Case Study: UP Entertainment reduces churn and boosts campaign engagement with Segment

How UP Entertainment optimized email campaign engagement and decreased churn with Twilio Segment

UP Entertainment, a Georgia-based digital cable and streaming network that operates UP TV, Aspire TV and UP Faith & Family, needed to become an events-driven marketing organization but was held back by fragmented data across business units, no formal attribution or automation, and dependence on vendors for campaign insights. Without a centralized view of customer touchpoints, the team couldn’t optimize outreach or accurately measure campaign performance.

The company built a simplified marketing stack centered on Segment for data collection, Redshift for storage, Looker for BI, Branch for mobile attribution, and Mailchimp plus ads platforms for activation. This unified pipeline enabled event-based audiences and automated campaigns, driving higher open and click-through rates, lower cost-per-acquisition, subscriber growth and a year-over-year decrease in churn—delivering measurable bottom-line impact.

UP Entertainment

Dre Barnes

Sr. Director of Innovation and Technology