Case Study: Trade Me achieves 20% higher campaign open rates with Twilio Segment

How Trade Me used Segment CDP and AI Predictions to improve campaign performance by 20%

Trade Me, New Zealand’s largest online auction site, needed a way to reduce its dependence on scarce data science resources while improving audience targeting and campaign performance. The marketing team wanted a stronger first-party data foundation and a solution that could help them act on customer insights more independently, and they chose Twilio Segment CDP with AI Predictions to support that shift.

Twilio helped Trade Me migrate from its DMP to Segment CDP, unify customer profiles, and use out-of-the-box predictive models to target buyers and sellers with more timely, personalized campaigns. The result was measurable uplift across marketing efforts, including a 20%+ increase in open rates, a 10% improvement in click-through rates, 1.3x more listings in one category, and 2-3x better ROAS on some ad audiences, while also improving operational efficiency and privacy controls.

Trade Me

Greg Varley

Programmatic & Data Manager