Twilio Segment or Snowplow?
Understand the difference between Twilio Segment and Snowplow, so you can make the right decision for your business, your use cases and your data stack.
A side-by-side look at the key similarities and differences between Twilio Segment and Snowplow BDP
Twilio Segment’s core product offering and add-ons such as Replays, Personas, and Protocols have been considered. Please note that these add-ons tend to be available only on the most expensive Business Tier plans.
|Theme||Benefits & Features||Snowplow|
|Full flexibility||Custom data structures|
|Customer success manager||With Snowplow, regardless of your tier, every step of the implementation process is customized to your business, teams and product. Twilio Segment only offers this level of support and customer care as an add on or on their highest tier.|
|Data collection across unlimited devices (e.g. IoT)||Snowplow trackers are built to automatically capture as many user identifiers as possible with every event. You can also implement cross-device tracking and collect data from multiple sources to build a single customer view and an end-to-end customer journey.|
|Decoupled data collection and modeling||By decoupling the collection of behavioral event data from the application of business logic, you gain the flexibility to change each independently of the other. That being said, you are still free to model your Twilio Segment data.|
|Incremental and configurable SQL data model||Business logic changes over time. If your data model needs to to keep pace with the business (and really, we believe that the data should be driving that change, rather than playing catch-up), it needs to be possible to evolve the way business logic is implemented in your systems over time.|
|Ingestion of data from 3rd parties and webhooks||While Snowplow doesn’t offer as many direct integrations as Twilio Segment, you still have easy-to-use SDKs to integrate key sources and destinations. You can also use an alternative tag manager, like Google Tag Manager, alongside Snowplow to send data to additional destinations, which is ultimately more flexible and replicates Twilio Segment’s value proposition around “pushing data wherever”.|
|Load your data into BigQuery|
|Load your data into Snowflake DB and Redshift|
|Load your data into S3||This is only accessible on Twilio Segment’s Business tier.|
|Load your data into real-time streams (Kinesis, Pub/Sub)||Kafka is coming soon to Snowplow.|
|Real-time data delivery SLAs||Only Snowplow offers real-time data delivery SLAs for behavioral data.|
|Real-time data enrichment (1st and 3rd party, and fully configurable)||Twilio Segment’s offering here lacks robust real-time enrichment and only Snowplow offers true 1st party enrichment for use cases such as lead scoring.|
|Unlimited custom properties|
|Unlimited use cases||While all the data may technically be in the Twilio Segment warehouse, it is in a format which still requires heavy wrangling. Snowplow enables you to build out a single data asset you can then use to power many more use cases beyond those offered by a CDP.|
|Quality assured||Cloud outage and data loss protection||This is only available with Twilio Segment using their premium ‘Replays’ add-on, available to Business tier customers.|
|Common data format across all platforms||In Twilio Segment, every source for every platform has a unique table in the warehouse, which with complex setups can result in 1000s of differing tables.|
|Data quality console for debugging|
|Fully observable data pipeline|
|Local queuing for offline event capture|
|Proactive data quality alerting||This is only available with Twilio Segment using their premium ‘Protocols’ add-on, available to Business tier customers.|
|Provides a single source of truth for data mature companies||With Twilio Segment, you have to union data across a large number of tables when collecting data from many sources to create a complete event-level table. This makes it more difficult to adapt the data to your use cases.|
|Real-time validation of data against schemas||This is only available with Twilio Segment using their premium ‘Protocols’ add-on, available to Business tier customers.|
|Reduces time spent cleaning or wrangling data||Snowplow data arrives in a single events table in a clean, deduplicated and expected format so very little data preparation is required. This also makes it easier to plug the data straight into your business intelligence, product analytics, reverse ETL tools and/or build models on top of the data.|
|Reprocessing of bad data||This is only available with Twilio Segment using their premium ‘Replays’ add-on, available to Business tier customers.|
|Uptime and latency SLAs|
|Total control||1st party server-set cookies for reliable user tracking on Safari||This is a truly powerful feature of a tool like Snowplow, which unlocks best in class marketing attribution, while remaining compliant with data privacy regulations.|
|Built on an open standard||With Snowplow, if your business needs change you can fall back to Snowplow Open Source. With Twilio Segment, you are more likely to find yourself locked in.|
|Complete data ownership|
|Control over where your data is processed||With Twilio Segment your data is processed in their cloud environment. With Snowplow your data is processed end-to-end in your own environment. This means you can choose exactly where your data is processed (which cloud, which region).|
|Data is trusted by data, product and marketing teams||While Twilio Segment has been built to be accessible to product and marketing teams, it has been built in a way that is not as reliable for marketing attribution or customer journey mapping as Snowplow. Similarly, the data teams we speak to do not trust Twilio Segment’s warehousing solutions as they would their own.|
|Framework for writing unit tests against your tracking|
|Modern ad blocker circumvention|
|Support for data structure and data schema evolution||This is only available with Twilio Segment using their premium ‘Protocols’ add-on, available to Business tier customers.|
|Support for fully anonymous tracking|
|Support for pseudonymizing data|
|Zero vendor lock-in||Your data pipeline is your most important piece of analytics infrastructure, and renting it makes you vulnerable. With Snowplow, you own your data and the underlying tech. Snowplow is an open source platform, which means you’ll never face vendor lock-in, a reality many growing businesses face with Twilio Segment.|
|TL;DR||While Twilio Segment is a great tool for some companies to start on their data journey, Snowplow customers collect more behavioral data per user, more reliably, and deliver it into more destinations (and in real-time) for more sophisticated use cases.|
Where Twilio Segment outperforms Snowplow
Twilio Segment does a number of things Snowplow doesn’t:
- Syncing data to third party SaaS solutions. Twilio Segment does this automatically out-of-the-box. Snowplow does not.
- Reverse ETL i.e. publishing data from data warehouse to 3rd-party SaaS solutions. Twilio Segment does this, Snowplow does not (but we see Hightouch and Census as great pieces of kit which solve this problem)
- Fetching data from 3rd party APIs and storing in data warehouse. Twilio Segment does this, Snowplow does not.
- Identity resolution. This is available with Twilio Segment using their premium ‘Personas’ add-on.
- User segmentation builder and syncing to third parties. This is available with Twilio Segment using their premium ‘Personas’ add-on.
Where Snowplow outperforms Twilio Segment
Most of these differences stem from Snowplow’s primary focus on behavioral data management vs Twilio Segment’s on data triage
- Data ownership. Whereas Snowplow users keep their own data in their own environment, with Twilio Segment the data is sent into Twilio Segment’s black box and then sent back to the customer’s data warehouse and other destinations. This also means Twilio Segment users lack auditability.
- Data productivity. Snowplow delivers a single events table, making session, journey and user-level analysis significantly easier
- Data quality. Snowplow offers a much more extensive toolkit for debugging bad data and recovering it than Twilio Segment. (E.g. we offer tools to “fix” bad data prior to replaying it). To get the same level of data quality tooling with Twilio Segment, you would need to purchase two premium add-ons, “Protocols” and “Replays”. The functionality these offer comes out the box with Snowplow BDP.
- Data richness and structure. Snowplow delivers more lines of data, and more data points, out-of-the-box, than Twilio Segment, owing to our relentless focus on completeness, richness and granularity. This is especially true for web tracking – Twilio Segment’s page table tracks just 23 properties, whereas Snowplow’s is 120+.
- GDPR / compliance. Because Snowplow BDP customers have their own data on their own systems, and full auditability, they can control exactly what data is sent where., down to the specific country level. Twilio Segment’s toolset here is much more limited.
- Lack of control: Data is sent through Twilio Segment’s black box and then sent into your data warehouse, meaning you lose observability and auditability over items as important as customizable identity resolution. Also, if you’d like to track custom entities, Twilio Segment only uses a ‘person’ as an entity. There is no way to specify other entity concepts such as sessions, searches, organization or journey.
- Latency. Snowplow users are typically loading the data into their data warehouses at least once per hour, while Twilio Segment’s are only guaranteed daily.
- Professional Services. We help you to build your tracking from the ground up, tailored to your specific business needs, and we help you to drive business value from that custom tracking. Twilio Segment tend to stop after ingesting and delivering it, except on the ir most expensive plans.
- Server-set cookies. Due to 7-day cookie expirations and no known desire to build in workarounds, if you have a long buying cycle you’ll have to build your own work-arounds and user-ids.
- Upsells. Their data validation and data loss protection toolkits are expensive upsells.
- Wrangling. With Twilio Segment, a new table is created for each source going in to each property. For example, with 35 data sources across 12 properties you’d have 420 tables, while with Snowplow you’d still have just the one. This format is at the heart of how Twilio Segment makes it easy to ingest data, but it does make it hard to handle and unify at scale. This is made even harder without id’s which tie ‘page views’ to ‘tracks’ in Twilio Segment (other than a timestamp).
Out of the box Snowplow delivers much more data including:
- Session IDs
- Page view IDs (so you can understand user behaviour when they have multiple tabs open)
- Time on page (accurately via heart beats)
- Device, operating system and browser data
- Campaign attribution data