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Segment Finds Ad Tracking and Customer Success Tools Grew Most During Pandemic

CDP vendor Segment has analyzed the tools its 20,000 clients send data it collects from Web sites and mobile apps. They found the fastest growing categories during the pandemic lockdowns were ad tracking tools, including Facebook Pixel and Google Ads, and customer success tools including Salesforce, Zendesk, and New Relic. They explain the growth in ad tracking tools as reflecting a shift to digital advertising and the growth in customer success tools as reflecting more interest in retention.