Supermetrics vs Twilio Segment Comparison: What Are the Strengths of Each Platform?

Table of content

1. Supermetrics Overview
2. Twilio Segment Overview
3. Who Are Supermetrics and Twilio Segment For?
4. Supermetrics vs Twilio Segment: Data Destinations
5. Supermetrics vs Twilio Segment: Data Source Connectors
6. Supermetrics vs Twilio Segment: Pricing
7. Supermetrics vs Twilio Segment: Ease of Use
8. Supermetrics vs Twilio Segment: Ratings
9. Supermetrics vs Twilio Segment: Security and Reliability
10. Supermetrics vs Twilio Segment: Support
11. Summary

Supermetrics and Twilio Segment are both popular data integration platforms. Supermetrics offers codeless connectors, which means you do not require any coding skills or experience to use the connectors. On the other hand, Twilio Segment simplifies how you code the connectors by reducing your data integration workload to a few lines of Javascript code and knowledge of database management. Understanding this difference will be important when choosing between Supermetrics and Twilio Segment. Here is a brief overview of the two platforms and how they compare.

Supermetrics Overview

Supermetrics is a data integration platform with 150+ data source connectors and 16+ data destinations. The four most popular data destinations include Looker Studio, Google Sheets, Microsoft Excel, and Power BI. Supermetrics pricing starts from EUR 29/month. Three out of four pricing plans on Supermetrics connect the users to the four destinations mentioned above. To connect your data to a database destination, you will require the Enterprise plan, with the pricing expected to be well above EUR 999. Supermetrics uses prebuilt codeless connectors, and it has a data mapping feature that enables the computation of additional metrics and dimensions; hence, Supermetrics is easy to use.

Twilio Segment Overview

Twilio Segment is a leading customer data platform. It specializes in integrating first-hand customer data and information from about 160 data sources. Twilio Segment exports data to about 11 data destinations, mainly databases and API integrations. It does not list spreadsheets or business intelligence tools as destinations.

Further, Twilio Segment focuses on exporting raw data, which data scientists and engineers prefer. As such, Twilio Segment lacks the data mapping feature, which makes data shaping with the platform more difficult for the analyst. Adding to the complexity is the requirement that users have at least basic coding knowledge of Javascript and some knowledge about database management. The importance of coding skills can be seen in this introductory screen from Twilio Segment.

Who Are Supermetrics and Twilio Segment For?

Twilio Segment and Supermetrics are tools for marketers. Twilio Segment is designed to handle all first-party customer data management concerns. This means that Twilio Segment is suitable for internal use within organizations because the organizations need to own the data they connect with Twilio Segment. A review of the use cases for Twilio Segment shows a list of instances where data points can be connected to specific clients. Such data points include the single view of the customer, customer acquisition, customer LTV, and customer retention. Analysis of Twilio Segment users by teams indicates use cases among marketing teams, product teams, and engineering teams. Analysis of use cases by industry shows that Twilio Segment is suitable for retail, B2B, financial services, healthcare, and marketplaces. On business sizes, early-stage startups can use Twilio Segment for free.

Focusing on Supermetrics, the platform is built for marketers, data teams, social media teams, and SEO managers. By business size, Supermetrics targets small and medium-sized businesses with most of its pricing plans. It also targets large enterprises with large datasets that must be exported to databases. Other enterprises that would benefit from Supermetrics are marketing agencies and B2B SaaS organizations. For each of the target users, Supermetrics has created unique solutions for data integrations.

Supermetrics vs Twilio Segment: Data Destinations

Twilio Segment offers several data warehouse destinations. A review of the data storage catalogue shows 11 data warehouse destinations. These include Amazon S3, BigQuery, Azure, Databricks, Google Cloud Storage, IBM Db2 Warehouse, Amazon Redshift, PostgreSQL, Snowflake, and Segment Data Lakes.

All database destinations are not available to all users at all levels. Instead, only AWS S3 and Google Cloud Storage are available to all users at all levels. Segment Data Lakes are available to Twilio Segment Business tier customers only. Other database destinations are available to Team and Business Tier customers.

The last important aspect of data destinations on Twilio is that database storage is not independent of data row count. The free plan allows 500,000 monthly data rows, while the Teams plan allows 1.5 million. The Business tier allows customization of the data rows. Finally, you must write a few lines of code for all data destinations to integrate your data.

Supermetrics exports data to 16 destinations. These include Amazon Redshift, Azure SQL, Google AlloyDB, SFTP, Amazon S3, Snowflake, Azure Storage, Azure Synapse, BigQuery, and Google Cloud Storage. They also include Monday.com, Looker Studio, Google Sheets, Microsoft Excel, and Power BI. Supermetrics enables API integrations through the Supermetrics API.

Supermetrics has more data destinations than Twilio Segment. Database destinations on Supermetrics are not independent of data row count. Additionally, you can only send data to the database destinations you select in your pricing plan. Not all database destinations are available to all users at all pricing levels.

We summarize our review of the database destinations by considering that though Supermetrics has a greater number of destinations, the two platforms share various important destinations, including BigQuery and Snowflake. However, the most important observation is that Twilio Segment requires basic coding skills in JavaScript and database management skills to export the data to database destinations. Supermetrics requires no coding skills or code maintenance because the connectors are pre-built. Lastly, Twilio Segment focuses on exporting raw data to databases, meaning that analytics destinations such as Looker Studio and Power BI are unavailable on Twilio Segment. Exporting raw data also means that Twilio Segment does not focus on having a data mapping feature available in Supermetrics. The data mapping feature enables easy computation of new metrics and dimensions based on raw data.

Supermetrics vs Twilio Segment: Data Source Connectors

Twilio Segment has about 160 data source connectors. Supermetrics has 150+ data source connectors. The platforms have an almost equal number of data source connectors. However, there are differences in how you access the connectors in your paid plans.

Twilio Segment gives you access to all data source connectors with the paid plans, meaning no premium connectors exist. Unlimited access to data sources is particularly useful to organizations with many data sources. However, you must ascertain that the data connectors you need are available on Twilio Segment before selecting the platform.

Supermetrics limits access to only those connectors included in your data plan. Supermetrics has premium data source connectors. Further, each pricing plan allows limited access to data source connectors and accounts. For instance, the Essential plan provides access to 4 data source connectors and three accounts per data source. The Core plan provides 28 data sources and eight accounts per source. The Super plan has 54 connectors and ten accounts per data source. The Enterprise has up to 127 data source connectors.

The limited access to data source connectors on Supermetrics requires careful evaluation of your organization’s data needs before selecting. It is imperative to check the number of data source connectors and accounts to compare against the plans offered by Twilio Segment and Supermetrics.

Supermetrics vs Twilio Segment: Pricing

Twilio Segment pricing starts from $120/month for the Team plan. It is instructive to note that the Team tier is the only one of three plans with a price tag. For $120/month, your data plan will include unlimited data sources, 1.5 million reverse ETL records or data rows, one destination, and public API access.

In addition to the Team plan, the other two tiers include the free plan for $0/month, which provides access to 2 sources and 500,000 data rows. The Business tier is fully customizable and has more advanced data security features.

Focusing on Supermetrics, there is no free plan. The pricing plans start at EUR 29/month for the Essential plan and EUR 159 for the Core plan. The Super plan starts at EUR 999. One important note about the three Supermetrics’ pricing plans above is that the destinations can only be among four, which are Looker Studio, Google Sheets, Power BI, or Microsoft Excel. To export your data to a database destination, you must be on the Enterprise plan, customized to your needs, and starting above EUR 999 monthly.

A comprehensive comparison of the pricing information shows that Supermetrics is relatively more expensive than Twilio Segment. When considering Supermetrics for database destinations, Twilio Segment’s pricing is approximately a tenth of the Supermetrics pricing on the Enterprise plan. Price-sensitive users will certainly consider Twilio Segment more favorably compared to Supermetrics but they must know database management and have Javascript coding skills.

Supermetrics vs Twilio Segment: Ease of Use

Supermetrics is easier to use compared to Twilio Segment. Three reasons were factored into this judgment. The first is that Supermetrics requires no coding skills, while Twilio Segment requires some coding skills in Javascript, as captured in the screen below. That means Twilio Segment requires technically skilled staff to manage the code and the databases. The requirement for coding knowledge makes Twilio a platform for businesses with technical capacity.

The data mapping feature is the second factor contributing to Supermetrics’s ease of use. While Twilio Segment focuses on exporting raw data, Supermetrics has a data mapping feature that allows the computation of additional metrics and dimensions from the raw data in readiness for data mapping. The data mapping feature makes work easier for marketers and other data analysts who need quick insights from the data. Data scientists and engineers prefer to work with the raw data.

The last factor contributing to Supermetrics’ ease of use is the direct integration into business intelligence tools like Looker Studio and Power BI, and spreadsheets like Google Sheets and Microsoft Excel, which are easier formats for many users. Twilio Segment sends data directly to databases. While good, data integration to databases may create additional complexity for non-technical data consumers whose only need is to export analysis-ready datasets to analytics software.

Overall, Supermetrics is easy to use by working through prompts without coding. Supermetrics is suitable for small organizations without the technical capacity to handle the coding requirements of data integrations and database management. Twilio Segment is preferable for data scientists, engineers, and enterprises with adequate technical capacities for data management.

Supermetrics vs Twilio Segment: Ratings

Supermetrics has a rating of 4.4 stars out of 5, based on 738 verified reviews on G2. Twilio Segment has a rating of 4.5 stars after 550 reviews, so Twilio Segment is rated better than Supermetrics.

Our review of the ratings shows that they reflect users’ experiences in sum. This means that users have generally considered the strengths and weaknesses of each platform before arriving at the respective ratings for each platform. Based on this view, we consider that Twilio Segment presents a significantly better data integration platform than Supermetrics. The ease of use reflects user experiences.

Supermetrics vs Twilio Segment: Security and Reliability

Supermetrics and Twilio Segment are two generally secure platforms. Both comply with SOC Type 2 security standards and have a single sign-on feature. The platforms provide additional security systems. For Twilio Segment, geo-restriction and HIPAA compliance are provided with the Business tier pricing plan. Supermetrics provides the same security features across all pricing levels.

Supermetrics vs Twilio Segment: Support

Supermetrics has a support portal accessed from the website’s support button. The portal enables users to access support resources and the Supermetrics community discussions. Most importantly, users can raise support tickets through the Support Portal with a connection to the Supermetrics Hub. The support portal is essential for ensuring the prompt resolution of support tickets. Supermetrics customers on the Business and Enterprise plans get a customer success manager and a success plan in addition to standard support. The latter is important in providing personalized attention to clients.

Twilio Segment also has a help center accessible through the website. In addition to the help center, users can access documentation of the connectors and information about API status before calling for additional support. Based on the structure of support on Twilio Segment, the platform ensures users access all the technical information for the connectors, thereby enabling self-service. The critical factor to observe about the support system is that Twilio Segment users are expected to have some technical understanding of the connectors to use the information provided in the help center effectively.

Summary

Supermetrics and Twilio Segment are effective data integration platforms. Supermetrics focuses on marketing analytics in general, so you are likely to find all the common marketing applications on the platform. Twilio Segment focuses on first-hand customer data, which is integrated across platforms with customer AI. The impact is that there are some differences in the use cases of the platforms, with Supermetrics being appropriate for overall marketing analytics and Twilio Segment being best in customer segmentation analysis.

The platforms differ in ease of use. Supermetrics is easy to use because it is a codeless data integration platform. On the other hand, Twilio Segment requires coding and database management skills because it promises to reduce your data integration workload by reducing the activities to a few lines of code. Twilio Segment is, therefore, appropriate for organizations with the requisite technical capabilities.

Lastly, the platforms differ in pricing plans and what they offer. While Supermetrics has a starting price of EUR 29 per month, connecting to a database destination requires more than EUR 999/month. Twilio Segment has a starting price of $120/month for all data source connectors and database destinations, making it a cost-efficient alternative.

Overall, assuming you can find all the connectors needed in the two platforms, and you have the necessary technical skills, Twilio Segment is the better alternative. If your choice is wider than the two data integration platforms, consider Windsor.ai, which is an equally powerful solution for data integration. Windsor.ai provides codeless data integration services.

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