edx uses segment as a customer data hub for product and

we make customer data simple

EdX Uses Segment as a Customer Data Hub

for Product and Business Analytics

EdX Uses Segment as a Customer Data Hub

for Product and Business Analytics

EdX is a nonprofit, open-source offering for online courses from more

than 50 institutions, comprised of leading global universities and a

diverse group of prominent organizations around the world.

schedule a demo today +1 (415) 213-2870 segment.com / demo

olga stroilova, ph.d.Analytics and Research at edX

“We were initially drawn to Segment by the large list of tools they could integrate for us, and

then they hooked us with simplicity of their product—one API to connect all of our tools, a

simple UI to turn them on and off, and incredibly helpful documentation. I’d recommend

Segment to any organization that cares about analytics.”

Interested in understanding their signup funnel, edX wanted to capture important

events, like when students viewed their course directory or registered for a class. And,

to analyze this data in third-party tools, they also needed to make sure each vendor

had security processes in place to handle sensitive student information.

Several different teams inside edX wanted to easily and quickly access metrics for

product, marketing, and business analytics needs. Third-party tools like Google

Analytics and Mixpanel could answer their BI and product development questions,

but integrating with each service directly would have required adding cumbersome,

repetitive code to their site that would be difficult to maintain.

Challenge



“We’ve been using Segment for more than a year with zero hiccups. They are a reliable source

to route our data to third-party analytics tools, and the Segment customer success team is

extremely responsive. They provide straightforward comparisons of each integration and

share use cases from other customers, so we can find the best tools for our needs.”

To overcome analytics integration and maintenance challenges, the edX team

implemented Segment as their customer data hub. Segment provides a unified

platform and interface to easily integrate and turn on multiple third-party analytics

and marketing tools. In addition, Segment follows the security measures required to

work with student data.

Solution

Segment saves engineers time spent instrumenting tools, and gives business analysts

a complete set of customer data to slice and dice as they please. Whenever edX has a

question about how to implement tracking or which tools to try, Segment’s success

team is there to help.



“Segment provides an easy-to-use on/off switch to manage our analytics services. We don’t

need to deploy code or touch configuration files whenever we want to change something,

which saves us a lot of time.”

EdX uses a single snippet of Segment code to track how visitors interact with their

website, and route this data to each analytics tool they use. Because edX sends their

data through Segment’s single hub, each of their tools receives consistent data that is

easier to analyze. With Segment, edX can quickly add new business intelligence events,

clean up event flows, and add or change existing integrations.

Since edX installed Segment, they can easily send their data to any app on the platform

that follows FERPA security measures, to internal systems, and Amazon Redshift.

Saving time on the analytics implementation and maintenance, edX can focus on

using the data to improve the student experience.

Results

edx uses segment as a customer data hub for product and

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