Customer Data Platform

Accelerate growth with a customer data platform and make good data available to all teams.

illustration: Segment diagram

Good user experiences require good data

Shoppers interact with you across your website, ads, emails and other channels before making a purchase. They might research your business by reading reviews and comparing prices online, or by watching a video about your product.

Illustration: Sources

Create meaningful interactions from data insights

Smart customer interactions should feel more personal than the last—ads are relevant, web pages are tailored, and product experiences feel specially crafted. Customer data platforms (CDPs) provide the data that informs this level of customer engagement.

Illustration: Create meaningful interactions from data insights

How a customer data platform works

A customer data platform helps you capture data from every customer interaction, consolidate that data into centralized user profiles and audiences, and connect the right data to the tools your teams need to grow.


A CDP helps you collect, clean, and structure your data into one place.


With all of your data in one place, you can remove bad data and respect user privacy.


Use good data to build profiles and audiences to use across every tool.


Use your data, profiles, and audiences everywhere your business needs.

Illustration: How CDP Works

Collect data from touch points like Facebook, your company’s website, email, and any other place a customer might interact with your company. Then unify the data into complete user profiles and make it possible to use the profiles across Facebook, Google, and your internal company dashboards. A single platform helps you create personalized experiences and get the insights you need to better understand your customers.

Who needs a customer data platform?

A customer data platform should empower every team to drive action or insights.

Make data-driven decisions

Use customer insights to fuel better outcomes.

Personalize user experiences

Tailor customer journeys to maximize value.

Accelerate time to value

Easily launch new products and new markets.

Learn about the Total Economic Impact of Segment’s Customer Data Platform.

Make data access self-serve

Move faster without analytics bottlenecks.

Build the best growth stack

Get new tools working in days not months.

Measure and improve KPIs

Move the needle and prove your impact.

Enable the best product analytics, A/B testing, and data warehouse tools with the flip of a switch.

Understand the full user journey

Connect everything online and offline.

Build your own real-time audiences

Use one audience to power every tool.

Power marketing attribution

Prove your direct impact on the business.

Unify your customers’ touch points across all platforms and channels.

Easily collect data from everywhere

Use one API for all customer data collection.

Integrate new tools in minutes

Skip time-consuming and redundant work.

Query your data in SQL

Create a clean and ready-to-go data set.

Use one API to collect analytics data, across any platform.

The benefits of a
customer data platform

Clean and organize your customer data

Customer data management is the process of acquiring, organizing, and using customer data. Customer data platforms make this process incredibly simple by automating and organizing data collection so that data is always usable.

Illustration: Analytics track code

6 principles to manage data

Want accurate and useful data? Read our guide to learn why you need a data governance strategy and tracking plan, and how to break data silos.

Scalable data governance

It’s really easy to collect useless data or collect the right data in the wrong ways. Make sure your data governance strategy can grow as you do.

What is a data plan?

A data tracking plan can make or break your governance strategy. Learn how data tracking can go beyond spreadsheets to serving as a project management tool.

Build insightful customer analytics

When you understand customer behavior, you make better decisions for marketing, product, sales, and more. By using a customer data platform, it’s easy set up robust customer analytics that every team can rely on.

Illustration: Build Insigtful Customer Analytics

How to use customer data analysis for higher ROI

Without a CDP, your data is likely going to be unorganized and siloed, which makes it nearly useless for customer analytics.

An introduction to multi-touch attribution

Attribution models help you determine which parts of your marketing campaigns are most responsible for bringing in new customers.

Take product usability to the next level

Customer analytics also help make your product more useful to your customers—which can reduce your churn risk and increase customer satisfaction.

Improve data protection and privacy

With the advent of the General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA), and other data privacy laws, respecting your customers’ data privacy is more important than ever.

Illustration: Authentication and authorization

How to protect customer data

The data governance strategy and data plan that you use alongside your CDP will help limit the data you collect to ensure that you’re only collecting data that’s vital to your business.

Customer data and the GDPR

GDPR legislation affects each company differently depending on how you collect customer data. Your CDP can help you take the next steps to prepare and manage customer data.

Preparing for the CCPA

If you collect data about your customers or website visitors who live in California, there is a chance that you need to comply with the CCPA. Learn the criteria so you can get prepared.

CDP success stories

Up to this point, we’ve mostly talked about customer data platforms in theory. It can be especially helpful to learn how other companies use their customer data platforms and the results they get from those tools.

“With real-time integrated data flows from Segment, we can truly understand what people are doing with our platform.”

Nic Sauriol

Software Development Leader

increase in revenue following a three-month customer messaging pilot program

Learn more about customer
data best practices

Everything you need to know about customer data integration

When you understand customer behavior, you make better decisions for marketing, product, sales, and more. By using a customer data platform, it’s easy set up robust customer analytics that every team can rely on.

Illustration: One prong to three prongs

Spotting bad data at your company

Bad data doesn’t only mean that your data was collected improperly. It can also mean that your data is out of date, inaccessible, unorganized, or simply not first-party data. To get the most out of your customer data platform, you need to understand what bad data is so that you can avoid it.

Illustration: Product added prong to three prongs

Segment on
customer data

Segment has helped thousands of companies collect, analyze, and get more out of their data. With the help of your customer data platform, your customer data can be used to create personalized experiences and increase customer engagement.

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Getting started is easy

Start connecting your data with Segment.