Integrate Your Fairing Zero Party Data As A Source In Segment
Many DTC brands operating at scale leverage Segment as their single
source of truth (SSoT) — it’s where operators can trust they’re seeing
the full 360° customer profile. Of course, brands at this scale are also
racing to gather and integrate zero party data on their customers, and
we’re happy to help address both of those needs with our Fairing x
Segment integration .
Why Ground Truth Data Is Crucial To A 360° Customer Profile
Anyone who uses Fairing to fill the gaps of dark
attribution
, or as a second opinion against ad platforms grading their own
homework, knows why ground truth data sets are important — no matter how
much weight you ascribe to such data in any given model, you can rest
assured it’s bringing a reality check to every projection and assumption
it touches. In this way, ground truth data is a best practice in
addressing unknown-knowns and
known-unknowns
at all levels of your business.
Of course, all the above becomes a significant competitive advantage
when the ground truth data is your own customers’ zero party data — the
1:1 insights they’ve willingly shared with you and only you, housed in
your very own CDP. As part of a customer profile, Fairing’s Question
Stream™ offers blue sky data points:
whatever you want to know about your customers, you can find out through
Fairing, and make it part of your 360° customer profile.
How The Fairing x Segment Integration Works
Our Segment integration enables enterprise brands to fold Fairing
response data into their customer profiles. The integration creates a
source in Segment, which sends track events whenever a consumer
responds to a question.
With Fairing’s tracked events in Segment, you can now create or enrich
your audiences and customer journeys. See our support docs for
additional guidance , or contact
us with any questions around
optimizing your Fairing x Segment integration.
If you’re not yet a Fairing client, but looking to add zero party data
to your customer profile, schedule a demo
here.