Twilio has released two new capabilities for Segment: Linked Audiences and Segment Data Graph.
The new features will combine data from lakes, clouds, and warehouses with Twilio Segment’s real-time CDP data – allowing businesses to transform diverse data points into "comprehensive, identity-resolved" profiles.
Twilio claims that this advanced level of interoperability will enhance users’ ability to understand and engage with customers, transforming their existing data platforms into a "dynamic source of operational application."
Indeed, Thomas Wyatt – President at Twilio Segment – detailed how the real-time data capacity of the company’s enhancements will revolutionize how businesses utilize customer data:
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. We think of it like turning an analog map into an active GPS system that provides real-time guidance when you need it most."
Better Data = Better AI
A byproduct of the data improvements that Twilio’s new capabilities will bring about, is unlocking the “transformative potential of AI,” as the company puts it.
Sounding like a factory in an alpine ski resort, data lakes, data lakehouses, and data warehouses generally play a large role in analytics and predictive AI due to their vast stores of organizational data.
According to Twilio, AI can leverage these immediate, data-driven customer interactions to enhance customer loyalty, drive better customer engagement, and increase marketing ROI.
The impact of Twilio’s data improvements on a company’s AI offerings was discussed by Onil Gunawardana, Head of Product Marketing Data Cloud at Snowflake:
Our collaboration with Twilio Segment is strategically aimed at amplifying the value we deliver within our AI Data Cloud ecosystem.
“With the enhanced interoperability, we enable marketers to access and utilize our platform's data in new channels and effectively activate it in real-time at scale, ultimately leading to improved customer engagement and optimized business operations.”
So, let’s take a closer look at how these new features deliver on Twilio’s interoperability promises.
Linked Audiences
Currently in public beta, Linked Audiences is an intuitive audience-building tool designed for both B2B and B2C marketers.
Customers can take advantage of the merger of warehouse data and CDP data without needing to write SQL code – enhancing marketers' ability to understand customer interactions more accurately, leading to better targeting and improved ROI.
In addition, the tool provides marketers with a simple, code-free interface for querying and segmenting data directly within their warehouses.
