How Vinomofo drives growth through data, CX and personalisation

This episode is a discussion with Mariano Favia – Head of Marketing at Vinomofo. We talk about how to use data personalisation and customer experience to drive extraordinary growth.

LINKS

• Mariano Favia on LinkedIn
• Vinomofo
• Advanced Digital Marketing Institute

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You’re listening to the 2020 Marketing Series on The Growth Manifesto Podcast, a Zoom video series brought to you by Webprofits where we talk about how to drive business and marketing success through the rest of 2020.

Hosted by Alex Cleanthous.

• YouTube: https://www.youtube.com/c/GrowthManifestoPodcast
• Instagram: https://www.instagram.com/webprofits/
• LinkedIn: https://www.linkedin.com/company/web-profits/
• Facebook: https://www.facebook.com/Webprofits/
• Twitter: https://twitter.com/webprofits
• Agency: https://www.webprofits.io

SHOW NOTES

• 00:00:24 Mariano’s introduction to the Growth Manifesto Podcast
• 00:02:00 The history of Vinomofo
• 00:05:38 There’s always wine at Vinomofo
• 00:07:26 Vinomofo’s 100% Happiness Guarantee
• 00:10:20 What have you integrated across the country to ensure that there is happiness?
• 00:12:30 How does Vinomofo’s marketing arm start the happiness experience?
• 00:15:23 What changed in your marketing when you moved from a brand approach to a performance approach?
• 00:19:02 Vinomofo’s marketing database & reporting system
• 00:22:42 How do you approach looking at multiple channels in terms of your reporting system?
• 00:26:06 Vinomofo creates custom experiences for customers
• 00:27:12 Mariano talks about AI
• 00:28:40 Vinomofo’s success in relation to its 360 degree customer view and the marketing technology they use
• 00:31:28 What is the minimum dataset required to start a marketing database?
• 00:34:26 What would you do if you had 10,000 people in your database to start off?
• 00:36:48 If you’ve just started, you can’t do A/B Testing because it’s very expensive
• 00:38:18 When you’re starting out, would you focus on micro-conversion tests or going straight to the sale?
• 00:40:52 Would you prefer to put an upsell before or after the purchase is complete?
• 00:44:39 How does retention drive acquisition for Vinomofo?
• 00:47:05 Mariano says to do proper advertising, you need to know the tools.
• 00:49:11 Do you do programmatic purchasing of ads?
• 00:51:24 Mariano takes a top-down approach for the conversion funnel
• 00:52:51 Quickfire questions for Mariano
• 01:02:01 Mariano tells us what he would like people who want to check out Vinomofo to do