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THE CUSTOMER DATA PLATFORM REPORT 2023

By Twilio Segment

Get the report

We’ll share a copy of this report and send you content and updates about Twilio
Segment’s products as we continue to build the world’s leading CDP. We use your
information according to our privacy policy. You can update your preferences at
any time.

Download press kit


Welcome to the fourth annual Customer Data Platform report, an in-depth look
into how customer data is powering our daily lives.

By examining nearly 12 trillion API calls from the Twilio Segment platform,
we’ll share the major consumer and business trends we’ve observed over the past
12 months.

Continue reading for the top trends and selected highlights from our research,
or download the full report above.


BUSINESSES GET SMART WITH THEIR DATA

Although the exponential growth in data volume throughout the pandemic has
stabilized, we’ve continued to observe steady growth in data volume throughout
the past 12 months.

This August alone Twilio Segment processed over 1.1 trillion API calls, the
highest ever-recorded in a single calendar month on our platform.

Nonetheless, it is important to note that higher data volume does not
necessarily result in more business growth. Over the past 12 months, we’ve seen
businesses get smarter about which data is collected, a reflection of the
economic circumstances businesses now find themselves in.

As we head into 2023, we predict businesses will continue to get more efficient
and intelligent with their customer data by prioritizing business outcomes over
volume.


API CALLS ON THE TWILIO SEGMENT PLATFORM BY YEAR



11.7 trillion API calls processed in 2022 by Twilio Segment


SAAS SNAPSHOT: THE FASTEST-GROWING APPS OF 2022

In years past, this list consisted almost entirely of enterprise SaaS tools. As
leaders in their respective categories, it follows that companies like Google,
Facebook, and Snowflake continue to see growing adoption among our customer base
year over year.

This year saw an interesting departure.
June – a product analytics company founded in 2020 – is the fastest-growing app
on the Twilio Segment platform in 2022 with 83% YoY growth.

Within the top five, we can see other point solutions like Algolia (66% YoY
growth), a search and discovery platform, alongside customer success software
like Vitally (45% YoY growth).


FASTEST GROWING APPS ON THE TWILIO SEGMENT PLATFORM


*YoY% growth in customers with an integration to app


TRUST AND TRANSPARENCY ARE KEY TO DATA PRIVACY

In response to sweeping data privacy regulations, brands have adopted the
features available with a CDP like Twilio Segment to survive, and stay ahead, in
today’s shifting digital landscape.

Namely, the ability to process user deletion requests for personal data in
compliance with data privacy regulations like GDPR, Schrems II, or CCPA.

Looking at the data, it’s clear our customers have excelled in their ongoing
efforts to uphold user privacy. In 2022, we successfully processed nearly 24
million user deletion requests on the Twilio Segment platform, a 69% increase
over last year.


USER DELETIONS PROCESSED ON THE TWILIO SEGMENT PLATFORM BY YEAR



Nearly 24 million user deletion requests processed on the Twilio Segment
platform in 2022


ANALYTICS TOOLS STAY ON TOP

Death, taxes, and…analytics? For the third year running, analytics tools
dominate the most popular apps on our platform.

In spite of macroeconomic circumstances, it’s clear businesses aren't willing to
compromise on understanding their customers deeply.

With 28.1 million users, it’s no surprise that Google Analytics is the most
widely used tool on the list. Despite this, other analytics providers like
Mixpanel aren't far behind, offering unique features for businesses to explore
their data with different capabilities.

Comparatively, we’ve also observed a slight decline in customer usage for Google
Analytics (-5%) and Facebook Pixel (-3%) year-over-year.

Moving down the list, Google’s BigQuery has entered the top ten for the first
time. We anticipate this trend will continue as a growing percentage of
customers deploy cloud warehouse solutions alongside a CDP to fully activate the
power of their data.


TOP 10 APPS ON THE TWILIO SEGMENT PLATFORM


*% of customers who have an integration with the app


WANT TO GET THE MOST OUT OF YOUR CUSTOMER DATA?


JOIN THE 25,000+ CUSTOMERS ON THE SEGMENT PLATFORM TODAY.

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Learn how to deliver personalized and more transparent experiences in the
absence of third-party cookies.

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CUSTOMER ACQUISITION COST (CAC): A GUIDE FOR 2023

In this guide, we share the CAC formula and explain how to calculate it.
Discover what makes a "good" CAC, how to determine an LTV:CAC ratio, and steps
you can take to improve both metrics for long-term success.

Find out more

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