Twilio Segment Unify
Get a complete view of your customer
Unify brings together streaming data from all sources, including the data warehouse, for rich profiles that create real-time 1:1 personalized experiences at scale.
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How Twilio Segment Unify works
Segment Unify collects data from all your sources—including your data warehouse—and automatically matches and merges it to create unified, always up-to-date customer profiles.
With warehouse interoperability, Unify lets you both enrich profiles with data from your warehouse and send unified profiles back for advanced analysis. Instantly activate these Segment profiles across your favorite marketing, analytics, and customer engagement tools to deliver personalized experiences and power smarter business decisions at every touchpoint.
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Unify features
Unify real-time customer data interactions with real-time customer behavior and data from your warehouse.
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Merge customer traits and interactions across devices and channels into a single profile for each customer in real time.
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Continuously sync identity-resolved profiles to your data warehouse, enriching them with data from CRM systems, support platforms, and other records.
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Activate warehouse-enriched profiles by sending them from your data warehouse to over 550 downstream tools, including marketing platforms, analytics services, and customer support systems.
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Segment Linked Audiences simplifies audience segmentation for B2B and B2C marketers, enhancing personalization by directly integrating with your data warehouse. Craft flexible segments with the audience builder tool to boost marketing effectiveness across various channels.
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Programmatically query customer profiles in real time to build personalized experiences and empower sales and support teams with complete customer context.
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Automatically augment unified customer profiles with real-time, AI-generated traits—like likelihood to convert or churn—for downstream use in personalization and automation.
One profile, endless possibilities
Unify every customer touchpoint into a single profile to power real-time personalization and smarter engagement.
FAQ
Identity resolution allows you to stitch together user behavior across platforms, anonymous or known state and devices, which allows you to see the entirety of a user’s journey and combine their customer data into a single golden profile. It is essential for understanding customer needs and preferences, as well as creating personalized customer journeys - especially in light of the ongoing legal changes around third-party cookie tracking.
Unify resolves user identities in a deterministic manner. The Identity Graph supports multiple external IDs without any additional code. Each incoming event is analyzed, the external IDs are extracted, and then the Unify identity resolution tool algorithm matches events with profiles. A simplified version of the algorithm is as follows: Segment first searches the Identity Graph for incoming external IDs. If Segment doesn’t find a matching profile, a Profile is created for that user. If Segment finds one Profile, the event is logged onto that profile. If Segment finds multiple matching profiles, Segment applies the identity resolution settings to add the event to the appropriate profile.
Unify continuously ingests new data and automatically updates profiles in real time. As customers interact across channels, Unify reconciles identifiers (like email, device ID, or account number) so businesses always have the most up-to-date view.
Unify supports a wide range of identifiers including email, phone number, device ID, user ID, account ID, and custom traits. You can configure deterministic and probabilistic matching rules to stitch fragmented data into a single, trusted customer profile.