MadeiraMadeira uses Twilio to transform data into business intelligence
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Challenge
A key challenge for the company was to leverage all available data, such as purchasing behavior, browsing information, data on how many days had passed since the last purchase, and the number of products viewed by customers. They also needed to leverage their existing tech stack to create more efficient campaigns with higher GMV and average ticket size.
Solution
The company uses Twilio Segment to enable data-driven decision-making, ensuring efficient investment allocation, enabling predictive actions, and streamlining campaign and action creation without relying on the data team.
Making history as a Brazilian unicorn in the retail and e-commerce sector
MadeiraMadeira is the largest online retailer specializing in furniture and decoration in Latin America. The Brazilian company, founded in 2009 in São José dos Pinhais, Paraná, aims to reinvent the way its customers set up their homes.
Considered a Brazilian unicorn, MadeiraMadeira has more than three million products for all environments, and already serves more than 10 million customers. As a result, it has collected a huge volume of information on products, suppliers, customers and engagement history. Centralizing and making good use of this data is a priority for the company.
Using data to optimize personalized campaigns.
In mid-2022, the company was looking for a data management and control solution that was easy to use and could be integrated with its CRM and technology stack. The goal was to ensure that their communication campaigns were faithful to the data and guaranteed greater returns through personalization.
"This meant we needed to optimize and improve our relationship with the data at our disposal so that we could efficiently transfer this insight to our campaigns. Transforming data into information that can be used for personalization is a complex task, with a direct impact on both financial returns and customer satisfaction. Twilio’s support was essential in achieving our ideal data control scenario"
Before Twilio Segment was implemented, the company relied heavily on the data team to develop any program related to predictive data. This took up prioritization, development time, as well as added costs for each project.
Using Twilio Segment, the company was able to quickly generate predictive traits, saving on labor costs without having to rely on the data team. It was also able to integrate data into paid media campaigns easily, quickly, and at scale, without the need for extensive configuration.
“With Twilio Segment, MadeiraMadeira has been able to build more efficient personalized communication journeys. It doesn’t matter whether we're talking about advertising, marketing or relationship campaigns. We have managed to achieve data intelligence that directly impacts our ROI,” explains Ciro Novello.
Data that generates results
The predictive characteristics of the recommendations made with data in Twilio Segment allow the creation of audiences for use in sending signals that enrich media algorithms, such as Google Ads, and are also used in retargeting campaigns.
The company was able to build detailed audiences for its campaigns, identifying points such as:
- The TOP 20% of customers most likely to make a purchase, when compared to the average;
- The 20% of customers most likely to spend heavily in the future, compared to the average;
- Identify the people who are unlikely to open the app within 15 days.
These predictive audiences are sent directly to Google Ads, Criteo, Facebook, Pinterest and TikTok to ensure more efficient campaigns.
Business impacts
- An increase of 35% in sales conversion from abandoned carts, by understanding the appropriate indicators of when an abandoned cart is most likely to be purchased—with more qualified leads sent to stores near customers, who can make direct contact, ensuring data-driven personalized service, which increases the chances of completing a sale.
- Greater autonomy for business teams, both for creating more qualified audiences, which are now up to 200, and for monitoring KPIs.
- Native integrations with the main media and data lakes;
- Improved governance of customer data;
- More and higher-quality conversions—estimated ROI grew by 10% over a three-year partnership with Twilio.
"Our greatest triumph in this case is being able to focus our efforts where they are really needed and are likely to yield results. This is excellent in terms of investment, but it also has a positive impact on customer relations, providing customers with what they need and want, at the right time."
The future of MadeiraMadeira is driven by data.
MadeiraMadeira also launched an internal project that uses Twilio Segment’s Profiles Sync to lay the groundwork for its media investment attribution and reporting model. The project began in February 2025 and has good indicators for becoming a successful case study, with rollout scheduled for the end of the year.
The project’s goal is to be able to identify, on an individual basis, which potential customer was impacted by which campaign, thoroughly understanding where that lead came from and where the customer journey began.This vision is still very abstract, but the goal is to build customer-to-customer relationships with increased continuity and loyalty, resulting in true data-driven personalization at scale. Furthermore, by identifying the source of contact and the journey of a new customer, it will be possible to migrate to less costly intake channels.
“We see this as one of the major new opportunities for using data to improve our business, and we will rely on Twilio to take our data strategy even further, with tangible returns for us and our customers,” concludes Ciro Novello.
