Martech Therapy

🔗 Originally posted on LinkedIn on December 19th, 2024

The CDP market is saturated with debates over composable vs. traditional approaches. Some composable vendors claim their architecture is the only viable option, citing issues like unnecessary data duplication, high upfront costs, and inflexible schemas in traditional CDPs.

While composable CDPs have introduced valuable alternatives, framing this as a zero-sum game misses the complexity of business needs. What matters most is how any composable or traditional CDP delivers value to its customers.

Because, let’s face it, the constant comparisons in marketing narratives are becoming stale.

Recently, I’ve seen claims that

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

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