Twilio Segment Releases 2023 CDP Report, Reveals Rush to CDPs to Drive Efficient Growth
The fourth annual Customer Data Platform (CDP) Report from Twilio Segment (NYSE: TWLO) highlights the rapid growth of enterprise solutions and increased data warehouse usage among its 25,000+ customers. In 2022, the platform recorded over 11.7 trillion API calls, evidencing the rise in customer data volume. Companies are now focusing on data activation to enhance efficiency. Key findings include a shift towards smarter data collection, significant growth in enterprise solutions, and a surge in data warehouses, with 53% of customers utilizing them. Additionally, 23.4 million user data deletion requests were processed, a 69% increase from 2021.
- Record 11.7 trillion API calls processed in 2022, showing high customer engagement.
- 57% of marketing leaders are prioritizing high-impact solutions, indicating a market shift.
- 83% year-over-year growth for June, showcasing demand for specialized enterprise solutions.
- 53% of customers utilizing data warehouses for real-time data access.
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Fourth annual report, based on trillions of API data calls, shows rapid growth in enterprise solutions, data warehouse usage, and consumer privacy
The rise of customer data platforms (CDPs) has been driven by an exponential increase in the volume and complexity of customer data. In fact, the report shows data volume hit an all-time high in 2022, with a record 11.7 trillion API calls on the Twilio Segment platform. While Twilio Segment has observed record highs in customer data volume processed, the report also finds that companies are starting to move their focus beyond data collection and into data activation.
Above all else, these findings make it clear that a CDP is the foundation of the modern technology stack – empowering businesses to activate real-time customer data, build a 360-degree view of their customers across all touchpoints, and drive efficient growth at scale.
“In 2023, brands are faced with conflicting demands: maximize customer retention, activate the product and customer data they are collecting, and do it all while increasing operational efficiencies. This report shows that CDPs are the key to meeting all of these challenges for a wide variety of organizations,” said
The CDP Report also finds signs that companies are seeking ways to increase the efficiency of their data stacks. Highlighting that
Key findings of the CDP Report include:
1. Businesses are getting more efficient about what data they collect. In the face of economic headwinds, savvy companies are looking to do more with less. In recent months, Twilio Segment has been teaming up with an increasing number of customers who are seeking ways to further optimize their data processing methods, and to maximize ROI. For example,
2. Enterprise solutions show rapid growth. The Twilio Segment platform helps customers activate their data by connecting to more than 400 different SaaS apps. The most popular apps are Google Analytics (used by
3. Data warehouses are surging in popularity. Data warehouses were the second most popular destination for customer data in 2022, behind analytics apps and ahead of advertising apps. In fact, more than half (
4. Consumers are using data-deletion request capabilities. Multiple global privacy regulations now require companies to offer their customers the option of deleting their personal data. Consumers are increasingly utilizing that option. In 2022, Twilio Segment successfully processed 23.4 million user data deletion requests, a
The full Customer Data Platform Report 2023 is available at: https://segment.com/the-cdp-report/
Additionally, join Twilio Segment on
CDP Report Methodology: The report is based on anonymized, aggregated usage behavior of Twilio Segment's 25,000+ customers, during the period of
About Twilio Segment
Twilio Segment’s Customer Data Platform (CDP) provides companies with the data foundation that they need to put their customers at the heart of every decision. Per IDC, it’s the world’s #1 CDP for 2021 market share. 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. Tens of thousands of companies, including
View source version on businesswire.com: https://www.businesswire.com/news/home/20230124005326/en/
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