Customer data: quality, ownership and identity

Marketers are ignoring 95% of their customers – Are you one of them? (Feat. Tommy Sowerby)

In this episode of Couch Confidentials, I sit down with Tommy Sowerby to challenge everything we think we know about anonymous users in marketing. With 85-95% of website visitors remaining unidentified, are we missing massive opportunities by focusing too

Marketers are ignoring 95% of their customers – Are you one of them? (Feat. Tommy Sowerby)

0:00

/200

In this episode of Couch Confidentials, I sit down with Tommy Sowerby to challenge everything we think we know about anonymous users in marketing. With 85-95% of website visitors remaining unidentified, are we missing massive opportunities by focusing too much on known users?

Tommy, a SaaS marketing expert with experience at Tealium and Relay42, shares his candid take on:

✅ Why anonymous users are an untapped revenue goldmine

✅ How attribution and personalization are evolving in a privacy-first world

✅ The real

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

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_

Posts tagged with Customer data

Manage data distribution to Segment destinations with ease

Introduction

OneTrust and Segment integration flow explained

Introduction