Yanis Bousdira on September 8th 2021

Event streaming platforms such as Apache Kafka are gaining in importance across all industries. In this article we'll discuss the benefits Apache Kafka implementations can gain from pairing it with a CDP.

Recent articles

Kelly Kirwan on September 20th 2021

Data onboarding is the transfer of customer data you’ve gathered offline into an online environment—a critical process because customer journeys are now omnichannel.

Yanis Bousdira on September 8th 2021

Event streaming platforms such as Apache Kafka are gaining in importance across all industries. In this article we'll discuss the benefits Apache Kafka implementations can gain from pairing it with a CDP.

Kelly Kirwan on August 27th 2021

Data retention is the storing of information for a specified period. It helps businesses reduce costs, legal risks, and security threats.

Doug Roberge, Jen Skene on August 19th 2021

Today’s most innovative companies don’t buy all-in-one SaaS suites; they invest in building blocks that empower developers to build the systems that drive personalization and growth.

Kelly Kirwan on August 13th 2021

Data reporting is the process of organizing and curating information into a format that makes it easier to digest than if you looked at the raw data.

Audrey Kittock on August 12th 2021

Why is Segment updating the Data Protection Addendum (DPA)?

We updated the DPA primarily to account for and incorporate the new Standard Contractual Clauses (SCCs) that the European Commission published on June 4, 2021 to address data transfers originating from the European Economic Area (EEA). These new SCCs are meant to better align with the regulatory requirements of the GDPR, and to address issues highlighted in recent legal decisions like Schrems II. We also took this opportunity to revise and reformat our DPA to make it easier to read and understand.

These “new” modernized SCCs replace the 2001, 2004, and 2010 SCCs currently in use.

Does this impact me as a customer? 

The updates to the DPA to incorporate the SCCs are only applicable to customers who use Segment to process EEA personal data. However, as noted above, we have also revised the DPA to make it easier to read and understand.

What do I need to do?

For those customers subject to our Online DPA, no action is required. The updated DPA will automatically become part of your agreement with us effective September 27, 2021. 

If you have negotiated a separate DPA with Segment, which includes the prior version of the SCCs, those SCCs will remain in place and effective until December 27, 2022.  If you would like to update them prior to December 27, 2022, please reach out to your Segment Account Executive.  We are happy to accommodate your request to update to our new DPA at any point before or at your next renewal.

Are you making other changes to your DPA?

Yes and no. Our DPA integrates the requirements of the SCCs in a manner that does not allow us to simply strip out the prior version SCCs to be replaced with the new SCC module format, and more granular requirements of the new SCCs. 

So, yes, we have made many changes to the DPA to make it an easier to read and understand document for all of our global customers (for example, moving EU-specific clauses to separate appendices), but also no, in that we have not made any substantive changes other than those related to the new SCCs.

When is the updated DPA effective?

The updated DPA will be automatically effective on September 27, 2021 for all Segment customers that have agreed to the terms of our Online DPA. New transfers (i.e. new contracts) made after September 27, 2021 must use the new SSCs because the prior versions of the SCCs are repealed effective as of this date.

I have negotiated the terms of my DPA directly with Segment (i.e., I am not subject to the standard online DPA terms). Do I need to update my DPA to account for new SCCs and when?

Yes, but there is a grace period. If you have negotiated a separate DPA with Segment that includes the prior EU-approved version of the SCCs, those SCCs will remain in place and effective until December 27, 2022.  If you would like to update them prior to December 27, 2022, please reach out to your Segment Account Executive.  We are happy to accommodate your requests to update to the new DPA at any point before or at your next renewal.

What changes do the EU’s new SCCs contain?

As mentioned above, the European Commission updated the SCCs to address more complex processing activities that exist in today’s world, the requirements of the GDPR, and the Schrems II decision, including requirements to apply additional transparency and notification controls covering government access requests, and to carry out and document an assessment of the laws of the third country to confirm that the local law in the importing country does not prevent Segment’s compliance with the terms in the SCCs.

The new SCCs are also modular so they can be tailored to the type of transfer. The prior version of the SCCs applied only to controller-controller and controller-processor transfers of personal data from the EU to countries without an adequacy decision by the European Commission. The updated clauses are expanded to also include processor-processor and processor-controller transfers.

When are SCCs applicable to me as a customer?

Segment relies on SCCs to transfer personal data outside the EEA, UK and Switzerland to the United States.  This means that if you are using the Segment Services to transfer personal data originating from the EEA, the UK, and/or Switzerland, then the SCCs are the valid transfer mechanism to make such transfers.

Do the new SSCs apply to transfers of personal data from the UK to the US?

No. The original SCCs will continue to apply to transfers of personal data from the UK to the US until the UK recognizes the European Commission’s new SCCs or adopts its own version. For more information about UK data transfers, please view the ICO website on SCCs and data transfers here

Sonia Mehta Sidhpura, Nicole O'Hallaron on August 5th 2021

At Twilio Segment, we have a support plan for your every need. Premium Support and Premium Plus Support are now Generally Available. Reduce risk with 24/7 support, guaranteed response time, and a dedicated Support Account Manager.

Kelly Kirwan on August 3rd 2021

Omnichannel: the new necessity

Customer journeys now span multiple devices and channels. From using smartphones to check emails, to researching an item on a laptop before buying in-store, it’s become increasingly difficult for brands to maintain a single view of the customer. Without an integrated tech stack, and central source of truth for customer data, teams are often working with only a snapshot of the customer journey – resulting in a disjointed, unpersonalized customer experience.

This can have real consequences when it comes to conversion and retention rates (not to mention overall customer satisfaction). In fact, 45% of consumers say they’re unlikely to become repeat purchasers with a brand after just one unpersonalized experience. 

With an omnichannel approach, every channel a business operates on is connected. This means a consumer could switch between channels (whether it be email, in-app, live chat, etc.), without experiencing any friction.

But how do you actually put an omnichannel strategy into practice? 

Implementing omnichannel customer engagement at scale 

There’s a lot of confusion over how to implement an omnichannel strategy. In fact, 76% of businesses say they’re falling short.

To win when it comes to omnichannel, businesses need to have the right data infrastructure and the right technology. This includes:

  1. A centralized data hub that easily integrates with new applications and platforms, and consolidates customer data from any source in real-time. 

  2. The ability to merge the complete history of a customer into a single profile. 

  3. The ability to orchestrate various actions across a set of customer engagement tools (like Twilio and Twilio SendGrid) to deliver personalized communications based on customer interactions and preferences.

In our latest guide with Twilio and SendGrid, we dive deeper into these “must-haves” for omnichannel engagement, while also covering: 

  • How omnichannel differs from multichannel (and why these two strategies are often confused).

  • The data foundation and technology needed to implement omnichannel customer engagement at scale. 

  • Real-life case studies of how different brands have used omnichannel tactics to increase engagement and conversion rates. 

Download a copy of The Ultimate Guide to Omnichannel to learn more. 

Kelly Kirwan on July 29th 2021

A single view of the customer puts all different pieces of customer information together into one coherent, up-to-date whole for your entire organization.

Kelly Kirwan on September 20th 2021

Data onboarding is the transfer of customer data you’ve gathered offline into an online environment—a critical process because customer journeys are now omnichannel.

Yanis Bousdira on September 8th 2021

Event streaming platforms such as Apache Kafka are gaining in importance across all industries. In this article we'll discuss the benefits Apache Kafka implementations can gain from pairing it with a CDP.

Kelly Kirwan on August 27th 2021

Data retention is the storing of information for a specified period. It helps businesses reduce costs, legal risks, and security threats.

Doug Roberge, Jen Skene on August 19th 2021

Today’s most innovative companies don’t buy all-in-one SaaS suites; they invest in building blocks that empower developers to build the systems that drive personalization and growth.

Kelly Kirwan on August 13th 2021

Data reporting is the process of organizing and curating information into a format that makes it easier to digest than if you looked at the raw data.

Audrey Kittock on August 12th 2021

Why is Segment updating the Data Protection Addendum (DPA)?

We updated the DPA primarily to account for and incorporate the new Standard Contractual Clauses (SCCs) that the European Commission published on June 4, 2021 to address data transfers originating from the European Economic Area (EEA). These new SCCs are meant to better align with the regulatory requirements of the GDPR, and to address issues highlighted in recent legal decisions like Schrems II. We also took this opportunity to revise and reformat our DPA to make it easier to read and understand.

These “new” modernized SCCs replace the 2001, 2004, and 2010 SCCs currently in use.

Does this impact me as a customer? 

The updates to the DPA to incorporate the SCCs are only applicable to customers who use Segment to process EEA personal data. However, as noted above, we have also revised the DPA to make it easier to read and understand.

What do I need to do?

For those customers subject to our Online DPA, no action is required. The updated DPA will automatically become part of your agreement with us effective September 27, 2021. 

If you have negotiated a separate DPA with Segment, which includes the prior version of the SCCs, those SCCs will remain in place and effective until December 27, 2022.  If you would like to update them prior to December 27, 2022, please reach out to your Segment Account Executive.  We are happy to accommodate your request to update to our new DPA at any point before or at your next renewal.

Are you making other changes to your DPA?

Yes and no. Our DPA integrates the requirements of the SCCs in a manner that does not allow us to simply strip out the prior version SCCs to be replaced with the new SCC module format, and more granular requirements of the new SCCs. 

So, yes, we have made many changes to the DPA to make it an easier to read and understand document for all of our global customers (for example, moving EU-specific clauses to separate appendices), but also no, in that we have not made any substantive changes other than those related to the new SCCs.

When is the updated DPA effective?

The updated DPA will be automatically effective on September 27, 2021 for all Segment customers that have agreed to the terms of our Online DPA. New transfers (i.e. new contracts) made after September 27, 2021 must use the new SSCs because the prior versions of the SCCs are repealed effective as of this date.

I have negotiated the terms of my DPA directly with Segment (i.e., I am not subject to the standard online DPA terms). Do I need to update my DPA to account for new SCCs and when?

Yes, but there is a grace period. If you have negotiated a separate DPA with Segment that includes the prior EU-approved version of the SCCs, those SCCs will remain in place and effective until December 27, 2022.  If you would like to update them prior to December 27, 2022, please reach out to your Segment Account Executive.  We are happy to accommodate your requests to update to the new DPA at any point before or at your next renewal.

What changes do the EU’s new SCCs contain?

As mentioned above, the European Commission updated the SCCs to address more complex processing activities that exist in today’s world, the requirements of the GDPR, and the Schrems II decision, including requirements to apply additional transparency and notification controls covering government access requests, and to carry out and document an assessment of the laws of the third country to confirm that the local law in the importing country does not prevent Segment’s compliance with the terms in the SCCs.

The new SCCs are also modular so they can be tailored to the type of transfer. The prior version of the SCCs applied only to controller-controller and controller-processor transfers of personal data from the EU to countries without an adequacy decision by the European Commission. The updated clauses are expanded to also include processor-processor and processor-controller transfers.

When are SCCs applicable to me as a customer?

Segment relies on SCCs to transfer personal data outside the EEA, UK and Switzerland to the United States.  This means that if you are using the Segment Services to transfer personal data originating from the EEA, the UK, and/or Switzerland, then the SCCs are the valid transfer mechanism to make such transfers.

Do the new SSCs apply to transfers of personal data from the UK to the US?

No. The original SCCs will continue to apply to transfers of personal data from the UK to the US until the UK recognizes the European Commission’s new SCCs or adopts its own version. For more information about UK data transfers, please view the ICO website on SCCs and data transfers here

Sonia Mehta Sidhpura, Nicole O'Hallaron on August 5th 2021

At Twilio Segment, we have a support plan for your every need. Premium Support and Premium Plus Support are now Generally Available. Reduce risk with 24/7 support, guaranteed response time, and a dedicated Support Account Manager.

Kelly Kirwan on August 3rd 2021

Omnichannel: the new necessity

Customer journeys now span multiple devices and channels. From using smartphones to check emails, to researching an item on a laptop before buying in-store, it’s become increasingly difficult for brands to maintain a single view of the customer. Without an integrated tech stack, and central source of truth for customer data, teams are often working with only a snapshot of the customer journey – resulting in a disjointed, unpersonalized customer experience.

This can have real consequences when it comes to conversion and retention rates (not to mention overall customer satisfaction). In fact, 45% of consumers say they’re unlikely to become repeat purchasers with a brand after just one unpersonalized experience. 

With an omnichannel approach, every channel a business operates on is connected. This means a consumer could switch between channels (whether it be email, in-app, live chat, etc.), without experiencing any friction.

But how do you actually put an omnichannel strategy into practice? 

Implementing omnichannel customer engagement at scale 

There’s a lot of confusion over how to implement an omnichannel strategy. In fact, 76% of businesses say they’re falling short.

To win when it comes to omnichannel, businesses need to have the right data infrastructure and the right technology. This includes:

  1. A centralized data hub that easily integrates with new applications and platforms, and consolidates customer data from any source in real-time. 

  2. The ability to merge the complete history of a customer into a single profile. 

  3. The ability to orchestrate various actions across a set of customer engagement tools (like Twilio and Twilio SendGrid) to deliver personalized communications based on customer interactions and preferences.

In our latest guide with Twilio and SendGrid, we dive deeper into these “must-haves” for omnichannel engagement, while also covering: 

  • How omnichannel differs from multichannel (and why these two strategies are often confused).

  • The data foundation and technology needed to implement omnichannel customer engagement at scale. 

  • Real-life case studies of how different brands have used omnichannel tactics to increase engagement and conversion rates. 

Download a copy of The Ultimate Guide to Omnichannel to learn more. 

Kelly Kirwan on July 29th 2021

A single view of the customer puts all different pieces of customer information together into one coherent, up-to-date whole for your entire organization.

Pablo Vidal Bouza on July 15th 2021

How Segment moved from traditional SSH bastion hosts to use AWS Systems Manager SSM to manage access to infrastructure.

Leif Dreizler on March 2nd 2021

Building customer-facing security features in partnership with dev teams helps you better serve your customers, unlocks additional revenue, and bidirectionally transfers knowledge between teams—a concept at the very core of DevSecOps.

Udit Mehta on January 20th 2021

Learn how we use AWS Step Functions for large-scale data orchestration

Kelly Kirwan on July 15th 2021

As the world gradually reopens, the precedent during the pandemic of being accessible across channels will remain – along with the expectation that each customer interaction will be personalized. 

Sam Gehret on July 29th 2021

A look at server-side activation as the new alternative to the third-party advertising pixel.

Sudheendra Chilappagari on February 18th 2021

Learn how to use Segment and Twilio Programmable Messaging to send a personalized SMS campaign.

Become a data expert. Subscribe to our newsletter.

Josephine Liu, Sherry Huang on June 9th 2021

Our latest feature, Journeys, empowers teams to unify touchpoints across the end-to-end customer journey.

Kate Butterfield on June 16th 2021

Get an inside look at the design process for Journeys.

Katrina Wong on March 31st 2021

With Segment, brands can leverage their first-party customer data to build deeper customer relationships.

Madelyn Mullen on August 17th 2020

Your business growth depends on empowering every team with good data. Introducing the Segment Data Council, a series of interviews with seasoned customer data experts who know how to build bridges across the organization and empower teams.

Madelyn Mullen on August 17th 2020

Imagine if your PMs had an overview of support tickets, billing issues, sales interactions, and users’ clickstreams—all unified and available via self-service. It would be the Holy Grail of data management. Listen to more in this Data Council episode.

Madelyn Mullen on August 17th 2020

Simply put, data governance leads to better automation. Listen to this Data Council episode to hear how Arjun Grama grew his customer data wrangling techniques to transform product lines at IBM and raise the bar on growth KPIs at Anheuser-Busch InBev.

Madelyn Mullen on August 17th 2020

What does it take for a data driven business case to excite stakeholders across an organization? Tune in to this Data Council episode for an insider perspective from Kurt Williams, Global Director of Customer Products at Anheuser-Busch InBev.

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