Domino’s needed to turn its focus to online delivery and build more engagement across its digital platforms, so they implemented Segment platform with a use case of cross-sell/upsell campaigns via personalized offers. They launched a series of Facebook and Google ads campaigns to influence customer conversion and retention and they were able to identify eight cohorts of customers and create personalized customer journeys for each based on behaviors. They increased campaign effectiveness, producing a 700% increase in ROAS (return on ad spend) and 65% decrease in CPA (cost per acquisition).