Twilio has completed its purchase of customer data platform Segment for around $3.2bn in Twilio class A common stock in the second cloud communications-related closed deal of the day, following Sinch’s completed capture of SAP Digital Interconnect. The agreement between the pair was announced last month.

Twilio aims to use the acquisition to deliver a unified view of the customer journey for businesses, helping them to break down data silos and make their customer engagement more personalised. Segment will become a division of Twilio and continue to be led by Segment CEO Peter Reinhardt, reporting to Jeff Lawson, Co-founder and CEO of Twilio.

“Nearly every company is focused on acquiring, retaining and growing their customer relationships through digital engagement,” said Lawson. “However, the biggest impediment to great digital engagement are the data silos that prevent companies from truly understanding their customers. With the addition of Segment, Twilios Customer Engagement Platform now enables companies to both understand their customer, and engage with them digitally — the combination is key to building great digital experiences.”

Reinhardt added, “By bringing Twilio and Segment together, we will help businesses build a foundation of actionable insights critical to engaging with customers based on their needs and preferences to deliver a positive, seamless and effective customer experience.”