digital velocity london 2017 - using real time data to target new customers, xavier perret
TRANSCRIPT
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© 2017 Tealium Inc. All rights reserved. | 1© 2017 Tealium Inc. All rights reserved. | 1
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2 Interne Orange
Using real time data
to target new customers
Xavier PERRET – CDO Orange France
@xavperret
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3 Interne Orange
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4
Where is my B2B customer?
The challenge
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5 Interne Orange
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6 Interne Orange
start-ups or less than 1 year of existence25% of the start-ups
are registered as auto entrepreneurs
SoHo in France 4 500 000of Soho/SME’s are 0 to 49 employees
12,3%
92%0 to 5 employees
70%« solos » or 0 employees
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7 Interne Orange
They are They aren’tB2B B2C
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8 Interne Orange
29%35-44
but the world as we know it is changing
27%18-34
2012
26%45-54
18%55+
22%35-44 46%
18-34
2014
19%45-54
13%55+
18%35-44
60%18-34
2016
12%45-54 10%
55+
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9 Interne Orange
The challenge
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10
always be there when it matters to our customers..
strategic objective
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11 Interne Orange
+2 M customers
+2M UV orangepro.fr
Mobile application OrangePro
Orange assets with SoHo
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12 Interne Orange
What has been done.
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13 Interne Orange
Clear objectives
• Use all our digital assets & digital ecosystem • Capitalize on the richness of our data : CRM, behavioural,
A/B, feedback• Analyse behaviours, exclude bahaviours• Take control of data to manage user experience• Optimize sales pressure to ensure user satisfaction• Optimize acquisition budget
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One of the journey between Orange & SoHo
-----------------------------------------------------------------------------------------------------------------
Hey! I am informedI inform myself I subrscibe to the offerI am contacted
consult the online
boutique (mobile
product)
not an Orange
customer!
consulted pages
regarding
specific product
smartpro
Subscribe to offer
performance pro
consulted pages regarding
mobile products Subscribe to offer
performance pro
Exposure
capaignperformance pro
Exposure
campaign Smartpro
back off from future
campaigns
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15 Interne Orange
Data is king
Cost Per Acquisition
Without
WithWithout
With
:6 x3,6
Transformation rate
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16 Interne Orange
Next : always be there when it matters to the B2B customers
• complete and expand personalized campaigns• integrate further data (customer feedback..)• predict new customer events (moving office)• detect B2B « moments de vie » : enterprise
creation, development, hiring..
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17 Interne Orange
2. xxx
3 key learnings
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18 Interne Orange
1. avoid being flooded (Titanic effect)
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19 Interne Orange
2. test, learn, test
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20 Interne Orange
3. Measure, measure, measure
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21 Interne Orange
Just always be there when it matters to your customers