Segment + Insightr - working together to improve data capture, standardisation, synthesis and activation processes across hundreds of martech platforms.
Insightr’s founder James Dutton spent nearly 20 years working with analytics and data platforms, in the early days it was simple - a single analytics platform would measure everything, this got more complex over time as consultancies, agencies and brands spent less time analysing data and more time configuring data through implementation solutions.
Over time analytics implementations improved, but marketers started to find that their tools and platforms couldn’t speak to each other, so actionable analytics became an issue. If an analyst found a behavioural insight, could this be passed over to an ads platform for targeting or an email platform for triggers? possible in some cloud solutions but not easy.
Partnering with Segment
Because of these industry issues Insightr have partnered with Segment a platform that provides customer data infrastructure. Segment solves all of the industry data issues by collecting customer data from every user touch point, standardize and unifying that data in one place. The platform enables you to synthesize it into user profiles and custom attributes, and finally activate your data tools your company wants to use for analytics, data warehousing email, and more.
Today most marketers are finding that there is too much data that’s unusable because the current approach is failing.
Even the most data savvy companies have a confusing array of data and martech platforms that is unruly to maintain or add to.
The level of fragmentation resides at many levels, teams, agencies, channels. Organisations have started to employ engineerings resource who have to spend time learning APIs, and doing 1-off integrations for every single tool their teams want to leverage. Sometimes you’re buying third-party data sources that may or may not be accurate.
Is this what your diagrams look like?
Unfortunately these data and integration issues aren’t just annoying, they can have serious repercussions on multiple aspects across multiple departments:
Customer experience disjointed
Engineering time is wasted
Product innovation suffers
Analytics insights are limited
Marketing can’t optimize lifecycle
“Customer-first companies need customer-first data infrastructure.”
Next Steps
If you’re interested in learning more about our partnership with Segment or want to have a conversation about selecting and deploying a customer data infrastructure please reach out to us through the form below.