Marketing data integration tools compared: Funnel.io vs. segment
Here we are taking a quick look on the customer data integration tools funnel.io vs segment.
Both of them are quite widely used by marketers. But in a bit different setups and actually also regions. We run into both of them at our clients, maybe sofar more funnel.io as most of our clients are in Europe and Asia. But recently more and more also segment.com.
Funnel.io is the Stockholm based startup and is quite popular in Scandinavia and Europe. They just recently got funding to expand into US link.
Funnel.io connects to your existing data platforms and transports data from one place to another. One typical use case is if you have different marketing channels like Facebook, Google Ads, Instagram, some Display and content campaigns running on outbrain and taboola, maybe also criteo.
Then you can easily use funnel.io to connect to these different platforms to pull the data into a database and visualise it in google data-studio as an example. Funnel.io also has a data-mapper so you can edit the tags and matchings somewhat.
Segment works a little bit differently as its more an API platform. Segment does not so much connect into your existing analytics tools and pull the data from them. Instead Segment is built on collecting data itself so it receives events itself and can easily be integrated into an existing application.
Segment caters a little bit more for the technical user as it requires setting up the event sending. But it also provides more possibilities and flexibility to integrate into custom setups, applications and user flows.
If you already are collecting data in multiple systems and you would just like to transport data from one place to another then funnel.io is the best for you. Typical use cases are reporting and analyzing.
On the other hand if you have a bit more technical resources at your hand and you want to start collecting custom event data then segment might be a better choice. Segment might also work better for you if want to trigger actions in real-time.
Of course if you are mostly working optimising customer journeys and marketing spend then Windsor.ai provides this better as you can get all marketing data together and also do attribution modelling and getting budget recommendations even down to keyword level.
All of these solutions work really well and have many happy customers. Which one is the right depends a little bit on your situation and goals.