Case Study: Orange achieves 118% uplift in average revenue per user and improved cross-channel attribution with Dynamic Yield

Orange Enriches Call Center Data With Online Behavioral Data, Improves Segmentation, Targeting, and Attribution

Orange, a major Spanish telecom serving over 12 million customers, faced channel fluidity: customers often researched online but completed purchases via call centers and stores. To provide consistent, personalized experiences and accurate cross-channel attribution, Orange needed to connect online behavioral data with offline call-center interactions and tailor experiences by context (device, location, time, price affinity).

Using Dynamic Yield, Orange implemented an integration that generated session‑specific phone numbers to link site behavior with call-center records, tracked call conversions via events, and personalized SEM landing pages and category layouts by user affinity. This unified approach boosted product discovery and targeting — driving a 118% uplift in average revenue per user (by reordering category pages by price tier) and a 136% lift in click‑through rate after improving bundle presentation, while enabling better segmentation and conversion attribution across channels.

Orange

Susana Andújar

eCommerce Director