Cloud-based customer engagement platform, Twilio, has doubled down on its data interoperability capabilities with the launch of Linked Audiences and Segment Data Graph.

The new product features will enhance Twilio Segment with data warehouses, driving efficiencies for businesses that rely on data warehouses for storing customer data, and need a real-time, unified view of their customers. The new capabilities allow technical marketers to combine real-time data from Customer Data Platforms (CDPs) with data warehouse/lakehouse datasets.

President at Twilio Segment, Thomas Wyatt, said that enhancing interoperability between Segment's CDP and data warehouses/lakehouses 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."

Data warehouses and lakehouses are increasingly crucial for operational activities like predictive AI, due to their expansive storage of organisational data. Integrating these platforms with Twilio Segment's 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, the AI Data Cloud company, and Databricks, the Data and AI company, recognise the importance of advancing their customers' capabilities with CDP integrations

Linked Audiences, an intuitive audience-builder tool, enables both B2B and B2C marketers to leverage the full spectrum of customer data without writing a single line of SQL. The Segment Data Graph is a sophisticated framework that transforms data warehouses/lakehouses from static repositories into dynamic, actionable engines that enhance business intelligence.

Twilio is a customer engagement platform that enables companies to use communications and data to add intelligence and security to every step of the customer journey. Twilio Segment's Customer Data Platform (CDP) provides companies with the data foundation they need to put their customers at the heart of every decision.

Analyst at Omdia, Mila D'Antonio, said: "Gaining access to unified customer data across a spectrum of activities is the key to meeting customers' high expectations, especially in the age of digital engagement where proactive communications and hyper-personalization are top enterprise priorities. Delivering exceptional customer experiences depends on having complete customer profiles, understanding each customer's unique history and preferences, and having the ability and tools to act on such information in real time. Linked Audiences transforms customer engagement by giving leaders access to connected and complete CX customer data, essential tools for building lasting relationships."