We are proud to announce the launch of Twilio Segment’s first ever State of Customer Data Architecture report. In it, we explore a critical conversation shaping modern data strategy: the role of Customer Data Platforms (CDPs) versus Data Warehouses.
Often positioned as competitors, the narrative typically suggests that businesses must choose between these two approaches. However, as our latest report reveals, this framing is misleading. Instead of being an either-or decision, the most forward-thinking organizations are discovering that CDPs and Data Warehouses are complementary. Together, they unlock unparalleled opportunities for growth, efficiency, and deeper customer insights.
At Twilio Segment, our mission is to enable businesses to make smarter, faster decisions with their customer data, and the State of Customer Data Architecture report embodies this commitment. The report, based on survey data collected from ~500 businesses across industries, investigates the evolving relationship between CDPs and Data Warehouses. It addresses a critical shift we are seeing: the growing need to unify data systems and break down silos to enable real-time personalization, improve customer experiences, and support data-driven decision-making.
So why did we write this report? We’re at a pivotal moment in the world of customer data. As businesses scale, the volume and complexity of data continue to rise. From transactional records stored in data warehouses to real-time behavioral data captured by CDPs, organizations are overwhelmed with information but often struggle to use it efficiently. This is where the CDP-Warehouse integration comes into play. We wanted to highlight the growing trend of companies recognizing that combining these two technologies allows them to access the best of both worlds: the scalability and reliability of the warehouse, and the real-time activation power of the CDP.