Adverity is a fully-integrated data platform for automating the connectivity, transformation, governance & utilization of data at scale.
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Twilio Segment
Score 8.3 out of 10
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Segment is a customer data platform that helps engineering teams at companies like Tradesy, TIME, Inc., Gap, Lending Tree, PayPal, and Fender, etc., achieve time and cost savings on their data infrastructure, which was acquired by Twilio November 2020. The vendor says they also enable Product, BI, and Marketing teams to access 200+ tools (Mixpanel, Salesforce, Marketo, Redshift, etc.) to better understand and optimize customer preferences for growth— all integrations are pre-built and…
Adverity is particularly useful if there is a large range of data sets that you want to combine to get an 'overall' view. Previously we had used Google Analytics, but found that this was too useful for our big client accounts that we were working on. So I think that if there is an individual who is responsible for analytics or data, and also a paid media team then this is a tool which is essential. For companies that have limited activity then I think this tool could potentially over-complicate for less reward.
Best suited: - Merging emails coming from: Facebook leads forms, Unbounce or landing pages forms, Google forms, any other kind of lead generation tool and bundling all that information together for a single user "profile". - Passing events generated in multiple applications by the same user (product selected in web, product discarded in cart, etc) and delivering those events into other applications (like a CRM) Less appropriate: - Reading/updating data directly from segment from a frontend application
Multi-platform. Segment has easy integrations in many different web, backend, and app platforms/frameworks. We use the Segment SDK in Android and iOS as well as our node.js backend.
Segment is fairly affordable for early-stage companies that are trying out different analytics software. The "developer" plan is free and is suitable for most companies with products that have a small user base.
The UI is great! It is extremely intuitive and easy-to-learn, and this made it take very little time to integrate this software into our analytics and marketing workflows.
I think it would have been more user friendly if there was more labelling capabilities, so that when you are sharing the dashboard they would explain what the data is - rather than depending on someone knowing how to use the dashboards or being there to explain it.
Our teams found that some of the scheduling functionality could be a little big buggy, so this was something that needed extra care and attention, so therefore may be an area that needs to be improved (unless it was just our account and usage).
More and richer sources. For example, MailChimp is a source but the data you get from MailChimp is quite limited. I ended up writing my own scripts to take better advantage of MailChimp's API because Segment's integration was lacking.
Better examples on how to set up event tracking. Pageview tracking is easy enough, but it would be nice if they had a sample app and corresponding code for it and showed you, via Git commits, how to add various kinds of events.
Over the period it took us to set up, we kept going back to their enablement team to help us with the setup, and they were always ready and were very helpful in the entire process. Even with their documentation, they took the time out to help us work through the process. We've never had a message/email unanswered for more than an hour on working days.
I'm not sure these are "official competitors" (or alternatives) to Segment, but we use them in parallel for different goals. We use Datadog for logging and monitoring and we use Mixpanel to perform data analysis based on the data we gather using Segment (and other sources). I don't think we ever evaluated any other service vs. Segment. I think we got a recommendation on Segment, liked it and decided to use it (and we're happy with it since).
This tool has allowed us to be able to see areas for opportunities, when all of the data has been combined
We were also able to better prioritise actions and where to focus our attention, when we had one view where all of the data was together. This allowed us to deliver better results for our clients, and also have a clearer roadmap of activity
Segment has enabled us to get a full view of our front end activity, join it to our back-end activity, and get full visibility into our funnels and user activity.
Segment lets us send events to ad tools with a full audit trail so all the numbers line up.
Segment also brings data from other sources into our data warehouse, saving our data engineering time from building commodity connectors.
