Census Use Cases

Challenge

Solution

Result

Challenge

Solution

Result

Challenge

• Data silos: ClickUp's customer data was scattered across multiple platforms, including CRM, advertising platforms, marketing automation, and customer support tools. This fragmentation made it difficult to have a comprehensive view of customer interactions and behavior.
• Optimizing ad targeting: As a Product-Led Growth platform, ClickUp needed to identify high-value users likely to convert to paid customers among its millions of free users. However, waiting months to gather feedback on ad performance hindered their ability to optimize ad targeting effectively.
• Optimizing ad targeting: As a Product-Led Growth platform, ClickUp needed to identify high-value users likely to convert to paid customers among its millions of free users. However, waiting months to gather feedback on ad performance hindered their ability to optimize ad targeting effectively.

Solution

• Building a Customer 360: ClickUp adopted a Composable Customer Data Platform (CDP) approach with Snowflake as the core data warehouse. They used dbt to create a single source of truth and Census to serve this first-party data to marketing tools. This allowed ClickUp to unify data from various systems and build comprehensive customer profiles and journeys.
• Optimized ad campaigns: ClickUp leveraged Census to sync predictive Lifetime Value (LTV) models from Snowflake to Google and Facebook Ads. By providing these platforms with better information on high-value conversions, ClickUp managed to cut its customer acquisition costs by 50% in just six months.
• Personalized email outreach and omnichannel audience management: ClickUp used Census to power omnichannel audience management, enabling them to define customer data and audience segments in one central place. This allowed for more personalized email outreach and consistent campaigns across multiple touchpoints.

Result

• 50% reduction in Customer Acquisition Costs: By optimizing ad campaigns with predictive LTV models synced through Census, ClickUp achieved a significant reduction in customer acquisition costs over six months.
• Consistent omnichannel campaigns: ClickUp streamlined audience management using Census, ensuring consistent and personalized campaigns across various platforms.
• Customer 360 view: ClickUp's data and marketing teams collaborated to build comprehensive customer profiles and journeys, enabling them to leverage first-party data effectively.