Optimize marketing and ad spend with data-driven insights

By 2025, consumers expect the majority of their interactions with brands to be digital, according to Twilio’s 2022 State of Customer Engagement report. And, 71% of companies expect a cookieless world will result in lower return on ad spend and decreased ability to measure campaign efficacy.

That’s why it’s important for companies to move away from legacy solutions that could cause customer data to be siloed, disjointed, and potentially impossible to activate efficiently. In order to avoid a disjointed, ad-hoc data and customer experience, as well as thrive in a digital customer engagement environment, executives need a modern customer engagement platform like Twilio.

Domino’s decreases cost per acquisition by 65% with Twilio Segment

Domino’s Pizza is the largest pizza company in the world based on retail sales. For Domino’s Mexico, customer interactions span dozens of digital touch points. To keep up with an expanding digital footprint and an increasingly online customer, Domino’s needed to build more engagement across its digital platforms. However, customer data became siloed across teams, and the marketing team was unable to personalize campaigns based on customers’ behavior, resulting in poor customer experiences that impacted lifetime value.

Using Twilio Segment, Domino’s created a universal view of the customer and better visibility of ad campaign effectiveness. By building a more efficient and reliable marketing engine, Domino’s decreased customer acquisition costs by up to 65% while simultaneously increasing customer loyalty. 

And with Twilio Segment’s sales qualified leads (SQL) traits informing Domino’s ad campaigns, they were able to drive more revenue. Facebook campaign results saw a 23% incremental increase on conversions for customer acquisition, and a 16% incremental increase on conversions for customer retention.

Domino’s also created hyper personalized audiences with Twilio Engage—a tool that uniquely combines the power of a native customer data platform (CDP) with a native omnichannel communications in one place—to increase return on ad spend (ROAS) by 700%, as well as revenue and incremental orders across all paid and owned e-commerce channels.