Welcome to Segment University

We have courses ranging from Implementation Fundamentals to Advanced Features, organized by product. Click on any course to view the course description and syllabus. As long as you are logged into your Segment account, you are able to register for any course.

Segment 101 Foundational
Learn how Segment works, and how to get started!
Segment 201 Intermediate
Guidance and best practices for engineering organizations to successfully implement Segment product and features.
All Courses and Paths
Browse the full catalog of courses and paths.
Certifications
Want to accelerate your Segment expertise? We have certifications in the design, deployment, configuration, and operations of Segment CDP solutions.
Segment Masterclasses
Elevate your Segment expertise through insights, tips, best practices, and more! Our Solution Architects are committed to your continuous learning by sharing knowledge through virtual learning events. Launch these webinars to boost your skills and deepen your understanding of Segment.
Workshop: Getting Started with Segment Programmatically
Learn how to configure Segment, collect customer data, and connect a martech tool.
How Stylepit Increased ROAS Without the Cookie
Learn how digital retailer Stylepit nearly doubled ROAS YoY with a first-party data strategy and Facebook Ads.
How to Create Behavior-based Email Campaigns
Experts guide you through how to create event-based email campaigns personalized to different personas of your product.
Demystifying the Single View of the Customer
Learn how to aggregate every customer touch point (web, mobile, 3rd party tools, etc.) into a unified customer profile to deliver personal user experiences.
Demystifying Data Residency with Segment
Join Arthur Viegers, AVP of Global Solutions Engineering at Segment for this in depth look into data residency and how your approach can become a competitive differentiator for your company.
Building an Internal Analytics Infrastructure for Growth
Ryan Koonce, Founder/CEO at Mammoth Growth, shares a proven 6 step process to help companies mobilize their Segment customer data and build an internal infrastructure designed to deliver growth.
4 Personalization Strategies for eCommerce Success
We’ve joined the experts at Slalom Consulting for a look at the state of retail marketing and what’s to come in 2021. Plus, four quick-start strategies to personalize the eCommerce experience with Segment and Braze that you can start using today.
Identity Resolution: A Guide to the Post-cookie World
With the imminent death of the cookie, companies must invest in a first-party identity resolution solution to stay ahead of the pack.
What to Track and How to Track It
Tracking how users and customers interact with your product essential to growing your business. “If you can't measure it, you can't improve it.” - Peter Drucker
Holiday Season Best Practices
The holiday season can be a challenging time for eCommerce, online businesses, and the teams that support them. In this webinar, you get a look into how Segment prepares for the holidays, how to think about holiday scaling in a digital world, and tips that you can apply to your business.
Linked Audiences, Events, Profiles, and the Data Graph
Use Linked Profiles, the Data Graph, Linked Events, and Audiences to expand your model beyond the profile to the entire universe of business data.
42 min
Engage Intermediate Marketer Technical
Segment Certified Marketer Exam
The Segment marketer exam tests your knowledge of Audience building, Journeys, traits, and other marketing-specific features.
Debugging and Troubleshooting
Become a Segment debugging expert and get the right value out of the Segment platform.
40 min
Foundational Technical
Activate Warehouse Data with Reverse ETL (Extract, Transform, Load)
In this course, you learn about Reverse ETL, what it is, how it works, and how to model data from within a data warehouse so you can use the data to personalize customer experiences in any supported application. You also learn to set up an end-to-end pipeline from a data warehouse into a supported downstream tool.
17 min
Enrich Profiles with Profiles Sync
With Profiles Sync, you can synchronize identity-resolved customer data into a data warehouse and build golden customer profiles to create personalized experiences in any channel.
18 min
Intermediate Marketer Unify
Validate Connections
Learn a few tips an tricks within a Segment workspace to help validate connections.
22 min
Connections Intermediate Technical
Digital Advertising in the Cookieless World
Learn how to deliver personalized and more transparent customer experiences in the absence of third-party cookies.
15 Ways to Use Data to Engage Your Customers
15 ways you can use Segment and Twilio to power your customer engagement strategy at every stage of the customer lifecycle.
How Curology Delivers High-performing, Personalized Ad Campaigns
Learn how Curology uses Personas to build targeted campaigns and decrease wasted ad spend.
ROAS: The Ultimate Guide to Advertising Efficiency
Learn how marketing teams are using customer data platforms to optimize return on ad spend, improve conversion rates, and boost advertising efficiency.
Retention: The Ultimate Growth Strategy
Learn how to create data-informed retention strategy, along with practical techniques you can use at all stages of the customer lifecycle.
Send Data to a Warehouse
Learn why and how to use a warehouse to capture data and how it can help enhance your usage of Segment.
22 min
Connections Intermediate Technical
Integration Patterns and Best Practices
Learn integration patterns, best practices, and practical implementation using Segment for event tracking, Identity Resolution, and data enrichment.
1 hr 0 min
Identity Resolution and Profile Integrity
Learn about Identity Resolution, setting up Identity Resolution rules, and profile integrity, which are core pillars of Segment implementation.
1 hr 0 min
Mastering Data Architecture with Warehouse and Cloud Integration
Learn to master data architecture with warehouse and cloud integration in this comprehensive webinar.
1 hr 0 min
Monthly Tracked Users (MTU) Deduplication
Learn about MTU deduplication, including Identity Resolution, Unify, Reverse ETL, destination data, potential spike causes, and more.
0 hr 42 min
How Segment Uses Segment: Using Data to Drive Customer Retention
Learn how we use Segment to collect data, calculate customer heath scores, run interventions, and empower Customer Success teams.
56 min
How Frame.Io Delivers a Seamless Customer Experience with Personas
A seamless customer experience requires the right data and coordination with the end tools you use.
How Mejuri & Staples Canada Evolved Their Tech Stack
Learn how Mejuri & Staples transformed their tech stack to drive growth and brand loyalty.
How Under Armour Drives Growth and Brand Loyalty
Real-life stories from growth and product marketing leaders from Under Armour and others about how they transformed their marketing tech stacks to drive growth and brand loyalty.
How to Automagically Identify High-intent Leads
Learn how Guillaume Cabane, VP of Growth at Drift, combines different sources of intent data to get ahead of the buyer journey and reach early-stage prospects with a personalized offer.
Collect Data with Sources
Learn about the different Segment sources, the types, and how to configure them.
30 min
Connections Foundational Technical
GA4: Key Insights, Implementation, and Advanced Stategies
Learn the fundamentals of Google Analytics implementation, key ideas, common missteps, troubleshooting, and differences between Google Analytics and Universal Analytics.
68 min
Customer AI: Unlocking Intelligent Marketing
In this session, you learn how to unlock intelligent marketing with Segment’s Customer AI features.
0 hr 57 min
Leveraging Custom Destinations, Functions, and Webhooks
In this session, we discuss leveraging customer destination functions and webhooks.
0 hr 55 min
Mobile Data Collection: Cloud Versus Device Connection Modes
Learn about mobile data collection and the connection modes for Segment mobile libraries, including device and cloud modes.
0 hr 56 min
Client-side Versus Server-side Tracking
Should you collect data on the Client or the Server? Learn about use cases and considerations you have to make when deciding to collect data on the Client or the Server.
Connections Intermediate Technical
Implementing Segment Path
Note: This learning path will retire the week October 21st. Access the updated "Segment Implementation Certification" learning path: https://university.segment.com/path/implementationcertification
Not currently available
6 Courses
Segment Implementation Certification
Master Segment products and accelerate your implementation skills and expertise.
10 Courses
Engage (formerly Personas)
Learn how to maximize your use of Engage (formerly Personas). Note: Engage has a new interface and sidebar navigation which allows you to select key marketing activities in one click.
30 min
Track User Behaviors
Learn how to record any actions your users perform, along with any properties that describe the actions.
Connections Intermediate Technical
Build Journeys
Learn how to design customer journeys by using Segment's Journey orchestration feature.
24 min
Engage Intermediate Marketer
Connection Modes
Should I send data to my destinations in cloud-mode or device-mode?
Connections Intermediate Technical
Engage Path
Deep dive into the features of Engage and unlock key marketing activities.
5 Courses
Identify Users
Learn how to tie a user to their actions and record attributes (traits) about them.
Intermediate Unify Technical
Real-time Personalization Using the Profile API
Customize experiences for your users in real-time.
Foundational Unify Technical
SQL Traits
Learn how to pull user and account profile data from your database into Segment, and then forward that data on to other Destinations.
Use Predictions to Predict Customer Behavior
Unlock insights into customer behavior, fine-tune marketing efforts, and maximize revenue opportunities with Predictions.
25 min
Intermediate Marketer Unify
Use Trait Activation to Improve Match Rates and Optimize Advertising ROI
Learn how Trait Activation helps Marketers use traits to improve user identification in their advertising platforms and improve match rates, allowing them to build more accurate audiences for ad campaigns.
25 min
Engage Foundational Marketer
Access Raw Data with Warehouses
Learn the ins and outs of Data Warehouses and how to act on your raw data.
15 min
Connections Foundational Technical
Source and Destination Functions
Learn what source and destination functions are and how to create them.
26 min
Connections Intermediate Technical
Introduction to Segment
Start with an overview of Segment. We take you on a tour of the Segment app and share our methods and spec.
25 min
Connections Engage Protocols Foundational Marketer Unify Technical
Build Audiences
Self-paced guidance on activating and building audiences in Engage.
21 min
Engage Intermediate Marketer
Configure Consent Manager
Learn about consent management, configuring consent categories, and enforcing consent in Reverse ETL.
11 min
Intermediate Privacy
What Does "Good Data" Look Like?
In this webinar, you learn the importance of Data Governance, get an overview of Protocols, get to know Jumbo Interactive + Jake, build a data-first organization, and create a Data Council.
36 min
Implementation Planning
This course is closed for new registrations. Please take the updated Implementation Certification https://university.segment.com/path/implementationcertification
Not currently available
25 min
Connections Engage Protocols Unify Technical
Act on Data with Destinations
Take a deep dive into destinations and learn how to act on Segment data.
20 min
Connections Foundational Technical
Learn about Protocols
In this course, you learn all the features of Protocols, including creating Tracking Plans, what violations are and how to handle them, using transformations to fix bad data, and some advanced features such as JSON Schemas and when to use them.
35 min
Protocols Foundational Technical
10. Implementation Certification - Exam
It's time for the final phase of the Implementation Certification, an exam.
9: Implementation Certification - Build Journeys
In this module, you learn to build Journeys, demo a few use cases, and go through analytics.
30 min
3. Implementation Certification - Connections
Learn how to use Connections to collect event data from mobile apps, websites, and servers with one API, then pull in data from apps like CRM, payment systems, and internal databases to build a unified picture of customers.
22 min
1. Implementation Certification - Welcome
This course provides the certification details, implementation strategy, and team collaboration for a successful implementation. We also give an overview of Segment capabilities and a demo of Segment "in action" to learn how user actions translate into events.
33 min
6. Implementation Certification - Quality Assurance and Validation Best Practices
In this module, you learn about the Debugger in more depth. We also cover debugging client-side and server-side sources and learn how to validate device-mode and cloud-mode connections.
28 min
5. Implementation Certification - Protocols and Tracking Plans
In this module, you learn about Protocols and Tracking Plans. We apply event anatomy and naming standards, map events with event properties, and build and sync a library. Lastly, we create a Tracking Plan, add traits, and connect it to a source.
22 min
7. Implementation Certification - Engage
In this module, we learn how to use Engage and Unify to create unified customer profiles and traits, build and enrich audiences, and activate audiences across marketing tools.
17 min
2. Implementation Certification - Systems Architecture, Goals, and Use Cases
Learn to define business goals, use cases, and architecture, set up environments, and add sources in Segment for driving, ingesting, and distributing data.
24 min
8: Implementation Certification - Build Audiences
In this module, you activate audiences and validate them in destinations. You also learn about the types of computed traits and how to create them.
30 min
4. Implementation Certification - Unify, Users and Flows, and Identity Resolution
Apply the key concepts of Segment's API methods, Unify, and Identity Management best practices. We also describe traits, triggers, the user funnel framework; and learn about Identity Resolution.
52 min
10. Implementation Certification - Exam
It's time for the final phase of the Implementation Certification, an exam.
9: Implementation Certification - Build Journeys
In this module, you learn to build Journeys, demo a few use cases, and go through analytics.
30 min
3. Implementation Certification - Connections
Learn how to use Connections to collect event data from mobile apps, websites, and servers with one API, then pull in data from apps like CRM, payment systems, and internal databases to build a unified picture of customers.
22 min
1. Implementation Certification - Welcome
This course provides the certification details, implementation strategy, and team collaboration for a successful implementation. We also give an overview of Segment capabilities and a demo of Segment "in action" to learn how user actions translate into events.
33 min
6. Implementation Certification - Quality Assurance and Validation Best Practices
In this module, you learn about the Debugger in more depth. We also cover debugging client-side and server-side sources and learn how to validate device-mode and cloud-mode connections.
28 min
5. Implementation Certification - Protocols and Tracking Plans
In this module, you learn about Protocols and Tracking Plans. We apply event anatomy and naming standards, map events with event properties, and build and sync a library. Lastly, we create a Tracking Plan, add traits, and connect it to a source.
22 min
7. Implementation Certification - Engage
In this module, we learn how to use Engage and Unify to create unified customer profiles and traits, build and enrich audiences, and activate audiences across marketing tools.
17 min
2. Implementation Certification - Systems Architecture, Goals, and Use Cases
Learn to define business goals, use cases, and architecture, set up environments, and add sources in Segment for driving, ingesting, and distributing data.
24 min
8: Implementation Certification - Build Audiences
In this module, you activate audiences and validate them in destinations. You also learn about the types of computed traits and how to create them.
30 min
4. Implementation Certification - Unify, Users and Flows, and Identity Resolution
Apply the key concepts of Segment's API methods, Unify, and Identity Management best practices. We also describe traits, triggers, the user funnel framework; and learn about Identity Resolution.
52 min
Validate Connections
Learn a few tips an tricks within a Segment workspace to help validate connections.
22 min
Connections Intermediate Technical
Send Data to a Warehouse
Learn why and how to use a warehouse to capture data and how it can help enhance your usage of Segment.
22 min
Connections Intermediate Technical
Track User Behaviors
Learn how to record any actions your users perform, along with any properties that describe the actions.
Connections Intermediate Technical
Identify Users
Learn how to tie a user to their actions and record attributes (traits) about them.
Intermediate Unify Technical
Connection Modes
Should I send data to my destinations in cloud-mode or device-mode?
Connections Intermediate Technical
Client-side Versus Server-side Tracking
Should you collect data on the Client or the Server? Learn about use cases and considerations you have to make when deciding to collect data on the Client or the Server.
Connections Intermediate Technical
Linked Audiences, Events, Profiles, and the Data Graph
Use Linked Profiles, the Data Graph, Linked Events, and Audiences to expand your model beyond the profile to the entire universe of business data.
42 min
Engage Intermediate Marketer Technical
Use Trait Activation to Improve Match Rates and Optimize Advertising ROI
Learn how Trait Activation helps Marketers use traits to improve user identification in their advertising platforms and improve match rates, allowing them to build more accurate audiences for ad campaigns.
25 min
Engage Foundational Marketer
Build Audiences
Self-paced guidance on activating and building audiences in Engage.
21 min
Engage Intermediate Marketer
Build Journeys
Learn how to design customer journeys by using Segment's Journey orchestration feature.
24 min
Engage Intermediate Marketer
Use Predictions to Predict Customer Behavior
Unlock insights into customer behavior, fine-tune marketing efforts, and maximize revenue opportunities with Predictions.
25 min
Intermediate Marketer Unify
10. Implementation Certification - Exam
It's time for the final phase of the Implementation Certification, an exam.
9: Implementation Certification - Build Journeys
In this module, you learn to build Journeys, demo a few use cases, and go through analytics.
30 min
3. Implementation Certification - Connections
Learn how to use Connections to collect event data from mobile apps, websites, and servers with one API, then pull in data from apps like CRM, payment systems, and internal databases to build a unified picture of customers.
22 min
1. Implementation Certification - Welcome
This course provides the certification details, implementation strategy, and team collaboration for a successful implementation. We also give an overview of Segment capabilities and a demo of Segment "in action" to learn how user actions translate into events.
33 min
6. Implementation Certification - Quality Assurance and Validation Best Practices
In this module, you learn about the Debugger in more depth. We also cover debugging client-side and server-side sources and learn how to validate device-mode and cloud-mode connections.
28 min
5. Implementation Certification - Protocols and Tracking Plans
In this module, you learn about Protocols and Tracking Plans. We apply event anatomy and naming standards, map events with event properties, and build and sync a library. Lastly, we create a Tracking Plan, add traits, and connect it to a source.
22 min
7. Implementation Certification - Engage
In this module, we learn how to use Engage and Unify to create unified customer profiles and traits, build and enrich audiences, and activate audiences across marketing tools.
17 min
2. Implementation Certification - Systems Architecture, Goals, and Use Cases
Learn to define business goals, use cases, and architecture, set up environments, and add sources in Segment for driving, ingesting, and distributing data.
24 min
8: Implementation Certification - Build Audiences
In this module, you activate audiences and validate them in destinations. You also learn about the types of computed traits and how to create them.
30 min
4. Implementation Certification - Unify, Users and Flows, and Identity Resolution
Apply the key concepts of Segment's API methods, Unify, and Identity Management best practices. We also describe traits, triggers, the user funnel framework; and learn about Identity Resolution.
52 min