Contextualizing data on the client-side: Putting marketers in the driver’s seat

For the past decade, Twilio has been a leading innovator in the CPaaS and customer engagement categories. This month we are announcing our patented technology called “auto-instrumentation”, signaling our commitment to revolutionize how businesses utilize customer data.

This technology gives marketers and analysts more autonomy over “auto-instrumentation” on the client side,  helping them to better understand the user events they collect in their complete context. 

For many companies, customer events are collected and analyzed in a piecemeal way, where users have to open different apps and collect siloed data to understand the full customer journey. This more often than not involved creating a ticket to ask engineers for help, then waiting for the engineers to pull and share the data.

With “auto-instrumentation,” marketers and analysts can understand and define how different data points relate to one another without pulling in other teams. For example, Segment customers can see not just that someone completed a purchase, but what item they bought and from what advertising campaign it originated from, a previously labor-intensive and manual task.

How does it work?

This instrumentation logic lives in the cloud, allowing for immediate, “over-the-air” deployment and updates that don’t require engineering intervention. As a result, engineers don’t have to redeploy apps every time a modification is made to its instrumentation, resulting in faster time-to-value. 

Instead, engineers integrate the Analytics SDK into their app once, and never have to worry about instrumenting analytics data again.

Marketers and analysts can control and configure the instrumentation as needed, and deploy directly to their apps and begin receiving new data immediately.

Segment’s commitment to innovation

This technology reaffirms Twilio and Segment as an industry leader, helping businesses with new, novel ways to track, contextualize, and activate data. But much still remains to be done to ensure every modern digital business is equipped with a best in class data foundation.

We’re excited to take you on this journey with us.