Twilio presents new edition of CDP report for 2025

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 introduces the 2025 edition of the Customer Data Platform report, its latest in-depth study of 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.From 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, customization, scalability or better use of technology, we always have the same starting point, from 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, LATAM vice president of Twilio.

Below are four of the most important insights from this year's report:

• Interoperability is key to MarTech's success & Companies are abandoning rigid and monolithic platforms in favour of combinable technology systems & integrated ecosystems where best-in-class tools work together seamlessly.This flexibility fosters innovation and enables companies to adapt quickly to changing needs;
• Data Warehouses and CDPs are better together . Last year, Twilio customers synchronized nearly 10 trillion rows of data with cloud data warehouses such as Snowflake and BigQuery. Although warehouses provide scalable data storage, their true power is unlocked when integrated into a CDP, allowing businesses to combine historical data with real-time insights for more personalized customer experiences;
• Analysis remains a power 2 Analytical tools are the most connected category on the Twilio platform, reflecting their critical role in understanding customer behavior. Companies that integrate analytics with a CDP are making smarter, real-time decisions that drive deeper engagement.
• The growth of AI predictive ^Last year, Twilio launched Predictive Traits, enabling companies to anticipate customer behavior using machine learning. Adoption of this feature increased by 57% this year, signaling a shift in predictive AI from a cutting-edge advantage to a key driver for smarter, more personalized customer engagement.

The top customer data destinations of 2025

The report also explores what 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%; download
• Advertising (Meta Ads, LinkedIn, Google Ads) 50%;
• Raw data storage (Amazon S3) 40%;
• Email marketing (Customer.io, Mailchimp) 35%;
• Heat maps and session recording (Hotjar, FullStory) 33%;
• Customer success platforms (Zendesk, Gainsight) 25%;
• CRM systems (Intercom, HubSpot, Salesforce) 14%.

These categories highlight how companies are orchestrating customer data across multiple platforms to create seamless, data-driven experiences.

Why this is important

The explosion of MarTech tools over the last decade has created a paradox: while 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 holds 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 left everyone on the lookout Uniphore acquired ActionIQ, the Contentstack acquired Lytics and Rokt has revealed his merger with mParticle ^all deals were announced weeks apart, all centered on acquiring 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 actually did was just create new point solutions, linking 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 the flexibility to add custom solutions.The report makes it clear that this is how businesses create unified, integrated customer experiences at every touchpoint.

The recent twilio's membership in the MACH Alliance underscores its commitment to enabling combinable, open and future-proof architectures. The MACH framework (micro-services, API-first, Cloud-native and Headless) represents the best-in-class standard 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, making businesses rely on expensive custom integrations.On the other hand, Twilio's platform has been designed with openness at its core, ensuring that businesses can connect tools frictionlessly and unlock the full potential of their data.

To learn more, read the full report here.