Data intelligence in Pipedrive: Smart Contact Data.
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Twilio Segment allows to unify silos of customer data to collect them in real time and make them available to the company for activation.
In this guide we will cover the most important aspects of Twilio Segment’s features, operation and possibilities.
Pipedrive is the best CRM for small and medium-sized businesses. In this guide we break down everything you need to know about Pipedrive and why it is the best option for many companies. The flexibility of its plans and the power of its features make it the best ally for your sales.
A Customer Data Platform (CDP) is software that combines data from multiple tools to create a centralized customer database. This CDP collects information from various digital sources, allowing companies to view and understand their customers’ behavior on a single platform.
Modern companies often have multiple data sources, each with its own piece of data that provides customer value. This creates data silos, where only certain teams have access to certain tools and data sets, while no one has a complete view of customer data. CDP platforms solve this by combining and consolidating all of this data into a single place that provides a unified view of the customer. This view includes data on all customer interactions and touch points with your product or service, website, sales team and support.
Summary of the study on the state of the art of Customer Data platform technologies in 2023 (by Twilio Segment)
According to Segment’s third annual study on CDP and based on how customers have used the platform in 2022, and after analyzing the 10 trillion calls to its API, Segment claims that it is the largest use of data in 12 years of history.
The 4-point summary of the study is as follows:
Point solutions are among the fastest growing applications on the Twilio Segment platform.
Data warehouses are the second most popular destination in 2022.
Consumers are asking for more transparency and respect for their personal data.
Organizations are optimizing their technology applications to eliminate inefficient or redundant tools.
Segment is a platform for collecting, organizing and managing customer data. Segment’s main function is to collect data from various sources (such as applications, websites or internal systems) and unify them in one place. This facilitates the creation of profiles and audiences based on different data sources and silos, which can be used to improve marketing strategies, personalize customer experiences and make data-driven decisions.
In short, Segment helps companies to have a comprehensive and real-time view of their customers, enabling better decision making and optimization of marketing campaigns and a more accurate understanding of the interaction of customers and prospects with the brand’s digital assets.
Segment was founded in 2011 by 4 entrepreneurs in the US. Twilio acquired Segment in October 2020 for $3.2 billion. The acquisition sought to enhance Twilio’s capabilities to deliver personalized experiences by integrating data from multiple channels, creating a more complete solution for customer interaction.
Imanta has been working with Segment since before the acquisition by Twilio.
"Thanks to Segment, we can collect, integrate and connect customer data in real time, allowing us to build valuable relationships at every stage of the customer journey in a very agile way. Agility is the key why Notion is worth investing in."
In the Gartner Magic Quadrant 2023 for Customer Data Platforms (CDPs), Twilio Segment is recognized as one of the leaders. This position is due to its strong integration (450 applications) and customization capabilities, as well as a technology evolution that few other tools have demonstrated.
The only doubt is based on the profile of your company does it make sense to use segment, although it has a free plan and one of 150 €/month based on a maximum of 10,000 visits per month.
Why is it important?
The big difference with respect to tools like Google Analytics is that they can integrate many more data sources that are already in their catalog of integrations. It collects customer information and applies a unified data schema through its tagging. It will allow you to solve the integration of all your data lakes in a single point and thanks to its catalog of sources of origin and destination simplifies the implementation process.
It democratizes data since the platform is able to collect it and make it available to the teams for activation. The campaign start-up time is drastically reduced and a great deal of agility is gained. The quality of the data and its reception in real time makes it possible to activate the information in record time, which would be impossible without CDP.
Through audience builder is able to generate audiences and customer segments in a very simple way with unified user profiles of all data lakes where interaction with the customer occurs. Of course, with AI services for the creation of segments by the system.
Segment provides you with the necessary tools and controls to collect and manage data and enable compliance with EU data regulations, such as the General Data Protection Regulation (GDPR) and other data privacy laws.
To keep up to date with Segment’s functionalities, you can consult the Imanta Blog, where we keep you up to date.
Let’s go with those that seem to us to be the most valuable:
It allows you to have a complete view of the customer, collecting data from all services where you interact with them: sales through CRM, all marketing channels and media, support, payments or messaging applications.
The goal is to integrate all the unified data collected in all the activation tools you use Segment integrates with 400 tools).benefits:
Manages and audits data quality control with intuitive interface for real-time data cleansing and validation. Benefits:
Under the personas product, Segment unifies real-time customer data interactions with data from your datawarehouse and enables any team in the enterprise to use trusted data across any platform and channel to create personalized 1:1 experiences for use in campaigns. Benefits:
Twilio Engage combines the customer data platform (segment) with its advanced data activation tools to create audiences, coordinate journeys, and use predictive and generative AI. All of this helps companies personalize the customer experience and grow efficiently. Benefits:
Segment currently has 3 pricing plans and functionalities available depending on each plan. If you are considering Segment, you have a data structure to unify across web, mobile, servers or cloud applications.
IMPORTANT NOTE
Protocols (data management and governance) and Unified data (user identity unification) are sold as separate products not included in the packages shown. This is important as it can significantly increase the subscription price.
The important thing is to understand if Segment is for you or if it is an oversized platform based on what you need. since it is a native CDP platform and only makes sense in specific cases. There are alternatives for less demanding companies or Custom CDPs that can be created using APIs and cloud services such as Bigquery and Google Cloud or similar.
Includes 1,000 visitors/month, 500,000 reverse ETL records/month, 2 data sources, 1 destination, 450+ integrations,
Includes 10,000 visitors/month ($10 for every 1,000 extra), 1,000,000,000 reverse ETL records, Unlimited feeds, Public API access.
Customized volume, Single customer view, Data governance, Advanced roles and permissions, Customized customer experiences, HIPAA eligible (BAA required), Regional segment (EU or US).
Companies have data silos, where only certain teams have access to certain tools and data sets, while no one has a complete view of customer data. CDP platforms solve this by combining and consolidating all of this data into a single place that provides a unified view of the customer. This view includes data on all customer interactions and touch points with your product or service, website, sales team and support.
It is important to understand that the CDP is that, although they handle customer data, these programs are not the same as a Data Management Platform (DMP). DMPs are used only in advertising and will not help you with your own marketing personalization.
Customer Relationship Management (CRM) vendors, on the other hand, help companies organize and manage customer interactions, but they do not collect behavioral data on how customers interact with your product or service (that’s where CDPs come in).
Segment is a platform that enables the collection, organization and management of customer data. Segment’s main function is to collect data from various sources (such as applications, websites or internal systems). and unify them in one place. This facilitates the profiling and audience building based on different data sources and silos.
In the Gartner Magic Quadrant 2023 for Customer Data Platforms (CDPs), Twilio Segment is recognized as one of the leaders. This position is due to its strong integration (450 applications) and customization capabilities, as well as a technology evolution that few other tools have demonstrated.
Its main functionalities include the integration of data into a single layer, identity management and the creation of a unified customer profile, and the activation of this data in various marketing, analytics and customer service tools. In addition, it offers privacy and compliance capabilities to ensure data integrity and security.
Segment has a free plan for up to 1,000 Monthly Active Users: Data management for up to 1,000 unique users per month. And one for 150 €/month based on a maximum of 10,000 visits per month.
The only doubt based on your company profile, is if it makes sense to use segment. Contact us.
Although it has an intuitive user interface and support through the user community, minimal knowledge is required to use filters and make user segments.
When you don’t have a budget for data integration, there is not enough culture or expertise on how to use (activate) and the data target (integrated in Segment) is less than 4.
There are many partners, but very few have our profile and experience in data management. We have been in digital since 1996 with more than 400 customers. We only implement Segment as CDP. We do not work with other data platforms so we are very specialized, we have flexible packages depending on your profile and size.
Contact us without obligation to find out how we can help you boost your marketing and sales with the right strategy and the best tools.
You can try Segment on demand by creating a free account or a 14-day Team account.
If you prefer to have a demo, there are many resources available to do it in self service mode. If you want to evaluate if Segment is for you, you can contact us and we will try to help you. We have worked and sold most of the modern CDPs like Tealium, Ortto or custom CDPs with Google Cloud + Bigquery. We will give you our opinion of the best option (even if it is not Segment).
POC is a proof of concept with your own data so that you can evaluate Segment with real data (paid). Contact us as we have flexible and very reasonable options.
In Pipedrive, contact data works intelligently. Pipedrive Smart Contact Data is already telling us what it brings us. Combining simplicity
Surfe allows sales teams to keep their data automatically updated and obtain real-time information without having to change tools.
Surfe allows sales teams to keep their data automatically updated and obtain real-time information without having to change tools.