Twilio Report Finds Increased Awareness on the Value of Prioritizing Data Quality

Customer data today is a double-edged sword. While the enormous amounts of customer data possessed by companies represent an opportunity to uncover insights, the data can become a mess and a burden if improperly managed. The good news is that companies appear to be “getting” this point and properly grappling with the exponential increase in data volume.

A new report from Twilio Segment, the company’s fifth annual Customer Data Platform Report (which is based on the findings of anonymized usage data from Twilio Segment’s customers) has found that businesses are prioritizing data quality to harness the power of AI and quickly act on nuanced customer insights. The research found that 60% of businesses today recognize high-quality, accurate data as a key ingredient for growth, emphasizing data integrity is essential for deriving meaningful customer insights and leveraging AI competitively.

Twilio Segment processed a record high 12.1 trillion API calls in 2023 — increasing by hundreds of billions from 2022. This increase is indicative of a larger trend towards more sophisticated, data-centric operations, emphasizing the essential role of real-time data processing and AI technology integration. The ability to quickly harness data insights through CDPs that are open and interoperable with data warehouses is a critical competitive edge, enabling businesses to more efficiently collect, unify and activate data across various platforms.

“In 2024, more and more brands will turn to AI to deliver better, more personalized experiences for their customers. Our report showcases the essential role customer data plays in maximizing AI’s effectiveness,” said Kathryn Murphy, SVP of Product and Design at Twilio. “With data warehouses, and data lakehouses like Databricks becoming central to customers’ data strategies, it's crucial for CDPs to support seamless integration with these data warehouses.”

Murphy noted that Twilio is seeing a significant trend towards leveraging the interconnectedness of AI, data warehouses and digital communication channels. The ability to interoperate with data warehouses is essential, the report noted, ensuring that CDPs act as a pivotal technology for brands eager to leverage AI and data to forge even stronger relationships with their customers.