[thekhatribharat]

A typical web analytics pipeline involves collecting web data (events like visits, clicks, sign-ups, logins, purchases, email opens, email clicks, website chat sessions, etc.), collating that data and loading the collated data into a data warehouse - we may think of it as the first-mile ETL :)

The web analytics SaaS market is diverse and fragmented and each of those event types (mentioned earlier) is usually recorded via a different SaaS tool. This is where Segment comes in. It provides a unified interface for collection and collation of web data across a wide variety of web analytics tools - Google Ads, Intercom, Mailchimp, HubSpot, Zendesk, etc. and makes this process extremely easy.