Slide 5.1

Topics & Learning Goals Can we really control the information gathering and consumption of our customers? Do we want to control journeys across multiple on-line (and offline) channels? Customer Journey mathematics (part 2 video) Appreciate the need to understand consumer behavior but NOT control it Be able to distinguish between ordered and unordered information gathering and how it effects customer tracking Be able to make simple decisions about content deployment across channels based on journey mathematics (part 2 video) 2

Traditional Company defined journey - 1 3

Traditional Company defined journey - 2 4

Traditional Company defined journey - 3 5

What Does The Digital Customer Journey Look Like? Who’s in control? Sales Funnel Now?

Ordered vs. Non Ordered Customer Journeys Voettekst7

Non Ordered Journeys Journey A1B1C2D3 = C2D3B1A1; Thus order does not matter; customer centric 8

Ordered Journeys Journey D3B1C1 ≠ C1D3B1; Exact order does matter! Company centric 9

Reasons for Using Ordered Journeys vs Non Ordered Journeys Qualifying prospects Gating access to content Easier to personalize service 10

So What’s The Best Journey Strategy? Option 1: Lots of content on a few sites –For non ordered content this makes sense; reduces management costs Option 2: Split limited content across several sites –For ordered content this is a good option, it will limit # of possible journeys by limiting paths and keeping content contextual Option 3: Place lots of content on many sites –Expensive; hard to track journeys. 11

End of Video - Thank you Now please watch Part 2 of this video, where actual calculations are introduced