贊助商：Twilio-通過與 Twilio Segment 的數據共享增強您的營銷能力.pdf

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1、2023 TWILIO INC.ALL RIGHTS RESERVEDEmpower your Marketing through Data Sharing with Twilio Segment2023 TWILIO INC.ALL RIGHTS RESERVEDTodays PresentersAnanth PackkilduraiPrincipal EngineerMuralGreg YeutterPrincipal Solutions EngineerTwilio Segment2023 TWILIO INC.ALL RIGHTS RESERVEDAbout Mural Founded

2、 in 2011,a leading visual collaboration platform designed to help teams work together in a shared,dynamic environment 2023 TWILIO INC.ALL RIGHTS RESERVEDAgenda Twilio Segment Overview Warehouse Vision Customer Story feat.Mural Linked Audiences2023 TWILIO INC.ALL RIGHTS RESERVEDCompanies have had to

3、adapt as a result of major recent changesThe death of third-party cookiesIncreasing data warehouse relianceThe rise of AIProliferation of martech tools2023 TWILIO INC.ALL RIGHTS RESERVEDCompanies know its important to put customers firstCompanies spend$96B+a yeartrying to understand customersSource

4、data:Gartner Research,Market Share:Customer Experience and Relationship Management,Worldwide,20222023 TWILIO INC.ALL RIGHTS RESERVEDMcKinsey,Next in Personalization 2021 ReportTwilio,The State of Customer Engagement Report,202356%consider engagement personalized today76%78%get frustrated when it doe

5、snt happenare more likely to buy again with personalizationBut customers are not feeling this on their end,which leaves companies extremely vulnerable 2024 TWILIO INC.ALL RIGHTS RESERVED2023 TWILIO INC.ALL RIGHTS RESERVEDThe problem:Disjointed tech stack experiences4 common symptoms of a disjointed

6、tech stackFragmented dataPatchwork solutionsIncomplete view of customerSlow activation and iteration2023 TWILIO INC.ALL RIGHTS RESERVEDClean,consented and consistent dataRobust,flexible integrationsUnified view of the customerAdaptive engagement Predictive insights and rapid activationFragmented dat

7、aPatchwork solutionsIncomplete view of customerSlow activation and iterationCustomers want adaptive engagement that aligns with the reality of their moment-to-moment needs4 common symptoms of a disjointed tech stack2023 TWILIO INC.ALL RIGHTS RESERVEDThis requires a unified view and deep understandin

8、g of customersThis is a short subtitle placeholderWe believe the future of adaptive engagement is at the intersection of data,communications,and AIAI-Powered Adaptive Engagement2023 TWILIO INC.ALL RIGHTS RESERVEDAdaptive engagement is only possible with a CDP that is complete,extensible,and scalable

9、2024 TWILIO INC.ALL RIGHTS RESERVEDMost complete real-time CDPModular components for data ingestion,unification,&activation address the widest variety of business models,industries,and use casesExtensibility on an open platformPre-built connections and developer-focused interfaces work with your sta

10、ck and warehouseProven and trusted at scaleEvent streaming architecture built to handle enterprise consumer scale 2023 TWILIO INC.ALL RIGHTS RESERVEDCONFIDENTIAL2023 TWILIO INC.ALL RIGHTS RESERVEDMost complete real-time CDPSDK CatalogProtocolsPrivacy Portal450+DestinationsReverse ETLAudience Builder

11、Journey BuilderProfile APILinked JourneysLow CopyLinked AudiencesID ResolutionComputed TraitsPredictionsLinked ProfilesLinked EventsActivationProfilesDataSegment ServicesWarehouse ServicesProfile Sync2023 TWILIO INC.ALL RIGHTS RESERVEDWarehouse-Centric VisionStorage DestinationReverse ETLProfile syn

12、c2023 TWILIO INC.ALL RIGHTS RESERVEDData warehouses are now a key piece of Segments CDP data architecture2023 TWILIO INC.ALL RIGHTS RESERVED2024 TWILIO INC.ALL RIGHTS RESERVEDRich advanced targetingpowered by real-time and warehouse data2023 TWILIO INC.ALL RIGHTS RESERVEDCustomer StoryFeaturing Mura

13、l 2023 TWILIO INC.ALL RIGHTS RESERVEDAbout Mural Founded in 2011,a leading visual collaboration platform designed to help teams work together in a shared,dynamic environment 2023 TWILIO INC.ALL RIGHTS RESERVEDMural data architecture at a glance.Before Segment 2023 TWILIO INC.ALL RIGHTS RESERVEDMural

14、 data architecture at a glance After Segment 2023 TWILIO INC.ALL RIGHTS RESERVEDStorage DestinationReverse ETLProfile syncMurals warehouse-centric vision2023 TWILIO INC.ALL RIGHTS RESERVEDProductAudit ReportUser MilestoneUser Activity SummaryCompany StatisticsActivity SummaryChurn ReportUser Activit

15、y to DatabricksSatismeter NPS score IntegrationSegment Profile SyncSegment ConnectionsUser ActivitySegment Reverse ETL:SalesforceSegment Reverse ETL:GainsightMQL to Marketo via KinesisFacebook Audience SyncOptimizely SyncLinkedIn Campaign SyncGoogle Analytics SyncUser Profile SegmentationSegment Con

16、nectionsSegment Reverse ETL:MarketoHow Mural integrates Twilio Segment across the organizationSalesMarketing2023 TWILIO INC.ALL RIGHTS RESERVEDLinked Audiences2023 TWILIO INC.ALL RIGHTS RESERVEDNow with Linked AudiencesA warehouse-first solution that powers individualized customer experiencesUnlock

17、more precise personalization with deeper audience targetingLink all rich data back to a profileFaster time to value to activate campaignsPowered by Data Graph2023 TWILIO INC.ALL RIGHTS RESERVEDWant to learn more?Stop by the Twilio Segment booth#862023 TWILIO INC.ALL RIGHTS RESERVEDDAILY RAFFLE DRAWI

18、NGScan this QR code and complete the quiz to win aBreville Barista Touch Espresso Machine!2023 TWILIO INC.ALL RIGHTS RESERVEDThank You2023 TWILIO INC.ALL RIGHTS RESERVEDQ&A2023 TWILIO INC.ALL RIGHTS RESERVEDAppendix2023 TWILIO INC.ALL RIGHTS RESERVEDEmpower your Marketing through Data Sharing with T

19、wilio SegmentTuesday,June 112:50 PM-3:30 PM PDTMoscone SouthEsplanade,Rm 151Dont miss our session!with featured speakers:Ananth PackkilduraiPrincipal EngineerMuralGreg YeutterPrincipal Solutions EngineerTwilio Segment2023 TWILIO INC.ALL RIGHTS RESERVEDBefore Linked Audiences:Relational Warehouse Dat

20、a Unaccessible2023 TWILIO INC.ALL RIGHTS RESERVEDBefore Linked Audiences:High Effort&Cost of Implementation2023 TWILIO INC.ALL RIGHTS RESERVEDBefore Linked Audiences:Lack of Personalized Campaigns2023 TWILIO INC.ALL RIGHTS RESERVEDUse Case Example#1:Financial Services2023 TWILIO INC.ALL RIGHTS RESER

21、VEDEmail reminder to pay off overdue credit card 2023 TWILIO INC.ALL RIGHTS RESERVEDPersonalized email reminder to pay off overdue credit card targeting with:Warehouse data Checking account details:account _number Card details:credit_card_type,card_status,card_balance,due_dateRelational data User ca

22、n have multiple accounts(e.g.checking,savings,retirement)An account can have many cards(e.g.debit,credit)A card can have many transactions2023 TWILIO INC.ALL RIGHTS RESERVEDLinked Audience:Data Graph2023 TWILIO INC.ALL RIGHTS RESERVEDLinked Audience:BuilderTarget an audience of customers who own a c

23、hecking account with a credit card with an overdue balance2023 TWILIO INC.ALL RIGHTS RESERVEDLinked Audience:Activation2023 TWILIO INC.ALL RIGHTS RESERVEDLinked Audience:Select Personalization Data2023 TWILIO INC.ALL RIGHTS RESERVEDUse Case Example#2:SaaS Business2023 TWILIO INC.ALL RIGHTS RESERVEDP

24、ersonalized email with customers with low engagement score before renewals:Warehouse data Workspace details:workspace_arr,engagement_score,term_end_dateRelational data User can belong to multiple Segment workspaces Role can depend on the workspace2023 TWILIO INC.ALL RIGHTS RESERVEDLinked Audience:Da

25、ta Graph2023 TWILIO INC.ALL RIGHTS RESERVEDLinked Audience:BuilderTarget an audience of data personas with a low engagement score before renewals2023 TWILIO INC.ALL RIGHTS RESERVEDLinked Audience:Activate&Personalize2023 TWILIO INC.ALL RIGHTS RESERVEDUse Case Discovery&Qualification2023 TWILIO INC.A

26、LL RIGHTS RESERVEDLinked Audiences:5 Discovery Questions1.What role does the data warehouse play in your CDP strategy today?1.Do you have any security&compliance requirements to centralize data in the warehouse?1.Which warehouse are you using?What data models do you have in your warehouse that youd

27、like to leverage to define segments or audiences in downstream tools?1.What are your exact targeting use cases that involve relating complex data models?Tell us about your marketing teams ability to run self-service campaigns today and any friction points with this process1.What are your latency exp

28、ectations for your use case?2023 TWILIO INC.ALL RIGHTS RESERVEDLinked Audiences:Use Case Discovery Tree“Real-Time”Personalization?Complex Relational Data Modeling?ConnectionsProfiles“Classic”AudiencesLinked EventsYesNoLinked AudiencesReverse ETLNoYes2023 TWILIO INC.ALL RIGHTS RESERVEDSegment before2024 TWILIO INC.ALL RIGHTS RESERVEDData warehouses are now a key piece of CDP data architecture2024 TWILIO INC.ALL RIGHTS RESERVED1 TrillionRows synced per month2.5 BillionEvents per secondSegment is proven at scale in both warehouse and real-time