Segment.io began in 2012 as a data switchboard for business applications. Instead of configuring data exchange between each of your tools and the others, you could connect them all through Segment.
Over the last few years, it has evolved. Initially, for instance, it took data from sites and apps and made that available in analytical tools like Mixpanel or Google Analytics. Then it added a data warehouse, and last year it expanded data sources to include other tools, like Salesforce, help desk Zendek and payment platform Stripe.
This past July, the San Francisco-based company — which had dropped the “.io” — started evolving toward becoming a Customer Data Platform. It launched the ability to utilize user behavior captured in one tool as audience segments for another platform. Users who talked to a help desk in Zendesk about a computer problem, for instance, could become a segment for an email campaign in SendGrid about a premium computer support service.
This week, Segment is taking the next step toward becoming a customer data platform, with the invite-only beta launch of a new product called Personas. This allows a Segment-using brand to create customer profiles by merging customer data from its Segment-connected tools.