Linked Audiences and Segment Data Graph revolutionize customer engagement by unlocking the full potential of data warehouses for developers and marketers.
In the era of data-driven decision-making, businesses are constantly seeking ways to harness the power of their customer data to deliver personalized experiences. Twilio, the leading customer engagement platform, has taken a significant step forward with the announcement of Linked Audiences and the debut of the Segment Data Graph at Snowflake Summit 2024. These new product features enhance Twilio Segment's interoperability with data platforms and warehouses, empowering developers, engineers, and architects to unlock the full potential of customer data.
Unlocking the Power of Customer Data
Twilio's Linked Audiences and Segment Data Graph are game-changers for businesses that rely on data platforms and warehouses to manage customer data. Twilio enables enterprises to transform static data repositories into dynamic, actionable engines that drive real-time, personalized customer experiences by enhancing interoperability between Segment's CDP and data warehouses.
Thomas Wyatt, President at Twilio Segment, emphasizes the significance of this integration: "Enhancing interoperability between Segment's CDP with data platforms and warehouses helps businesses unlock the full power of their customer data. The combination brings this critical data to life, making every customer touchpoint and insight immediately actionable."
Seamless Integration With Data Warehouses
Developers and engineers can seamlessly integrate Twilio Segment with their existing data warehouse infrastructure, whether Snowflake, Databricks, or other industry-leading platforms. This integration allows businesses to leverage the vast amounts of customer data stored in their warehouses, building more comprehensive customer profiles and driving effective engagement strategies.
Robin Grochol, VP of Product and User Experience at Twilio, explains: "We simply pull the data graph, the Segment Data Graph, to unlock the data warehouse. It allows developers to expose to marketers, business users, and different entities about their customers that might not be present in a payload when clicking on the website."
Empowering Marketers With Linked Audiences
Linked Audiences, currently in public beta, is an intuitive audience-builder tool that empowers B2B and B2C marketers to leverage the full spectrum of customer data without writing a single line of SQL. This no-code interface enables marketers to query and segment directly within their data warehouse, creating refined audience lists and making data-driven decisions faster and more efficiently.
Grochol highlights the benefits of Linked Audiences: "It lets marketers build audience segments and query them. But what's more, you can also take that data, that warehouse data, and include it in the payload that gets sent to any downstream destinations." This capability allows marketers to enrich their campaigns with valuable customer insights, leading to more personalized and practical engagement.
Bridging the Gap Between Real-Time and Historical Data
One of the key challenges businesses face is bridging the gap between real-time operational data and historical data stored in warehouses. Twilio Segment's Linked Audiences addresses this challenge head-on by enabling marketers to combine the best of both worlds.
Grochol explains: "Real-time is great for the in-the-moment personalization when someone's on your website, and you want to leverage the data. However, Linked Audiences bridges that gap to the historical data that might be in your data warehouse. So it's the 'better together' of the real-time profile and the relational data associated with our profile."
Activating Customer Data With the Segment Data Graph
At the core of Twilio's enhanced interoperability is the Segment Data Graph, a sophisticated framework that transforms data platforms and warehouses into actionable engines. The Data Graph connects and activates all customer data points, providing a comprehensive view essential for effective decision-making.
"The Segment Data Graph allows you to have a single profile and query any additional data that you might have about that customer profile, like products, assets, or work order," explains Grochol. "These things might not be clickstream data, but are valuable for personalization."
Leveraging AI for Enhanced Customer Engagement
The integration of the Twilio Segment with data warehouses not only enables better data management but also unlocks AI's transformative potential. By leveraging advanced AI models, businesses can drive better customer engagement results and stay ahead of the competition.
Grochol highlights how the Twilio Segment facilitates AI-powered marketing: "The first is a profile sync feature that allows our customers to push that data into the data warehouse. That means any knowledge of the customer, the website clicks, the mobile interactions are now available to the data scientists to build their models."
Conclusion
Twilio's Linked Audiences and Segment Data Graph mark a significant milestone in the journey towards genuinely data-driven customer engagement. By enhancing interoperability with data platforms and warehouses, Twilio empowers developers, engineers, and architects to unlock the full potential of customer data, enabling businesses to deliver personalized experiences at scale.
As businesses navigate the challenges of customer data management and activation, Twilio stands ready to help them drive more effective engagement strategies. With the power of Twilio Segment and the seamless integration with data warehouses, businesses can bridge the gap between data silos, leverage AI-powered insights, and create lasting customer relationships.
The future of customer engagement is data-driven, and Twilio is at the forefront of this transformation, providing developers and marketers with the tools they need to succeed in the ever-evolving customer experience landscape.
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