Segment’s visualization of its product stack
Segment took another step Thursday toward becoming the data steward for brands using multiple platforms, with the launch of a data governance product called Protocols.
How does this help marketers? Segment provides a data tracking plan across a company, setting the standards for incoming data with a shared data dictionary. Protocols automatically detects if incoming data is valid before the tools try to act on it, so reports and alerts can flag issues. At any point, the company can re-configure the settings.
The basic idea is that, especially for brands with multiple business units capturing data from a variety of customer interactions, this helps make sure the many data inputs are all set up in the same way.
[Read the full article on MarTech Today.]
About The Author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.