Connections
Website, Mobile App, Server, or Cloud Sources.
Where does Segment collect data from?
Stale (old) data, inaccessible data, confusing data, disrespectful data (non-privacy compliant), untrustworthy data.
What are some examples of bad data?
Identity Resolution, Audience-Building, Activation.
What are the 3 Pillars of Personas?
Incomplete customer profiles make it difficult to tell which customers are the best fit for activation or upsell.
What is a common Product use case?
BI tools sit on top of a warehouse and are used to perform queries - SQL is the most common language in which you query a warehouse. Tableau, Looker, and Mode.
What does a BI Tool do, and what are some BI tools you recommend?
Warehouses, SaaS tools for sales (marketing, analytics, engineering).
Where does Segment send data to?
A data spec outlining the events and properties you intend to collect in Segment. Start with the key metrics that drive value for your business.
What is a Tracking Plan?
Yes, through identify call - when a non-ID enters some sort of info (ex: email) it will append to existing user.
Is it possible to know if an identified user was previous an anonymous one? How?
Instant integrations with 300+ tools plus additional integration capabilities with Functions.
What is a common Engineering use case?
MailChimp, Marketo, Customer.io, Sendgrid, Braze.
What are some examples of email marketing tools?
Event Data (who what where) and Object Data (status of account, support ticket, change of info).
What type of data does Segment collect?
Blocked events can be forwarded to a separate quarantined Segment source for analysis and review.
How can non-conforming events be managed when they are collected?
Users are tracked through first party Cookies and anonymous IDs (known & unknown).
How are users tracked?
Need to empower business teams with trustworthy, actionable data.
What is a common Analytics use case?
This saves time, energy, and money. Engineers can focus on the product, and Segment gives you the opportunity to slice and dice and filter the data you want to be stored so that you’re not spending money on data storage you don’t want.
Why should I use a data warehouse through Segment instead of building one in house?
Analytics.js for websites, SDKs for mobile apps, Python & Ruby for Server Side. Cloud Applications.
How is Segment instrumented on a mobile and website app?
This allows you to send a subset of the data to the Destinations (tools) you want to. Controls event volume by sampling or dropping unnecessary events for specific destinations, while managing PII.
What is Event/Destination Filtering?
This term means that you can unify your customers' touch points across every platform and channel to understand the customer journey.
What does “single view of the customer” mean?
Need to collect data across multiple customer touch points to drive relevant customer experiences that increase ROAS.
What is a common Marketing use case?
You would use this integration to dig deeper and get more granular with your data - Using BI tools and SQL.
Why would I use a data warehouse if I already use Google Analytics and Mixpanel?
Identify: who is the customer?; Track: what are they doing? (everything else); Page: what web page are they on?; Screen: what app screen are they on?; Group: what account or organization are they part of?; Alias: what was their past identity?
What are the API calls that Segment collects? What do they do?
Through Dynamic Schema = automatically loads new TYPES of data when you decide to track a new event
If I start tracking a new event on my website, how do I update this in the warehouse?
Any piece of info you attribute to someone based on an action they've taken/what you know about them (Ex: Lifetime Value, Last Product Purchased, Favorite Color).
What is a Computed Trait?
An ETL tool (extract, transform, load) copies data from one or more sources into a destination system which represents the data differently from the source or in a different context than the source - data may not be consistent or dependable.
Why shouldn’t I just purchase an ETL only tool (Stitch, FiveTran)?
mParticle is more mobile focused, while Segment is stronger holistically (mobile, web, server and cloud sources)
How does Segment differ from mParticle?