Data, personalisation and CX with Mariano Favia of Vinomofo

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.


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.


  • 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

Now that you’re here…

Why not take a few minutes to see how Webprofits can help you achieve your growth aspirations?

We helped one company grow from $25M to $190M revenue in 4 years, and we work with challenger brands that want to make a serious impact in their industry and have the resources (and the will) to make it happen.

If you want a growth strategy that leads the way in your industry, find out how Webprofits can help you transform your digital marketing.

Adrian Clark

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