Case Study: IBM Belgium achieves 70% revenue growth with Segment by standardizing customer data

How IBM standardizes data across its cloud platform with Segment

IBM Cloud, IBM’s enterprise-grade platform for hybrid and multi‑cloud services, faced a data challenge as it scaled: disparate datasets and no single source of truth meant analysts couldn’t get consistent, real‑time insight into user behavior across front‑end and server‑side events. Managers needed a scalable analytics foundation to understand customer engagement and uncover expansion opportunities without patching together inconsistent tools.

IBM standardized and normalized customer data with Segment, routing a single, schema‑driven feed to fit‑for‑purpose tools (nurture, analytics, A/B testing, data warehousing) and feeding downstream AI like Watson. A pilot using Segment‑triggered nurture messages produced a 70% revenue increase for nurtured users after three months; today Segment powers trusted reporting, faster tool integrations, and richer customer insights across the business.

IBM Belgium

Nic Sauriol

Software Development Leader