1. Slide 5.1

2. 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

3. 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

4. Introduce Integer Decompositions Decompose N different content types. Example, let’s start with N = 3 Voettekst4

5. 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:

6. 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

7. Ordered Journeys Journey A1B1C2D3 ≠ C2D3B1A1; Exact order does matter! 7

8. Review Permutations 8 Permutation of “a” content types taken “b” at a time Factorials: a! Example: Note: 1! = 1 and 0! = 1

9. Ordered Journey 5 channels x 3 content types 9 CH # 1 ABC CH # 2 ABC CH # 3 ABC CH # 4 ABC CH # 5 ABD

10. 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 1A1B1C1D142400096 2A1B2C2D2441800288 3A1B1C1D2424300288 4A1B1C2D2412600288 5A1B2C3D344940576 6A1B2C2D3441840576 7A1B1C2D3412620576 8A1B2C3D444941576 Total Number of Journeys Across All Scenarios 3264

11. 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

12. 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)