What is the full form of CDP
Focus on CDP providers: segment
Segment was founded as a start-up in 2011. The main location is in California, but the company also has locations in New York, Vancouver and Dublin. Customers include companies in a wide variety of industries and sizes. In addition to start-ups such as Bonobos or Instacart, industry giants such as IBM, Levi's and trivago are among the users of Segment.
Customer Data Platform - classification
Segment specializes in merging data from a wide variety of data sources into a consistent database. This is done on the one hand via various interfaces that are directly integrated into the segment, and on the other hand via a standardized API that simplifies the connection of data sources. Segment advertises to massively reduce the amount of code that is necessary for the connection of sources, which accelerates and simplifies the connection. In addition, Segment offers many connectors to other platforms in order to easily forward data to downstream systems.
At its core, Segment tries to reduce the data within the CDP to a (customer) identity and thus prepare it for other systems. This also includes functionalities that simplify handling with regard to data protection. Data or data pots can be blocked for exports via a graphical user interface, or their processing can be encrypted. This functionality is supported by an open source program, which can regulate the consent management on websites, so that the correct implementation of the GDPR is guaranteed.
For this reason, segment can be classified as follows within the CDP categories:
Segment's Customer Data Platform includes the following focal points:
At its core, Segment is designed for handling data. The tool is almost entirely designed to load data into the CDP as easily as possible, to monitor the quality of the data and to control the data export. Policies can be used to define which data is stored in the CDP and which data can be processed in which form. In addition, they can be cataloged and thus handled uniformly. With standardized scripts, Segment reduces the amount of code that has to be written when new data sources have to be connected.
In the analytics area, Segment focuses on creating segments. No algorithms or AI are used for this, but the customer groups are formed directly from a graphical user interface. The segments formed in this way can be easily adapted to business requirements without the need for BI or data science staff. If you want to do more in-depth analytics, you have to access external tools here, but they can easily be connected to Segment.
Highlights of the CDP from Segment
With Personas, Segment offers the possibility of managing a single user identity across multiple systems or channels. IDs can be merged from different sources, and depending on the software used, the information from this central profile can be transferred to other systems.
Of course, target groups can also be formed in this segment. Using a graphical user interface, people can be grouped based on their behavior and kept up to date at all times. These groups can then be passed on to various tools such as Facebook Ads or Marketo so that the customer segments can be contacted in a targeted manner.
Protocols is a graphical overview with the help of which the data imports into the CDP can be observed. With the help of shared data catalogs, data across the company can be easily described and data transparency is increased. At the same time, the quality of the data can be checked within the platform. Finally, Protocols offers the possibility to control the data delivery. In this way, unforeseen data transmissions can be blocked before they enter the CDP.
The correct handling of personal data is more important today than ever before. As soon as the data is received, Segment classifies whether it is personal data and uses a traffic light system to classify it according to how critical the information is. This makes it possible to determine directly which data should be collected at all and how the data will be further processed. A special feature is the Open Source Consent Manager, which can be built into your own website and via which the user can grant or revoke the various opt-ins.
Segment is worth considering for any organization seeking a data CDP or data hub. At the same time, Segment supports data storage and data processing in compliance with the GDPR. Especially when there are already several source systems from which data have to be merged into a subscriber identity, Segment can be used in a targeted manner.
Do you have any questions about Segment's Customer Data Platform?
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