Create a unified customer profile from your data in Segment
Track data once with Segment, then send it anywhere. Save time tracking web & product analytics, and make it simple to populate your data warehouse.
Customer data platforms unify data across tools to create a holistic and chronological record of your customer’s attributes and interactions with your company. From there, you can build logic to segment, cleanse, transform, and sync the data out so that tools and teams stay aligned, and marketing and sales efforts are optimized.
The main value propositions that customer data platforms offer are two-fold: efficiency and conversion optimization.
To integrate your tools, you need a single source of truth to be the main source of data for all your other tools.
With Segment, there is no database in the app. The “source of truth” is Redshift (or your other data warehouse) connected from Segment.
But Redshift can’t sync to your tools in real-time — you can’t “react” to your leads & customers, and your sales & marketing team can’t work with the most up-to-date data.
Hull is a complete, real-time customer data platform for B2B.
Segment can track data from its tracking libraries (like
analytics.js) and a limited range of connectors that can act as Segment Sources (tools that can send data - see their Catalog, then uncheck "Destinations").
Segment Sources are designed to send data into a data warehouse like Redshift in bulk. You cannot send data from Redshift to your tools with Segment.
There is no way to send data between tools with Segment alone.
You can also ingest data from:
Segment is not a database - it does not have identity resolution. It is the job of your Destination tools to match up data, de-duplicate profiles, and associate people with companies from
Group calls. This can result in different behaviours between tools.
Hull captures all data and unifies them into person-level and company-level Profiles - Users and Accounts. Hull also associates Users with Accounts for B2B teams. The same relationships are then synced across across all your tools.
Segment is a set of data pipes, not a database. You can’t “go into” a Segment profile. You can only observe individual requests in the logs - fragments of your customer data.
Since Hull is a database with all your sources of customer data and has identity resolution, Hull can display a unified customer profile — everything about each person and company you’ve ever interacted with, and everything they’ve ever done.
Often, the data in one tool doesn’t “fit” in another, like website sessions or product usage data in Salesforce. You need a method to transform data between tools.
Segment is a system of pipes. Data is standardized by Segment API calls, but you cannot transform, cleanse, reformat, or “change” data in any way.
Since Segment is not a database, it cannot store or query data. You can only send data to your end tools and use create & maintain your segments there.
With Hull, you can build segments from any combination of your customer data in Hull. Use Hull's segmentation tool to query all your customer data instantly, filter data flows & control lists, audiences, segments & views in your end tools
Segment sends the entire payload in every call to each Segment Destination tool. There is no filtering of data or mapping to existing data.
With Hull, each integration has mapping of segments, attributes, and events so you can control who and what about them is synced. You can also map to existing data in your end tools, and set overwrite rules.
Map, filter & sync Contacts, Companies & Lists in HubSpot with User & Account Profiles & Segments in Hull via the HubSpot integration.
Map, filter & sync Leads, Contacts & Accounts in Salesforce with User & Account Profiles & Segments in Hull via the Salesforce integration.
Map, filter & sync Leads & Contacts in Close.io with User & Account Profiles & Segments in Hull via the Close.io integration.
Segment's pricing starts free but is priced based on "monthly tracked users" (website visitors, leads, customers - any person). For any team with traffic, this usually becomes a discussion of an annual sales contract.
No scaling team we’ve seen stays on Segment free plans, particularly since their recent price hikes. With Segment, we see teams consistently stuck:
Hull gives one complete customer data platform with predictable infrastructure costs & real control over data flows into your end tools.
Hull's customer data platform gives your data teams a complete toolset to unify, transform, segment & sync data across all your tools real-time.
We saved over $15,000 on Salesforce and doubled qualified leads. Customer success and sales are very, very happy. I can give them whatever information they want, and I don’t need a backend developer. Data is more reliable. We have more control.
Segment recently launched a lightweight CDP with profiles, traits builder & audience builder product called Personas.
It is a paid add-on for existing Segment customers, in addition to your main Segment subscription plan.
In summary, here's how Hull and Segment compare for the ten most important jobs-to-be-done for real-time customer data integration. (Learn more about how to manage customer data in The Complete Guide to Customer Data)
|Data ingestion||From all your tools, tracking & databases||Limited to |
|Data type detection||Data types are detected & cast|
|Identity resolution||Unified data around Users and Accounts||None. |
|Single customer view||View unified customer profiles for each User & Account.||No database, so cannot view.|
|Change detection||Detect changes based on new vs. existing data||No database, so cannot compare data.|
|Data transformation||Use Processor to transform data in any way.||Data is forwarded to Destination as is.|
|Mapping & filtering||Map segments, attributes & events to filter data flows||Data is forwarded to Destination as is.|
|Publishing notifications||Silent updates ignored. Similar updates batched||All data is forwarded to Destination as is|
|Automated retries||Hull integrations will automatically retry|
|Logging||All incoming & outgoing data is logged|