Digital Velocity London 2017 - Using Real Time Data to Target New Customers, Xavier Perret
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Using Real Time Data to Target New Customers Xavier Perret - CDO, Orange Presented at Digital Velocity London 2017, The Landmark Hotel
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Digital Velocity London 2017 - Using Real Time Data to Target New Customers, Xavier Perret
- 1. © 2017 Tealium Inc. All rights reserved. | 1© 2017 Tealium Inc. All rights reserved. | 1
- 2. 2 Interne Orange Using real time data to target new customers Xavier PERRET – CDO Orange France @xavperret
- 4. 4 Where is my B2B customer? The challenge
- 6. 6 Interne Orange start-ups or less than 1 year of existence 25% of the start-ups are registered as auto entrepreneurs SoHo in France 4 500 000 of Soho/SME’s are 0 to 49 employees 12,3% 92% 0 to 5 employees 70% « solos » or 0 employees
- 7. 7 Interne Orange They are They aren’tB2B B2C
- 8. 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+
- 9. 9 Interne Orange The challenge
- 10. 10 always be there when it matters to our customers.. strategic objective
- 11. 11 Interne Orange +2 M customers +2M UV orangepro.fr Mobile application OrangePro Orange assets with SoHo
- 12. 12 Interne Orange What has been done.
- 13. 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
- 14. 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
- 15. 15 Interne Orange Data is king Cost Per Acquisition Without With Without With :6 x3,6 Transformation rate
- 16. 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..
- 17. 17 Interne Orange 2. xxx 3 key learnings
- 18. 18 Interne Orange 1. avoid being flooded (Titanic effect)
- 19. 19 Interne Orange 2. test, learn, test
- 20. 20 Interne Orange 3. Measure, measure, measure
- 21. 21 Interne Orange Just always be there when it matters to your customers