Enterprises need new infrastructure to prevent bad data

Harnessing customer data is the only way to win, serve, and retain your customers and compete with digital native brands. But, you can’t leverage your customer data to grow your business when it’s inaccessible, inconsistent, and untrustworthy.

What is bad data?

Bad data slows innovation, restricts growth, and leads to a competitive disadvantage.


Customer data is scattered across the tools your departments and business units use, leaving no complete and common understanding of each customer.


Individual teams are responsible for collecting and distributing data. With no safeguards to prevent inconsistencies, it’s hard to trust the decisions you make from your data.


Without a centralized data platform, it’s difficult to get visibility into what data is being collected, consented, and used properly to adhere to regulations like the GDPR and CCPA.

Segment is the infrastructure for your customer data

With solutions for data collection, unification, and governance, Segment makes it easy for enterprise companies to have their data and use it, too.

Connect your data

Capture all your customer-facing interactions, whether on web, mobile, your servers, or cloud applications.

Standardize your data

Align your company around a standard data spec and enforce those standards at the point of collection.

Activate your data

Deliver authentic, personalized interactions that’s aligned to customer preferences and privacy regulations.

Protect your data

Manage what customer data is being collected and how it’s being used in order to facilitate compliance with regulations like the GDPR and CCPA.

Learn how bad data happens and how Segment can help prevent it

Download the guide

Connect and trust your data with Segment

Segment has enabled us to streamline the data capture process while maintaining flexibility to customize per brand as needed.

Grace Preyapongpisan

Vice President, Business Intelligence

Learn what Segment can do for your business