Twilio Supercharges Customer Profiles for Data Warehouse Portability and Extensibility

Twilio, the customer engagement platform that drives real-time, personalized experiences for today’s leading brands, announced the introduction of Segment Unify. Unify is the real-time identity resolution solution that includes Profiles Sync, and offers access to Reverse ETL – also launching. With Segment Unify, businesses can easily merge the complete history of each customer into a single unified profile, freely sync Segment’s identity-resolved customer profiles to their data platform, and activate these complete or ‘golden’ profiles in their customer experience tools of choice, including Twilio Engage and Flex. Ultimately, this empowers businesses to drive down acquisition costs and to increase customer lifetime value, by delivering hyper personalized engagement, campaigns and communications.

“By unlocking the power of the identity-resolved Segment profile for data warehouses, we’re removing the hurdles that have long held back businesses and data teams from providing the deeply personalized experiences that today’s consumers demand”

“By unlocking the power of the identity-resolved Segment profile for data warehouses, we’re removing the hurdles that have long held back businesses and data teams from providing the deeply personalized experiences that today’s consumers demand,” said Kevin Niparko, VP of Product at Twilio. “Niche startups may offer to move data around with single features, but without ‘golden profiles’ or identity resolution, businesses run the risk of using an incomplete package. Elsewhere, brands are finding themselves cornered by legacy vendors who provide limited flexibility outside of their own systems. Today, we’re the only enterprise-grade CDP making it possible for data teams to unify, move, and activate customer profiles at scale and in one single, open and extensible platform.”

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For three consecutive years, IDC has ranked Twilio #1 in Customer Data Platform (CDP) for market share¹. Now, with this launch, Segment’s CDP seamlessly complements the data warehouse, empowering data teams to move data around freely, work directly off of real-time data at scale, and activate data that can reside in the warehouse. This unlocks the ability for data scientists to perform sophisticated data modeling and analyses on identity-resolved customer profiles in the data warehouse, before sending enhanced profiles back through Segment and out to downstream tools.

For example, without any manual heavy lifting, a data team could model a ‘likely to convert, potential loyalty program member’ audience by combining behavioral and event data from an e-commerce website with relational data that resides in their data warehouse, like data collected from a contact center or customer relationship management (CRM) software. Next, this upgraded ‘golden profile’ can be sent downstream to tools like SendGrid or Google Ads for precise customer engagement. By using tailored content like product recommendations or a loyalty program invitation, the business in this example can activate remarketing campaigns or experiences that both drive sales and boost customer satisfaction.

Personalize or Perish: ‘Golden Profiles’ Unlock Massive Opportunity

Consumers today have skyrocketing expectations for digital experiences. Every business must deliver a real-time, sophisticated, personalized offering or their customers will turn to a competitor that does. This imperative is underscored by new research, published today, which reveals that 66% of consumers abandon brand loyalty if their experience isn’t personalized. This poses an existential threat to brands, and continues to be aggravated by the volume of digital signals and customer touchpoints that have exploded in the past decade.

SOURCE: Businesswire