Case Study: Jumbo Interactive boosts B2C conversions by 3% with Segment (and FullStory for UX insights)

How Jumbo Interactive built a scalable customer data pipeline with Twilio Segment

Jumbo Interactive, a 25‑year‑old Australian digital lottery retailer, expanded in 2019 from B2C ticket sales into B2B lottery management software and needed better visibility into conversion, adoption, and churn. To support a product-driven roadmap the team reimagined its tech stack around one centralized customer data pipeline, funnel analysis, long‑tail customer insights, and experimentation—and secured budget to adopt Segment and FullStory.

The company implemented Segment to standardize event tracking and rapidly added FullStory for session‑level behavior insights, which revealed and removed key UX friction points and improved cross‑team collaboration. As a result Jumbo tightened its conversion funnel, raised B2C conversion by 3%, sped up bug resolution, saved tens of thousands of dollars, and now uses data from both platforms to prioritize product improvements.

Jumbo Interactive

Patrick Gordon

Principle Product Manager