Case Study: Atlassian achieves 65% faster audience activation and 50% higher RoAS with Uniphore

How Atlassian’s Composable Stack Moves Fast

Atlassian, the team-collaboration software company with a large, growing product suite and a massive customer data warehouse, was held back by a bundled CDP that couldn’t fully operationalize its Databricks investment. To give marketers direct, SQL-free access to warehouse data and remove IT bottlenecks, Atlassian engaged Uniphore for a composable CDP/activation layer to accelerate audience building and omnichannel activation.

Uniphore integrated a composable activation layer with Atlassian’s Databricks Lakehouse, enabling marketer-friendly audience creation and seamless channel integrations. The work cut audience build time by 65%, reduced segmentation from 300+ lines of SQL to eight filters (about 30 minutes), delivered a 50% increase in RoAS, a 5× lift in reach with a 3.7% match-rate improvement, and drove 71% more conversions in beta versus control — demonstrating clear time savings and measurable revenue impact from Uniphore’s solution.

Atlassian

Caleb Trecek

Program Management (Technical) Senior Associate