## What is a Customer Data Platform (CDP)? A customer data platform captures data from every customer touchpoint, ensures that data can be trusted, builds user profiles, and activates insights in your existing tools to drive better experiences and boost revenue. ## Twilio Segment’s CDP puts data at the heart of Twilio Use data-driven context to create personalized customer experiences that acquire users efficiently, increase loyalty, and grow lifetime value. **Unified profiles, activated anywhere.** A single, unified view of each customer with data from every touchpoint, including the data warehouse. These profiles can be activated across any tool or channel—marketing, analytics, customer support, and more—to power personalized, real-time experiences. **Extensibility on an open platform.** A [composable platform](https://www.twilio.com/en-us/lp/composable-cdp) lets you customize your customer data infrastructure to fit your unique needs. With flexible APIs, developer tools, and a vast ecosystem of integrations, you can build, extend, and innovate without limits. **AI that's accessible.** Twilio Segment makes AI accessible by embedding powerful intelligence directly into your customer data workflows—no data science team required. From predictive insights to automated personalization, teams can harness AI to drive smarter decisions and better experiences, fast. **Quality & compliant data.** Centralized customer data infrastructure enables teams to control what data is collected, where it flows, and how it’s used. With features like data validation, [observability](https://www.twilio.com/en-us/products/data-observability), and consent management businesses can maintain compliance and ensure data quality at scale. ## Twilio Segment CDP use cases Enrich customer profiles, Activate customer data, Optimize ad spend, Boost cross-sell and upsell ### Enrich customer profiles Build and automatically enrich identity-resolved profiles with every new interaction to better predict and provide relevant customer experiences in real time. [Unify & enrich your data](https://www.twilio.com/en-us/products/unify) CW Camping World Camping World used Twilio Segment’s CDP to enrich customer profiles by capturing and merging behavioral data—from RV browsing and engagement to in‑store interactions—providing a complete, real-time view of the customer journey. - 35% increased conversion rates on paid channels - 3M+ reduction in data engineering [Read Camping World’s story](https://customers.twilio.com/en-us/camping-world) ### Activate customer data Our 700+ pre-built connectors make it fast and easy to get all the data you need into unified customer profiles—and activate those profiles to power the tools you use. [Activate your data](https://www.twilio.com/en-us/products/unify/unified-profiles) IBM logo Using Twilio Segment CDP, IBM tracks and tags its customers, creates machine learning models to recommend tailored solutions, and uses that data to proactively reach users with 1:1 product messaging so that users don't get overwhelmed and understand which product to use next. - 30% increased product adoption - 70% increased revenue [Read IBM's story](https://customers.twilio.com/en-us/ibm) ### Optimize ad spend Make it easy for marketers to activate first-party data and use AI to build more predictive, precise, and personalized ads that drive conversions and lower customer acquisition costs. [Increase your ROAS](https://www.twilio.com/en-us/use-cases/optimize-ad-spend) Dominos Pizza logo Domino’s turned to Twilio Segment to create a universal view of the customer, better visibility of ad campaign effectiveness, and create hyper personalized audiences with Twilio Engage to increase ROAS, revenue and incremental orders across all paid and owned e-commerce channels. - 700% increase in ROAS - 65% decrease cost per acquisition [Read Domino’s story](https://customers.twilio.com/en-us/dominos) ### Boost cross-sell and upsell Use AI to anticipate customer needs and recommend the right item to the right customers at the best time for conversion to drive repeat sales. [Increase customer value](https://www.twilio.com/en-us/use-cases/boost-cross-sell-upsell) Allergan logo Allergan used Twilio Segment’s CDP to unify customer data and power machine-learning personalization, enabling their Allē loyalty program to deliver tailored offers and communications that drove more effective cross-sell and upsell. - 400M yearly sales driven - 3M+ Allē loyalty users [Read Allergan’s story](https://customers.twilio.com/en-us/allergan) ## Customer data products Break down customer data silos to build lasting customer relationships. - [Connections](https://www.twilio.com/en-us/products/connections) Collect and activate all your first-party data from your warehouse, marketing tools, and communications in one platform. - [Unify](https://www.twilio.com/en-us/products/unify) Unify data from any source, including the data warehouse, into rich customer profiles for personalization at scale. - [Engage](https://www.twilio.com/en-us/products/engage) Orchestrate personalized omnichannel campaigns with data from any source in real time. ## Learn more about how a CDP works [What is a Customer Data Platform?](https://www.twilio.com/en-us/resource-center) Discover how a CDP can give you deep insights into your customers and help you create more personalized campaigns. [State of Customer Engagement Report](https://www.twilio.com/en-us/state-of-customer-engagement) Explore how brands are using AI to enhance customer experiences and address challenges like data privacy. [Don’t Fall For the False Binary: Why You Need a CDP + Data Warehouse](https://www.twilio.com/en-us/blog/insights/data/cdps-and-data-warehouses) Learn how CDPs and data warehouses work together to better govern, unify, and activate data. [Power your tools with data](https://www.twilio.com/en-us/catalog) Explore 700+ integrations to connect the Twilio Segment Customer Data Platform with your favorite tools. [The Customer Data Platform Report](https://www.twilio.com/en-us/report/the-cdp-report) Enjoy Twilio Segment’s annual look at how customer data platforms are powering the world’s biggest companies. [Interoperability: The Secret to Staying in Sync](https://www.twilio.com/en-us/blog/insights/interoperability-staying-in-sync) Discover how interoperability plays a key role in moving from fragmented data hoarding to seamless data activation. ## Unlock your customer data with the leading CDP Find the right plan to enable your engineering team to collect and send unified customer data to 750+ integrations. See how you can connect all of your customer data to power personalized customer engagement across every channel.