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Building the Data-Driven Digital Practice and Consumer Experience

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Avocados from Mexico has built a data-first “CRX” (Consumers Relationship Experience Platform) that fully integrates the brand’s advertising, marketing and CRM. Head of Digital Marketing Ivonne Kinser explains the five pillars upon which the brand pierced traditional silos, mapped the new CPG customer journey and picked the tech that executes the vision.

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Building the Data-Driven Digital Practice and Consumer Experience

  1. 1. THREE MAIN PILLARS OF MODERN DIGITAL MARKETING @IvonneKinser CENTRALIZATION | MARTECH INTEGRATION |DATA USER JOURNEYS | STRATEGIC KPIS
  2. 2. BUILD EQUITY AND GROW DEMAND 2014
  3. 3. F E B , 2 0 1 7 “Avocados From Mexico boasts one of the most dramatic and impressive rises to prominence in recent marketing industry”
  4. 4. CENTRALIZATION T H E F I V E P I L L A R S O F M O D E R N D I G I TA L M A R K E T I N G
  5. 5. CHANNEL AGNOSTIC AND FULLY INTEGRATEDC E N T R A L I Z E D & D A T A - D R I V E N D I G I T A L 6 Social Media Web development and tech CRM Content UX Strategy Paid Search SEO Display/ Programmati c Media Plan. Paid Social AFM Digital
  6. 6. DATA
  7. 7. Real-time Segmentation for Sophisticated Personalized & knowledge-driven Marketing CUSTOMER DATA PLATFORM (CDP) CRM + DMP + AI/ML
  8. 8. Real time customer data from all our data sources to create and maintain a single customer view. Unified data for a 360° view of our customer
  9. 9. The Digital Journey is the New Package
  10. 10. USER 4539867 Logged from her mobile and searched for a smoothie recipe on our site. Clicked on our (nutrition) Facebook ad Downloaded our healthy recipes e-book Spent 3 minutes on an avocado H&W blog We reach USER 4539867 with H&W related content We cluster users based on behaviors We build strategies driven by the predictions of the machine The machine identifies patterns and make predictions Increased ads’ CTR From 1.5% to 5%
  11. 11. #AVOSECRETS
  12. 12. #1 BRAND PURCHASE CONSIDERATIO N 13 FIRST PLACE THIRD YEAR IN A ROW
  13. 13. MARTECH INTEGRATION I T S R O L E I N O U R S U P E R B O W L C A M PA I G N S
  14. 14. MARKETING TECHNOLOGY 2018 2019
  15. 15. Match Dog Com 16 Leverage IBM Watson Artificial intelligence to analyze the users’ personality and match them with the perfect dog and the perfect avocado recipe. TECHNOLOGY INTEGRATION THAT BECAME A CASE STUDY IN THE TECH INDUSTRY
  16. 16. GRACIAS! @IVONNEKINSER 17

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