© 2017 Tealium Inc. All rights reserved. | 1© 2017 Tealium Inc. All rights reserved. | 1

2 Interne Orange

Using real time data

to target new customers

Xavier PERRET – CDO Orange France

@xavperret

3 Interne Orange

4

Where is my B2B customer?

The challenge

5 Interne Orange

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

7 Interne Orange

They are They aren’tB2B B2C

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 Interne Orange

The challenge

10

always be there when it matters to our customers..

strategic objective

11 Interne Orange

+2 M customers

+2M UV orangepro.fr

Mobile application OrangePro

Orange assets with SoHo

12 Interne Orange

What has been done.

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

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 Interne Orange

Data is king

Cost Per Acquisition

Without

WithWithout

With

:6 x3,6

Transformation rate

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 Interne Orange

2. xxx

3 key learnings

18 Interne Orange

1. avoid being flooded (Titanic effect)

19 Interne Orange

2. test, learn, test

20 Interne Orange

3. Measure, measure, measure

21 Interne Orange

Just always be there when it matters to your customers