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Canva × Census

How Canva activates Snowflake to personalize messages to 170M+ users

By using Census to send more data into marketing tools like Braze, Canva empowered its lifecycle marketing team to run segmentation experiments faster, resulting in a more personalized, targeted experience for its 170+ million users.

Watch on-demand: How Canva uses Snowflake as a CDP for Audience Segmentation ->

Stats

Industry:  Design, Product-Led Growth, SaaS
Headquarters: 
Company type:  B2B, B2C, Product-led Growth
Team:  Data, Marketing
Use cases:  Ad Audiences, Marketing personalization
Featured integrations:  Braze, dbt, Facebook Ads, Facebook Offline Conversion, Google Ads, Looker, Salesforce, Snowflake

Summary

Canva is a visual communications platform with a mission to empower everyone in the world to design anything and publish anywhere. It has had explosive growth with its freemium design product, boasting over 170 million monthly active users, across 200 countries. With a freemium business model, driving engagement in the product is key to a product-led growth strategy. As a result, Canva has been laser focused on delivering a world class user experience and has invested heavily in developing a data driven culture.

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Results

What are the results of using Census and the business impacts on the customer?

  1. Canva built a Composable CDP with best-of-breed tools (Snowflake, Census, Fivetran, and dbt) to empower lifecycle marketing teams with actionable data.

  2. Sending more data into Braze using Census has improved Canva’s segmentation, resulting in more personalized messaging to its 170M+ users.

  3. Lifecycle marketers can build more complex segments (and leverage ML-based segmentation models) in a matter of minutes, rather than weeks or months.

  4. Data engineers can reduce Braze API costs and spend more time unlocking value, rather than spending weeks building and maintaining integrations.

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