Segment adds quality tracking for incoming data to its resume
The customer data platform is now helping to flag the validity of newly captured data, as it expands its role as a customer data infrastructure.
Segment took another step Thursday toward becoming the data steward for brands using multiple platforms, with the launch of a data governance product called Protocols.
How does this help marketers? Segment provides a data tracking plan across a company, setting the standards for incoming data with a shared data dictionary. Protocols automatically detects if incoming data is valid before the tools try to act on it, so reports and alerts can flag issues. At any point, the company can re-configure the settings.
The basic idea is that, especially for brands with multiple business units capturing data from a variety of customer interactions, this helps make sure the many data inputs are all set up in the same way.