Your A/B test is lying to you

Understanding your customer journey used to mean piecing together data from dozens of different tools. It was like trying to solve a puzzle where half the pieces were missing and the other half came from different boxes.

Customer Data Platforms (CDPs) changed this. But not all CDPs are created equal. Let's look at the two leaders: Segment and Amplitude.

Segment is like having a universal translator for your data. Every tool you use - from your marketing automation to your support desk - speaks its own language. Segment makes them all speak the same language.

The power isn't just in collecting the data. It's in what you can do with it. When every tool has the same understanding of who your customer is, you can create experiences that feel personal and consistent, no matter where they interact with you.

Amplitude takes a different approach. While Segment excels at connecting your tools, Amplitude excels at understanding how people use your product. It's like having a microscope for user behavior.

Want to know why people abandon your checkout flow? Amplitude can show you exactly where they drop off and what they did before that point. Want to understand which features lead to long-term retention? Amplitude can tell you.

Here's why this matters: The companies that win aren't just collecting more data - they're understanding it better. Segment helps you collect and activate. Amplitude helps you understand and optimize.

Think about Netflix. They don't just track what you watch. They understand your entire viewing pattern - when you watch, what you skip, what makes you binge. This deep understanding shapes everything from their recommendations to their content creation.

The real power comes when you use both. Segment ensures every tool has the same understanding of your customer. Amplitude ensures you truly understand how they use your product.

Which has had more impact on your business - collecting and activating data (Segment) or deeply understanding product usage (Amplitude)?