Segment is the world's leading Customer Data Platform (CDP), used by thousands of companies to collect customer event data from every touchpoint — websites, mobile apps, servers, and SaaS tools — unify it into a single customer profile, and activate it across every downstream marketing, analytics, and sales tool. It is the data foundation of the modern growth stack, eliminating the need to implement separate tracking code for every analytics and marketing tool.
Product Overview
Segment's core architecture solves one of the fundamental problems in the modern tech stack: every new tool (marketing automation, analytics, A/B testing, customer success) requires its own tracking implementation. Segment's single tracking library captures all customer events once, then fans the data out to every connected destination — Salesforce, HubSpot, Amplitude, Mixpanel, Intercom, Braze, and hundreds more — in the right format for each tool. Segment Profiles builds a persistent, unified customer profile that merges anonymous and identified events across devices and sessions, giving every downstream tool a complete view of each customer's history. Segment's Reverse ETL feature takes data from a warehouse back into operational tools — pushing enriched customer attributes from Snowflake or BigQuery into Salesforce or HubSpot as additional CRM fields.
Key Features
- Event Collection: Single SDK that tracks all user and customer events from web, mobile, server, and cloud sources — implement once, send everywhere.
- Unified Customer Profiles: Merge anonymous and identified events across devices and sessions into a persistent, complete customer profile.
- 300+ Integrations: Fan collected data out to 300+ destinations — analytics, advertising, email, CRM, and customer success tools — automatically.
- Reverse ETL: Push enriched data from data warehouses back into operational tools — sync Snowflake segments into Salesforce or HubSpot.
- Data Governance: Schema enforcement, data validation, and PII controls — maintain data quality and compliance across all event streams.
Best For
Growth and data engineering teams at B2B and B2C technology companies that want a single, governed customer data collection layer feeding every analytics, marketing, and sales tool — without duplicating tracking implementations.
Pricing
Free (1,000 MTUs). Team: $120/month (10,000 MTUs). Business: custom. MTU = Monthly Tracked Users.
Key Integrations
Salesforce, HubSpot, Amplitude, Mixpanel, Snowflake, BigQuery, Redshift, Braze, Intercom, Google Analytics
Pros
- Single implementation feeds 300+ tools — eliminates duplicated tracking work
- Unified customer profiles give every tool a complete cross-channel customer view
- Industry standard — every major analytics and marketing tool has a native Segment integration
- Reverse ETL bridges the gap between warehouse analytics and operational CRM tools
Cons
- MTU-based pricing escalates quickly for high-traffic consumer apps
- Acquired by Twilio — product roadmap direction has shifted post-acquisition
- Complex governance setup required for large-scale PII handling and compliance
