Case Study: DigitalOcean achieves 5x faster campaign testing and 33% lower cost per conversion with Segment Personas

DigitalOcean uses Personas to drive ad and email conversions

DigitalOcean, a B2B cloud platform serving 3.5 million developers, faced a growth-marketing bottleneck: although the team had many campaign ideas, building and activating audiences was manual and slow. Data had to be exported and uploaded to ad networks, audiences went stale quickly, and the friction forced the team to stick with mediocre campaigns instead of testing new hypotheses.

By adopting Segment Personas to unify user data and push computed traits and audiences to ad platforms and tools like Marketo and Tray.io, DigitalOcean automated audience creation and syncing. This let the team run tests and campaigns five times faster, improve targeting and email relevancy, and achieve a 33% better cost per conversion versus Google’s in-market audiences, while enabling dynamic suppression and more personalized marketing at scale.

DigitalOcean

Sam Coren

User Acquisition Manager