Customer Story

DigitalOcean uses Segment to query data to answer complex questions.

Segment, the customer data platform, made it easy for DigitalOcean to access data, answer questions, and make faster changes than ever before by using omnichannel data collected from its iOS and Android apps, website and servers.

The Challenge

As DigitalOcean’s user base grew, a gap was growing between the data sets in their two siloed analytics platforms, making it harder to get answers to increasingly important and complex questions. Without an understanding of what was driving long-term sustainable value in the user base, decisions like how to allocate marketing resources were complicated.

The Solution

Segment routed both analytics data and customer data into the same data warehouse, giving DigitalOcean’s analysts access to a single repository of their customers’ records across marketing campaigns and product usage.

The Result

  • DigitalOcean can access data and answer questions at a new macro level, driving better performing marketing campaigns at a lower cost.
  • The team was able to identify the highest-performing content pieces by comparing traffic driven against revenue generated.
  • Segment saves DigitalOcean countless hours previously spent implementing additional marketing tools.
Industry:
Cloud computing designed for developers
Location:
New York, NY
Employees:
250
We had all the standard data on Paid Campaigns, such as how many conversions they drive, but we had unanswered questions. How are those customers using our product relative to the organic customers? How much support overhead do they incur relative to the organic customers?
Andy Hattemer, User Acquisition Manager
We had all the standard data on Paid Campaigns, such as how many conversions they drive, but we had unanswered questions. How are those customers using our product relative to the organic customers? How much support overhead do they incur relative to the organic customers?
Andy Hattemer, User Acquisition Manager
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