Case Study: DigitalOcean achieves unified customer insights and faster, lower-cost marketing with Segment

DigitalOcean used Twilio Segment to answer complex questions about its marketing performance and content to drive better decision making

DigitalOcean, a New York–based cloud infrastructure company serving developers with fast, low‑cost cloud servers, grew to hundreds of thousands of users and faced fragmented analytics: site metrics lived in Google Analytics, product and user-value data lived in an internal tool, and ad and content performance required manual, time‑consuming pulls. That siloing made it hard to follow a single user from acquisition through product use, attribute long‑term value, prioritize content, or allocate marketing spend effectively.

By routing omnichannel data through Segment into a single warehouse and feeding best‑of‑breed tools, DigitalOcean unified customer records, eliminated manual ad reporting, and scaled analytics across teams. The result: faster, cheaper marketing driven by clear funnel visibility, identification of high‑value content (up to 10x revenue lift for top tutorials), saved analyst time, easier tool integrations, and more predictable growth.

DigitalOcean

Andy Hattemer

User Acquisition Manager