Matthew Niederberger - Martech Therapy (Page 14)

Newsletter

OneTrust and Segment Integration: A Step-by-Step Guide

Manage data distribution to Segment destinations with ease

Introduction

You have come to the right place if you want a OneTrust and Segment integration. This article will introduce two methods to leverage OneTrust within your Segment landscape—one for Free and Team plan users and one for Business plan users. The OneTrust and Segment integration will allow you to determine to which destinations you may send data while respecting the user’s consent level.

OneTrust and Segment integration flow explained

The solution, in general, makes use of Segment’s Plugin architecture for their Analytics.js SDK. It functions like

Newsletter

Solving GA4’s Measurement Protocol Session issue in Segment

Better data quality in GA4 using Segment’s GA4 Destination

Introduction

This article will work as a guide to making the Google Analytics 4 Destination, which relies on Google’s Measurement Protocol version 2, in Segment work. Segment has created the out-of-the-box GA4 solution for its customers to the best of its ability. This is referred to as a destination. However, due to its inherent nature, Google’s Measurement Protocol lacks certain functionalities to make it work as expected. The most significant challenge is identifying sessions since the server-side payload does not send the session_id by default.

With

Podcast

Tiankai Feng on why humanity is the glue that holds federated data teams together

In Episode 4 of Couch Confidentials Powered by Martech Therapy, host Matthew Niederberger welcomes Tiankai Feng, the author of Humanizing Data Strategy. Together, they explore the intersection of data, humanity, and leadership. From responding to criticis

Tiankai Feng on why humanity is the glue that holds federated data teams together

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In Episode 4 of Couch Confidentials Powered by Martech Therapy, host Matthew Niederberger welcomes Tiankai Feng, the author of Humanizing Data Strategy. Together, they explore the intersection of data, humanity, and leadership. From responding to criticism as an author to building trust in data teams and balancing technical expertise with emotional intelligence, this episode dives into the philosophy behind humanizing data. Tiankai also shares insights on the future of AI, data convergence, and his unexpected connections between music and data strategy.

If

Podcast

Lytics CEO talk XCDP, real-time user profile data at your fingertips

In this episode, Matthew Niederberger sits down with James McDermott, CEO of Lytics, to dive into the game-changing potential of their new XCDP (Experience Customer Data Platform). From seamless integration with WordPress and Drupal to tackling the comple

Lytics CEO talk XCDP, real-time user profile data at your fingertips

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In this episode, Matthew Niederberger sits down with James McDermott, CEO of Lytics, to dive into the game-changing potential of their new XCDP (Experience Customer Data Platform). From seamless integration with WordPress and Drupal to tackling the complexities of real-time personalization, discover how XCDP is poised to redefine the Martech landscape. Key topics covered:

What sets XCDP apart from traditional CDPs
The challenges of real-time data activation and how XCDP addresses them
The intersection of user data, content graphs, and scalable personalization
Thoughts on data

Podcast

Brian Clifton and Gen-Z's awareness of privacy and tracking

In this conversation, Matthew Niederberger interviews Brian Clifton, a prominent figure in the data privacy and analytics field. They discuss Brian's journey from leading Google Analytics in Europe to becoming an advocate for data privacy. The conversatio

Brian Clifton and Gen-Z's awareness of privacy and tracking

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In this conversation, Matthew Niederberger interviews Brian Clifton, a prominent figure in the data privacy and analytics field. They discuss Brian's journey from leading Google Analytics in Europe to becoming an advocate for data privacy. The conversation delves into the shift from traditional analytics to enhanced conversions, the importance of user consent, and the challenges posed by GDPR. Brian emphasizes the need for trust between businesses and users, the significance of data quality, and the potential impact of AI on data privacy. They also explore cultural differences

Podcast

Michael Katz discusses his CDP 2.0 manifesto

In this inaugural episode of Martech Therapy, Matthew Niederberger interviews Michael Katz, CEO of mParticle, discussing the evolution and future of Customer Data Platforms (CDPs). They explore the importance of first-party data, the commoditization of CD

Michael Katz discusses his CDP 2.0 manifesto

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In this inaugural episode of Martech Therapy, Matthew Niederberger interviews Michael Katz, CEO of mParticle, discussing the evolution and future of Customer Data Platforms (CDPs). They explore the importance of first-party data, the commoditization of CDPs, and the challenges faced by businesses in selecting the right solutions. The conversation emphasizes the need for collaboration between marketing and data teams, the role of the CFO in decision-making, and the impact of pricing models on customer value. Katz shares insights on the future of CDPs, including predictions for 2025 and

Posts by Matthew Niederberger

Manage data distribution to Segment destinations with ease

Introduction

OneTrust and Segment integration flow explained

Introduction