Segment

Segment, a Twilio company, is a customer data platform (CDP) that centralizes and standardizes customer data from websites, mobile apps, servers, and third-party tools. It provides a single API to collect event data, then routes that data in real time to analytics, marketing, advertising, and data warehouse destinations. Segment’s core capabilities include event tracking, identity resolution, schema enforcement, and audience creation, enabling teams to build a consistent, reliable view of each customer across channels.

With Segment Connections, organizations can integrate hundreds of sources and destinations without managing multiple tracking codes. Protocols allows teams to define data schemas, validate incoming events, and automatically flag or block bad data, improving data quality and governance. Personas (Segment’s customer profiles and audiences) unifies user traits and behaviors into persistent profiles, making it possible to build granular, real-time audiences for personalization, lifecycle marketing, and product recommendations.