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Analytics

Segment vs Mparticle

As is tradition with our other tool comparisons, this is not a dry feature-by-feature comparison of Segment and Mparticle. We won’t proclaim one is the ‘best’ customer data platform (CDP) for which every business, including yours, should use. Many factors, including your budget, company size, and current data workflow, will determine if either platform is the right fit. 

If you need a line by line feature breakdown, a quick Google search will serve you best in that case. 

Instead, we’ll be covering the core use cases that customer data platforms address and explore whether Segment or Mparticle ultimately deserves a spot in your tech stack. 

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Combining All Your Funnel Data into One Sheet

Like many young SaaS startups, we had no shortage of marketing and sales data, but it wasn’t easy to comprehend. The information was there, but it was scattered all over the place. 

Some bits and pieces could be found in Google Analytics, while other data was stored in BigQuery and ProfitWell. This arrangement made it challenging to give a quick answer to basic questions on user conversions or to comment on traffic rates and MRR. It wasn’t until we began creating custom dashboards to visualize our data that everything started to click. 

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Web Analytics Analysis

For a web analytics analyst or a data-driven marketer, these are words to live by: “Without data, you’re just another person with an opinion.”

Optimization isn’t about educated guesses and hunches, no matter how many years you’ve been in the industry. It’s about doing the research, asking the right questions, digging for clues in problem areas, paying attention to the signs when they appear, and running smart A/B tests.

Web analytics analysis is a big part of that. It helps separate the optimizers from just another person with an opinion.

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Google Analytics Health Check

Peter Drucker famously said, “What gets measured gets managed.” But what if your data is wrong? What if you’re not measuring correctly or completely? What if there’s a whole pile of things you think you’re measuring when really…you’re not?

A lot of the people relying on Google Analytics are relying on bad data. No, not because Google Analytics is awful. Because their configurations are broken. That’s why you need to conduct a Google Analytics audit.

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