Customer data infrastructure company Segment has announced two new product features to help companies prepare for upcoming privacy legislation and enable developers to create more meaningful customer interactions.
The new Privacy Portal is a set of features that help businesses put their customers first through proactive privacy management.
Businesses can have more control and visibility of the first-party customer data they are collecting which allows them to more easily meet compliance requirements for regulations such as the GDPR and CCPA, enforce data policies and protect their customers’ privacy.
They can set rules governing the data points they want to automatically restrict, or prevent from being collected in the first place.
Whenever a restricted data point is detected, the Privacy Portal immediately alerts the business and blocks it from passing through.
These new functionalities add to existing end-user privacy tools that simplify GDPR and other regulatory compliance for Segment customers through streamlined management of user suppression and deletion requests.
“The privacy-personalization paradox is a false dichotomy,” Segment CEO and co-founder Peter Reinhardt says.
“Privacy is not a zero-sum game, traded off against growth or the quality of the customer experiences. With the Privacy Portal, companies have the tools they need to respect privacy and mitigate risk, without sacrificing the customer-first experiences that continue to drive their business forward.”
The company has also released Functions which is a new capability that allows Segment customers to create new, custom data integrations in minutes.
Functions eliminates the need to run any additional infrastructure for custom integrations which allows businesses to use any marketing, business or analytics tool they need to grow their business and deliver innovative products and customer experiences based on high quality data.
With just a few lines of code, a company can integrate its first-party customer data with any homegrown tool or external service needed to run a business and they can also customize existing integrations to fit their specific needs.
“In today’s marketplace, businesses who want to create compelling customer experiences now have thousands of amazing tools at their disposal," Segment co-founder and chief technology officer Calvin French-Owen says.
"But reliably integrating many of them with the rest of the data stack has, until now, been a major technical challenge that can take weeks of engineering time.
“Segment Functions solves this issue with complete flexibility, and lets companies go from having the spark of an idea to a fully built-out workflow in just a few minutes.”
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