Twilio’s $3.2 billion purchase of Segment is a shot across the broader customer relationship and engagement software industry.
The acquisition, announced officially on Monday, gives Twilio a customer data platform (CDP) to combine with its broader communications platform as a service and customer engagement tools. As a result, Twilio can now be connected to every touch point customers have with their end users.
Twilio’s plan is to turn the customer engagement data into actionable insights with intelligence about touch points and communications.
What’s more interesting is that Twilio with Segment will be able to combine customer data and interactions for intelligence on everything from marketing, data warehousing, communications and analytics tools. Twilio will ultimately do battle with Salesforce and Adobe to be the connective tissue between customer data and the enterprise technology stack.
Here’s what Segment aims to do:
Twilio CEO Jeff Lawson said the company with Segment can “create