ग्रोथ मार्केटिंग
What Is Growth Marketing? | Twilio Segment
Growth marketing is an iterative, data-driven approach to increasing customer acquisition, retention, and revenue. A defining characteristic of growth marketing ...
experimentation
Growth marketing is an iterative, data-driven approach to increasing customer acquisition, retention, and revenue. A defining characteristic of growth marketing is the focus on <anchor>experimentation</anchor>: growth marketers will launch a series of tests throughout the funnel (e.g. personalizing landing pages, A/B testing email subject lines) to better understand user interest, intent, and product-market fit – using these insights to continuously adjust campaigns.
Building a successful experimentation program is a marathon, not a sprint. | Twilio Segment
Building a successful experimentation program is a marathon, not a sprint. \| Twilio Segment

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Integrate web and mobile app data with a single API

- [Warehouses](https://segment.com/product/warehouses?ref=nav)
Easily transform and load customer data

- [Reverse ETL](https://segment.com/product/reverse-etl?ref=nav)
Move warehouse data to your applications

- [Functions](https://segment.com/product/connections/functions?ref=nav)
Customize your customer data pipeline

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Build on Twilio Segment


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Take control of your data quality

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Unify customer data across every channel

Unify Features




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- [Unify Overview](https://segment.com/product/unify?ref=nav)
Unify customer data across every channel

- [Profiles Sync](https://segment.com/product/profiles-sync?ref=nav)
Sync customer profiles to the warehouse


Twilio Engage


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Build personalized customer experiences

Twilio Engage Features




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- [Twilio Engage Overview](https://segment.com/product/twilio-engage?ref=nav)
Deepen customer relationships with data-first multichannel marketing

- [Audiences](https://segment.com/product/twilio-engage/audiences?ref=nav)
Build dynamic audiences from real-time, complete profiles

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Orchestrate cross-channel customer journeys


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Integrations


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Integrations




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- [Advertising](https://segment.com/catalog/advertising/?ref=nav)

- [Analytics](https://segment.com/catalog/analytics/?ref=nav)

- [BI Tools](https://segment.com/catalog/bi-tools/?ref=nav)

- [CRM](https://segment.com/catalog/crm/?ref=nav)

- [Data Warehouse](https://segment.com/catalog/warehouse/?ref=nav)

- [Email Marketing](https://segment.com/catalog/email-marketing/?ref=nav)

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Why Twilio Segment




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- [Connections Overview](https://segment.com/product/connections?ref=nav)
Integrate web and mobile app data with a single API

- [Warehouses](https://segment.com/product/warehouses?ref=nav)
Easily transform and load customer data

- [Reverse ETL](https://segment.com/product/reverse-etl?ref=nav)
Move warehouse data to your applications

- [Functions](https://segment.com/product/connections/functions?ref=nav)
Customize your customer data pipeline

- [Developer Toolkit](https://segment.com/product/developer-toolkit?ref=nav)
Build on Twilio Segment


Protocols Features




* * *

- [Protocols Product Overview](https://segment.com/product/protocols?ref=nav)
Protect the integrity of your data

- [Privacy Portal](https://segment.com/product/privacy-portal?ref=nav)
Protect users' privacy


Unify Features




* * *

- [Unify Overview](https://segment.com/product/unify?ref=nav)
Unify customer data across every channel

- [Profiles Sync](https://segment.com/product/profiles-sync?ref=nav)
Sync customer profiles to the warehouse


Twilio Engage Features




* * *

- [Twilio Engage Overview](https://segment.com/product/twilio-engage?ref=nav)
Deepen customer relationships with data-first multichannel marketing

- [Audiences](https://segment.com/product/twilio-engage/audiences?ref=nav)
Build dynamic audiences from real-time, complete profiles

- [Journeys](https://segment.com/product/twilio-engage/journeys?ref=nav)
Orchestrate cross-channel customer journeys


Integrations




* * *

- [Advertising](https://segment.com/catalog/advertising/?ref=nav)

- [Analytics](https://segment.com/catalog/analytics/?ref=nav)

- [BI Tools](https://segment.com/catalog/bi-tools/?ref=nav)

- [CRM](https://segment.com/catalog/crm/?ref=nav)

- [Data Warehouse](https://segment.com/catalog/warehouse/?ref=nav)

- [Email Marketing](https://segment.com/catalog/email-marketing/?ref=nav)

- [Marketing Automation](https://segment.com/catalog/marketing-automation/?ref=nav)

- [Personalization](https://segment.com/catalog/personalization/?ref=nav)

- [View All Integrations](/content/segment/global/en-us/catalog?ref=nav)


Privacy & Security




* * *

- [Trust Center](https://segment.com/trust-center/?ref=nav)

- [Privacy Portal](https://segment.com/product/privacy-portal/?ref=nav)

- [Security](https://segment.com/security/?ref=nav)

- [GDPR](https://segment.com/product/gdpr/?ref=nav)


Why Twilio Segment




* * *

- [Open Source](https://segment.com/opensource/?ref=nav)

- [Infrastructure](https://segment.com/infrastructure/?ref=nav)

- [Twilio + Segment](https://segment.com/twilio/?ref=nav)


Solutions


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Twilio Segment For...




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Use Cases


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Build solutions to scale your business

Use Cases




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Identity-resolved, enriched, and real-time profiles

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Build targed audiences and orchestrate journeys

- [Customer Acquisition](https://segment.com/use-cases/customer-acquisition-activation/?ref=nav)
Cost-effectively acquire new customers

- [Customer LTV & Retention](https://segment.com/use-cases/retain-customers-increase-ltv/?ref=nav)
Improve customer loyalty and engagement

- [Insights & Analytics Enablement](https://segment.com/use-cases/customer-insights/?ref=nav)
Make data-driven decisions


Teams


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Empower all teams with customer data

Teams




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Personalize multichannel experiences

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Inform your roadmap with customer data

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Collect and manage your data in a single platform


Industry


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Customer data solutions designed for your specific needs

Industry




* * *

- [Retail](https://segment.com/industry/retail?ref=nav)
Create personalized shopping experiences

- [B2B](https://segment.com/industry/b2b?ref=nav)
Unify your buyer journey and act on intent signals

- [Financial Services](https://segment.com/industry/financial-services?ref=nav)
Collect clean and compliant data

- [Healthcare](https://segment.com/industry/healthcare/?ref=nav)
Transform care with HIPAA-eligible data

- [Marketplaces](https://segment.com/industry/marketplaces?ref=nav)
Increase loyalty with data-driven personalization

- [Media](https://segment.com/industry/media?ref=nav)
Increase audience engagement


Company Size


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Data solutions that scale as you grow

Company Size




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- [Startup](https://segment.com/industry/startups/?ref=nav)
Early-stage startups can receive Twilio Segment for free

- [Enterprise](https://segment.com/industry/enterprise/?ref=nav)
Data clarity across your organization


* * *

More Solutions


[CustomerAI](https://segment.com/solutions/ai/?ref=nav)

Turn every customer interaction into a unique customer experience

[Case Studies](https://segment.com/customers/?ref=nav)

Learn how our customers use Twilio Segment

[Recipes](https://segment.com/recipes?ref=nav)

Step by step tutorials on using Segment integrations to achieve your goals

Use Cases




* * *

- [Use Cases Overview](/content/segment/global/en-us/use-cases?ref=nav)
Empower ever team to solve key challenges

- [Customer Data Management](https://segment.com/use-cases/customer-data-management-integration/?ref=nav)
Collection, compliance, and activation

- [Single View of the Customer](https://segment.com/use-cases/single-customer-view/?ref=nav)
Identity-resolved, enriched, and real-time profiles

- [Audience Segmentation & Activation](https://segment.com/use-cases/segmentation-audience-activation/?ref=nav)
Build targed audiences and orchestrate journeys

- [Customer Acquisition](https://segment.com/use-cases/customer-acquisition-activation/?ref=nav)
Cost-effectively acquire new customers

- [Customer LTV & Retention](https://segment.com/use-cases/retain-customers-increase-ltv/?ref=nav)
Improve customer loyalty and engagement

- [Insights & Analytics Enablement](https://segment.com/use-cases/customer-insights/?ref=nav)
Make data-driven decisions


Teams




* * *

- [Marketing Teams](https://segment.com/marketing/?ref=nav)
Personalize multichannel experiences

- [Product Teams](https://segment.com/product/?ref=nav)
Inform your roadmap with customer data

- [Engineering Teams](https://segment.com/engineering/?ref=nav)
Collect and manage your data in a single platform


Industry




* * *

- [Retail](https://segment.com/industry/retail?ref=nav)
Create personalized shopping experiences

- [B2B](https://segment.com/industry/b2b?ref=nav)
Unify your buyer journey and act on intent signals

- [Financial Services](https://segment.com/industry/financial-services?ref=nav)
Collect clean and compliant data

- [Healthcare](https://segment.com/industry/healthcare/?ref=nav)
Transform care with HIPAA-eligible data

- [Marketplaces](https://segment.com/industry/marketplaces?ref=nav)
Increase loyalty with data-driven personalization

- [Media](https://segment.com/industry/media?ref=nav)
Increase audience engagement


Company Size




* * *

- [Startup](https://segment.com/industry/startups/?ref=nav)
Early-stage startups can receive Twilio Segment for free

- [Enterprise](https://segment.com/industry/enterprise/?ref=nav)
Data clarity across your organization


[Pricing](https://segment.com/pricing/?ref=nav)

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- [Public API](https://docs.segmentapis.com/?ref=nav)

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Popular Topics




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Technical documentation for all things Twilio Segment


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Get your software and services in front of our user base

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Build an integration between your tool and Twilio Segment


Learn With Segment




* * *

- [Resources](https://segment.com/resources?ref=nav)
Guides and books for your customer data journey

- [Blog](/content/segment/global/en-us/blog?ref=nav)
The latest on our product, industry, and customer data practice

- [Segment Community](/content/segment/global/en-us/growth-center?ref=nav)
Connect with peers, share tips, get answers, and stay informed

- [Growth Center](https://segment.com/growth-center?ref=nav)
Learn to implement high-performing growth strategies

- [Data Hub](https://segment.com/data-hub?ref=nav)
Enhance your customer data management skills

- [Case Studies](https://segment.com/customers?ref=nav)
Learn how our customers use Twilio Segment


Get Started With Segment




* * *

- [Segment University](?ref=nav)
Learn to implement and use Twilio Segment successfully

- [Integrations](https://segment.com/catalog/?ref=nav)
Explore 450+ integrations to connect with your tools

- [Professional Services](https://segment.com/services?ref=nav)
Get expert guidance on your Twilio Segment journey

- [Recipes](https://segment.com/recipes?ref=nav)
Step by step tutorials on using Segment integrations to achieve your goals

- [Docs](https://segment.com/docs?ref=nav)
Technical documentation for all things Twilio Segment


Support




* * *

- [Contact Us](https://segment.com/contact?ref=nav)
Connect with our support team for additional help

- [Support Plans](https://segment.com/support-plans?ref=nav)
Dedicated support from our team of experts


Partners




* * *

- [Find a Partner](https://segment.partnerpage.io?ref=nav)
Find a trusted solution partner

- [Become a Partner](https://segment.com/partners/?ref=nav)
Get your software and services in front of our user base

- [Build on Twilio Segment](https://segment.com/partners/developer-portal/?ref=nav)
Build an integration between your tool and Twilio Segment


[Sign Up](https://segment.com/signup/?ref=nav) [See how it works](https://segment.com/demo?ref=nav)

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Products


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Products




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Connections


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Connect all of your customer data

Connections Features




* * *

- [Connections Overview](https://segment.com/product/connections?ref=nav)
Integrate web and mobile app data with a single API

- [Warehouses](https://segment.com/product/warehouses?ref=nav)
Easily transform and load customer data

- [Reverse ETL](https://segment.com/product/reverse-etl?ref=nav)
Move warehouse data to your applications

- [Functions](https://segment.com/product/connections/functions?ref=nav)
Customize your customer data pipeline

- [Developer Toolkit](https://segment.com/product/developer-toolkit?ref=nav)
Build on Twilio Segment


Protocols


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Take control of your data quality

Protocols Features




* * *

- [Protocols Product Overview](https://segment.com/product/protocols?ref=nav)
Protect the integrity of your data

- [Privacy Portal](https://segment.com/product/privacy-portal?ref=nav)
Protect users' privacy


Unify


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Unify customer data across every channel

Unify Features




* * *

- [Unify Overview](https://segment.com/product/unify?ref=nav)
Unify customer data across every channel

- [Profiles Sync](https://segment.com/product/profiles-sync?ref=nav)
Sync customer profiles to the warehouse


Twilio Engage


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Build personalized customer experiences

Twilio Engage Features




* * *

- [Twilio Engage Overview](https://segment.com/product/twilio-engage?ref=nav)
Deepen customer relationships with data-first multichannel marketing

- [Audiences](https://segment.com/product/twilio-engage/audiences?ref=nav)
Build dynamic audiences from real-time, complete profiles

- [Journeys](https://segment.com/product/twilio-engage/journeys?ref=nav)
Orchestrate cross-channel customer journeys


* * *

Integrations


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Integrations




* * *

- [Advertising](https://segment.com/catalog/advertising/?ref=nav)

- [Analytics](https://segment.com/catalog/analytics/?ref=nav)

- [BI Tools](https://segment.com/catalog/bi-tools/?ref=nav)

- [CRM](https://segment.com/catalog/crm/?ref=nav)

- [Data Warehouse](https://segment.com/catalog/warehouse/?ref=nav)

- [Email Marketing](https://segment.com/catalog/email-marketing/?ref=nav)

- [Marketing Automation](https://segment.com/catalog/marketing-automation/?ref=nav)

- [Personalization](https://segment.com/catalog/personalization/?ref=nav)

- [View All Integrations](/content/segment/global/en-us/catalog?ref=nav)


Privacy & Security


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Privacy & Security




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- [Trust Center](https://segment.com/trust-center/?ref=nav)

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- [GDPR](https://segment.com/product/gdpr/?ref=nav)


Why Twilio Segment


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Why Twilio Segment




* * *

- [Open Source](https://segment.com/opensource/?ref=nav)

- [Infrastructure](https://segment.com/infrastructure/?ref=nav)

- [Twilio + Segment](https://segment.com/twilio/?ref=nav)


Connections Features




* * *

- [Connections Overview](https://segment.com/product/connections?ref=nav)
Integrate web and mobile app data with a single API

- [Warehouses](https://segment.com/product/warehouses?ref=nav)
Easily transform and load customer data

- [Reverse ETL](https://segment.com/product/reverse-etl?ref=nav)
Move warehouse data to your applications

- [Functions](https://segment.com/product/connections/functions?ref=nav)
Customize your customer data pipeline

- [Developer Toolkit](https://segment.com/product/developer-toolkit?ref=nav)
Build on Twilio Segment


Protocols Features




* * *

- [Protocols Product Overview](https://segment.com/product/protocols?ref=nav)
Protect the integrity of your data

- [Privacy Portal](https://segment.com/product/privacy-portal?ref=nav)
Protect users' privacy


Unify Features




* * *

- [Unify Overview](https://segment.com/product/unify?ref=nav)
Unify customer data across every channel

- [Profiles Sync](https://segment.com/product/profiles-sync?ref=nav)
Sync customer profiles to the warehouse


Twilio Engage Features




* * *

- [Twilio Engage Overview](https://segment.com/product/twilio-engage?ref=nav)
Deepen customer relationships with data-first multichannel marketing

- [Audiences](https://segment.com/product/twilio-engage/audiences?ref=nav)
Build dynamic audiences from real-time, complete profiles

- [Journeys](https://segment.com/product/twilio-engage/journeys?ref=nav)
Orchestrate cross-channel customer journeys


Integrations




* * *

- [Advertising](https://segment.com/catalog/advertising/?ref=nav)

- [Analytics](https://segment.com/catalog/analytics/?ref=nav)

- [BI Tools](https://segment.com/catalog/bi-tools/?ref=nav)

- [CRM](https://segment.com/catalog/crm/?ref=nav)

- [Data Warehouse](https://segment.com/catalog/warehouse/?ref=nav)

- [Email Marketing](https://segment.com/catalog/email-marketing/?ref=nav)

- [Marketing Automation](https://segment.com/catalog/marketing-automation/?ref=nav)

- [Personalization](https://segment.com/catalog/personalization/?ref=nav)

- [View All Integrations](/content/segment/global/en-us/catalog?ref=nav)


Privacy & Security




* * *

- [Trust Center](https://segment.com/trust-center/?ref=nav)

- [Privacy Portal](https://segment.com/product/privacy-portal/?ref=nav)

- [Security](https://segment.com/security/?ref=nav)

- [GDPR](https://segment.com/product/gdpr/?ref=nav)


Why Twilio Segment




* * *

- [Open Source](https://segment.com/opensource/?ref=nav)

- [Infrastructure](https://segment.com/infrastructure/?ref=nav)

- [Twilio + Segment](https://segment.com/twilio/?ref=nav)


Solutions


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Twilio Segment For...




* * *

Use Cases


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Build solutions to scale your business

Use Cases




* * *

- [Use Cases Overview](/content/segment/global/en-us/use-cases?ref=nav)
Empower ever team to solve key challenges

- [Customer Data Management](https://segment.com/use-cases/customer-data-management-integration/?ref=nav)
Collection, compliance, and activation

- [Single View of the Customer](https://segment.com/use-cases/single-customer-view/?ref=nav)
Identity-resolved, enriched, and real-time profiles

- [Audience Segmentation & Activation](https://segment.com/use-cases/segmentation-audience-activation/?ref=nav)
Build targed audiences and orchestrate journeys

- [Customer Acquisition](https://segment.com/use-cases/customer-acquisition-activation/?ref=nav)
Cost-effectively acquire new customers

- [Customer LTV & Retention](https://segment.com/use-cases/retain-customers-increase-ltv/?ref=nav)
Improve customer loyalty and engagement

- [Insights & Analytics Enablement](https://segment.com/use-cases/customer-insights/?ref=nav)
Make data-driven decisions


Teams


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Empower all teams with customer data

Teams




* * *

- [Marketing Teams](https://segment.com/marketing/?ref=nav)
Personalize multichannel experiences

- [Product Teams](https://segment.com/product/?ref=nav)
Inform your roadmap with customer data

- [Engineering Teams](https://segment.com/engineering/?ref=nav)
Collect and manage your data in a single platform


Industry


An icon of a right arrow

Customer data solutions designed for your specific needs

Industry




* * *

- [Retail](https://segment.com/industry/retail?ref=nav)
Create personalized shopping experiences

- [B2B](https://segment.com/industry/b2b?ref=nav)
Unify your buyer journey and act on intent signals

- [Financial Services](https://segment.com/industry/financial-services?ref=nav)
Collect clean and compliant data

- [Healthcare](https://segment.com/industry/healthcare/?ref=nav)
Transform care with HIPAA-eligible data

- [Marketplaces](https://segment.com/industry/marketplaces?ref=nav)
Increase loyalty with data-driven personalization

- [Media](https://segment.com/industry/media?ref=nav)
Increase audience engagement


Company Size


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Data solutions that scale as you grow

Company Size




* * *

- [Startup](https://segment.com/industry/startups/?ref=nav)
Early-stage startups can receive Twilio Segment for free

- [Enterprise](https://segment.com/industry/enterprise/?ref=nav)
Data clarity across your organization


* * *

More Solutions


[CustomerAI](https://segment.com/solutions/ai/?ref=nav)

Turn every customer interaction into a unique customer experience

[Case Studies](https://segment.com/customers/?ref=nav)

Learn how our customers use Twilio Segment

[Recipes](https://segment.com/recipes?ref=nav)

Step by step tutorials on using Segment integrations to achieve your goals

Use Cases




* * *

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Growth & Marketing

# Building a successful experimentation program is a marathon, not a sprint.

Sophisticated experimentation programs require the right people, process, tools, and data.



November 02, 2020

By Tayler Mehit


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I know what you’re thinking—the “marathon” analogy is worn out.

However, after listening to a recent panel of experimentation experts at [CDP Week](https://cdpweek.com/), it’s hard to find a more accurate analogy.

The panel featured [**Laura Brodie**](https://www.linkedin.com/in/laurabrodie/), Director of Customer Lifecycle & Growth at Ritual, [**Mike Doll**](https://www.linkedin.com/in/mikecdoll/), Head of Data & Analytics at Udacity, and [**Josh Wexler**](https://www.linkedin.com/in/joshwexler1/), Chief Product Officer at Chopra Global. These experts shared their experiences developing experimentation and personalization strategies at fast-growing companies. Despite their different roles, each expert’s advice shared a common theme: **You can’t build a sophisticated experimentation program overnight; it requires the right people, process, and data. It’s a marathon, not a sprint.**

![experimentation blog post image](/content/dam/segment/global/en/blog/legacy/2020/experimentation-is-a-marathon-not-a-sprint/Experimentation_blog_image.png)

## Step 1- Make a Plan

When you decide to run your first marathon, the first step is often to create the right training plan for your personal fitness level. Someone who regularly runs 5k and 10k races is going to have a different training plan than someone who hasn’t run since high school gym class.

Similarly, building an experimentation program starts with creating the right plan based on where your business is today and where you want to go. You need realistic milestones and timelines. Laura Brodie, Director of Customer Lifecycle & Growth, described Ritual’s approach:

> _“We had to take \[experimentation\] in a step by step approach...The first is just using the data in a real life scenario and making sure it’s QA’ed properly, that everything is working as expected, and that we’re sending the data to all downstream destinations, and that it’s working...Then, after building the foundation, and having an understanding of how the data is flowing, then you can start experimentation, starting with simple tests that may not drive huge lift but exercise the muscles...Then, once we had the foundation in place, we were able to dive into a lot more experimentation.” - Laura Brodie, Ritual_

## Step 2 - Invest in the right tools

Once you have your marathon training plan, you need to invest in the right equipment to start training. You might need to invest in a new pair of long distance running shoes or warmer athletic gear if you’re going to train during the winter.

The same goes for experimentation. You need to invest in the right tools to help you execute your plan, especially the right data infrastructure to manage your data. All three speakers use Segment as their Customer Data Platform (CDP) to collect, standardize, unify, clean, and activate their customer data. Segment has helped them understand the complete customer journey, and enabled their companies to invest in a data first mentality. Mike Doll, Head of Data & Analytics at Udacity, shares the importance of putting the right tools in place to manage your data:

> _“Invest in really clean, flexible, simple data. Keep it accessible, keep it consistent, and well governed so that data has trust.”. -Mike Doll, Udacity_

Once the speakers implemented Segment, they focused on educating their teams around what data is available and what types of tests and experiences they were able to create.

## Step 3 - Start executing your plan

Once you have your shoes and your training plan, it’s time to actually put the sneakers on and start running.  But you have to start with small, manageable running goals because you might injure yourself if you try to do too much too soon.

Once data and customer teams have the tools in place and experimentation frameworks to follow, they should work in partnership to create hypotheses and an experimentation roadmap. At this stage, it’s about following your plans to slowly build up your stamina, and being patient while experimentation becomes more natural. Just like training for a marathon, running long distances eventually becomes more natural and more satisfying as you start to achieve your goals.

Josh Wexler, CPO at Chopra Global, shared a simple framework for how he thinks about data and what to test:

> _“What questions do we want to know? How can we measure and find out the answers to those questions? What are we going to do if we get the answers to that question? How useful is it to understand the answer to that question and take action on it?” -Josh Wexler, Chopra Global_

## Step 4 - As you reach milestones, set harder goals

Once 10 miles starts to feel manageable, you push for 15 miles. Then 20. Then the full 26.2.  But it’s going to take patience and determination to get there.  And like many addicted runners, crossing your first finish line will likely be just the beginning of a long running journey.

Once you experience the endorphins from achieving your KPIs through experimentation, you will likely want to continue to improve your experimentation program, dive into more sophisticated personalization, and perfect the customer journey.

All three speakers reiterated that long term experimentation programs, just like long distance running, take discipline. They require taking the time to set up the right types of tests for clean results, they require working together with data experts, and they require the right data. With the right customer data infrastructure, the right data, and the right frameworks and strategy in place, you can begin to focus on the optimal customer journeys.

> _"At Ritual, we use our data to create deep segments and bring our customers down a really personalized journey that sticks with them for the full tenure they are subscribed to Ritual…The journey we send someone down who has just started a prenatal vitamin...is very different from someone who has just purchased our men’s 50+ vitamin...” -Laura Brodie, Ritual_

To improve your own data strategy, take our [customer data maturity evaluation](https://segment.com/customer-data-maturity/) and receive actionable recommendations on taking the next step.

If you want to learn more about how Segment can help you accelerate your experimentation and personalization strategies, reach out to [request a demo](https://segment.com/demo/) today.

![The state of personalization 2023](/content/dam/segment/global/en/blog/legacy/shared/Hero.jpg)

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