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.

1. THREE MAIN PILLARS
OF MODERN DIGITAL
MARKETING
@IvonneKinser
CENTRALIZATION | MARTECH INTEGRATION
|DATA
USER JOURNEYS | STRATEGIC KPIS

2. BUILD EQUITY AND
GROW DEMAND
2014

4. 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”

5. 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

6. 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

7. DATA

8. Real-time
Segmentation for
Sophisticated
Personalized &
knowledge-driven
Marketing
CUSTOMER DATA
PLATFORM (CDP)
CRM + DMP + AI/ML

9. 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

10. The Digital
Journey is the
New Package

11. 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%

12. #AVOSECRETS

13. #1 BRAND
PURCHASE
CONSIDERATIO
N
13
FIRST PLACE
THIRD YEAR IN A
ROW

14. 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

15. MARKETING TECHNOLOGY
2018 2019

16. 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

17. GRACIAS!
@IVONNEKINSER
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