“Segment sends our events to Survicate, allowing us to target users more specifically. So, for example, we don't blast the product-market survey to everyone the first time they enter Landing, but we delay it to their second session. We don't want to overwhelm users with loads of pop-ups, so Segment …

“And that was a game changer. Even though it was self-reported data, it started telling us that people were coming from TikTok and Pinterest, which was not on our radar before. That information helped us figure out how to prioritize some of those top-of-funnel channels and where we needed to …