Segment Gæsteblogger: Customer Data Platform rapport 2020

I løbet af året sætter vi hos Novicell fokus på en række forskellige forretningsområder og hertil hørende digitale løsninger. I denne gæsteblog præsenterer vores partner og leverandør af Customer Data Platforms, Segment deres platform.

Blogposten er en kort version af en større rapport om data trends, SaaS analyser og indsigter, som Segment har samlet i dialog med deres over 1.000 kunder.

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A Data-Driven approach
to understanding
Customer Data Platforms


The CDP category has seen explosive growth in the CDP category over the past few years. Over a thirty-month period alone, from December 2016 to June 2019, the number of CDP vendors increased from 23 to 96.

At Segment, we wanted to help our customers make sense of the constantly shifting landscape...so we did it in the best way we know how.

By giving you the actual data behind customer data platform usage.

We recently published a 5,000-word report filled with data that you won't find anywhere else. It's full of market trends, SaaS analysis, and deep insights that we've summarized from talking to our thousands of customers.

If you want to read the full report, head this way. Or read an excerpt below.

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Over the past year, we've seen an incredible increase in the amount of data flowing through Segment’s customer data platform

Each month, Segment processes 500 billion events through our platform. In 2019 alone, the overall volume of events that customers have tracked through Segment’s CDP has increased by 60%.

By analyzing the data in aggregate of how customers are using the Segment platform, we’ve been able to generate a high-level overview of how the CDP market is evolving.

Understanding The Data

Before we get started, it’s important to understand how we analyzed and interpreted the data.

  • The data is pulled from a snapshot of data for 1/1/19 to 12/31/19
  • In the sources section (1), the graphs show the categories of sources currently in use.
  • In the events section (2), the graph shows some duplication in events tracked. 'Login', 'login', 'logged in' all appear in the top 20, and are all intended to track similar behavior. This is due to the vagaries of the businesses we work with and their naming conventions.
  • In the destinations section (3), each graph shows the top four tools per category, according to how many active workspaces that have enabled a destination in Segment.

Caveats:

  • This data is sourced from the internal usage behavior of Segment’s customer data platform. We have only included tools that have active integrations in the Segment catalog.

Now that we’ve set some ground rules for interpretation, let’s dive into the data.

Connect - what data sources are customers connecting to customer data platforms?

The potential of a customer data platform is that it lets you collect and unify all of your customer touchpoints, not just what’s happening on your mobile apps and websites.

Our data bears this out.


If we examine the data sources connected to Segment’s customer data platform, we see five main types of sources: Web (Analytics.js), Mobile (iOS, Android), Server (HTTP API, Node.js, etc.), and Cloud (Stripe, Intercom, etc.)

This is a reflection of customers wanting to understand the entire customer journey. In times gone by, most companies would simply analyze what was happening on their websites and mobile apps.

But that’s just a fraction of the customer experience.

Customers today aren’t just using clicking around your website or app. They’re chatting to support via live chat, talking with your sales team via email, clicking on ads on Facebook, and much more.

The data above shows us that customers are bringing a wide variety of data into customer data platforms to give them a complete picture of all customer interactions with a business.

Governance - what events are being tracked by customer data platforms?

The list of events tracked by customer data platforms is long and varied.


Perhaps unsurprisingly, the top events tracked are the core customer lifecycle events.

For a B2B product, that’s things like 'signed up', 'logged in', and 'account updated'. For a B2C product, that’s things like product added, checkout started, order completed, etc.

However, businesses are getting way more granular than that – tracking everything from push notification tapped' to 'password reset'.

Does this mean that to adopt a CDP, you need to track every single one of these events?

Absolutely not. It’s a mistake to think that tracking more metrics will help you understand your customers better. More often than not, you end up rich in data but poor in insight.

Some of Segment’s most successful customers limit themselves to tracking a handful of important events that help them answer equally important business questions.

Taking action - what destinations are customer data platforms sending data to?

Simply having a unified customer database isn’t enough; you need to be able to use that database effectively. A CDP is most useful when it’s used as your central nervous system and pipes clean, accurate, and consolidated data to where you need it most.

We’ve found our customers connect anywhere from three to twenty-three data destinations to their CDPs.

[Editor’s Note: What’s a data destination, you ask? It’s simply the application to which you’re sending data. An email marketing platform, for example, could be a data destination.]

Across all customers who are actively sending data, we see the following:

Unsurprisingly, the number of tools businesses are connecting to their CDPs has much to do with the specifics of their business. Enterprise customers are likely to connect more tools than, say, a small emerging startup.

This data is interesting at an aggregate level, but, naturally, you might also wonder what kind of destinations people are sending data to.

Below, we can see the most common categories of tools that businesses are sending data to.

Since each category solves a different problem or appeals to different functions within a business, this data helps us understand what teams or business units are seeing the most value of a CDP.


Two important takeaways

Zooming in on the usage data can help give us the raw and unprocessed facts about how people are using a customer data platform day-to-day.

But it’s also worth zooming out to look for patterns and causes that may illustrate wider trends affecting the CDP market. Here are some two picture trends we noticed.

Both big and small companies are adopting CDPs
With the average number of tools being used by a SaaS company at 80+, conventional wisdom would dictate that the ideal candidate for a CDP was an organization that had a complex, multi-tool technology stack.

While organizations with a multi-faceted tech stack will undoubtedly benefit from a CDP, it was encouraging to see companies finding value with a CDP with as few as three destinations.

As a rule of thumb, the bigger the company -> the bigger the tech stack -> the more destinations they’ll have to route data to.

But even for a growing company with a relatively modest tech stack, they can benefit from the core CDP features of data processing, segmentation, and identity resolution.

CDP usage is increasing across the entire organization

CDP is often pigeonholed as a technology exclusively for the marketing department.

However, if we look at the most common destinations that businesses are sending data to, the value of a CDP is going far beyond the walls of the marketing department.

Amongst those using Segment’s customer data platform, 26% connect customer success tools, 15% connect CRM, and 31% connect data warehouses.

As the CDP market matures and hits the mass market, we’ll likely see the user base expand towards more and more functions throughout the business.

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Du kan læse hele rapporten her: ’The Customer Data Platform Report 2020

Blogposten er skrevet af Geoffrey Keating, der sidder med Content Marketing hos Segment.

Hvis du er interesseret i at mødes med Segment og få en demonstration af deres platform? Så er du velkommen til at kontakte: Kristian Bilenberg