← back to blog

Jessica Sherer
/(Industry Research)

We reviewed last year’s Twilio Segment CDP report to bring you key insights about how businesses are collecting and using consumer data. We’re doing the same thing with this year’s report, diving into the details so you don’t have to. Let’s take a look at a couple of this year’s highlights.

Glances covers customer engagement trends from Twilio's 2024 CDP Report

Versatile integration

This year’s report found a 12.5% increase in destination usage on the Twilio Segment platform. This increase, a fairly significant one, means that businesses are sending their data to more locations than before, highlighting a demand for more integrated and adaptable data systems.

Surprisingly, this discovery does not indicate a departure from the trend toward software consolidation.On the contrary, while companies choose to use a wide range of apps to meet highly specialized needs, they want to do so within a cohesive system.

As a result, they are investing in new technologies that can integrate seemingly disparate tools. “This consolidation ensures that data flows seamlessly between different applications, improving overall efficiency and reducing the complexity that typically comes with using multiple standalone tools,” says the report.

Data warehousing

Closely linked to the first finding is a trend toward data warehouses as a key player. Their rise in popularity indicates the need businesses have for deeper analytics and AI-driven insights in an increasingly data-centric economy.

Particularly from 2020 onward, the growth in data warehouses comes largely from three main factors. First, businesses must address the need for real-time data processing coupled with the challenge of that data often being fragmented. Second, as discussed above, data architects are responding to the market demand for flexible, scalable integrations between new platforms and existing systems. Third, businesses have outgrown traditional CRMs in favor of solutions like warehousing as a single source of data.

Twilio Segment platform growth chart, courtesy of The CDP Report 2024

Graphic courtesy of The CDP Report 2024, Twilio Segment

The clear pattern

Both of these findings reflect a clear pattern in customer data strategies: a shift toward centralization, quality, and consistency of data, which is essential for leveraging the explosion of analytics the AI era is sure to bring. Versatile integrations and data warehouses allow for a comprehensive, sophisticated view of customer behaviors, which enables businesses to better meet the increasing demand for highly personalized customer experiences.

More takeaways from the report:

  • Continued growth in data volume: Twilio Segment processed a record-breaking 12.1 trillion API calls
  • E-commerce data reflects customer journeys: The most common events on the Twilio Segment platform were ‘order_completed,’ ‘page_viewed,’ and ‘product_viewed’
  • Growing adoption of predictive AI: 426 predictive traits on Twilio Segment allow for robust customer engagement strategies

Glances: a key player in your customer data strategy

Over the last five years, the customer journey has become incredibly fragmented. According to TransUnion (as cited in Twilio Segment’s report), “80% of web users hop from one device to another to complete a task, and Cisco estimates that there are approximately 13 networked devices per person in the United States.” To help solve this splintering of the customer’s experience, businesses are using tools like Salesforce, Twilio Segment, Customer.io, and others to connect data sources across websites, mobile apps, and multiple devices and servers.

Glances fits seamlessly into this strategy with its no-code integration platform that securely connects all of your apps and provides a simplified view of the data you need. You get fresh, real-time results anywhere online, eliminating clicks and tab-switching between apps. And with Glances Actions, you can create streamlined workflows that can save you up to 20 minutes per task.

Finally ditch costly, problematic integrations in favor of a low-risk, low-cost solution that provides a 360-degree view of your customer insights and personal tasks.

See how it all works with a free trial of Glances today!

More helpful steps

Schedule a demo to see the time-saving benefits of Glances in action or ask our team questions.

If you need to connect a specific app or platform with Glances that is not currently available on glances.com, please send your requests to hello@glances.com.

Find more step-by-step articles with the latest information on our support site.