Nestlé Boosts Personalization and Efficiency with AI‑Driven Customer Insights

Executive summary (global)

Nestlé Mexico and Brazil are transforming customer engagement by unifying first‑party data, applying AI and machine learning to personalize at scale, and improving marketing efficiency. With Treasure Data and implementation partner Artefact, both regions have achieved measurable results — from cost reductions and higher conversions to richer customer profiles and faster campaign activation.

Key highlights:

• +132% new contact acquisition (Mexico)
• -27% CPC, cost per session, and CPL (Mexico)
• Significant lift in paid media conversions (Brazil)
• Expanded personalization to WhatsApp and emerging channels (Brazil)

Nestlé Mexico

Challenges

Nestlé Mexico manages a diverse portfolio of beloved brands, from Recetas Nestlé to Purina, Nescafé, and Baby&Me, each with its own marketing priorities and customer touchpoints. However, customer data was scattered across brand‑specific systems, campaign tools, and third‑party platforms. “The biggest challenge was we had a wealth of data, but we didn’t have it in one place,” said Elsa Vences, Ebusiness & Data Manager.

This fragmentation made it difficult to identify customers engaging with multiple brands, tailor messaging to individual preferences, and measure campaign performance holistically. Internal data ownership silos further slowed progress toward a unified strategy, while rising media costs heightened the pressure to spend budgets efficiently. Without a single source of truth, personalization at scale remained out of reach, and the team could not quickly adapt to changing consumer behaviors or market opportunities.

Solution

Partnering with Treasure Data and implementation partner Hive, Nestlé Mexico set out to unify its first‑party data and create a “golden record” for each customer. Data from websites, lead ads, CRM and purchase behaviours was mapped and integrated into the Treasure Data Customer Data Platform (CDP), then connected to platforms like Meta, Google DV360, TikTok, Pinterest, YouTube, Amazon, and Salesforce Marketing Cloud.

A rigorous deduplication process ensured accuracy, while behavioral, brand‑preference, and engagement‑trigger segmentation enabled more precise targeting. Using Treasure Data’s Audience Studio, marketing teams gained self‑service access to insights, allowing them to size campaign audiences, test segmentation strategies, and activate campaigns quickly through Salesforce and other connected channels. “Even for the biggest types of analysis, within a week, we can get the insight that helps us unlock something new,” Vences noted.

With the foundation in place, Nestlé Mexico expanded personalization into emerging channels like WhatsApp, used AI to accelerate analysis, and began building predictive models to anticipate customer needs and optimize cross‑channel experiences.

Results

By unifying first‑party data, enhancing segmentation, and activating across multiple channels, Nestlé Mexico achieved measurable gains in both engagement and efficiency. These outcomes underscore the value of their new data‑driven marketing approach:

• $4.9M in savings from improved cost-per-user efficiency in paid media campaigns
• $288.5K MXN efficiency gain from three specific paid media success cases
• $2.3M saved through CDP-powered operative efficiencies
• 71% increase in CTR for CRM campaigns with Golden Record data
• 132% of target reached for new contact acquisition
• 45.2% of data enrichment
• 49% decrease in average cost per lead (CPL)

Nestlé Brazil

Challenges

Nestlé Brazil operates 18 business units—from Purina to KitKat, coffee, and baby food—each with separate databases, cadences, and strategies. Without a unified customer view, the central CRM team struggled to coordinate campaigns, spot audience overlap, and prevent over-messaging.

This fragmentation created inefficiencies in both spend and customer experience. “The consumer doesn’t think in terms of our internal business units — they can buy coffee, feed their pets, and make a dessert recipe all in the same day,” noted Daniela Marques, Head of Consumer Engagement.

Uncoordinated outreach risked frustrating loyal consumers. Inconsistent engagement scoring made it hard to prioritize high-value segments, and siloed data limited churn-reduction, cross-brand offers, and personalization. Meanwhile, the team had to scale marketing maturity—from migration to advanced activation—while proving ROI to secure ongoing investment.

Solution

Partnering with Treasure Data and Artefact, Nestlé Brazil launched a multi‑year transformation. First, consumer data from 16 business units was consolidated into the Treasure Data CDP, unifying records from external partners into a single customer view. Enriched with behavioral and brand attributes, profiles enabled sharper segmentation.

A new engagement-scoring model grouped audiences into high, medium, and low-value tiers, each with tailored cadences—from monthly touchpoints to two or three per week. Churn orchestration journeys rolled out across email, SMS, WhatsApp, and paid media, ensuring consistent, well-timed messaging.

With orchestration embedded in the CDP, the CRM team coordinated cross-brand efforts, avoided duplication, and scaled personalization through channels like WhatsApp. “This integration allowed us to accelerate how we engage consumers across multiple categories, using personalization at scale to keep our brands relevant and top‑of‑mind,” said Marques. The next step: testing Treasure Data’s Agent AI to streamline workflows, generate creatives, and optimize delivery timing.

Results

By creating a unified customer view, standardizing engagement scoring, and coordinating omnichannel journeys, Nestlé Brazil has achieved tangible improvements in marketing efficiency and consumer engagement.

Early results show:

• Significant lift in paid media conversions by targeting high‑value segments with tailored cadences
• Expanded personalization into WhatsApp and emerging channels, increasing relevance and reach
• Improved churn‑reduction outcomes through orchestrated, cross‑brand journeys

These outcomes have led to Nestlé Brazil being benchmarked as a leader within Nestlé global and set the stage for further AI‑driven innovation, deeper cross‑brand promotions, and continued leadership in engagement strategy within Nestlé’s global network.

Future Plans

Looking ahead, both Nestlé Mexico and Brazil plan to deepen their use of AI and predictive analytics to anticipate customer needs and tailor offers in real time. Expanding beyond paid media and CRM, the teams aim to:

• Activate personalization across more owned and earned channels
• Increase automation in campaign orchestration to speed time‑to‑market
• Further enrich first‑party profiles through new data partnerships
• Expand AI‑driven decisioning into product innovation and customer service