As part of Nestlé-Nespresso’s global rollout of Salesforce Krux (Salesforce Marketing Audience Studio), Nespresso Canada wanted to go beyond a simple technology implementation and turn its data management platform into a true marketing and business growth enabler. The objective was to centralize audience data from its CRM, make it actionable across marketing channels, and accelerate the adoption of audience-driven marketing throughout the organization.

adviso was tasked with implementing, configuring, and co-managing the platform alongside the Nespresso Canada and Nestlé teams. Leveraging CRM data, the team structured audiences into actionable traits and segments within the DMP and activated them across multiple marketing channels. In collaboration with Nespresso Canada's specialists, adviso also developed an advanced machine-learning segmentation model designed to uncover high-value buyer profiles. Known as the “Segment Prospector,” this model enabled the identification of new personas that outperformed traditional demographic targeting for prospecting and brand awareness campaigns.

Beyond the technical implementation, the mandate also focused on improving data governance, centralizing audience and media performance management, increasing internal autonomy through a co-piloting approach, and maximizing the business value generated by this new audience management capability.