Twilio, the customer engagement platform that drives real-time, personalized experiences for today’s leading brands, 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.
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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.
SOURCE: Businesswire