Twilio, a customer engagement platform that delivers real-time tailored experiences for brands, introduced two new capabilities for its Segment platform—Data Graph and Linked Audiences.
The new product features will integrate data from hard-to-access data lakes and clouds. This will allow brands to achieve a real-time, unified view of their customers to drive a more effective marketing campaign and heighten customer engagement while unleashing AI’s potential to drive better customer engagement, enhance customer loyalty, and increase ROI. Twilio announced the new features at the Snowflake Summit 2024.
“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.”
Traditionally used for analytics, data lakes, warehouses, and lakehouses are becoming essential for predictive AI and other operational activities due to their extensive organizational data storage abilities.
Linked Audiences provides an intuitive, no-code interface for marketers to access and leverage comprehensive customer data without the use of SQL. This tool ensures more accurate targeting and better ROI by offering a complete view of customer interactions. It bridges the gap between past data and real-time operational data from Segment, breaking down traditional silos and enriching insights for customer engagement strategies.
The Segment Data Graph connects all customer data points, including company accounts, products, subscriptions, and more, activating them and providing a more comprehensive view to drive effective marketing decisions. Businesses can create detailed audience segments and then utilize the data for adtech, analytics, and marketing automation.
Learn more about Twilio’s customer data platform Segment here:
https://segment.com/
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