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Can you help me understand the market of segment.com? Who's the target customer? Who are the main competitors?
Hi there, and thanks for asking Wonder! I understand you'd like an analysis of Segment's market, including target customer segments and main competitors. The most useful sources I found to answer your question were the company website and Owler business information provider. In short, Segment's target consumer is specifically developers, and its top competitors are Tealium and mParticle. Below you'll find a deep dive of my findings.
TARGET MARKET
According to a 2015 TechCrunch article, the target market for Segment is coding developers. This is supported by their product breakdown, which is specific to coding/development functions. The only other product breakdown - for businesses - is very general, and speaks not to what the product actually is, or does, but rather what other companies have done or achieved with the product. Although the product clearly has application for data analysts, I found no indication in my research of the company website, nor of third party information, which indicates that this product is meant to be used directly by anyone other than developers. In fact, the CEO stated in 2015 that while users will probably combine the data provided by Segment with other services to create dashboards for analytics purposes, Segment has no intention of building that capacity within its services. This particular focus seems to particularly target developers over data analysts. As such, there isn't a customer segmentation appropriate to this analysis; the targeted market appears to be developers. More broadly, however, Segment's product is intended for the target customer (business) who are highly invested in analytics, already have a developer or development team, and who are interested in expanding their analytic capacity. This is indicated by the plethora of use case studies which focus on the results of product implementation.
TOP COMPETITORS
While Segment has multiple competitors within the broad market of digital information services, it has only two significant competitors within its specific niche as a customer data hub: mParticle and Tealium. Their differentiating features, relative to Segment, are as follows:
> mParticle has an estimated annual revenue of $3M, as compared to Segment's estimated annual revenue of $2.7M. mParticle's recent collaborations with SnapChat and Pinterest seem to indicate that its target market is more specific to digital marketers, which is supported by its product overview on the company website. Unlike Segment's product overview, which focuses solely on data collection, mParticle's product overview also highlights its ability to "optimize your data supply chain."
> Tealium, which has an estimated annual revenue of $44M, combines enterprise tag management and marketing solutions. Of the three competitors, it seems the least focused on developers, and the most focused on non-coding utilization. Its website resources page offers resources such as webinars, solution briefs and and ROI calculator, which all appear targeted toward C-suite decision makers or data analysts rather than coding developers.
CONCLUSION
To wrap it up: Segment's target market is clearly developers, and its top competitors in the customer data hub niche of the digital information services industry are mParticle and Tealium. Thanks for asking Wonder! Please let us know if there is anything else we can research for you!