{"id":22535,"date":"2025-06-30T17:25:46","date_gmt":"2025-06-30T15:25:46","guid":{"rendered":"https:\/\/chartmogul.com\/blog\/?p=22535"},"modified":"2025-06-30T17:25:49","modified_gmt":"2025-06-30T15:25:49","slug":"more-control-less-spend-cdp","status":"publish","type":"post","link":"https:\/\/chartmogul.com\/blog\/more-control-less-spend-cdp\/","title":{"rendered":"More control, 90% less CDP spend: why we moved from Segment to Jitsu"},"content":{"rendered":"\n<p>A few months ago, I was reviewing our RevOps budget when one line item jumped out: our Customer Data Platform (CDP) spend. It hadn\u2019t changed in over a year, but our use of the platform had. That moment kicked off a deeper audit of our tracking stack and led to one of our most impactful optimizations this year.<\/p>\n\n\n\n<p>As a SaaS company, we rely heavily on event tracking. Whether it&#8217;s product analytics, marketing automation, or internal alerts, event tracking touches almost every team.<\/p>\n\n\n\n<p>In our case, everything goes through our tracking setup: backend events from our app, client-side events from the app and website, blog interactions, form submissions. It\u2019s all in there.<\/p>\n\n\n\n<p>We route these events to Snowflake for analytics and further data modeling, Customer.io for marketing, and n8n to power various workflows and automations.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Why we used Segment in the first place<\/h2>\n\n\n\n<p>We implemented Segment 3.5 years ago. At the time, it was the obvious choice being the de-facto CDP, with a complete feature set: event tracking, identity resolution, audience building, Reverse ETL, and more.<\/p>\n\n\n\n<p>Around that period, we also rolled out Snowflake as our data warehouse, dbt<strong> <\/strong>for data modeling, and later n8n along with custom Python functions on AWS Lambda for workflows and processes.<\/p>\n\n\n\n<p>This is how our stack looked:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"468\" src=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2025\/06\/shapes-at-25-06-19-17.02.51-1-1024x468.png\" alt=\"previous stack with Segment\" class=\"wp-image-22537\" srcset=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2025\/06\/shapes-at-25-06-19-17.02.51-1-1024x468.png 1024w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2025\/06\/shapes-at-25-06-19-17.02.51-1-300x137.png 300w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2025\/06\/shapes-at-25-06-19-17.02.51-1-1536x702.png 1536w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2025\/06\/shapes-at-25-06-19-17.02.51-1-2048x937.png 2048w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2025\/06\/shapes-at-25-06-19-17.02.51-1-720x329.png 720w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2025\/06\/shapes-at-25-06-19-17.02.51-1-1920x878.png 1920w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2025\/06\/shapes-at-25-06-19-17.02.51-1-300x137@2x.png 600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Segment integrated with most of the tools we were either using or considering: Customer.io, Mailchimp, Intercom, virtually every SaaS tool out there. We wanted flexibility as we figured out our product analytics and marketing stack.<\/p>\n\n\n\n<p>Plus, Segment came with a lot out of the box: identity resolution (e.g., recognizing the same user across different interactions), data governance, and audience\/segment management. Thanks to its rich knowledge base and community, we were fully up and running within a couple of months, and it was working great.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The challenges<\/h2>\n\n\n\n<p>As we grew and matured as a business, Segment\u2019s strengths became limitations or simply not needed. For example:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/chartmogul.com\/blog\/getting-started-with-marketing-attribution\/\"><strong>Identity resolution<\/strong><\/a> didn\u2019t work for us due to some complex practices we have in managing users with multiple accounts.<\/li>\n\n\n\n<li><strong>Too many integrations<\/strong> we no longer needed, as we simplified our stack.<\/li>\n\n\n\n<li><strong>Audience building<\/strong> was mostly used for marketing, which Customer.io can handle well.<\/li>\n<\/ul>\n\n\n\n<p>In short, we were using fewer Segment features, and the pricing started to feel unjustifiable. We didn\u2019t need all the bells and whistles that came with the price.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Evaluating alternatives<\/h2>\n\n\n\n<p>We considered a few options:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Composable CDPs<\/strong> like Rudderstack, Hightouch, or Census. Great tools, but still more than we needed, often at similar or higher costs.<\/li>\n\n\n\n<li><strong>Snowplow<\/strong>: solid for event tracking, but complex, no longer open-source and enterprise-focused. We\u2019d still need a downstream setup.<\/li>\n\n\n\n<li><strong>Customer.io CDP<\/strong>: tempting, but not out-of-the box compatible with our requirements and we also wanted to avoid vendor lock-in.<\/li>\n\n\n\n<li><strong>PostHog<\/strong>: combines analytics and tracking, but not optimized for our use case.<\/li>\n\n\n\n<li><strong>Jitsu<\/strong>: open-source, Segment-compatible, includes Airbyte for ETL, and has a cloud offering. It is simple and powerful and it hit the sweet spot.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Migration plan<\/h2>\n\n\n\n<p>Once we picked Jitsu, our plan looked like this:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Set up<\/h3>\n\n\n\n<p>We went with Jitsu Cloud over self-hosting. The cost\/effort tradeoff made sense, and we can always move to open-source if needed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Migrate sources<\/h3>\n\n\n\n<p>We switched SDKs to send events from:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Backend<\/li>\n\n\n\n<li>Client-side<\/li>\n\n\n\n<li>Custom sources<\/li>\n\n\n\n<li>Mobile apps<\/li>\n<\/ul>\n\n\n\n<p>Because Jitsu is Segment-compatible, this was straightforward, only very few modifications were needed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Connect destinations<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Snowflake: out of the box.<\/li>\n\n\n\n<li>Customer.io: a couple of lines of JS within Jitsu<\/li>\n\n\n\n<li>Google Tag Manager + Google Ads: simply enabled, out of the box<\/li>\n\n\n\n<li>Webhooks: simple configuration, also easy.\u00a0<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Rebuilding the ecosystem<\/h3>\n\n\n\n<p>The ecosystem post event capture is mainly split into 2 categories:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Real-time workflows<\/h4>\n\n\n\n<p>Many events trigger real-time flows. Example: \u201cTrial Started\u201d triggers cleanup, sales assignment, Slack notifications.<\/p>\n\n\n\n<p>Here\u2019s how that works:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Jitsu sends the event to Hookdeck<\/li>\n\n\n\n<li>Hookdeck handles retries\/rate limits and forwards to n8n<\/li>\n\n\n\n<li>n8n invokes custom AWS Lambda functions (managed in Git)<\/li>\n<\/ul>\n\n\n\n<p>All we had to do was update the webhook URLs and everything else just worked.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Daily syncs<\/h4>\n\n\n\n<p>We&#8217;re <strong>warehouse-first<\/strong>, with all data (including events, backend data etc) living in Snowflake and modeled via dbt models.&nbsp;<\/p>\n\n\n\n<p>Previously, Segment handled Reverse ETL. Now, we do it ourselves:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Use <strong>dbt snapshots<\/strong> to track specific columns. These run every day, so we have a table like this:<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td>ID<\/td><td>Attribute 1<\/td><td>Attribute N<\/td><td>Diff Hash Key<\/td><td>dbt_valid_from<\/td><td>dbt_valid_to<\/td><\/tr><tr><td>1<\/td><td>X<\/td><td>Y<\/td><td>XY<\/td><td>2025-06-17<\/td><td>null<\/td><\/tr><tr><td>1<\/td><td>Z<\/td><td>Y<\/td><td>ZY<\/td><td>2025-06-08<\/td><td>2025-06-17<\/td><\/tr><tr><td>2<\/td><td>X<\/td><td>Z<\/td><td>XZ<\/td><td>2025-06-08<\/td><td>null<\/td><\/tr><tr><td>\u2026<\/td><td>\u2026<\/td><td><\/td><td><\/td><td><\/td><td><\/td><\/tr><tr><td>n<\/td><td>\u2026<\/td><td>\u2026<\/td><td>\u2026<\/td><td>\u2026<\/td><td>\u2026<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>An n8n workflow checks the table and updates the fields accordingly.<\/li>\n<\/ul>\n\n\n\n<p>Each day, we check for records where:<\/p>\n\n\n\n<pre class=\"wp-block-code\"><code>dbt_valid_from = today AND dbt_valid_to IS NUL<\/code><\/pre>\n\n\n\n<p>It\u2019s simple, raw SQL within dbt and a daily trigger in n8n. But it works flawlessly.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Audience building<\/h4>\n\n\n\n<p>With updated data in Customer.io, we use their segment builder to define audiences like:<\/p>\n\n\n\n<p>\u201cUsers who are admins in accounts with X setting enabled.\u201d<\/p>\n\n\n\n<p>These audiences then receive targeted emails or in-app messages.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The new architecture<\/h3>\n\n\n\n<p>After all the changes, the new setup looks nearly identical, just simpler. The only real change is how we handle daily syncs.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"463\" src=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2025\/06\/shapes-at-25-06-19-17.02.55-1024x463.png\" alt=\"new data stack with Jitsu\" class=\"wp-image-22538\" srcset=\"https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2025\/06\/shapes-at-25-06-19-17.02.55-1024x463.png 1024w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2025\/06\/shapes-at-25-06-19-17.02.55-300x136.png 300w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2025\/06\/shapes-at-25-06-19-17.02.55-1536x695.png 1536w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2025\/06\/shapes-at-25-06-19-17.02.55-2048x927.png 2048w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2025\/06\/shapes-at-25-06-19-17.02.55-720x326.png 720w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2025\/06\/shapes-at-25-06-19-17.02.55-1920x869.png 1920w, https:\/\/chartmogul.com\/blog\/wp-content\/uploads\/2025\/06\/shapes-at-25-06-19-17.02.55-300x136@2x.png 600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">The results<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Cost savings<\/h3>\n\n\n\n<p>Huge. Jitsu Cloud costs just 10% of what we paid for Segment. No hidden costs, as we were already managing Snowflake, dbt, n8n, and Hookdeck.<\/p>\n\n\n\n<p>The only new addition was the dbt snapshots for Reverse ETL, but the Snowflake cost for that is negligible.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Control and flexibility<\/h3>\n\n\n\n<p>Jitsu\u2019s UI is basic, but functional. It&#8217;s actually better than Segment\u2019s for debugging recent events.<\/p>\n\n\n\n<p>Additionally, instead of relying on its own \u201cCloud Integrations\u201d to bring data in from other systems, Jitsu uses Airbyte connectors, which are far more flexible and follow a more standardized approach. This turned out to be a huge side benefit we didn\u2019t fully anticipate.<\/p>\n\n\n\n<p>Our setup is now clean and modular. No vendor lock-in, we can swap tools anytime.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Support &amp; experience<\/h3>\n\n\n\n<p>Frankly, we were a bit nervous about losing Segment\u2019s strong support. But our experience 6 months down the line:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Jitsu\u2019s team is quick to respond<\/li>\n\n\n\n<li>Documentation is solid<\/li>\n\n\n\n<li>Slack community exists (though we haven\u2019t used it\/needed it much)<\/li>\n<\/ul>\n\n\n\n<p>Most importantly, there was no internal disruption and the team is happy with the move.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>This migration wasn\u2019t just a cost-saving exercise. It reminded me how important it is in RevOps to regularly question inherited systems. <\/p>\n\n\n\n<p>Tools that were right for us 3 years ago may not be the right ones now. And sometimes, simplicity beats sophistication.<\/p>\n\n\n\n\n","protected":false},"excerpt":{"rendered":"<p>A few months ago, I was reviewing our RevOps budget when one line item jumped out: our Customer Data Platform (CDP) spend. It hadn\u2019t changed in over a year, but our use of the platform had. That moment kicked off a deeper audit of our tracking stack and led to one of our most impactful &hellip;<\/p>\n","protected":false},"author":67,"featured_media":22546,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12,13],"tags":[25,2015],"class_list":["post-22535","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gtm","category-how-we-build","tag-chartmogul","tag-revops"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>More control, 90% less spend with new CDP | ChartMogul<\/title>\n<meta name=\"description\" content=\"How we cut CDP costs by 90% by migrating from Segment to Jitsu. 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