Nestlé Mexico's Successful Strategy Boosts Marketing Investments
Source: dairynews.today
Nestlé Mexico utilizes a Customer Data Platform to enhance marketing efficiency, achieving significant growth in user engagement and data quality.
Nestlé Mexico has embarked on an innovative project that leverages a Customer Data Platform (CDP) to optimize marketing investments and improve business outcomes.
The collaboration with THRIVE fr om IPG Mediabrands aims to enhance data collection and analysis for better consumer behavior insights.
The project enables unified data management across various touchpoints, contributing to strategic marketing initiatives.
With key insights from Elsa Vences, eBusiness and Data Manager for Nestlé Mexico, and Vanessa Garro, Head of Data & Martech for IPG Mediabrands Mexico, the article explores Nestlé's efforts to understand consumer journeys in a market wh ere 9 out of 10 households use at least one of its brands.
The integration of data sources has improved repeat user rates by 44% and enriched users by 62% within a year.
Moreover, the partnership achieved a 218% increase in Click Through Open Rate (CTOR) and a 362% rise in open rates, demonstrating the project’s impact on CRM strategies.
Nestlé managed to optimize investments, achieving greater returns with only 40% of usual costs, reducing Cost per Click (CPC) significantly. As a future goal, Nestlé plans to further integrate the CDP into their media strategies to embrace first-party data approaches, continuing to refine their marketing personalization efforts.
The collaboration with THRIVE fr om IPG Mediabrands aims to enhance data collection and analysis for better consumer behavior insights.
The project enables unified data management across various touchpoints, contributing to strategic marketing initiatives.
With key insights from Elsa Vences, eBusiness and Data Manager for Nestlé Mexico, and Vanessa Garro, Head of Data & Martech for IPG Mediabrands Mexico, the article explores Nestlé's efforts to understand consumer journeys in a market wh ere 9 out of 10 households use at least one of its brands.
The integration of data sources has improved repeat user rates by 44% and enriched users by 62% within a year.
Moreover, the partnership achieved a 218% increase in Click Through Open Rate (CTOR) and a 362% rise in open rates, demonstrating the project’s impact on CRM strategies.
Nestlé managed to optimize investments, achieving greater returns with only 40% of usual costs, reducing Cost per Click (CPC) significantly. As a future goal, Nestlé plans to further integrate the CDP into their media strategies to embrace first-party data approaches, continuing to refine their marketing personalization efforts.
