Segment.com and dreamdata.io partnership
Today we are launching our dreamdata.io destination for Segment. We have long been fans of Segment. In our previous company, we were one of the first customers of Segment. That’s when we worked at Trustpilot a fast-growing Danish review website and SaaS product.
We know and use Segment ourselves and are huge fans
At Trustpilot, we were constantly implementing and trying new software that required implementations in our product and website frontend. That’s when we found Segment. Segment was the perfect solution for us. We were now able to easily change service providers without redundant implementation tasks. And when the company grew our needs changed and so did the tools we used. New tools showed up with new possibilities and in some cases when vendors added additional features we didn't need and increased prices we were able to change to other tools that better met our needs. Segment meant that the transaction cost of changing platforms was manageable and we could do so without losing track of history.Because of the ease of trying new products we were also early adopters of products like Intercom and Amplitude. Their integration with Segment enabled us to test their products early and with little commitment. With Segment as our customer data infrastructure, we were able to attract top talent in Europe by having a modern, industry-leading approach to handling customer data.
Segment was the first place we looked for account-based attribution
When we started looking into account-based attribution at Trustpilot, the first place we looked was the Segment catalog. We wanted to instantly import 3 years of carefully collected customer data into our attribution tool, so it was important that it integrated with Segment so we could use their data replay feature.
But there wasn’t anything!
The problem was that we didn’t really find anything that solved our specific use case. Those tools were considered market-leaders in B2B attribution, but did not work with all our existing data - and they did not connect with Segment. And their solutions only took into account siloed marketing data like CPC and email. It didn’t work with the complete set of go to market tools we were using. We were using a mix of the actual Trustpilot marketplace, a freemium product, content marketing, email marketing, BDRs, and paid campaigns.
So we decided to build something for Trustpilot and everyone else using Segment
When we saw the level of existing tools in attribution we knew that something was missing. And when we talked to people we knew at Segment they confirmed that other customers faced similar problems and use cases.. In the end, we decided to build our own solution to fix our problems at Trustpilot.
Later we went on to found dreamdata.io to start solving account based attribution for B2B companies that use Segment. It was important for us to build a product that played well with our customers’ existing customer data platform to avoid the situation where you have to start over collecting data. When you have collected data for years in your customer data platform and CRM, you don’t want to start over if in any way possible.
The Segment partnership is a perfect way for dreamdata.io to help our customers
When Segment started opening up their platform to partners it was perfect for us. In our belief Segment and Dreamdata partnership is a much needed step as we experience a lot of demand from Segment B2B customers for an account based attribution tool that can help them understand which parts of their go to market approach work - both at a high level and at the detail level.
Connect your segment account and get instant insights about your company leads
When you connect your Segment account, dreamdata.io offers immediate insights into what generates leads in your business. You can see which paid campaigns work and which don’t and you can see which parts of your content work. Dreamdata.io attributes each company lead across all the sessions associated with the company.
Instructions on how to set up tracking with Segment can be found here.
Connect your CRM to get the full picture with revenue attribution
Once you are connected with Segment, you get a lot of valuable insights. But if you want to go further you connect your CRM system to enable revenue attribution. Once your CRM is connected you can see the attribution of your revenue to lead channels. For your paid activities you can drill down to campaign and keyword level and for content, you can see how individual pieces of content works to deliver new deals.