Twilio unveils Linked Audiences integration for Redshift

Twilio has announced the public beta availability of Linked Audiences in Twilio Segment for Amazon Redshift.

The integration aims to enhance capabilities for Twilio Segment and AWS customers in building audiences and enriching customer profiles to support personalised engagement solutions at scale.

Thomas Wyatt, President of Twilio Segment, commented on the new feature: "With Linked Audiences, Amazon Redshift users can now create dynamic, context-rich audiences that will drive effective personalised marketing campaigns that can increase engagement. This builds on our existing Segment and AWS product integrations and enables data teams the ability to link Segment unified profiles to critical business entity data that lives in the Redshift warehouse."

"Our data graph provides technical marketers with a rich view of the customer that can be used to send dynamic audience payloads that power impactful personalised campaigns in downstream systems."

Linked Audiences is described as an intuitive tool that allows marketers to explore customer data within Redshift without needing SQL skills or external data team support.

The tool leverages a data graph powered by Segment's unified profile data and Redshift's comprehensive data model, facilitating more accurate customer targeting and communications.

Twilio Segment has expanded integrations with AWS, including native connections to services such as Amazon Redshift, Amazon Kinesis, Amazon S3, Amazon Lambda, Amazon Personalize, and Amazon EventBridge. Twilio Segment recently added support for Amazon Ads DSP + AMC, allowing the use of Segment-defined audience attributes across Amazon's ecosystem.

The partnership with AWS has resulted in significant growth, with Twilio's AWS Marketplace sourced new business growing by 35% year over year through the third quarter of 2024. SendGrid, also available on the AWS Marketplace, plans further engagement with AWS's programs in 2025.

G2 Krishnamoorthy, Vice President of AWS Analytics, spoke about the importance of data in customer engagement: "Ultimately, knowing your customer starts with knowing your data. Businesses leveraging AWS and Twilio Segment are able to manage all of their customer interactions in a standardised way across their AWS Analytics and AI infrastructure, leading to better engagement and a stronger understanding of the customer."

Matt Miritello, Vice President of Engineering at theSkimm, praised the partnership with Twilio Segment: "Twilio Segment has been an amazing partner for us at theSkimm, helping us leverage our data to create more personalised experiences at scale."

"I'm excited to join this panel and share how integrating Segment with our AWS data ecosystem has truly transformed the way we connect with our audience, making our engineering team more agile and our customer engagement even more impactful."