With Segment, trying new tools was simple. Teams across the business could test new integrations with their own data, as if they’d had them turned on the whole time. Having data in a central place also made it possible to answer questions that an out-of-the-box solution couldn’t.
Now that every team has access to the tools they need, data informs every decision XO Group makes. And when a question can’t be answered with a SaaS tool, teams query the raw data. Digging into raw data in Redshift, they discovered one of their most popular features was one that they had believed to be unremarkable.