Hydra Destination

Hydra helps marketing, sales operations and customer success teams implement holistic predictive analytics tailored to their own business without writing a single line of code. Hydra is capable of scanning a wide range of sources such as product usage, user demographic data, firmographic data, chat conversations, help desk tickets, emails and marketing engagement to discover signals and make predictions.

This destination is maintained by Hydra. For any issues with the destination, contact their team.

NOTE: The Hydra Destination is currently in beta, which means that they are still actively developing the destination. This doc was last updated on June 4, 2019. If you are interested in joining their beta program or have any feedback to help improve the Hydra Destination and its documentation, let their team know!

Getting Started

  1. From your Segment UI’s Destinations page click on “Add Destination”.
  2. Search for Hydra within the Destinations Catalog and confirm the Source you’d like to connect to.
  3. Drop in the “Hydra API Key” into your Segment Settings UI which you can find from Hydra’s Settings screen, under the integrations tab.

If you would like to use track event data, create a Segment Product Usage Scanner by visiting the Scanners screen in Hydra app. See track event details below for more information.


If you’re not familiar with the Segment Specs, take a look to understand what the Identify method does. An example call would look like:

analytics.identify('userId123', {
  email: 'john.doe@example.com',
  firstName: 'John',
  lastName: 'Doe',
  title: 'VP of Happiness'

Identify calls will be sent to Hydra as an identify event. Upon receiving an Identify event, Hydra will do the following:

  1. Create or update a person record
  2. Create or update the associated company record
  3. Source additional data points about the newly created person and company
  4. Run any scanners triggered by person creation (e.g. persona scanner, role scanner)
  5. Run any scanners triggered by company creation (e.g. Ideal Customer Profile scanner)


If you’re not familiar with the Segment Specs, take a look to understand what the Track method does. An example call would look like:

analytics.track('Device deploy started',
  "properties": {
    "feature": "Device management",
    "eventFlag": "Positive"

Track calls will be sent to Hydra as a track event. If you haven’t already, make sure to create a Segment Product Usage Scanner by visiting the Scanners screen in Hydra app.

Hydra uses the feature property to group events and the eventFlag property to weigh event importance. You can send any of the following as the value for the eventFlag: negative, neutral, positive. If you send anything other than these values, Hydra will consider the eventFlag to be neutral. Within Hydra, you will see this information populate in the following areas:

  1. Top features chart in person details
  2. Usage trend in the person details
  3. Pattern labels (these take time) inside the insights widget


You can send computed traits and audiences generated using Segment Personas to this destination as a user property. To learn more about Personas, contact us for a demo.

For user-property destinations, an identify call is sent to the destination for each user being added and removed. The property name is the snake_cased version of the audience name, with a true/false value to indicade membership. For example, when a user first completes an order in the last 30 days, Personas sends an Identify call with the property order_completed_last_30days: true. When the user no longer satisfies this condition (for example, it’s been more than 30 days since their last order), Personas sets that value to false.

When you first create an audience, Personas sends an Identify call for every user in that audience. Later audience syncs only send updates for users whose membership has changed since the last sync.


Segment lets you change these destination settings from the Segment app without having to touch any code.


Look for the API Key under the settings menu, Integrations.

This page was last modified: 09 Jun 2020

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