Case Study: Typeform achieves trusted, standardized customer data to fuel growth with Segment Protocols

How Typeform used Twilio Segment Protocols to enforce its overall data governance strategy and ensure trusted customer data across the business

Typeform, a Barcelona-based B2B tech company that creates user-friendly online forms, faced rapid growth that outpaced its data standards. Teams were tracking analytics inconsistently—sometimes even creating duplicate events like useThisTemplate and UseThisTemplate—leaving Product, Marketing, and Customer Success without reliable insights to inform roadmaps, attribution, and user trends.

Typeform standardized data collection with Segment’s customer data platform and Protocols to enforce a centralized tracking plan, block nonconforming events, and simplify integrations (e.g., Appcues deployed in five minutes). The change cut tracked events from 200 to 50, enabled accurate A/B testing that drove a 10% lift in conversion to paid, improved multi-channel retargeting and attribution, and restored company-wide trust in the data.

Typeform

Colin Furlong

Business Intelligence Analyst