Here are some ways companies are working around the code barrier:

•Leaving segmentation to places where it doesn’t break anything.

•Pulling engagement behavior into a separate, less fragile environment. 

•Sharing site ownership between marketing and development. 

And this situation will get even better based on a few more developments on the horizon:

•More API-like gates to enable low-risk sharing of information between data sources (like marketing sites) and insights developers (like Segment). 

•More of a modular approach for tracking, creating a safe area within the code where marketers can drop tags and enable tracking without affecting the display.