Segment simplifies how you collect and route customer data. Instead of implementing separate tracking for every tool in your stack, you collect data once through Segment and send it wherever it needs to go.
But Segment is more than a data router. It's a foundation for clean, consistent customer data that powers your analytics, marketing, and product tools.
DATA HIT implements Segment properly from the start, giving you a single source of truth for customer data across your entire stack.
Each platform in your stack has its own SDK, its own implementation, and its own version of your customer data. GA4 sees one thing, your email platform sees another, and your product analytics tells a different story.
Adding a new tool means another implementation. Removing one means hunting through code to clean it up. Your developers spend more time on tracking than on product work, and data consistency is a constant battle.
Segment acts as a single collection point for customer data. Implement tracking once, then route that data to any destination you connect, whether that's analytics, advertising, email, CRM, or your data warehouse.
When you add a new tool, you connect it to Segment and the data flows automatically. When you remove one, you disconnect it without touching your codebase. Your tracking implementation stays clean while your stack evolves.
Whether you're implementing Segment for the first time or improving an existing setup, I can help with:
No more duplicating tracking code for every tool. Collect data once through Segment and send it to every platform that needs it.
Connect a new destination in minutes without developer time. Remove old tools cleanly without leaving orphaned code behind.
Every tool receives the same events with the same properties. No more reconciling different versions of your data across platforms.
Segment's identity resolution connects user activity across sessions and devices, giving you a unified view of each customer.
A tracking plan is the foundation of any successful Segment implementation. It defines what you track, how you name it, and what properties you include, ensuring consistency as your tracking evolves.
Without a tracking plan, event names drift, properties vary between platforms, and your data becomes difficult to analyse. With a well-designed tracking plan, your data stays consistent and your team knows exactly what to implement.
A tracking plan documents every event you track: page views, user actions, transactions, and custom events. For each event, it specifies the properties to include, their data types, and whether they're required or optional.
DATA HIT develops tracking plans tailored to your business goals, documenting them in a format your team can use and maintain. The result is a clear specification that keeps your tracking consistent as your business and tooling evolve.
Segment connects to the rest of your measurement and marketing stack. It often works alongside:
Whether you need a standalone Segment implementation or it's part of a wider data infrastructure project, I'll make sure it integrates properly with your existing tools.
Segment offers a free tier that works well for early-stage companies. It becomes increasingly valuable as your stack grows and you add more tools. If you're already wrestling with multiple tracking implementations, Segment can simplify things significantly.
GTM manages tags that run in the browser. Segment is a customer data platform that collects data and routes it to destinations via APIs. They serve different purposes and many businesses use both: GTM for browser-based tags and consent management, Segment for data collection and routing.
Yes. I can audit your current implementation, design a tracking plan that captures what you need, and migrate your tracking to Segment while maintaining data continuity. This often results in cleaner, more maintainable tracking than what you had before.
Implementation includes source setup, tracking plan design, destination configuration, and testing. For businesses with existing tracking, it also includes migration planning and execution. Typical timelines are 2-4 weeks depending on the number of sources and destinations.
Stop implementing the same tracking over and over. Book a discovery call to discuss how Segment can unify your customer data.
With years of dedicated experience across agency and client-side, I bring a wealth of industry knowledge and technical skill to every project.
Get direct access to the services and skills you require for your project to maximise the value of your investment.
I can integrate with any existing communication platform.
I will provide transparent communication for every step of the journey.
My project recommendations aren't tied to a specific set of platforms or ecosystems.
Matt is a reliable analytics architect and data expert who consistently delivers high quality work for clients. His deep and diverse experience across sectors and platforms ensures that clients receive balanced advice. The robust implementations that he produces cover scalability and future-proofing needs as standard. Talented and operates with great integrity, with a real passion for his work. Highly recommended, without hesitation.
DATA HIT has become a certified partner of Addingwell, an all-in-one platform designed to help businesses navigate these challenges through server-side tagging.
A recent Data Import product update in Google Analytics 4 has significantly simplified the process of connecting it to Salesforce.
