Twilio has released two new features for Segment: Linked Audiences and Segment Data Graph.
The new features will combine data from lakes, clouds and warehouses with real-time CDP data from Twilio Segment, allowing businesses to transform various data points into “complete, identity-resolved” profiles.
Twilio claims that this advanced level of interoperability will improve users’ ability to understand and interact with customers, transforming their existing data platforms into a “dynamic source of operational applications.”
Indeed, Thomas Wyatt – President of Twilio Segment – explained how the real-time data capability of the company’s enhancements will revolutionize the way businesses use customer data:
Improving interoperability between Segment CDP with data platforms and warehouses helps businesses unlock the full power of their customer data.
“This combination brings this critical data to life, making every touchpoint and customer information immediately actionable. We think it’s like turning an analog map into an active GPS system that provides real-time guidance when you need it most.
Better data = better AI
One of the byproducts of the data improvements that Twilio’s new capabilities will bring is unlocking the “transformative potential of AI,” as the company puts it.
Resembling a factory in an alpine ski resort, data lakes, data lakes, and data warehouses typically play an important 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 improve customer loyalty, drive better customer engagement, and increase marketing ROI.
The impact of Twilio’s data enhancements on an enterprise’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.
“Through enhanced interoperability, we enable marketers to access and use data from our platform across new channels and effectively activate it in real-time at scale, ultimately leading to improved customer engagement and to optimized business operations.”
So let’s take a closer look at how these new features deliver on Twilio’s interoperability promises.
Related Audiences
Currently in public beta, Linked Audiences is an intuitive audience building tool designed for B2B and B2C marketers.
Customers can benefit from merging warehouse data and CDP data without the need to write SQL code, improving marketers’ ability to more accurately understand customer interactions, leading to a better targeting and a better return on investment.
Additionally, the tool provides marketers with a simple, no-code interface to query and segment data directly within their warehouses.
The company believes this allows technical marketers to quickly create and refine audience lists, enabling faster, data-driven decision-making. This direct access to data also makes it possible to react more quickly to market changes and customer preferences.
Segment Data Chart
According to Twilio, Segment’s Data Graph is an advanced framework that transforms data platforms and warehouses into dynamic, actionable engines that drive business intelligence.
The solution enables data teams to dynamically define and manage relationships between data sets within these platforms and warehouses.
By connecting and activating all customer data points – from business accounts to product subscriptions and household details – it provides a crucial holistic view for informed decision-making.
This capability allows businesses to create precise audience segments and seamlessly transfer this data to their preferred downstream tools for advanced analytics, ad technology and marketing automation.
More news from Twilio
Before the latest versions, Twilio made news by cutting its losses by 83%.
Announced during the company’s first quarter earnings call, Twilio reported a net loss of $55.35 million, attributable to common shareholders, down significantly from $342.14 million in the same period in 2023.
This improvement follows two waves of layoffs, the sale of its IoT division to Kore and the sale of its ValueFirst business in 2023.
Twilio also streamlined its portfolio by shutting down the desktop app for Authy.
However, these moves toward profitability have had an impact on revenue growth, which has slowed from 15 percent last year to 4 percent today.
