How TravelPerk breaks down data silos with Segment

By implementing Segment’s Customer Data Infrastructure, TravelPerk was able to unify data across the company to power critical business performance reporting.

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The Company

As a business travel management platform, TravelPerk is on a mission to simplify and improve the process of booking and managing business travel. The platform empowers employees to book their own travel while eliminating administrative grunt work through the use of flexible automation settings and streamlined reporting. TravelPerk offers the world’s largest inventory of travel options through integrations with consumer booking tools including Kayak and Booking.com, as well as marketplaces such as Airbnb.

To date, TravelPerk has amassed more than 2,000 customers and raised nearly $75 million in funding. The company experiences 700% year-over-year growth, making it number five globally on SaaS 1000’s list of fastest-growing companies.

The Challenge

Over the past four years, TravelPerk has grown dramatically, expanding from two to over 250 employees. Like all businesses that enjoy rapid success, TravelPerk experienced inevitable growing pains, too: more user data, more teams using different analytics tools, and no clear source of truth for KPIs. As a result, teams struggled not only to reconcile metrics across tools but also to define their KPIs. Answering simple business questions such as, “Are prospects more likely to convert at a specific time of year?” posed a challenge.

“We spent a lot of time discussing data definitions for our KPIs which meant less time on the actual performance numbers,” said Benjamin Magnan, Senior Product Owner at TravelPerk.

The Solution

Recognizing the need to establish a unified, scalable data pipeline, TravelPerk researched multiple partners and decided to partner with Segment. The TravelPerk team took a pragmatic approach, choosing to focus first on just one KPI: the conversion rate of search to purchase. The narrow scope of this task put considerable pressure on the data—it needed to be reliable and to address a significant business challenge successfully in order to inspire confidence from senior leadership.

The team appreciated the simplicity and velocity with which Segment enabled them to set up new software tools. No longer needing to rely on engineers every time it wanted to connect a new source or destination, the company was able to reduce the integration time from one week to a few hours. “That’s the core of why we’re able to be so fast today,” said Magnan.

Beyond the speed benefits it provides, Segment appealed to a core tenet of the Product team’s philosophy: start small and build. “Maintaining a data pipeline is usually very costly. With Segment, we can rely on a service that’s doing it perfectly with no need to manage the infrastructure ourselves. It’s amazing,” said Magnan. “Moreover, it’s easier to win over stakeholders when the proposed solution doesn’t require a large investment and when we can show results within a couple weeks. Senior leadership was very impressed,” he added.

The Result

By leveraging Segment to integrate various data sources and improve data accessibility across teams, TravelPerk has revamped the way its entire organization works. “Every TravelPerk employee uses Segment data,” said Magnan. For example:

  • The finance team had previously performed its cost-of-goods-sold (COGS) analysis using Excel spreadsheets. The process was highly manual and, as such, was subject to potential errors. With Segment, the analysis is now entirely automated, saving the finance team considerable time and ensuring accurate reporting.
  • The product team can now analyze data across all verticals (i.e., flight, hotel, train, etc). It can closely monitor the impact of every product change to determine how each affects product performance, conversion rates, and different facets of the user experience.
  • The marketing team now has a complete view of referral and conversion activity, providing valuable insights to help increase conversion rates and optimize marketing communications.
  • By combining customer data from multiple sources such as Zendesk and Salesforce, the customer support team is able to resolve issues more effectively and efficiently, as well as provide higher levels of service to top-tier users.

The data that Segment provides rapidly became integral to both the day-to-day operations and high-level strategic decision-making at TravelPerk. In fact, the company holds weekly meetings to review performance numbers—provided exclusively via Segment—and sends a daily email with KPIs to the whole company. “Every member of the team can see our Segment data,” said Magnan.

Industry: B2B Tech
Location: Barcelona, Spain

Maintaining a data pipeline is usually very costly. With Segment, we can rely on a service that’s doing it perfectly with no need to manage the infrastructure ourselves.

Benjamin Magnan

Senior Product Owner, TravelPerk

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