Twilio has introduced a new developer toolkit for its customer data platform Segment to simplify the delivery of differentiated experiences.
The toolkit promises to provide companies with the most powerful data collection and integration capabilities on the market.
Peter Reinhardt, CEO of Twilio Segment, said:
“Every company is investing and innovating in digital customer engagement in order to compete. The trouble is, you can’t buy a one-size-fits-all SaaS software and expect to deliver a differentiated experience — if you can buy it off the shelf, so can your competitors. You need the tools to build something unique that is true to your brand and customers.
In this race for differentiation, software developers are a company’s most valuable asset. That’s why we’ve created this new Developer Toolkit. The companies who figure out how to empower their developers to create amazing customer experiences will thrive, while those who do not will fail.”
According to the Martech 5000 – or, as chiefmartec.com editor Scott Brinker says: “Really 8,000, but who’s counting?” – the number of marketing tools grew by 13.6 percent last year.
“Think about that: 1 in 5 of the solutions on this year’s martech landscape weren’t there last year,” wrote Brinker. “That’s almost the equivalent of the entire 2015 marketing technology landscape.”
Twilio believes that Segment addresses the dilemma of having to build complex and bespoke customer data stacks by providing companies with the best of both worlds. Segment boasts the flexibility to create bespoke products and experiences through a “building blocks” approach but with the ability to combine new and existing solutions.
Jane Kelly, Head of Growth at Retool, commented:
“Building the basic infrastructure needed to collect and unify customer data in-house is costly and requires constant support from engineers.
With Twilio Segment as our CDP, our developers are building on top of a strong data infrastructure from day one. Empowered by data they can trust, they have the freedom to develop new features and deliver world-class experiences that put our customers first.”
Twilio Segment’s developer toolkit features include:
- Destination Actions, which provide every customer with the ability to configure how data is sent to each application, down to the most minute details .
- Infinite integrations with Functions, which provide the ability to add custom data sources and application destinations in addition to the 400+ already in the Twilio Segment catalogue.
- A universal data set with Multi-Instance Destinations, which connects a single data source to multiple instances of the same application so every team across the business can trust that they’re using the same data.
- Data collection from more data sources than ever before with new and best-in-class web libraries, including Analytics.js 2.0 and mobile libraries like Swift and Kotlin
- Improved performance by batching events with Analytics.js 2.0 which can result in a significant improvement to SEO scores.
“The importance of creating a strong data foundation to power marketing and customer experience cannot be overstated. Marketing won’t work without good, clean data, and investments in technology platforms that are powered by sub-par customer data will beget sub-par results,” explained Daniel Newman, Principal Analyst at Futurum Research.
“Twilio Segment CDP offers developers the valuable tools they need to build and maintain a modern data framework without requiring extensive time from engineers, allowing resources to be more effectively deployed to support customer experience efforts.”
You can access the Twilio Segment developer toolkit here.
(Photo by Louis Hansel on Unsplash)
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