Twilio Named a Leader in IDC MarketScape: Worldwide Customer Data Platforms Focused on B2C Users 2024-2025 Vendor Assessment

Twilio Named a Leader in IDC MarketScape: Worldwide Customer Data Platforms Focused on B2C Users 2024-2025 Vendor Assessment

We are thrilled to announce that Twilio has been named a Leader in the ¹IDC MarketScape: Worldwide Customer Data Platforms Focused on B2C Users 2024-2025 Vendor Assessment. IDC evaluated the functional capabilities and go-to-market considerations of 18 CDP vendors that primarily serve users in marketing technology and operations, data science and analytics, IT and DataOps, and privacy and compliance functions at B2C organizations. 

The evaluation is based on a comprehensive and rigorous framework that helps buyers define their CDP needs, assess vendors relative to the criteria and one another, and determine an appropriate short list of vendors that may be best suited to their industry, company size, and use case requirements. 

The research methodology uses a rigorous scoring system that combines qualitative and quantitative criteria to graphically position vendors in the market. The Capabilities score reflects a vendor’s current capabilities and menu of services and how well aligned the vendor is to short-term customer needs. The Strategies score evaluates high-level decisions and underlying assumptions about offerings, customer segments, and business and go-to-market plans for the next three to five years. Vendor market share is represented by the size of the icons. 

Twilio’s edge in the B2C market

We’re honored by this recognition from IDC, which we believe underscores Twilio’s exceptional performance and leadership in revolutionizing customer communication. The IDC MarketScape report highlights several key strengths in Twilio’s differentiated portfolio, showcasing our commitment to empowering businesses and organizations of all sizes.

• AI Innovation: Twilio Segment CDP includes Predictive AI models to analyze customer behaviors for likelihood to purchase, next best offer, churn, LTV, personalization, among other goals, and activated for audiences, segments, and customer journeys. AI also powers automated data mapping, event tracking and custom source or destination integration to simplify management and utilization of data within Twilio Segment. 

• Marketing Activation: Twilio Segment CDP users can activate audiences natively or through third-party systems for omnichannel engagement and real-time actions based on journey data. External activation is done using pre-built integrations with twelve destination categories including AdTech, MarTech, mobile, social, survey, and support (among others) plus support for offline channels.

• Data Management: Twilio Segment CDP offers an exhaustive list of native (including real-time and bi-directional) data ingestion connectors, on-read/on-write data schemas for B2C data entities and multiple industry verticals via the Protocols feature, and support for unstructured data and data dashboards for B2C brands to build customer data foundation. 

• Unified Profiles: Twilio Segment brings together customer data, communications data (email, voice, SMS, etc.), and data from other external sources. The communications data offers additional contextual insights on customer preferences and intent for B2C real-time personalization and customer service use cases.

Twilio as the go-to solution for personalized customer engagement and data-driven communications

Customer data platforms are no longer just aggregating data, unifying profiles, and building segments in customer deployments. B2C customers are also using data management, predictive analytics, campaign treatments, and activation capabilities for orchestrating personalized, data-driven customer journeys across all touch points in a secure and privacy-compliant manner. 

In its findings, the IDC MarketScape report recommends that businesses “consider Twilio Segment if your enterprise marketing and data teams need to work better together to deliver more personalized customer engagement, or are interested in combining CDP data with their CPaaS customer communication solution to realize a more engaging customer experience. It offers Segment customers unique customer interaction datasets, as well as integration of Segment CDP data into Twilio CPaaS to improve customer experiences. The top challenges that Twilio Segment customers are solving include: 360-degree customer view, cookie deprecation, and consumer privacy and personalization. B2C customers in mid-size and large enterprises in global markets should consider Twilio, especially those in Retail, CPG, Banking and Payments, High Tech and Media and Entertainment industries.”

Unlocking business potential with a CDP

In a competitive market, a customer data platform helps businesses understand their customers better, delivering value and fostering long-term loyalty. Twilio Segment’s CDP allows businesses to unify customer data from multiple sources into a single view, enabling personalized, data-driven marketing, improving the customer experience, and driving better decision-making. Further, a CDP ensures data accuracy, breaking down silos, and empowering teams to act on real-time insights. By leveraging first-party data, companies can enhance privacy compliance, optimize campaigns, and boost retention through tailored interactions.

¹IDC “MarketScape: Worldwide Customer Data Platforms Focused on B2C Users Vendor Assessment” Tapan Patel, Gerry Murray, December 4, 2024

International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. With more than 1,300 analysts worldwide, IDC offers global, regional, and local expertise on technology, IT benchmarking and sourcing, and industry opportunities and trends in over 110 countries. IDC’s analysis and insight helps IT professionals, business executives, and the investment community to make fact-based technology decisions and to achieve their key business objectives. Founded in 1964, IDC is a wholly owned subsidiary of International Data Group (IDG, Inc.).