MakeMusic

Customer data scattered across platforms that couldn't talk to each other.

MakeMusic was running marketing across Google Analytics, Google Ads, Meta, Google Search Console, and more. Each platform held part of the story — but none of them held the whole one. Reporting meant stitching exports together by hand, and no two tools agreed on what a customer actually looked like.

Without a single place where customer and campaign data came together, the team couldn't see the full journey or move confidently on what they were seeing. The goal was clear: one system of record, owned by marketing, that turned scattered signals into a single view of the customer.

One system of record, built on Segment.

pitchblende implemented Segment as the central customer data platform — the connective tissue ingesting signals from every major marketing source into one governed pipeline. Instead of platforms acting as islands, every touchpoint flowed into a single schema the MakeMusic team could query, trust, and action.

• Segment as system of record —A single customer data platform at the center of the marketing stack, owning the definition of a customer across every tool.
• Source integration —Google Analytics, Google Ads, Meta, Google Search Console, and additional sources piped into Segment and mapped to one consistent data model.
• Single customer view —Identity resolution stitching anonymous and known touchpoints into unified profiles, so one person wasn't five different records.
• Activation-ready data —Clean, governed data piped back out to the channels and tools where the team works — ready to act on rather than reconcile.
• Shared measurement foundation —Consistent definitions and event taxonomy across channels, so every report finally counted things the same way.