Gathering customer info in a CDP is about understanding your prospects higher and delivering extra tailor-made experiences, however getting that info the place it must be to make that occur has confirmed difficult.
Perhaps Twilio Segment, the CDP Twilio purchased in 2020 for $3.2 billion, can assist with some new options designed to make it simpler to utilize that knowledge by making it extra portable and introducing reverse ETL (extract, remodel, load) to get the info the place it must be.
The firm is looking this new strategy Segment Unify, which Kevin Niparko, VP of Twilio Segment, says entails constructing these customer records from a myriad of information sources, the power to retailer that document within the knowledge warehouse of selection, and eventually utilizing reverse ETL transfer the info to wherever it’s wanted.
“We’re launching Segment Unify, which is de facto the subsequent era of our customer knowledge platform. There are kind of two marquee options right here. The first is round identification decision and profiles. So that is serving to construct that golden customer document throughout all the digital alerts,” Niparko advised TechCrunch.
“We then present portability round that with profile sync so we will load that straight into a knowledge warehouse like Snowflake, BigQuery or Redshift, the place knowledge scientists and knowledge engineers can incorporate that into their fashions and analytics and enterprise intelligence. We’re additionally offering reverse ETL capabilities, which you’ll be able to consider as a syncing again out of the info warehouse into all the instruments in that advertising and analytics stack, whatever the vendor,” he mentioned.
Niparko says that this flexibility with out vendor lock-in is a giant differentiator for his platform. “This provides knowledge scientists and analysts the power to take the insights that they’re uncovering within the knowledge warehouse, after which sync them right into a advertising automation instrument, like Customer.io, sync that into different instruments like Amplitude or Mixpanel to assist the complete group leverage that very same singular perception across the golden customer profile,” he mentioned.
He says this could allow prospects to get nearer to the concept of true personalization. “Ultimately, we do see the world shifting in the direction of a one-to-one engagement mannequin. I feel that’s going to require, one, that this basis be in place with portable customer records, after which layering in AI that may motive about all of those totally different alerts after which ship that singular message that’s proper for that customer at that stage of their journey.”
While the corporate is formally saying the product at present, it has prospects like Crossfit, MongoDB and Sanofi working with it already.