Case Study: SpotHero achieves higher conversions and organization-wide data alignment with Segment

How SpotHero used Twilio Segment to unlock user insights and drive more personalized communications

SpotHero, a parking-reservation platform connecting drivers with garages across North America, had rapidly expanded its product offerings and analytics teams, which created fragmented data and inconsistent tracking. Mobile events in Mixpanel, website activity in Google Analytics, and transactional data in Looker couldn’t be combined, so teams disagreed on core metrics like “conversion” and struggled to answer simple questions about user behavior by market.

SpotHero implemented Segment to centralize event collection and feed Looker, Mixpanel, Google Analytics, and other tools, creating a single source of truth and consistent data definitions. With Looker for visualization, teams gained aligned metrics, the ability to backfill anonymous events, clearer insight into user journeys, and more targeted marketing—resulting in increased conversions and better cross-team ownership of data.

SpotHero

Kate Owens

Senior Business Intelligence Manager