Case Study: Adevinta increases ROI by 12% with Segment

How Adevinta decreased marketing campaign costs by 200% with standardized, real-time customer data

Adevinta, the leading online classifieds marketplace operating across 11 countries, was struggling with siloed and inconsistent customer data spread across 20+ production apps. Before Segment, teams used different definitions, dashboards, and reporting methods, which created misalignment across the business and made it hard to trust data or support marketing, product, and analytics decisions.

Adevinta implemented Segment as its customer data platform, using Segment Protocols, Tracking Plans, and Twilio Engage to standardize event collection, unify real-time customer profiles, and activate clean data across channels. With Segment, the company improved operational efficiency by 10%, reduced data costs by 5%, saved €190K annually in marketing campaign costs, and increased Facebook ad ROI by 12%.

Adevinta

Aingeru Duarte

Head of Digital Intelligence