Case Study: Segment cuts CPA by over 50% with Marpipe

How Segment cut their CPA by over 50% in 2-months

Segment, a customer data platform, wanted to improve ad performance and lower customer acquisition costs. Working with Marpipe, they used creative testing and optimization to better understand which ad components were driving results.

Marpipe ran multiple cycles of video ad experiments, testing 72 ads in the first cycle, 136 in the second, and 204 in the third, then iterating on winning elements like code graphics and messaging. As a result, Segment cut its CPA by 51.26% over two months, with a 30% reduction from the first cycle during that period.

Segment