A customer engagement platform’s customers base has highlighted the importance of interconnecting AI, data warehouses, and digital communication channels.
Based on anonymized, aggregated usage behavior metrics of a customer engagement platform’s 25,000 customers between 1 Nov 2022 and 1 Nov 2023, the following trends were reported.
First, 60% of businesses in the metrics recognized high-quality, accurate data as a key ingredient for growth, emphasizing the importance data integrity for deriving meaningful customer insights and leveraging AI competitively.
Second, data warehouses were continuing to rate as one of the most popular destination categories for customer data in 2023, as they allowed the platform’s customers to not only store and analyze data at scale, but also to activate the insights in real time, ensuring a flexible and effective data strategy.
Thirdly, the platform’s customers were continuing to realize the potential for predictive AI to help them glean deeper customer insights and anticipate customer needs and behavior. The platform’s customers were “empowered to adopt a proactive customer engagement strategy where they can target users with an increased likelihood of performing an event based on their customer data.”
Finally, the customer engagement platform’s enterprise solutions continued to show growth: Google Universal Analytics was the most popular app (used by 55% of customers), followed by Mixpanel (44%) and Facebook Pixel (37%).
According to Kathryn Murphy, SVP (Product and Design), Twilio, the firm sharing its customer-metric trends: “In 2024, more and more brands will turn to AI to deliver better, more personalized experiences for their customers… We’re seeing a significant trend towards leveraging the interconnectedness of AI, data warehouses, and digital communication channels.”
The firm noted that, for brands eager to leverage AI and data “to forge even stronger relationships with their customers”, the ability to interoperate AI and analytics with customer data warehouses and platforms is essential. In this way, firms can leverage the full potential of their data (no matter where it lives), and turn customer data to insights using cleaned-and-verified event profile data.
