Case Study: Yara International achieves hyper-targeted customer engagement with Twilio Segment

How Yara International boosts crop production with Twilio Segment by geo-targeting customers for efficient fertilizer usage

Yara International, the world’s leading crop nutrition company, needed a better way to manage fragmented customer data and target farmers with timely, relevant messages across regions, crops, and seasons. Without a unified customer view, it struggled with stale data, siloed tools, duplicate messaging, and limited ability to engage users of its Atfarm product between harvest seasons.

Twilio, through Twilio Segment and Twilio Engage, helped Yara build a modern data foundation that unified customer profiles, enabled geo-targeted omnichannel campaigns, and improved reporting and product insights. The impact included an 85% reduction in time spent on manual data collection/SDK management and a 65% reduction in basic reporting and analytics effort, while also improving engagement, campaign relevance, and cross-team efficiency.

Yara International

Trang Nguyen

Senior Data Engineer