Chopra Global launches new data-driven mobile app and maximizes resources with Twilio Segment

The big win

With more consumers wanting to engage with health and wellness solutions at their own leisure online, Chopra Global set a goal to launch an immersive well-being mobile application. However, they had a lean engineering team and lacked the infrastructure required to deliver quality, data-driven digital products.

The company implemented Twilio Segment to create a customer data infrastructure necessary to drive the mobile app launch. Segment enabled Chopra Global’s team to focus on building great products instead of spending time on integrations and data connections. Segment also gave them access to the advanced behavioral data they needed to build a data-driven, immersive digital product.

Chopra Global is a leading whole health company, offering personalized health, lifestyle, and fitness programs for millions of people globally. Chopra Global has been at the forefront of health and wellness for more than two decades with a portfolio that includes an editorial archive of more than 2000 health articles, expansive self-care practices and meditations, a comprehensive mobile app, masterclasses, teacher certifications, immersive live events and personalized retreats. By providing tools, guidance and community, Chopra aims to advance a culture of well-being and make a healthy, peaceful and joyful life accessible to all.

Chopra Global needed to build new digital experiences to reach users, but lacked the team and infrastructure needed to build quality digital experiences. The company implemented Twilio Segment as a core part of their technical architecture and digital platform, saving time and money and giving them the ability to engage with its health and wellness customers on their terms.

A mobile app launch on the horizon

Chopra Global has been delivering leading health and wellness content to consumers for over 20 years, but lacked a strong digital platform. With more consumers wanting to engage with health and wellness solutions at their own leisure online, Chopra Global knew it needed to develop powerful digital channels to keep up with demand. The team set a goal to launch an immersive well-being mobile application to achieve the vision. However, they had a small team with only 4 engineers and no data leads, and lacked the infrastructure required to deliver quality, data-driven digital products.

Implementing Segment as the core technical architecture 

Josh Wexler, Chief Product Officer at Chopra Global, implemented Twilio Segment as a core part of the technical architecture and digital platform to drive the mobile app launch. Twilio Segment enabled Chopra Global to quickly spin up a world class tech stack, to maximize resources, and build a data-driven mobile application and engineering organization. 

Twilio Segment enabled Josh’s small team to focus on building great products and achieving growth goals, instead of spending time integrating tools and connecting data sources. Josh explains that he wanted to,

 “Go with the best in class systems from the start. We were launching an app from scratch, with a small team. The idea of being able to build out piping, data infrastructure, a central data hub, and easily connect all of our tools, without having a data team or large engineering team, made it obvious that we needed a CDP. We knew we needed to integrate Twilio Segment with our tech stack from the beginning because it would save us time and money in the long run.”

Once Twilio Segment was implemented, their engineering team had access to the behavioral data they needed to build a data-driven digital app and focus on features that would help them achieve their most critical KPIs. For example, at the start of the mobile application project, they assumed they would need to rebuild their onboarding funnel. However, after looking at behavioral data, unified by Twilio Segment, they realized they could focus their limited resources on higher priority features instead.

Access to holistic customer data also meant that the Chopra team could consistently make product decisions based on trends across all users, rather than being distracted by feedback from a small but vocal minority of users that would have influenced less impactful features.

Maximizing resources and making data-driven decisions

Twilio Segment enabled Chopra Global’s team to focus on building great products instead of spending time on integrations and data connections. Twilio Segment also gave them access to the advanced behavioral data they needed to build a data-driven, immersive digital product.

Chopra Global maximizes limited resources with Twilio Segment:

“Twilio Segment is significantly cheaper than having a full data team. It gave us significant leverage in setting up our data and pipelines, and allowed us to see what our customers are actually doing. We can also quickly and easily change instrumentation long term.” 

-Josh Wexler, Chief Product Officer, Chopra Global

Chopra Global builds data-driven products with Twilio Segment:

“We are able to focus our small team of 4 engineers on building data-driven features based on user behavior; the new Chopra Global app has been consistently trending in the top fitness apps since the September launch.” 

 -Josh Wexler, Chief Product Officer, Chopra Global

Chopra Global builds a faster, future-proofed organization with Twilio Segment:

“Twilio Segment is foundational to our digital strategy and data-driven future. Twilio Segment lets us do things so much faster and with so much more accuracy that allows us to scale and turn on new tools as we grow. Twilio Segment also lets us recruit the best talent because they know they will be able to focus their time on building cool things, instead of messing with clunky integrations.”  

-Josh Wexler, Chief Product Officer, Chopra Global