- New solution makes it easier for companies to build targeted audiences and enrich customer profiles with data residing in data clouds and data lakes;
- Data warehouse users can now drive more effective marketing campaigns with real-time insights into Twilio Segment customer profiles;
- Segment customer profiles power AI model training in the Warehouse.
Twilio (NYSE: TWLO), a customer engagement platform that delivers personalized, real-time experiences for today's leading brands, announces during the Snowflake Summit 2024, Linked Audiences and the debut of Segment Data Graph – new product features that enhance Twilio Segment interoperability with data warehouses – driving efficiencies for companies that rely on data warehouses to store customer data and need a unified, real-time view of your customers. These capabilities allow marketers to easily combine the benefits of real-time data from CDPs with the comprehensive, yet often more difficult to access, data sets from data warehouses/lakehouses. This will not only improve marketing strategies, but also unlock the transformative potential of AI, ensuring marketers can fully leverage advanced models to drive better customer engagement results.
“Improving interoperability between Segment’s CDP and data warehouses/lakehouses helps companies unlock the full power of their customer data,” said Thomas Wyatt, president of Twilio Segment. “The combination brings this critical data to life, making every touchpoint and customer insight immediately actionable. It’s like turning an analog map into an active GPS system that provides real-time guidance when you need it most.”
“Our collaboration with Twilio Segment aims to strategically amplify the value we deliver in our AI Data Cloud ecosystem,” confirms Onil Gunawardana, head of Product Marketing Data Cloud, at Snowflake. “With enhanced interoperability, we enable marketers to access and utilize our platform data across new channels and effectively activate it in real-time at scale, ultimately leading to better customer engagement and optimized business operations .”
Data lakes, data warehouses, and data lakehouses, traditionally used for analytics, are increasingly crucial for operational activities like predictive AI, thanks to their scalable storage of organizational data. Integrating these platforms with the Twilio Segment CDP is becoming increasingly popular, with more than 1 trillion rows of data being synced monthly to the warehouse on the Segment platform. Industry leaders such as Snowflake, the AI Data Cloud company, and Databricks, the data and AI company, recognizes the importance of enhancing its customers' capabilities with CDP integrations.
By merging real-time insights from Segment's CDP with the warehouse's comprehensive relational data, companies can transform the warehouse into a dynamic source of operational applications. This interoperability allows companies to seamlessly convert disparate data points into complete profiles and unified by identity to better understand and interact with customers. In an era where effectively leveraging AI is critical to competitive advantage, these immediate, data-driven customer interactions are crucial to increasing customer loyalty and driving marketing ROI.
Linked Audiences: more accurate audiences at the right time
Linked Audiences¹, currently in public beta, is an intuitive audience building tool that equips B2B and B2C marketers to seamlessly leverage the full spectrum of customer data, integrating real-time data from the Segment CDP and data across batch of warehouses, without writing a single line of SQL. This feature ensures that marketers can access a more complete and accurate view of customer interactions, leading to more accurate targeting and a better return on investment.
This tool transforms the way marketers interact with data, enabling them to query and segment directly within their data warehouse using a simple, code-free interface. Linked Audiences enables technical marketers to quickly create and refine audience lists, making data-driven decisions faster and more efficiently. This direct access to data accelerates response to changes in market dynamics and customer preferences, significantly increasing marketing agility and effectiveness.
Additionally, Linked Audiences bridges the gap between Segment's real-time operational data and historical data. By improving interoperability between these data sources, the new Twilio Segment tool breaks down traditional data silos, facilitating a dynamic exchange of information. This not only simplifies workflows but also enriches the insights available for customer engagement strategies. This comprehensive use of data is crucial for companies like LegalZoom, which aim to fully leverage your data architecture, ensuring data is not just collected, but actively employed to drive smarter, more personalized customer interactions and stronger business outcomes.
Introducing the Segment Data Graph: a fundamental innovation
At the heart of this new tool is the Segment Data Graph, a sophisticated framework that builds on Segment's legacy of unifying customer profiles and transforms data warehouses/lakehouses 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 warehouse/lakehouse. The Data Graph connects and activates all customer data points – such as company accounts, subscriptions, products and household information – providing a comprehensive view essential for effective decision making. This allows companies to create detailed audience segments and pass this data to the downstream tools of their choice to be used in advanced analytics, adtech and marketing automation.
To learn more about how Linked Audiences can enhance your data-driven marketing efforts, visit: https://segment.com/product/
¹ Linked Audiences will be available in August as an add-on to Twilio Engage.
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