Segment has launched a new service that was designed to make it easy for all sizes of businesses, particularly small businesses, to use Amazon Redshift and take advantage of its data warehousing capabilities. The new integration enables customers to load data directly onto Redshift.

Segment, which touts itself as a customer data hub, enables companies to collect data from any device and platform, translate and then send that data to third-party services for analytics and marketing. The Redshift-focused integration provides Segment’s customers with new functionality to load data onto Redshift and then use exploration and analysis tools such as Mode, Looker and Chartio.

“Segment makes it easy to get customer data into Amazon Redshift from a wide variety of different sources,” said Brian Matsubara, head of Global Technology Alliances at Amazon Web Services, in a prepared statement. “We’re pleased to see Segment add support for Amazon Redshift to its data integration platform.”

The new support for Amazon Redshift is meant to enable businesses to integrate 122 out-of-the-box analytics and marketing applications with a single API, as well as load all the underlying raw customer data into a standardized, canonical data warehouse on Redshift.

According to Segment, with the data and analytics, organizations can answer granular, specialized questions in SQL, create custom visualizations and power machine learning algorithms. Chartio, Looker, Mode, RJMetrics and Periscope have joined as launch partners for SQL analysis tools.

Segment will be demonstrating its capabilities next week at AWS re:Invent in Las Vegas.