The way companies manage customer data is evolving – and rapidly. In an era where personalization, privacy, and real-time decision-making are no longer optional, companies need a smarter approach to data. That's why Twilio presents the 2025 edition of the Customer Data Platform report, its latest in-depth study on how companies are leveraging customer data platforms (CDPs) to unlock new opportunities.
This year's report, based on insights from thousands of Twilio customers, reveals the key trends shaping the future of customer engagement. With the rise of technology systems combined with the growing synergy between data warehouses and CDPs, the findings make one thing clear: companies that leverage their data effectively will define the next era of customer experience.
“From the simplest to the most complex interactions, whether in the search for engagement, personalization, scalability or better use of technology, we always have the same starting point, where everything originates: data. Basically, the entire tree of actions, strategies and technologies is born from this single seed, which alerts us to the quality, quantity and refinement of this data”, says Vivian Jones, vice president LATAM at Twilio.
Below are four of the most important insights from this year’s report:
- Interoperability is the key to MarTech success – Companies are abandoning rigid, monolithic platforms in favor of combinable technology systems – integrated ecosystems where the best tools in the category work together seamlessly. This flexibility promotes innovation and allows companies to quickly adapt to new needs;
- Data Warehouses and CDPs are better togetherLast year, Twilio's clients synchronized nearly 10 trillion lines of data with cloud data warehouses such as Snowflake and BigQuery. Although warehouses provide scalable data storage, their true power is unleashed when integrated with a CDP, allowing companies to combine historical data with real-time insights for more personalized customer experiences;
- Analytics remains a powerhouse- Analytical tools are the most connected category on the Twilio platform, reflecting their critical role in understanding customer behavior. Companies that integrate analyses with a CDP are making smarter, real-time decisions that drive deeper engagement.
- The growth of AIpredictive- Last year, Twilio launched Predictive Traits, allowing companies to anticipate customer behavior using machine learning. The adoption of this feature increased by 57% this year, signaling a shift of predictive AI from a competitive advantage to an essential driver for smarter and more personalized customer engagement.
Top Customer Data Destinations of 2025
The report also explores which tools companies are prioritizing in their customer data strategies. The most connected categories on the Twilio platform include
- Analytics (Google Analytics, Amplitude, Mixpanel) – 89%;
- Data warehouses (Snowflake, BigQuery) – 52%;
- Advertising (Meta Ads, LinkedIn, Google Ads) – 50%;
- Raw data storage (Amazon S3) – 40%;
- Marketing por e-mail (Customer.io, Mailchimp) – 35%;
- Heatmaps and session recording (Hotjar, FullStory) – 33%;
- Customer success platforms (Zendesk, Gainsight) – 25%;
- Sistemas CRM (Intercom, HubSpot, Salesforce) – 14%.
These categories highlight how companies are orchestrating customer data across multiple platforms to create seamless, data-driven experiences.
Why is this important?
The explosion of MarTech tools over the past decade has created a paradox: although there is a push towards consolidation, the reality is that companies are using more tools than ever to meet specific and critical needs. Integration has become the connective tissue that keeps these technologies together, allowing companies to leverage specialized tools while maintaining a continuous flow of data.
MarTech is a vast and growing industry, with thousands of participants, and some level of consolidation is always in the air. Now, a recent series of mergers and acquisitions has everyone on alert. A Uniphore acquired ActionIQ, a Contentstack adquiriu a LyticsandRokt has announced its merger with mParticle– all of the deals were announced within weeks of each other, all centered around the acquisition of a customer data platform.
These measures signal a growing recognition that customer data is at the heart of modern marketing technology. But consolidation alone does not solve the complexity that companies face in managing their technology systems.
What these recent acquisitions have really done is just create new point solutions, linking the CDP to a specific application or channel, which is limiting by definition.
Instead, a customer data platform should be part of an open architecture, seamlessly integrating communication channels, data sources, and AI capabilities, with flexibility to add customized solutions. The report makes it clear that this is how companies create unified and integrated customer experiences at every touchpoint.
The recentTwilio joins the MACH Alliancereaffirms its commitment to enabling composable, open, and future-ready architectures. The MACH (microservices, API-first, Cloud-native, and Headless) structure represents the best standard in the category for building modular technology systems. By joining the alliance, Twilio signals its alignment with the principles of flexibility and interoperability – values that are critical as companies seek to adapt to the evolving landscape of customer data.
However, not all integrations are created equal. Many large software packages promise interoperability but fall short due to fragmented data models and limited documentation, causing companies to rely on costly custom integrations. On the other hand, Twilio's platform was designed with openness at its core, ensuring that companies can connect tools seamlessly and unlock the full potential of their data.
To learn more, read the full reporthere.
