New solution makes it easier for businesses to build audiences
and enrich their customer profiles with data that lives in data
clouds and data lakes
Data platform and warehouse users can now drive more effective
marketing campaigns with real-time insights from Twilio Segment's
customer profiles
Customer Profiles from Segment powers AI model training in data
platforms and warehouses
Twilio (NYSE: TWLO), the customer engagement platform that
drives real-time, personalized experiences for today’s leading
brands, today announced at Snowflake Summit 2024, Linked Audiences
and the debut of the Segment Data Graph – new product features that
enhance Twilio Segment’s interoperability with data platforms and
warehouses – driving efficiencies for businesses that rely on them
for managing customer data, and need a real-time, unified view of
their customers. These capabilities allow technical marketers to
easily combine the benefits of real-time data from CDPs with the
comprehensive, yet often harder to access data platform and
warehouse datasets. This not only supercharges marketing
strategies, but also unlocks the transformative potential of AI,
ensuring marketers can fully leverage advanced models to drive
better customer engagement results.
“Enhancing interoperability between Segment’s CDP with data
platforms and warehouses helps businesses unlock the full power of
their customer data," said Thomas Wyatt, President at Twilio
Segment. "The combination brings this critical data to life,
making every customer touchpoint and insight immediately
actionable. We think of it like turning an analog map into an
active GPS system that provides real-time guidance when you need it
most."
Data lake, data warehouses, and data lakehouses, traditionally
used for analytics, are increasingly crucial for operational
activities like predictive AI, thanks to their expansive storage of
organizational data. Integrating these with Twilio Segment’s CDP is
becoming increasingly popular, with upwards of 1 trillion rows of
data being synced to the warehouse monthly on the Twilio Segment
Platform. Industry leaders like Snowflake, the AI Data Cloud
company, and Databricks, the Data and AI company, recognize the
importance of advancing their customers’ capabilities with CDP
integrations.
By merging real-time insights from Segment’s CDP with the
comprehensive relational data from the warehouse - businesses can
transform data platforms and warehouses into a dynamic source of
operational application. This interoperability enables businesses
to seamlessly convert disparate data points into complete,
identity-resolved profiles to better understand and engage
with customers. In an era where leveraging AI effectively is key to
competitive advantage, such immediate, data-driven customer
interactions are crucial for enhancing customer loyalty and driving
marketing ROI.
Linked Audiences: More Timely and Accurate Audiences
Linked Audiences1, currently in public beta is an
intuitive audience-builder tool, equips both B2B and B2C marketers
to seamlessly leverage the full spectrum of customer
data—integrating real-time data from Segment’s CDP with
comprehensive data from the warehouse—without writing a single line
of SQL. This capability ensures marketers can access a more
complete and precise view of customer interactions, leading to more
accurate targeting and better return on investment.
This tool transforms how marketers engage with data, enabling
them to directly query and segment within their data warehouse
using a straightforward, no-code interface. Linked Audiences
empowers technical marketers to quickly create and refine audience
lists, making data-driven decisions faster and more efficiently.
This direct access to data speeds up the response to changing
market dynamics and customer preferences, significantly enhancing
marketing agility and effectiveness.
Moreover, Linked Audiences bridges the gap between real-time
operational data from Segment and historical data. By enhancing the
interoperability between these data sources, Twilio Segment’s new
tool breaks down traditional data silos, facilitating a dynamic
exchange of information. This not only streamlines workflows but
also enriches the insights available for customer engagement
strategies. Such comprehensive data utilization is crucial for
businesses like LegalZoom, aiming to fully leverage
their data architecture, ensuring that data is not merely collected
but actively employed to drive smarter, more personalized customer
interactions and stronger business outcomes.
Introducing the Segment Data Graph: A Core Innovation
At the heart of this new tool is Segment’s Data Graph, a
sophisticated framework that builds on Segment’s legacy of unifying
customer profiles, and transforms data platforms and warehouses
from static repositories into dynamic, actionable engines that
enhance business intelligence. It empowers data teams to
dynamically define and manage relationships between datasets within
the data platform and warehouse. The Data Graph connects and
activates all customer data points—like company accounts,
subscriptions, products, and household information—providing a
comprehensive view, essential for effective decision-making. This
enables companies to create detailed audience segments, and pass
this data to the downstream tools of their choice to be used for
advanced analytics, adtech, and marketing automation.
To learn more about how Twilio Segment's new Linked Audiences
can enhance your data-driven marketing efforts visit:
https://segment.com/product/twilio-engage/audiences/. Discover how
integrating a CDP with your data platform and warehouse can
transform your customer engagement and marketing strategies.
Supporting Quotes:
"Our collaboration with Twilio Segment is strategically aimed at
amplifying the value we deliver within our AI Data Cloud
ecosystem,” said Onil Gunawardana, Head of Product Marketing
Data Cloud, at Snowflake “With the enhanced interoperability,
we enable marketers to access and utilize our platform's data in
new channels and effectively activate it in real-time at scale,
ultimately leading to improved customer engagement and optimized
business operations.”
"Breaking down silos across customer profiles and speeding up
audience creation has been an area of focus for our team, and with
Twilio Segment's Linked Audiences, we're able to deliver
experiences on behalf of our customer every day," said Timothy
Hobson, VP of Engineering at LegalZoom. "With exciting
new efficiencies, accessible insights, and integrated account data,
we're eager to see what new opportunities lie ahead for the
LegalZoom ecosystem."
“Gaining access to unified customer data across a spectrum of
activities is the key to meeting customers’ high expectations,
especially in the age of digital engagement where proactive
communications and hyper-personalization are top enterprise
priorities," said Mila D'Antonio, Analyst at Omdia.
"Delivering exceptional customer experiences depends on having
complete customer profiles, understanding each customer's unique
history and preferences, and having the ability and tools to act on
such information in real time. Linked Audiences transforms customer
engagement by giving leaders access to connected and complete CX
customer data, essential tools for building lasting
relationships.”
About Twilio
Today's leading companies trust Twilio's Customer Engagement
Platform (CEP) to build direct, personalized relationships with
their customers everywhere in the world. Twilio enables companies
to use communications and data to add intelligence and security to
every step of the customer journey, from sales to marketing to
growth, customer service and many more engagement use cases in a
flexible, programmatic way. Across 180 countries, millions of
developers and hundreds of thousands of businesses use Twilio to
create magical experiences for their customers. For more
information about Twilio (NYSE: TWLO), visit: www.twilio.com.
1Linked Audiences will be generally available in August as an
add on to Twilio Engage
View source
version on businesswire.com: https://www.businesswire.com/news/home/20240605521208/en/
Oscar Murillo Press@twilio.com
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