Segment Recognized Again in Snowflake's Modern Marketing Data Stack Report

We’re thrilled to announce that Twilio Segment has once again been named a leader in Snowflake's Modern Marketing Data Stack report. This marks the third consecutive year that Segment has been recognized as a leader in the Customer Data Platform (CDP) category, and a critical player in helping organizations unlock the full potential of their data for personalized, data-driven marketing strategies.

The Modern Marketing Data Stack report by Snowflake identifies the top tools and technologies that marketers rely on to manage, activate, and derive insights from data. This year’s report highlights how Segment’s Customer Data Platform (CDP) remains a pivotal solution in the data ecosystem, offering best-in-class capabilities for real-time data collection, unification, and activation across the entire customer journey.

The Ongoing Need for Real-Time Customer Data

As businesses generate and collect more data, the challenge of structuring, storing, and activating that information has become increasingly difficult. While this hurdle may already be long-recognized, it doesn’t make it any less acute for businesses across the globe. Data is often siloed across systems, making it hard for teams to access and use it effectively. In fact, Twilio Segment’s State of Personalization 2023 report found that 46% of companies believe they’re doing an excellent job of personalization, while only 15% of consumers agree. 

The combination of Segment and Snowflake addresses this need by merging real-time data processing with warehouse data, enabling companies to build trusted customer profiles that include both live and relational data. This integration allows businesses to use customer event data—like website interactions and app usage—alongside static information, such as organizational relationships and product associations. With a fuller view of their customers, brands can deliver more personalized and relevant experiences. 

Continuing to Evolve

We’re grateful for this recognition in Snowflake’s report and are focused on continuing to develop solutions that meet the evolving needs of our customers. One recent example of closer integration between Snowflake and Segment is the launch of Linked Audiences, a solution that enables marketers to easily create personalized audience segments from warehouse data with a user-friendly, no-code interface. As the marketing landscape changes, we see the growing demand for platforms that help companies use their data more effectively—both in terms of personalization and broader business insights.

Our work with Snowflake, and the insights provided in this report, offer a glimpse into how companies can prepare for the future of data-driven marketing. By focusing on making data more actionable and accessible, Segment hopes to support businesses in delivering better customer experiences and driving meaningful results.

To learn more, read the State of Customer Data Architecture Report