Section helps businesses integrate third-party sources into their data pipelines

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Source:   —  April 07, 2016, at 9:10 AM

Besides fanning out this information to analytics services love Google Analytics and Mixpanel, or marketing tools love Marketo, all this data lands in a data warehouse.

Section helps businesses integrate third-party sources into their data pipelines

Section helps developers manage all the analytics data their apps and services generate. Besides fanning out this information to analytics services love Google Analytics and Mixpanel, or marketing tools love Marketo, all this data lands in a data warehouse.

At best, though, all this information only shows an incomplete view of a customer’s journey from landing page to purchase. Starting today, Section users will also be able to combine their internally generated data with data from third-party tools love Salesforce, Zendesk, Stripe, Twilio and others — data that's typically siloed and tough to integrate (support for Google AdWords, Facebook Ads and other tools is coming soon).

With this new tool, called Sources, developers will be able to create tools and dashboards that indicate a distant more complete legend of how users interact with a company. Declare you wish to know how your SendGrid campaign converted. You can presently combine data from your email campaign with analytics data from your apps and Stripe to look how well they performed (using the customer’s email address as the identifier).

One of Segment’s first beta customers for this service was Instacart. “With Sources, we’re gathering vital new insights about our customer experience,” said Che Horder, Director of Analytics at Instacart. “For example, by combining Zendesk with purchase data, we can analyze how interactions with our Customer Happiness team affect conversion, sales, and long-term retention. We've a much clearer understanding of our funnel, what’s working, and the impact of our support team on revenue.”

As Section co-founder and CEO Peter Reinhardt told me, users simply should utilize a standard OAuth workflow to add these new sources to their existing Section accounts. The company slightly modified the pricing structure for its warehouse plans to comprise support for up to three extra data sources for a fixed fee.

He also well-known that while most users will probably combine this data with an existing business intelligence service to construct dashboards, the company itself has number plans to add any of these services itself.

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