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.
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
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%
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