Twilio Segment Releases 2022 CDP Report, Finds CDPs Booming as Businesses Look Beyond Cookies
Twilio Segment (NYSE:TWLO) announces record API call volume, exceeding 1 trillion monthly, as businesses increasingly adopt Customer Data Platforms (CDPs) for digital engagement. The third annual Customer Data Platform Report highlights a 1,000% data volume spike during major ecommerce events, driven by the shift to online customer interactions. Over 50% of Segment's customers utilize CDPs for advertising, with the most common categories being analytics (91.8%) and warehouses (53.4%). The report emphasizes the importance of first-party data in a privacy-focused digital landscape.
- Record API calls exceeded 1 trillion monthly, indicating strong adoption of CDPs.
- Over 50% of customers use CDPs for advertising, showcasing growing demand.
- None.
Annual report reveals another record-breaking year of API calls on the Twilio Segment platform, signals critical shifts in how businesses power their digital experiences and customer engagement
Over the past few years, companies have been forced to reimagine the way they engage with customers and create personalized, digital experiences. This has created an explosive demand for CDPs. The volume of API calls on the Twilio Segment platform has been growing steadily year over year since 2017, but 2020 was an inflection point, with record numbers of API calls on the platform in late 2020 and 2021 reaching over 1 trillion a month.
The report also evaluated specific industries and found the shift of customer interactions from in-person to online is here to stay, with retail customers reporting data volume surge by up to 1,
“Companies have been confronted with two major challenges – evolving their tech stack to deliver world-class customer engagement, and adapting to stricter privacy regulations that force companies to rebuild their existing data strategies, but still offer personalized experiences,” said
The death of cookies is a boom for CDPs and a new opportunity for marketing
The death knell has been rung for third-party data. Between increasing privacy regulations and the shift to a cookieless future across apps and browsers, embracing first-party data is now becoming a must for any business.
Although this shift should have spelled disaster for advertisers, companies and marketers that want to build digital-first customer experiences are exploring new approaches and adapting new technologies. CDPs have become pivotal because they enable businesses to leverage first-party data, while prioritizing privacy and personalized customer engagement, making them an increasingly preferred choice for marketers everywhere.
As marketers brace for a world without cookies, they are also turning to the advertising services of Google, Facebook, and Amazon. These walled gardens have a robust amount of users and are some of the most prominently used apps on Twilio Segment. The combination of these top apps plus the increasing demand for CDPs shows that tapping into the scale and reach of a walled garden is critical to activating, converting, retaining, and growing customers.
The great stack reshuffle: more data, less apps
In the past year, there has been an explosive increase in data processed and API calls across all businesses, including streaming, e-commerce, on-demand delivery and more. Despite this record growth in data volume, the median number of apps used actually decreased by
As a result, there have been more companies sending data to digital advertising and data warehouse tools from the Twilio Segment platform to streamline data efficiency. This evolution was triggered by the need for more storage and processing bandwidth, as well as enhanced analytics capabilities, with the rise in data volume. In the past year, the categories of data warehouses and analytics platforms saw the largest YoY growth on the Twilio Segment platform as integrations.
Additionally, the report found that over
|
Category |
% of customers (using a tool from the category) |
#1 |
Analytics |
|
#2 |
Warehouses |
|
#3 |
Advertising |
|
#4 |
Heatmaps and Recording |
|
#5 |
Raw data |
|
The full report is available at: https://segment.com/the-cdp-report
Methodology: The report is based on findings from anonymized platform usage data of Twilio Segment’s 25,000+ customers between
About Twilio Segment
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 Twilio 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,
Forward-Looking Statements
This press release contains forward-looking statements, including, but not limited to, statements regarding Twilio’s expectations regarding our products and solutions and expectations regarding the impact of recent and future privacy changes on certain third party platforms on
View source version on businesswire.com: https://www.businesswire.com/news/home/20220224005205/en/
press@twilio.com
Source: Twilio Segment
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