About Segment

Segment is a customer data management platform that can collect and control customer data from mobile and web apps to provide a comprehensive data toolkit for marketing, product, and engineering teams. With Segment, teams can easily view customer behavioral data across multiple channels and standardize data points using a shared data dictionary. With over 300 pre-built integrations, Segment can integrate with multiple systems to connect and unify customer data for product analytics, A/B testing, marketing, and more.
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Segment pricing

Segment has a free version and offers a free trial. Segment paid version starts at US$120.00/month.

Starting Price:
US$120.00/month
Free Version:
Yes
Free trial:
Yes

Alternatives to Segment

Segment Reviews

Feature rating

Value for Money
4.1
Functionality
4.6
Ease of Use
4.5
Customer Support
4.3
5 reviews of 72 View all reviews
Guido
Guido
  • Industry: Marketing & Advertising
  • Company size: 11–50 Employees
  • Used Weekly for 1+ year
  • Review Source
Value for Money
4
Features
5
Ease of Use
5
Customer Support
5

5
Reviewed on 18/11/2020

All the info you need. In a snap!

Pros

It is incredibly easy to install with modules for any kind of source (app, server, API, jacasript).
It sends coherent and consistent data to hundreds of destinations (I think there are ~200 and counting, but new ones can be added with very little coding), and new destinations can be added with no intervention by an engineer.
Among the destinations, there's also relational Databases: you can really track ALL actions of any single user of your system and having access to historical data with a click. This is amazing!
It offers an easy and intuitive privacy mechanism that lets you deleta data of a single users from multiple systems with a single click.
It offers common, consistent data to all different areas of a company: marketing, product development, finance, ... (and you can chose what different offices can see).

Cons

It is pricy: the cost is based on the average number of single users tracked per month and it's not cheap at all. So better to understand exactly how it can help you grow your business (and how you can fully exploit it) before you decide to adopt it.

Reasons for Switching to Segment

Easier to use and implement
Lewis
Lewis
  • Industry: Chemicals
  • Company size: 11–50 Employees
  • Used Daily for 6-12 months
  • Review Source
Value for Money
4
Features
4
Ease of Use
4
Customer Support
3

4
Reviewed on 09/12/2020

This CDP is great if you have a plug & play website, more tricky if you have a custom built...

The customer service team, while fast and responsive, was not particularly knowledgeable about how to get around these issues we were having with visual tagger, and thus we had to work with a consultant that had the know-how of how to fully integrate Segment with our website through GTM. However, now that we have gotten our custom Segment setup up and running, it is very powerful and we're able to communicate our website event and tracking data with a multitude of analytics and other marketing tools. So overall, it has been a challenging experience, but once you get it working, it is worth the extra effort.

Pros

Segment was easy to setup and integrate with our website, using the Javascript code they provided. Also the Segment interface is well designed and easy to navigate. The settings for your Destinations are all clear and laid out, so you can make changes effortlessly. The neatest feature is the visual tagger, which allows you to create and track triggers/events on your website without having to code anything at all. It's great if you want to track very basic behaviors like button clicks or form submissions.

Cons

The most difficult part of Segment was when we wanted to track more granular data, such as user identities/emails. I believe if you have a typical website, built off of WordPress, or Shopify, you might not have these issues. But if you have a custom built website like ours, you will need some technical know-how in order to capture the finer data. For example, visual tagger did not work for us when we tried to use the identify call analytics.js, because our website stored user ID info on our data layer, not the presentation layer, which is only what Visual tagger can see. In order to access fields in your data layer, you'll need to use something like Google Tag Manager (GTM) to trigger and fire those events in Segment (shout out to McGaw.io for helping us with this!). So, if you have a more complex website, triggering certain events or getting fine granular data in Segment is not intuitive.

Alternatives Considered

Tealium Customer Data Hub

Reasons for Switching to Segment

It was free to start and easy to set up. Costs seemed reasonable compared to competitors. Is widely compatible with many marketing tools in the industry.
Lina
  • Industry: Financial Services
  • Company size: 2–10 Employees
  • Used Daily for 2+ years
  • Review Source
Value for Money
5
Features
5
Ease of Use
5
Customer Support
5

5
Reviewed on 02/06/2024

Great for real time data processing and analytics

Pros

Analytics capabilities and ease of integration into data pipeline. Very helping for tracking customer behavior

Cons

There is a learning curve and the pricing is steep too. They can definitely improve on the user interface.

Or
Or
  • Industry: Internet
  • Company size: 11–50 Employees
  • Review Source
Value for Money
1
Features
0
Ease of Use
3
Customer Support
1

1
Reviewed on 04/04/2016

Data loss and bad customer support

At first it sounds great, one stop shop for all you analytics needs. What they don't tell you is:
1. Segment API is far less reliable than any of the underlying analytics tools. I've never had any data loss with mixpanel, since I switched to segment I had 3 severe data loss incidents, one was a segment server failure, one was a result of Segment's API and the 3rd is still under investigation.
2. It's literally impossible to get proper support for urgent issues. no matter how much I emphasize the urgency, they'll send 1 reply a day, with the most useless information and ask the same basic questions over and over and over again.

Pros

Reduce the amount of code that handles analytics and tracking
No real alternative

Cons

Unreliable.
Bad customer support.

Andres
  • Industry: Health, Wellness & Fitness
  • Company size: 51–200 Employees
  • Used Monthly for 6-12 months
  • Review Source
Value for Money
5
Features
5
Ease of Use
4
Customer Support
0

5
Reviewed on 23/11/2023

Flexible user analytics

We have had a great experience with Segment. Even just a couple of months of data gathering have already turned into actionable items.

Pros

Set up was trivial, the API is easy to use and the real-time debugger is absolutely excellent.

Cons

Some capabilities around the events API is not immediately apparent until you get deeper into it.

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