EdX uses Segment for product and business analytics

Segment Customer Data Infrastructure made it easy for edX to access data, answer questions, and make faster changes than ever before by using omnichannel data collected from its iOS and Android apps, website and servers.

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The Challenge

Several different teams inside edX wanted to easily and quickly access metrics for product, marketing, and business analytics needs. Third-party tools like Google Analytics and Mixpanel could answer their BI and product development questions, but integrating with each service directly would have required adding cumbersome, repetitive code to their site that would be difficult to maintain.

We were initially drawn to Segment by the large list of tools they could integrate for us, and then they hooked us with simplicity of their product—one API to connect all of our tools, a simple UI to turn them on and off, and incredibly helpful documentation. I’d recommend Segment to any organization that cares about analytics.

Interested in understanding their signup funnel, edX wanted to capture important events, like when students viewed their course directory or registered for a class. Without Segment, edX would have needed to instrument code multiple times to send the same analytics events to each of their tools.

The Solution

Segment provides a unified platform and interface to easily integrate and turn on multiple third-party analytics and marketing tools, saving engineers time and empowering business analysts. In addition, Segment follows the security measures required to work with student data.

To overcome analytics integration and maintenance challenges, the edX team implemented Segment Customer Data Infrastructure. Segment provides a unified platform and interface to easily integrate and turn on multiple third-party analytics and marketing tools.

We’ve been using Segment for more than a year with zero hiccups. They are a reliable source to route our data to third-party analytics tools, and the Segment customer success team is extremely responsive. They provide straightforward comparisons of each integration and share use cases from other customers, so we can find the best tools for our needs.

Segment saves engineers time spent instrumenting tools, and gives business analysts a complete set of customer data to slice and dice as they please. Whenever edX has a question about how to implement tracking or which tools to try, Segment’s success team is there to help.

The Result

EdX uses a single snippet of Segment code to track how visitors interact with their website, and route this data to each analytics tool they use. Because edX sends their data through Segment’s single hub, each of their tools receives consistent data that is easier to analyze. With Segment, edX can quickly add new business intelligence events, clean up event flows, and add or change existing integrations.

Segment provides an easy-to-use on/off switch to manage our analytics services. We don’t need to deploy code or touch configuration files whenever we want to change something, which saves us a lot of time.

Since edX installed Segment, they can easily send their data to any app on the platform, or even to internal systems. To integrate a new tool, edX toggles it on in the Segment control panel, then copies in their account credentials. That’s it! Segment transforms and sends along their data automatically.

Industry: Cloud computing designed for developers
Location: New York, NY
Employees: 250

Segment provides an easy-to-use on/off switch to manage our analytics services. We don’t need to deploy code or touch configuration files whenever we want to change something, which saves us a lot of time.

Olga Stroilova

PH.D., Analytics and Research

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