Slide 5.1
Topics & Learning Goals Customer Journey mathematics Calculate total number of possible customer journey paths for non ordered and ordered customer online interactions Be able to make simple decisions about content deployment across channels based on journey mathematics 2
Journey Mathematics – how many paths are possible? Consider 5 different websites (#1- #5) and 3 different content types (A, B, C) 3 CH # 1 ABC CH # 2 ABC CH # 3 ABC CH # 4 ABC CH # 5 ABD
Introduce Integer Decompositions Decompose N different content types. Example, let’s start with N = 3 Voettekst4
Non Ordered Journeys (5 channels x 3 content types) 5 CH # 1 ABC CH # 2 ABC CH # 3 ABC CH # 4 ABC CH # 5 ABD Integer Start 2 nd CH 3 rd CH Total decomp. 3:
Non Ordered Journeys – what happens if content types is greater than channels? 6 (3 channels x 5 content types) Integer Start 2 nd CH 3 rd CH Total decomp. 5: CH # 1 ABCDE CH # 2 ABCDE CH # 3 ABCDE
Ordered Journeys Journey A1B1C2D3 ≠ C2D3B1A1; Exact order does matter! 7
Review Permutations 8 Permutation of “a” content types taken “b” at a time Factorials: a! Example: Note: 1! = 1 and 0! = 1
Ordered Journey 5 channels x 3 content types 9 CH # 1 ABC CH # 2 ABC CH # 3 ABC CH # 4 ABC CH # 5 ABD
4 channels x 4 content types - ordered 10 Number of Possible Customer Journeys ScenarioExample # of possible Channel Start pts. # of possible permutations 1st Channel (4x) 2nd Channel (3x) 3rd Channel (2x) 4th Channel (1x) Total # of Journeys 1A1B1C1D A1B2C2D A1B1C1D A1B1C2D A1B2C3D A1B2C2D A1B1C2D A1B2C3D Total Number of Journeys Across All Scenarios 3264
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 It is strongly suggested that you practice a few examples using the homework assignment posted on the class website next to this video recording See: Customer Journey Practice HW (PDF)