B2B - SaaS
Twilio is a global leader in cloud communications with over $4bn in revenue, invests tens of millions annually across digital and offline marketing channels to drive customer engagement. Like many enterprise B2B companies, it faced a core challenge: no reliable way to measure the true impact of demand generation and brand spend, relying instead on gut feel, siloed reporting and fragmented channel insights.
Twilio ran hundreds of campaigns across numerous regions and product verticals but lacked a consistent way to attribute performance across channels and markets. While internal multi-touch attribution models provided limited digital journey insights, they couldn’t quantify the impact of non-digital investments like brand sponsorships and physical events. Key Pain Points: • Tens of millions in annual spend across digital and offline without unified ROI measurement • No scalable view of spend effectiveness by product, funnel stage, or region • Difficulty justifying upper-funnel brand investment due to limited attribution visibility
Day1Data was engaged to design and implement a scalable Marketing Mix Modelling framework tailored to Twilio’s B2B complexity, aligning global marketing investment with measurable business outcomes. The solution included 13+ KPIs, quarterly custom models, and scenario planning tools to enable teams to self-serve insights and build data-driven media plans.
Immediate Financial Impact – 12% Incremental ROI • Millions in projected annual savings from smarter budget allocation • Key brand channels and events proven as high-efficiency levers for the first time Strategic Attribution Framework • MMM adopted alongside MTA as a co-source of truth for marketing decisions • Equipped leadership with data-driven tools to defend and optimise brand vs. performance spend Organisation-Wide Adoption • MMM integrated into planning across global teams • Enabled demand generation teams to focus efforts and budgets more effectively
