Case Study: Asana achieves faster, more accurate audience activation with Twilio Segment

Asana unifies customer data and teams using Twilio Segment

Asana, the workflow and collaboration platform, struggled with slow, manual audience creation and siloed customer data spread across multiple systems. To keep pace with its growth, Asana needed a faster, more unified way to activate accurate customer insights and reduce bottlenecks for marketing, customer success, and engineering.

Twilio Segment implemented a composable data architecture for Asana, unifying real-time event data, warehouse insights, identity resolution, and linked audiences. The result was same-day audience creation instead of two-day waits, over 250 working days saved in just over a year, and measurable campaign gains including up to a 57% increase in web leads, a 48% boost in Academy course engagement, and a 4% CS email-to-meeting conversion rate.

Asana

Grace Liu

Product Owner for the CDP