What it is
Twilio Segment is a customer data platform (CDP): you track what users do across your site, app and servers with one piece of code, and Segment routes it to hundreds of tools like your CRM, email platform, analytics or data warehouse. It also merges each person's data into one profile and builds audiences, so engineers don't have to wire up every tool separately.
How to use it
- Install one library in your site or app and track events like sign-ups or purchases.
- Turn on destinations like HubSpot, Mailchimp or Intercom from the dashboard, with no custom integration code.
- Protect data quality with a tracking plan that blocks malformed events (Protocols).
- Merge identities across web, app and support into one profile per customer.
- Build audiences and sync them to your marketing and ad tools.
What it's good for
- An e-commerce brand sending every purchase to its email tool, CRM and data warehouse at once.
- A SaaS company switching analytics tools without re-instrumenting its product.
- A marketing team building lapsed-customer audiences for win-back campaigns.
Pros
- Hundreds of ready destinations: switch tools without touching code
- SDKs for web, iOS, Android and servers
- Data quality controls with tracking plans
- Free plan to try it with low traffic
Cons
- Pricing by monthly tracked users climbs quickly as traffic grows
- Unified profiles and audiences live on higher-tier plans
- Needs a developer to instrument events and maintain the tracking plan
