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Customer data company makes tracks in A/NZ, prepares to double in size

The customer data platform (CDP) company Segment has announced growing success in the Australian and New Zealand markets, with 50 new customers signing up from February 2019 to January 2020.

These customers come from a range of industries, including financial services, retail, technology and fast-moving consumer goods (FMCG).

Companies from this geography already using Segment include Atlassian, Canva, Kogan.com, Koala, Airtasker, and Deputy. Among Segments newest customers include Domain, Oroton, Huddle Insurance, Vend, Hireup, Flare HR, CarNextDoor, Yellow and Athena Home Loans.

In the past year, Segment also cemented strategic Australian and New Zealand partner relationships with Snowflake, Amplitude, Mixpanel, Optimizely, and Braze.

These new customer relationships enabled Segment to serve as strategic advisors to customers who trust it for their critical processes as they undergo digital transformation, the company states.

Segment states there is a growing need for robust CDP offerings, with global business pressures growing in intensity, and the regulatory landscape shifting constantly.

The growing complexity of regulations increases the need for privacy processes and visibility into data, and results in more companies across different verticals undergoing digital transformation projects and requiring cloud based tools.

Segment’s CDP enables companies to collect, standardise and activate their first-party customer data. Companies are able to use their data in more than 300 sources and destinations, including analytics, data warehouses, A/B testing, live chat, customer success tools and more, Segment states.

Segment head of A/NZ Dave Newman says, “Australia and New Zealand are home to some of today’s most forward-looking, innovative companies, and the market potential is truly exciting for us.

“Segment is growing rapidly in the region, and we look forward to working with our partners to keep bringing the best enterprise-grade Customer Data Platform to the market.”

The Segment team in A/NZ includes Solutions Engineering, Customer Success, Solutions Architects, and Sales. The company plans to double in size within the region in 2020, according to a statement.

In 2019 Segment launched the Segment Privacy Portal, a new set of features that help businesses put their customers first through proactive privacy management.

With the Privacy Portal, businesses can have more control and visibility of the first-party customer data they are collecting. This allows them to more easily meet compliance requirements for regulations, enforce data policies and protect their customers privacy, Segment states.

In addition, the new Functions capability allows Segment customers to create new, custom data integrations in minutes. This provides flexibility to customise marketing and analytics stacks and unlock new customer insights, the company states.

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