Having a ton of data is not the purpose; the customer data platform offers a consolidated location to gather first-party client information. Based on their accumulated data, businesses aim to use it to enhance the customer experience and, more precisely, target particular demographics.
Today at the Signal customer and developers conference, Twilio Segment announced the launch of CustomerAI Predictions, a tool to assist marketers in making predictions about how a specific group of customers, meeting a particular set of criteria, will behave. More and more businesses are offering tooling to help build applications on top of the data.
For a long time, we have observed that marketers need help accessing high-quality data. According to Alex Millet, senior director of product at Twilio Segment, “We’ve recently realized that we can help marketers not only execute their hypotheses that they already have but also predict the most valuable types of customers to target with different types of campaigns. CustomerAI Predictions can help with that.
“The data already being gathered by those customers and flowing into the CDP has enormous value that we can get out of it.” For instance, based on a past contributing event like a product seen or added to a cart, CustomerAI Predictions might identify a group of customers most likely to purchase a new product.
Twilio provides the communications data, while Segment gathers information like clickstream data from a website or mobile app to help businesses better determine which consumers are most engaged and which may need a push.
The business collaborated with Amazon SageMaker to create CustomerAI Predictions. Millet said, “AWS and SageMaker were some of the leaders in the ML backbone infrastructure that allowed us to build those products when we were looking at how to bring this first predicted product to market quickly.”
Marketers may combine the data from CustomerAI Predictions and use the future CustomerAI Generative Email to build a unique email based on the prediction product’s data set. Millet also mentioned that the firm has a generative AI-based email solution on the roadmap.
Twilio, whose primary business is providing communications APIs, acquired Segment in October 2020 for $3.2 billion to diversify into additional marketing-related verticals. In addition to launching Flex, a fully programmable contact center product in 2018, the firm also paid $2 billion to purchase SendGrid, an email API platform. CustomerAI Predictions is now generally accessible.
[Source of Information: Techcrunch.com]
[Source of Image: Techcrunch.com]