In this article, learn how to connect Segment to Breadcrumbs in few steps and how to use it as a secondary source when creating your scoring model.

What this integration does

Adding Segment to Breadcrumbs as a secondary source, you'll be able to further enrich the information in your primary source to create an even more powerful scoring model that will analyze and score your email lists by matching your contact and company properties with events and activities your subscribers do on your website and/or via email.

Segment can only be used as a secondary source. Please visit this page for a list of all the primary and secondary data sources we support.

What you'll need

  1. A Breadcrumbs account
  2. A Segment account

How to set up the integration

Connect Segment from Users Settings > Connections

To connect Segment to Breadcrumbs as a secondary source, navigate to your User Settings page > Connections after adding your primary source and clicking "Add Source." Once you click "Add Source," you'll be asked to select a platform you want to connect. In this case, choose Segment.

Connect main source | Breadcrumbs

When you click Segment, you'll be asked to choose:

  1. the Segment Workspace you'd want to connect Breadcrumbs;
  2. the Segment source you want to connect from the ones you have permissions for.

Once you click on Complete Configuration, you're all set. You can check all your connections from the User Settings page > Connections.

Connect Segment from Workplace Settings

From the Workspace Settings page, click on "Add Source."

Follow the procedure outlined here to connect Segment to Breadcrumbs.

Note: When connecting a Segment instance from Workspace Settings, you'll add it only to the current Workspace. You'll be able to add the same Segment instance to another Workspace from User Settings > Connections.

How to use this integration

To create your scoring model, go to Scoring Models and click "Create Model."

Create New Scoring Model | Breadcrumbs

Scoring model creation consists of 3 steps:

  1. Fit model
  2. Activity model
  3. Advanced settings

For detailed instructions on creating your scoring model, please read the complete guide to creating your first Scoring Model with Breadcrumbs. 

1. Fit Model

Fit Categories are used to score your leads based on who they are. Use Firmographic or demographic data to identify your best leads.

Please create a new Fit category by giving it a name and a weight. Click "Add Mapping" to use Segment and "Change field" to add company or contact properties in the fit model.

Fit Category Setup | Breadcrumbs

Once you select the field, you'll be able to include or exclude additional values to refine your model further.

Fit Category Additional Values | Breadcrumbs

2. Activity Model

Activity Categories are used to score your leads based on how they are interacting with you over time. An action taken today doesn't have the same value as an action taken one month ago.

Please create a new Activity category by giving it a name and a weight. Configure the absolute decay, the interval rate (days), and min and max frequency.

Activity Category Event Configuration | Breadcrumbs

In the above example, the configuration will create five periods, three days each, and assign a score if there are at least one event and a max of five. For each period we move back in time, the assigned score will be reduced by -10%.

Now, you need to add the matching event. Pick Segment in the Platform field and the event you need. You can set up rules to further refine your data.

 Fit Category Additional Values | Breadcrumbs

3. Advanced Settings

In this last step, we'll ask you to map your output fields so that we can write back the information to your primary source account.

Segment can only be used as a secondary source. Please visit this page to see the complete list of primary and secondary sources supported in Breadcrumbs.

Depending on your primary source, you can automatically update the existing scoring field in the data source account (i.e., in Hubspot, Intercom) or create a brand new one directly from Breadcrumbs (i.e., Marketo.)

Once you're done, click the preferred option to activate and run your model against your settings, save it as a draft, or test it against other scoring models.

Happy scoring!