Twilio Segment

The message is clear: CDPs have become pivotal in the quest to uphold privacy while simultaneously making customer engagement more personal.

To better understand the aggressive adoption of CDPs in the past 12 months, we turned to our customers in Europe to investigate how they’re using the Twilio Segment platform.

This aggregated, anonymized data gives us a window into how businesses derive value from data and the ways they’re preparing for a world where first-party data takes top priority. At the end of this report, we’ll share some predictions about what’s on the horizon for 2022.

"Data is the new oil". This quote was coined back in 2006. Since then, the world of data collection has radically changed and become infinitely more complex. Data sources distributed throughout the company and across diverse teams, as well as the lack of communication between the data, pose a major challenge.


The analogy with oil can be continued here: Because our data is also just a raw material that needs to be processed. What we need is a "refinery" for our data. Only when all data is bundled together can data-based decisions and corresponding concrete measures be made.

This is where Twilio Segment comes in with its Customer Data Platform as a solution. All incoming data is pooled and is available to all employees at all times, completely synchronised.

A significant advantage is the fast integration of data sources. On average, a company needs 160 hours to integrate a new tool:



Thanks to the seamless integration of many data sources, this can be done in a few seconds with Twilio Segment:



But integrating the different data sources into a Customer Data Platform is just the start. Merging the data is not the goal, but only a necessary prerequisite for gaining insights about your customers and marketing measures and using them effectively in marketing.

Twilio Segment scores with an established technology that has already proven itself in everyday practice. Companies like FOX, Atlassian, GAP, IBM and more rely on the software solution. As a neutral and completely customisable platform, this CDP is ideal if you don't want to be tied to any of the big technology providers. With the multitude of API connectors, you can easily link your e-commerce and marketing suite solutions.

Twilio Segment is the world’s #1 Customer Data Platform (CDP). Our platform provides companies with the data foundation that they need to put their customers at the heart of every decision. Using Segment, companies can collect, unify and route their customer data into any system where it’s needed to better understand their customers and create seamless, compelling experiences in real-time. Thousands of companies, including Intuit, FOX, Instacart, and Levi’s use Segment to make real-time decisions, accelerate growth and deliver world-class customer experiences.