Segment Reviews & Product Details

Segment Overview

What is Segment?

Segment is a customer data platform that helps every team access clean and reliable customer data to make real-time decisions, accelerate growth, and personalize experiences. Today, over 20,000 companies across 70+ countries use Segment, from fast-growing businesses like Instacart, Peloton, and Bonobos to some of the world’s largest organizations like Levi’s, Intuit, and FOX. With Segment, companies can connect and activate reliable first-party data across 300+ marketing, analytics, and data warehousing tools.

Segment Details
Website
Languages Supported
English
Product Description

Segment is a customer data platform that helps every team access clean and reliable customer data to make real-time decisions, accelerate growth, and personalize experiences. Today, over 20,000 companies across 70+ countries use Segment, from fast-growing businesses like Instacart, Peloton, and Bonobos to some of the world’s largest organizations like Levi’s, Intuit, and FOX. With Segment, companies can connect and activate reliable first-party data across 300+ marketing, analytics, and data warehousing tools.

How do you position yourself against your competitors?

Whether you’re updating your product, answering a support ticket, or personalizing an email, bad data leads to bad outcomes. Segment is the easiest way to ensure every team can trust and use your first-party customer data. Our platform collects data through one API where data can be cleaned and standardized. We offer the most complete toolkit to enforce a common data dictionary and standards. And we help you create real-time user profiles to use across 300+ tools to power your decisions, move faster, and personalize user experiences.


Seller Details
Seller
Segment
Company Website
Year Founded
2012
HQ Location
San Francisco, CA
Twitter
@segment
23,932 Twitter followers
LinkedIn® Page
www.linkedin.com
586 employees on LinkedIn®

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Product Marketing Manager
Small-Business(50 or fewer emp.)
Validated Reviewer
Review source: Invitation from G2
Co-Founder
Small-Business(50 or fewer emp.)
Validated Reviewer
Verified Current User
Review source: Invitation from G2 on behalf of the seller
What do you like best?

By implementing one API, we can be free to use as many downstream tools as we wish. What's more, by standardizing on a single event API our team is forced to think critically about what events are important to be tracked, and an event in one platform means the same thing as an event in another platform. Segment also makes it easy to take the same event stream and archive it off to a data warehouse, such as Redshift or Snowflake, and create a "single source of truth." Review collected by and hosted on G2.com.

What do you dislike?

Many downstream Segment integrations require special-casing. For example, Google Analytics does not support aliasing anonymous user ids with registered user ids. To learn this, one must read the Segment docs quite carefully Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

When we were small, we didn't want to burden our 2-person development team with needing to integrate against every downstream marketing and analytics tool we wanted to try. Adding segment let our developers integrate once and let our product, growth, and sales folks experiment with whatever tools they wanted to use.

As we've grown, Segment has grown with us. We haven't needed to worry about event volume, or special cases: we can filter events from destinations, or add custom cloud-based logic in Segment [server-less] Functions.

On Segment Functions: If you've got a particularly challenging integration challenge—in our case synchronizing Segment events with Hubspot CRM object properties—Segment also has "Segment Functions" available. We've found it quite convenient generate a single Segment event like "User Updated" and use it to trigger a Segment Function which calls back our application API to get more information, and enrich the objects in HubSpot with a single call. Review collected by and hosted on G2.com.

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Director, Quality & Processes
Mid-Market(51-1000 emp.)
Validated Reviewer
Verified Current User
Review source: Invitation from G2 on behalf of the seller
What do you like best?

Setting new events is easy and the software is very intuitive. Review collected by and hosted on G2.com.

What do you dislike?

I can't extract the list of events in order to review them offline (in order to manage which to keep and which to disable).

When working in the "debugger" view, it's impossible to search using "OR" statements, which makes searches more tedious since you need to manually search more than once for different cases and compare the results "outside of the product" (copying data to a notepad for example). Review collected by and hosted on G2.com.

Recommendations to others considering the product:

Don't hesitate - it's a great product Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

We use it mainly to learn about our users' engagement with our software.

Setting new events is easy and the software is very intuitive. The data is flowing in real time which makes debugging (using the collected data) super useful. Managing the events is also super intuitive (using the "schema" view) with quick abilities of disabling/enabling events on the fly, sorting by less used events (or last seen) and many more useful options.

The ability to have a "Testing" profile enables us to develop new events and test them against the current ones, before releasing them to our public platform.

Another advantage is the amount of services you can integrate this product to, having the data flow seamlessly and having "less technical" staff members use the products they are familiar with based on the data gathered by the segment product. Review collected by and hosted on G2.com.

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VP Marketing
Mid-Market(51-1000 emp.)
Validated Reviewer
Verified Current User
Review source: Invitation from G2 on behalf of the seller
What do you like best?

The ease of adding sources and destinations with or without native integration with Segment. The ability to insert third-party snippets on our site through Segment. The pricing structure of charging by usage rather than by seat, making it easy to increase adoption across the org. Review collected by and hosted on G2.com.

What do you dislike?

Still requires technical support to map out the integrations and instrument the right tracking events in your app or on your website. Not all connections are intuitive and the UI makes it hard to find payload information and logs. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Connecting myriad data sources and apps and getting data pushed from our app to the marketing automation platform. We have succeeded in getting more user events pushed to our MAP but still struggle with disparate data sources not piped through Segment. Review collected by and hosted on G2.com.

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Digital Media Manager
Small-Business(50 or fewer emp.)
Validated Reviewer
Verified Current User
Review source: Invitation from the seller
What do you like best?

Very easy to implement, with connections for lots of systems Review collected by and hosted on G2.com.

What do you dislike?

The pricing for very big projects is quite high Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

It gives a perfect view of the customer journey: no info is lost and there's data to take whichever decision to create better customer experiences. You can easily understand which features of your product are more used and which neglected, you can segment your audience and do one-to-one marketing, you know exactly how valuable each user is! It saves time in coding (you code once and it's done for all the platforms/systems you have to connect). You can experiment new platforms very quickly (no additional code required, so no engineer involved and you speed up time!). Review collected by and hosted on G2.com.

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Mid-Market(51-1000 emp.)
Validated Reviewer
Review source: Invitation from G2 on behalf of the seller
Business partner of the seller or seller's competitor, not included in G2 scores.
What do you like best?

Simple interface, easy setup and incredibly powerful features to capture, govern and protect data and empower the business to self-sufficiently generate actionable insights and audiences, and activate them to any channel - all automatically and in real-time. Review collected by and hosted on G2.com.

What do you dislike?

My only desire would be to have a more visual experience - highlighting a summary of details and behaviours for each profile, and perhaps some actionable insights that may be of interest to assist in building audiences. This isn't it's primary purpose, but it would be nice to have this feature built in. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

It is important to thoroughly and properly consider your tracking plan and define all key customer activity that is important to understanding customer journeys and adopt an intuitive and consistent naming convention to support it. To simplify this process, I strongly recommend getting the Protocols component as part of your package - as this can enforce tracking standards and avoid creating messy data. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

I can provide sales, digital, product, marketing, customer service, customer experience, legal and compliance, and data and analytics teams access to a single view of all customer behaviour to create custom and highly targeted audiences for executing interventions to deliver highly personalised experiences to customers. Review collected by and hosted on G2.com.

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Marketing Operations Specialist
Mid-Market(51-1000 emp.)
Validated Reviewer
Review source: Invitation from G2 on behalf of the seller
What do you like best?

Title says it all, the tool allows us to a pass and control data flows on a level outside of code, and is extremely valuable to our core business, but the team that we have been able to work with to this point have been phenomenal. Our CSMs, AMs, and Solution Engineers have all been extremely knowledgeable and incredibly responsive. Review collected by and hosted on G2.com.

What do you dislike?

The only thing that I would say here is that if you set this tool up incorrectly, it has the potential to be difficult to fix. Make sure that you are documenting everything and have an idea and plan before implementation on what you need and want. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

It is a great tool once you get comfortable with using it! Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

It is our CDP. All of our event streaming data flows through it and it is working so well for our product that we are expanding it to our marketing. It really allows visibility and customization on a level that is outside of code, which is incredibly useful for our non technical team. Review collected by and hosted on G2.com.

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Director Of Analytics
Mid-Market(51-1000 emp.)
Validated Reviewer
Verified Current User
Review source: Invitation from G2 on behalf of the seller
What do you like best?

It's one of the most important, but least sexy tools in the stack. If you've ever had to manage ETL in a large organization where there are constant demands for new downstream tools getting Segment instrumented is a lifesaver. They have a huge library of sources and destinations. The documentation is very good. Their customer success teams are highly responsive and often willing to set up dedicated slack channels. Review collected by and hosted on G2.com.

What do you dislike?

Instrumentation is not a straight forward thing. It's a mix of data, product, and engineering expertise and typically organizations don't have those all in one place (or even more rarely one person). So for start-ups and the tech world, it's a no brainer, but for enterprise, Segment really needs a strong professional services team. Also, Segment could really use a better solution for the on-prem legacy systems that bottleneck big companies. If they're already a redshift/snowflake/react shop - awesome - but most big old companies aren't. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

Spend a lot of time upfront on strategy. Understand the data model. It's very easy to slip into rework because of early implementation mistakes. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Helps solve the data teams need for a consistent approach to user behavioral data (product data). Helps solve the need to quickly warehouse and use the data. Helps solve the evolving ETL headaches of downstream tooling. If the marketing team wants Google Analytics, the engineers want DataDog, the product team wants Mixpanel, and the data team wants Looker? No problem. Review collected by and hosted on G2.com.

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Technical Architect
Enterprise(> 1000 emp.)
Validated Reviewer
Verified Current User
Review source: Invitation from G2 on behalf of the seller
What do you like best?

Segment is uniquely positioned as a Customer Data Infrastructure and logging platform. It is well liked by both development teams and marketing teams, and is the glue that hold everything together when in comes to leveraging our company's data. Review collected by and hosted on G2.com.

What do you dislike?

Some things that should sometimes be simple are not possible and require custom development on our side. For instance, it is not possible to filter logs from a source to a destination by looking into a users traits (either custom or computed), even though the userId is available in the log and a simple lookup table should theoretically do the trick. We end up having to write a lot of custom functions and loopbacks, and it gets a bit messy. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

Be careful when analyzing the API call throughput of your apps.

Do not expect everything to work out of the box. Programming skills necessary for a lot or use cases. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Save an insane amount of time doing simple data engineering tasks. Faster time to insights. Review collected by and hosted on G2.com.

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Small-Business(50 or fewer emp.)
Validated Reviewer
Verified Current User
Review source: Invitation from G2 on behalf of the seller
Business partner of the seller or seller's competitor, not included in G2 scores.
What do you like best?

Segment provides one API that allows you to plug in with hundreds of different services, greatly increasing the amount of data and the ease at which you are able to collect data. Without having to spend hundreds of developer hours learning and implementing different APIs for each data, tracking, or marketing software, you can still integrate with so many services. Additionally, the payload of the JS loaded on the client is greatly reduced. Segment gives you the ability to playback data to a new service you want to integrate with as though you've been already sending that service data for 6 months. I think Segment is an invaluable part of a modern data and marketing stack. Review collected by and hosted on G2.com.

What do you dislike?

The cost of Segment makes it hard to use as a startup. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

It will save you so much time and money! Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Segment makes it way easier to integrate and consistently track data. Review collected by and hosted on G2.com.

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AC
Small-Business(50 or fewer emp.)
Validated Reviewer
Verified Current User
Review source: Invitation from G2 on behalf of the seller
What do you like best?

The Segment dashboard has the nice debugger that is a web-based tool, very helpful in my case. Simple API that is documented pretty well, at least there are no issues to work with Segment from Drupal 8 application. Review collected by and hosted on G2.com.

What do you dislike?

Actually, there are no cons to write about. Probably would be great to have a tool to copy tracking data between sources. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

Pretty simple analytics tool to integrate with, pretty clear API that well documented, has an ability to communicate via JS or other high-level languages, including PHP. Very useful web-based debugger, nice design. I recommend choosing this product. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Basically, I'm a developer and I worked on Segment integration for the Drupal 8 site that we are developing for the client. They use Segment data to make some analytics investigations. We use many destinations like Vero, Google Analytics, BigQuery, Amplitude, and other. Review collected by and hosted on G2.com.

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Co-founder & CTO
Small-Business(50 or fewer emp.)
Validated Reviewer
Verified Current User
Review source: Invitation from G2 on behalf of the seller
What do you like best?

Very easy to configure and add new sources and destinations. The integrations Catalog is impressive, many options. Review collected by and hosted on G2.com.

What do you dislike?

The pricing model especially for anonymous users. They will also count on your MTU usage, if you add the JS on landing and marketing pages, this number can go up pretty easily. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

We're solving the classic marketing stack problem. Marketing team wants to use and explore many tools and now they can do that easily through segment, since my dev team only needs to add the Segment JS to the website and from there it's pretty much self-service for the marketing team. Review collected by and hosted on G2.com.

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Chief Technology Officer
Small-Business(50 or fewer emp.)
Validated Reviewer
Verified Current User
Review source: Invitation from G2 on behalf of the seller
What do you like best?

The Visual Tagger for sure. It takes out a lot of pain associated with writing individual code for event tracking and then go through versioning-review-deployment cycle every time that you'd want a slightest modification. With Visual Tagger, I have been able to capture 30+ events within 2 hours (learning curve included) and that too without writing a single line of code. Capturing the same events, by writing custom code for each event and then firing some actions based on the same would have taken at least 4-5 days of developer effort, which I have been able to save. Review collected by and hosted on G2.com.

What do you dislike?

Frankly speaking, I have yet to encounter any such stuff, except for the price point which could be a bit steep for small organizations. I did tried to get the Persona tool for my company, however, the cost appeared to be prohibitive without any upfront benefits. This could be because the costing is based for US market and thereby becoming prohibitive for India and APAC. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

One of the best solutions I have came across, simplest to implement and easy to use - just go for it! Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Capturing all the events for the user journey and firing up actions for assortment of analytics tools would have been a very time consuming task and it would have also made our pages slower as it would have to fetch multiple external JS dependencies. We're a very lean team and can't afford having a dedicated set of people working just on integrating analytics code with the application. Segment takes that effort and pain away. From my experience of working with it, I have been able to capture 30+ events within 2 hours (learning curve included) and that too without writing a single line of code! Review collected by and hosted on G2.com.

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AA
Mid-Market(51-1000 emp.)
Validated Reviewer
Verified Current User
Review source: Invitation from G2 on behalf of the seller
What do you like best?

Web-based interface to configure integrations. This has saved our engineering team hundreds and perhaps even thousands of hours of configuration, integration and development of our tracking implementation and integration with third party libraries. Review collected by and hosted on G2.com.

What do you dislike?

The cost increases linearly as your monthly unique user increases. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

This provided us with an out of the box tracking solution for both our webapp and native mobile app. In addition, this made it easier for us to integrate with third party libraries (client javascript snippets) and to stream data to our data warehouse as well. Segment can handle both client side and server side integration for tracking. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Tracking, third party integration, integration with data warehouses, PII data in tracking detection and alerts Review collected by and hosted on G2.com.

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Co-founder and CEO
Small-Business(50 or fewer emp.)
Validated Reviewer
Verified Current User
Review source: Organic
What do you like best?

Segment was pretty easy to setup, easy to connect new sources, good documentation. It had most of the sources we needed. We did not use the full spectrum of their tools. Review collected by and hosted on G2.com.

What do you dislike?

Mainly pricing. they had no flexibility with pricing post-covid when our revenue dropped significantly. They basically said: you signed a contract: pay up! (We have been very compassionate to our client base that have had trouble with covid giving discounts as needed.)

But even pre-covid the pricing was not good for us because we are B2C and their pricing is MTU based not event or row based. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Collecting data on our retreat marketplace. The main benefits are: super easy to connect new data destinations. We are planning to switch to a professional stack, investigating snowplow, Stitch/Fivetran, DBT, Snowflake/Big Query and then Mode/Looker. Review collected by and hosted on G2.com.

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CM
Mid-Market(51-1000 emp.)
Validated Reviewer
Review source: Invitation from G2 on behalf of the seller
Business partner of the seller or seller's competitor, not included in G2 scores.
What do you like best?

Segment makes it super simple to instrument their too and ensure that you are seeing consistent data in all of your down-stream visualization tools. The fact that you can spin up a new tool (like hotJar) with no code, in a few minutes, makes it the perfect product management weapon. Review collected by and hosted on G2.com.

What do you dislike?

I really wish that Segment had some basic visualizations. They are ONLY a CDP, and they do it fantastically, but putting together some cookie-cutter visuals could help get it instrumented on more clients. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Segment allows us to not have tool-lock. We can instrument our tracking in Segment and have confidence that we can visualize the data in whatever the best downstream tool is for the job. Additionally, with all of the data privacy concerns that are emerging, Segment offers us a convenient one-stop-shop to offer any data requests that come through GDPR or others. Review collected by and hosted on G2.com.

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Full Stack Developer
Mid-Market(51-1000 emp.)
Validated Reviewer
Verified Current User
Review source: Invitation from the seller
What do you like best?

Documentation, Innovation, and Flexibility. Connecting disparate event sources becomes almost trivial. Review collected by and hosted on G2.com.

What do you dislike?

Lack of Cloud Data Sources for ERP/PIM related work at the moment. They have done well adding "functions" to ease any custom event implementations Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Connecting our silo'd customer information and building a much more efficient data warehouse than we would have been able to accomplish if we rolled our own. Review collected by and hosted on G2.com.

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Data Science Consultant
Small-Business(50 or fewer emp.)
Validated Reviewer
Verified Current User
Review source: Invitation from the seller
What do you like best?

The interface is easy to understand and use. For me, as a developer who has to set up different data sources, there are some great tools for testing. Compared to having to build something similar in-house choosing Segment is simply a better solution. Review collected by and hosted on G2.com.

What do you dislike?

There are some limitations to using Segment for ETL jobs for non-standard data sources at the moment, as you can run get calls or pull data from an FTP server etc at the moment. After having talked to Segment it does sound like they are working on adding these capabilities in the future. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

We are connecting all of our different data sources, so all systems and departments has a full overview of all customer data. We are also using Segment to send data to our data warehouse and doing customer segmentation across our different channels. Review collected by and hosted on G2.com.

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AF
Small-Business(50 or fewer emp.)
Validated Reviewer
Review source: Invitation from G2 on behalf of the seller
What do you like best?

The customer service is amazing. All tickets I've opened are always replied in a matter of hours by people who know what the problem is and how to solve. Segment has a really intuitive UI and offers multiple options for integrations. Review collected by and hosted on G2.com.

What do you dislike?

I've had a couple of problems with the UI not being responsive, but I've reported the problems as bugs and have been solved almost immediately. So, nothing to complaint. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

Reach out whenever you have questions, the staff is super friendly and willing to help. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Creating multiple sources and destinations for my data, adding protocols to know exactly what comes in and how it comes in, transforming my data and events the way I like it. Review collected by and hosted on G2.com.

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Founder and CEO
Small-Business(50 or fewer emp.)
Validated Reviewer
Verified Current User
Review source: Invitation from G2 on behalf of the seller
What do you like best?

Easy to try / switch on any product I need Review collected by and hosted on G2.com.

What do you dislike?

Unfortunately, you cannot set up functions to be part of an existing source Review collected by and hosted on G2.com.

Recommendations to others considering the product:

Sync it to data warehouse early Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

Make sure all analytics systems are synchronised, easy and consistent deploy of new analytics tools. Review collected by and hosted on G2.com.

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AO
Enterprise(> 1000 emp.)
Validated Reviewer
Verified Current User
Review source: Invitation from G2 on behalf of the seller
What do you like best?

Segment is a tool that has made it easier for us to integrate customer data with third party tools with minimal development costs.

To do this, Segment includes an extensive catalog of predefined destination.

The support provided by Segment is very fast and efficient. Review collected by and hosted on G2.com.

What do you dislike?

I think the cost of the tool is especially high. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

Segment is a tool that has made it easier for us to integrate user behavior data with third party tools with minimal development costs.

The support provided by Segment is very fast and efficient. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

It allows us to have all the behavioral information of the entire company in a single system (ease of operation, reprocessing of data to different destinations, near real time processing, etc.). Review collected by and hosted on G2.com.

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AR
Mid-Market(51-1000 emp.)
Validated Reviewer
Review source: Invitation from G2 on behalf of the seller
What do you like best?

The ability clearly map, collect, and transform data in near realtime has been game changing. The fact we could slowly migrate our old marketing data flows has been helpful and productive. Having clean data among our sites that we can just combine in the same Schema has increased productivity. Review collected by and hosted on G2.com.

What do you dislike?

The documentation for some connectors is lacking. We have a few third part vendors who we've struggled to migrate because there is almost no documentation other than making a connector. Review collected by and hosted on G2.com.

Recommendations to others considering the product:

Do the work ahead of time in your planning. Turn the business questions into measurement. Follow the specs and the onboarding forms. Ask lots of questions. Understand the call types and get a good grasp on how many users / events you'll need. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefits have you realized?

We have heavily reduced development costs related to data ETL and measurement events. Less outages.

The largest unexpected benefit was have seen is that we can test changes to third parties much faster than previous. Having a single set of semantic events has improved implementations times. Review collected by and hosted on G2.com.

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AI
Enterprise(> 1000 emp.)
Validated Reviewer
Verified Current User
Review source: Organic
Business partner of the seller or seller's competitor, not included in G2 scores.
What do you like best?

Plug and Play. Instrument once, and that data is ready to be used anywhere, thanks to Segment's extensive library of integrations.

The product is great, and the team behind it elevates it even further with involved and knowledgeable CSMs, creative solutions architects, and an incredibly responsive helpdesk.

Replays make it easy to regain any "lost" data, and Segment has built a strong relationship with other key vendors in the space to create an extensible ecosystem to cover most data needs. Review collected by and hosted on G2.com.

What do you dislike?

Protocols is a powerful tool, but I wish it had been bundled with the core product rather than sold separately, as it's crucial to successful data collection at scale. Review collected by and hosted on G2.com.

What problems are you solving with the product? What benefit