Twilio named a Leader in IDC MarketScape for customer data platforms

Twilio, the customer engagement platform that drives real-time, personalised experiences, has been positioned as a Leader in the IDC MarketScape for Worldwide Customer Data Platforms Focused on B2C Users 2024-2025. The evaluation was based on several criteria evaluating customer data platform (CDP) solution capabilities including real-time personalisation, generative AI and data activation, as well as company vision and strategy.

Within the past year, Twilio Segment has released capabilities that help strengthen interoperability with data platforms and warehouses, including Linked Audiences, which is available to Snowflake, Databricks, and AWS Redshift users. Linked Audiences ensures marketers can access a more complete and precise view of customer interactions, leading to more accurate targeting and better return on investment.

The IDC MarketScape on Worldwide B2C Customer Data Platforms report noted, “Twilio Segment brings together customer data, communications data (e.g., email, voice, SMS), and data from other external sources. The communications data offers additional contextual insights into customer preferences and intent for B2C real-time personalisation and customer service use cases.”

“Twilio Segment CDP integrated with Twilio CPaaS offers enterprises access to unified customer, interaction, and transaction data to support marketing and customer service use cases and improve overall CX,” said Tapan Patel, Research Director, CDPs and Customer Analytics for IDC. CPaaS stands for communications platform as a service, and CX refers to customer experience.

“Twilio Segment CDP includes predictive AI models to analyse customer behaviours for likelihood to purchase, next-best offer, churn, personalisation, and so forth. AI also powers automated data mapping, event tracking, and custom source or destination integration to simplify the management and utilisation of data within Twilio Segment CDP.”

“We believe this recognition from the IDC MarketScape reflects our recent innovations and strength in our Twilio Segment offering and go-to-market investment,” said Thomas Wyatt, President at Twilio Segment. 

“Segment offers customers unique and innovative features infused with AI capabilities that deliver customer value across a wide range of use cases spanning marketing, personalisation, and CX. We further believe this recognition highlights the work that we’ve done to continue to break down data silos, make data more accessible, and help our customers deliver better experiences.”

Companies such as Domino’s use Twilio Segment’s CDP to improve their customer engagement and drive growth. 

Twilio was also named a Major Player in the IDC MarketScape: Worldwide Customer Data Platforms Focused on B2B Users 2024-2025 Vendor Assessment.

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View a complimentary excerpt of the 2024-2025 Worldwide IDC MarketScape on Customer Data Platforms for B2C Segment at https://segment.com/learn/download/idc-marketscape-2024.

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