Twilio Segment Expands Integration with AWS

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Twilio, the customer engagement platform that drives real-time, personalised experiences brands, announced at AWS re:Invent 2024 the public beta availability of Linked Audiences in Twilio Segment for Amazon Redshift. The integration makes it easier for Twilio Segment and AWS customers to build audiences, enrich their customer profiles, and grow personalisation at scale.

“With Linked Audiences, Amazon Redshift users can now create dynamic, context rich audiences that will drive effective personalised marketing campaigns that can increase engagement,” said Thomas Wyatt, President of Twilio Segment.

“This builds on our existing Segment and AWS product integrations and enables data teams the ability to link Segment unified profiles to critical business entity data that lives in the Redshift warehouse. Our data graph provides technical marketers with a rich view of the customer that can be used to send dynamic audience payloads that power impactful personalised campaigns in downstream systems.”

Linked Audiences is an intuitive audience-builder tool that equips both B2B and B2C marketers with the ability to effortlessly explore the full spectrum of trusted customer data within Redshift and build a context-rich payload—without needing to write a single line of SQL or submit a ticket to the data team weeks in advance.

Data teams enable this self-service experience by linking unified profile data from Segment’s CDP with the existing comprehensive data model from the warehouse to a data graph within Segment that powers the Linked Audiences builder tool. This capability allows marketers to access a more complete and trusted view of customer interactions which data teams maintain, leading to more accurate targeting and personalised communications that can lead to better return on investment.

Existing product integrations between Twilio Segment and AWS include native connections to Amazon Redshift, Amazon Kinesis, Amazon S3, Amazon Lambda, Amazon Personalize, and Amazon EventBridge. In October, Twilio Segment announced new support for Amazon Ads DSP + AMC (Public Beta) allowing marketers to use rich, trusted first-party data in campaigns across the Amazon ecosystem (including Whole Foods, Twitch, Prime Video) based on attributes and audiences defined in Segment.