How Twilio works

To install Twilio, you’ll need familiarity with its REST API. The Twilio REST API allows you to query meta-data about your account, phone numbers, calls, text messages, and recordings. You can also initiate outbound calls and send text messages. In addition to getting started with Twilio, it’s important to consider how you’ll tie resulting data from Twilio in with the rest of your analytics processes. Simply put, you need to consider “what happens next?"

If you use Twilio to power customer communications, a lot of that data is probably siloed away from other information that’s important to your business, like what those customers are doing on your website or app before and after they’re contacted via Twilio. Pulling these data silos together is not an easy task. You’ll need to write various custom ETL processes that grab data from Twilio’s export APIs and load it into your warehouse in a data schema that you’ll have to design yourself.

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