{"id":63903,"date":"2024-06-08T17:19:33","date_gmt":"2024-06-08T09:19:33","guid":{"rendered":"http:\/\/www.upgrademag.com\/web\/?p=63903"},"modified":"2024-06-08T17:19:35","modified_gmt":"2024-06-08T09:19:35","slug":"twilio-launches-linked-audiences","status":"publish","type":"post","link":"http:\/\/www.upgrademag.com\/web\/2024\/06\/08\/twilio-launches-linked-audiences\/","title":{"rendered":"Twilio launches Linked Audiences"},"content":{"rendered":"\n

Twilio, the customer engagement platform that drives real-time, personalized experiences for today\u2019s leading brands, announced\u00a0Linked Audiences and the debut of the Segment Data Graph \u2013 new product features that enhance Twilio Segment\u2019s interoperability with data platforms and warehouses \u2013 driving efficiencies for businesses that rely on them for managing customer data, and need a real-time, unified view of their customers.<\/strong><\/p>\n\n\n\n

These capabilities allow technical marketers to easily combine the benefits of real-time data from CDPs with the comprehensive, yet often harder to access data platform and warehouse datasets. This not only supercharges marketing strategies, but also unlocks the transformative potential of AI, ensuring marketers can fully leverage advanced models to drive better customer engagement results.<\/p>\n\n\n\n

\u201cEnhancing interoperability between Segment\u2019s CDP with data platforms and warehouses helps businesses unlock the full power of their customer data,” said\u00a0Thomas Wyatt, president at Twilio Segment. “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.”\u00a0\u00a0<\/p>\n\n\n\n

Data lake, data warehouses, and data lakehouses, traditionally used for analytics, are increasingly crucial for operational activities like predictive AI, thanks to their expansive storage of organizational data. Integrating these with Twilio Segment\u2019s CDP is becoming increasingly popular, with upwards of 1 trillion rows of data being synced to the warehouse monthly on the Twilio Segment Platform. Industry leaders like Snowflake<\/a>, the AI Data Cloud company, and Databricks<\/a>, the Data and AI company, recognize the importance of advancing their customers\u2019 capabilities with CDP integrations. <\/p>\n\n\n\n

By merging real-time insights from Segment\u2019s CDP with the comprehensive relational data from the warehouse – businesses can transform data platforms and warehouses into a dynamic source of operational application. This interoperability enables businesses to seamlessly convert disparate data points into complete,\u00a0identity-resolved\u00a0profiles to better understand and engage with customers. In an era where leveraging AI effectively is key to competitive advantage, such immediate, data-driven customer interactions are crucial for enhancing customer loyalty and driving marketing ROI.<\/p>\n\n\n\n

Linked Audiences: More Timely and Accurate Audiences<\/strong><\/p>\n\n\n\n

Linked Audiences,\u00a0currently in public beta\u00a0is\u00a0an intuitive audience-builder tool, equips both B2B and B2C marketers to seamlessly leverage the full spectrum of customer data\u2014integrating real-time data from Segment\u2019s CDP with comprehensive data from the warehouse\u2014without writing a single line of SQL. This capability ensures marketers can access a more complete and precise view of customer interactions, leading to more accurate targeting and better return on investment.<\/p>\n\n\n\n

This tool transforms how marketers engage with data, enabling them to directly query and segment within their data warehouse using a straightforward, no-code interface. Linked Audiences empowers technical marketers to quickly create and refine audience lists, making data-driven decisions faster and more efficiently. This direct access to data speeds up the response to changing market dynamics and customer preferences, significantly enhancing marketing agility and effectiveness.<\/p>\n\n\n\n

Moreover, Linked Audiences bridges the gap between real-time operational data from Segment and historical data. By enhancing the interoperability between these data sources, Twilio Segment\u2019s new tool breaks down traditional data silos, facilitating a dynamic exchange of information. <\/p>\n\n\n\n

This not only streamlines workflows but also enriches the insights available for customer engagement strategies. Such comprehensive data utilization is crucial for businesses like\u00a0LegalZoom,\u00a0aiming to fully leverage their data architecture, ensuring that data is not merely collected but actively employed to drive smarter, more personalized customer interactions and stronger business outcomes.<\/p>\n\n\n\n

Introducing the Segment Data Graph: A Core Innovation<\/strong><\/p>\n\n\n\n

At the heart of this new tool is Segment\u2019s Data Graph, a sophisticated framework that builds on Segment\u2019s legacy of unifying customer profiles, and transforms data platforms and warehouses 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 data platform and warehouse. <\/p>\n\n\n\n

The Data Graph connects and activates all customer data points\u2014like company accounts, subscriptions, products, and household information\u2014providing a comprehensive view, essential for effective decision-making. This enables companies to create detailed audience segments, and pass this data to the downstream tools of their choice to be used for advanced analytics, adtech, and marketing automation.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

These capabilities allow technical marketers to easily combine the benefits of real-time data from CDPs with the comprehensive, yet often harder to access data platform and warehouse datasets. This not only supercharges marketing strategies, but also unlocks the transformative potential of AI, ensuring marketers can fully leverage advanced models to drive better customer engagement results.<\/p>\n","protected":false},"author":6,"featured_media":63907,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19],"tags":[96,2727,1656,7551],"class_list":["post-63903","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-headlines","tag-technology","tag-technology-adaption","tag-technology-investment","tag-twilio"],"_links":{"self":[{"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/posts\/63903","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/comments?post=63903"}],"version-history":[{"count":0,"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/posts\/63903\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/media\/63907"}],"wp:attachment":[{"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/media?parent=63903"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/categories?post=63903"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.upgrademag.com\/web\/wp-json\/wp\/v2\/tags?post=63903"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}