Used an integration to connect offline call center data with online behavioral data and better understand user behavior
Call centers serve as a top sales channel for telecommunication leader, Orange, and the team needed to begin tracking and leveraging behavioral data to personalize offline interactions, as well as inform and optimize how it delivered experiences online.
In order to do so, Orange began using Dynamic Yield alongside an integration for its call center application that generates and displays a unique, personalized phone number atop different site pages, including the homepage, for each web session. This phone number then serves as an identification key, allowing the Dynamic Yield platform to push API data about each user engagement through to the call center application whenever an eCommerce site visitor uses the number to contact Orange by phone.
In order to do so, Orange began using Dynamic Yield alongside an integration for its call center application that generates and displays a unique, personalized phone number atop different site pages, including the homepage, for each web session. This phone number then serves as an identification key, allowing the Dynamic Yield platform to push API data about each user engagement through to the call center application whenever an eCommerce site visitor uses the number to contact Orange by phone.
Example of unique call center phone number displayed to site visitor on homepage
With this integration, the call center is able to immediately access information about users who are calling, such as the products and offers they are interested in and their level of online campaign engagement, to contextualize phone conversations and increase the likelihood of an offline sale. The application also sends Dynamic Yield events through to its eXPerience APIs, indicating the most up-to-date purchase stage of each caller, which the eCommerce team uses to build audiences according to whether or not a call resulted in a conversion, targeting users with relevant experiences according to what stage of the purchase funnel they are in. As a result, Orange was able to bridge the gap between its online and offline sales channels, helping them better understand the behavior of its customers and deliver the most relevant experiences possible in any shopping environment.
Personalized SEM landing pages for anonymous site visitors using call center data
The team was running a personalization campaign for SEM landing pages to better tailor which promotions it displayed to first-time site visitors. Using contextual data, such as device type, time of day, browser type, and location, as well as affinity data, such as the types of phones, services, and packages a user showed interest in while browsing the site, the system was able to dynamically serve users relevant banners on these landing pages with offers that reflected their interests and behavior. However, because most sales occur over the phone, Orange wanted to use its call center integration to quantify the impact of its digital campaigns on offline sales and improve its onsite personalization campaigns.
Using Dynamic Yield Events, the team was able to track calls conducted and conversions that took place among users that used the call center number displayed on the landing page, giving Orange the ability to improve cross-channel conversion attribution. The system was also then able to use offline data to optimize banners on its SEM landing pages, eventually enabling Orange’s ability to better personalize experiences for new users after the first page load.
Using Dynamic Yield Events, the team was able to track calls conducted and conversions that took place among users that used the call center number displayed on the landing page, giving Orange the ability to improve cross-channel conversion attribution. The system was also then able to use offline data to optimize banners on its SEM landing pages, eventually enabling Orange’s ability to better personalize experiences for new users after the first page load.
