{"id":12334,"date":"2018-11-07T14:19:00","date_gmt":"2018-11-07T14:19:00","guid":{"rendered":"https:\/\/devalt-kambatiag.savviihq.com\/?p=12334"},"modified":"2023-06-08T10:49:40","modified_gmt":"2023-06-08T08:49:40","slug":"intelligence-marketing-harmonisez-et-analysez-l-ensemble-de-vos-donnees-de-marketing-a-l-aide-d-un-seul-outil","status":"publish","type":"post","link":"https:\/\/www.altares.be\/fr\/blog\/data-analytics\/marketing-intelligence-harmoniseer-en-analyseer-al-je-marketingdata-met-een-tool\/","title":{"rendered":"Intelligence marketing : harmonisez et analysez l\u2019ensemble de vos donn\u00e9es de marketing \u00e0 l\u2019aide d\u2019un seul outil"},"content":{"rendered":"

Gr\u00e2ce \u00e0 l\u2019intelligence artificielle et \u00e0 l\u2019apprentissage automatique, vous pouvez d\u00e9sormais combiner, harmoniser et analyser l\u2019ensemble de vos sources de donn\u00e9es \u00e0 l\u2019aide d\u2019un seul outil d\u2019intelligence marketing. Ensuite \u2013 et il s\u2019agit l\u00e0 du point le plus important \u2013, vous transformez facilement les analyses, les repr\u00e9sentations visuelles de donn\u00e9es et les rapports en d\u00e9cisions de marketing optimales. L\u2019intelligence marketing sonne-t-elle le glas de la fonction de responsable marketing ?<\/p>\n\n\n\n

Au cours de cette derni\u00e8re d\u00e9cennie, les responsables marketing n\u2019ont jamais manqu\u00e9 de donn\u00e9es ou d\u2019outils pour traiter ces donn\u00e9es. Il existe environ 5 000 logiciels de marketing sp\u00e9cialis\u00e9s et les responsables marketing utilisent en moyenne 70 sources de donn\u00e9es diff\u00e9rentes.<\/p>\n\n\n\n

\"Un<\/figure>\n\n\n\n

Il leur manquait toutefois un outil permettant de combiner toutes ces donn\u00e9es et d\u2019obtenir ainsi une vue centralis\u00e9e de leurs clients, clients potentiels et r\u00e9sultats. Bienvenue dans une nouvelle \u00e8re de la technologie marketing, car cet outil existe bel et bien, \u00e0 pr\u00e9sent. Et il est d\u00e9j\u00e0 tr\u00e8s performant.<\/p>\n\n\n\n

Plus besoin d\u2019\u00eatre docteur en science des donn\u00e9es<\/h2>\n\n\n\n

Le logiciel d\u2019intelligence marketing est capable de combiner, d\u2019harmoniser et d\u2019analyser des donn\u00e9es de marketing issues de plusieurs sources diff\u00e9rentes. En outre, des outils tels que Datorama, Radius, Lattice Engines et 6sense int\u00e8grent une interface utilisateur extr\u00eamement conviviale et offrent un r\u00e9sultat des analyses et des repr\u00e9sentations visuelles de donn\u00e9es \u00e0 la port\u00e9e de tous. \u00c0 tel point que vous n\u2019avez plus besoin d\u2019\u00eatre docteur en science des donn\u00e9es pour leur donner du sens.<\/p>\n\n\n\n

Qui plus est, il sera d\u00e9sormais plus facile que jamais de prendre les d\u00e9cisions de marketing ad\u00e9quates. Les outils d\u2019intelligence marketing vous offrent, par exemple, un aper\u00e7u complet de vos relations commerciales et des march\u00e9s. Ils vous permettent \u00e9galement de suivre les KPI en temps r\u00e9el et d\u2019analyser les tendances. Une campagne men\u00e9e plus efficacement, du contenu et des messages plus personnels, des pistes de prospection plus pertinentes, un parcours client optimis\u00e9 \u00e0 chaque \u00e9tape : votre d\u00e9partement marketing conna\u00eet un essor fulgurant !<\/p>\n\n\n\n

L\u2019hydre de la qualit\u00e9 des donn\u00e9es<\/h2>\n\n\n\n

Le principe \u00ab garbage in, garbage out \u00bb a d\u00e9j\u00e0 fait couler beaucoup d\u2019encre. Vous pouvez obtenir de bonnes analyses issues des outils d\u2019intelligence marketing uniquement lorsqu\u2019ils traitent des donn\u00e9es correctes. Plus facile \u00e0 dire qu\u2019\u00e0 faire, \u00e0 une \u00e9poque o\u00f9, selon les estimations, un tiers de l\u2019ensemble des donn\u00e9es d\u2019entreprise sont inexactes.<\/p>\n\n\n\n

La qualit\u00e9 des donn\u00e9es repr\u00e9sente un obstacle dans le domaine du marketing. Les difficult\u00e9s rencontr\u00e9es r\u00e9sident, par exemple, dans les jeux de donn\u00e9es de marketing provenant de dizaines de canaux et de pays, d\u2019outils et de fournisseurs de donn\u00e9es qui produisent d\u2019autres sortes de donn\u00e9es, ainsi que d\u2019indicateurs d\u00e9finis diff\u00e9remment. Autrement dit, les donn\u00e9es de marketing sont plus souvent peu structur\u00e9es, incompl\u00e8tes et intrins\u00e8quement contradictoires.<\/p>\n\n\n\n

Ma\u00eetrise de la qualit\u00e9 des donn\u00e9es<\/h2>\n\n\n\n

Vous souhaitez pouvoir vous fier aux analyses, repr\u00e9sentations visuelles et rapports issus de votre intelligence marketing ? D\u00e8s lors, la qualit\u00e9 de vos donn\u00e9es, tant internes qu\u2019externes, se doit d\u2019\u00eatre irr\u00e9prochable.<\/p>\n\n\n\n

Malheureusement, vous avez moins de prise sur la qualit\u00e9 des donn\u00e9es externes. L\u2019une des seules choses que vous puissiez faire est d\u2019utiliser des sources de donn\u00e9es garantissant une qualit\u00e9 de donn\u00e9es \u00e9lev\u00e9e. La base de donn\u00e9es en ligne de Dun & Bradstreet contient, par enregistrement, des milliers d\u2019informations portant sur plus de 300 millions d\u2019entreprises du monde entier, et donc sur tous vos clients et prospects. Le processus brevet\u00e9 DUNSRight vous garantit des donn\u00e9es externes \u00e0 jour, compl\u00e8tes, fiables et coh\u00e9rentes, \u00e0 tout moment.<\/p>\n\n\n\n

Vous avez bien plus de prise sur la qualit\u00e9 des donn\u00e9es internes. Notre livre blanc<\/a> vous explique comment am\u00e9liorer la qualit\u00e9 de vos donn\u00e9es d\u2019entreprise<\/a> en nettoyant et en compl\u00e9tant les donn\u00e9es. Pour ce faire, vous pouvez utiliser le num\u00e9ro DUNS, un code unique pour chaque entreprise, permettant de relier les donn\u00e9es relatives \u00e0 vos relations commerciales dans diverses sources de donn\u00e9es (comme vos ERP, ERM et CRM).<\/p>\n\n\n\n

Les donn\u00e9es que vous soumettez \u00e0 votre outil d\u2019intelligence marketing sont-elles pr\u00e9cises, \u00e0 jour, compl\u00e8tes, coh\u00e9rentes et uniques ? Si oui, les analyses, repr\u00e9sentations visuelles et rapports qui en ressortent le sont aussi.<\/p>\n\n\n\n

IA : l\u2019outil comprend les donn\u00e9es<\/h2>\n\n\n\n

La force tranquille qui se cache derri\u00e8re cette r\u00e9volution de l\u2019intelligence marketing porte le nom d\u2019intelligence artificielle (IA). Autrefois, les donn\u00e9es issues de sources diff\u00e9rentes devaient porter une sorte d\u2019\u00e9tiquette commune afin de pouvoir \u00eatre combin\u00e9es.<\/p>\n\n\n\n

Gr\u00e2ce \u00e0 l\u2019intelligence artificielle et \u00e0 l\u2019apprentissage automatique, une m\u00e9thode bien plus intelligente a vu le jour. D\u00e9sormais, l\u2019outil comprend les donn\u00e9es. Il comprend ce qu\u2019elles sont, \u00e0 quoi elles servent et comment elles sont li\u00e9es \u00e0 d\u2019autres sources de donn\u00e9es. Il n\u2019est plus n\u00e9cessaire de les coupler \u00e0 l\u2019aide d\u2019API. D\u00e8s que vous ajoutez une source, les donn\u00e9es sont imm\u00e9diatement combin\u00e9es, harmonis\u00e9es et analys\u00e9es.<\/p>\n\n\n\n

L\u2019apprentissage automatique y joue un r\u00f4le essentiel. Notez cependant que si l\u2019algorithme apprend et \u00e9volue en se basant sur des donn\u00e9es erron\u00e9es, les erreurs en question se propagent. Elles se r\u00e9pandent, telle une tache d\u2019huile, surtout dans les petits jeux de donn\u00e9es. D\u00e8s lors, les jeux de donn\u00e9es doivent non seulement \u00eatre pr\u00e9cis, \u00e0 jour, complets, coh\u00e9rents et uniques, mais ils doivent \u00e9galement \u00eatre volumineux.<\/p>\n\n\n\n

La fin du responsable marketing ?<\/h2>\n\n\n\n

Combiner diff\u00e9rentes sources de donn\u00e9es, harmoniser et analyser les informations et fournir ensuite des analyses, repr\u00e9sentations visuelles et rapports pr\u00eats \u00e0 l\u2019emploi... Les outils d\u2019intelligence marketing fond\u00e9s sur l\u2019intelligence artificielle sont extr\u00eamement intelligents.<\/p>\n\n\n\n

\u00c0 tel point qu\u2019ils remplaceront bient\u00f4t les responsables marketing ? Pas du tout. Les outils peuvent d\u00e9gager des perspectives et r\u00e9v\u00e9ler des tendances, mais il s\u2019agit uniquement de la premi\u00e8re \u00e9tape. Le marketing est une t\u00e2che qui incombe \u00e0 l\u2019homme. L\u2019\u00e9tape suivante, au moins aussi essentielle que la premi\u00e8re, repose sur vos \u00e9paules : convertir les informations en d\u00e9cisions ad\u00e9quates.<\/p>","protected":false},"excerpt":{"rendered":"

Gr\u00e2ce \u00e0 l\u2019intelligence artificielle et \u00e0 l\u2019apprentissage automatique, vous pouvez d\u00e9sormais combiner, harmoniser et analyser l\u2019ensemble de vos sources de donn\u00e9es \u00e0 l\u2019aide d\u2019un seul outil d\u2019intelligence marketing. <\/p>","protected":false},"author":5,"featured_media":12335,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-12334","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-analytics"],"acf":[],"yoast_head":"\nMarketing intelligence: harmoniseer en analyseer \u00e1l je marketingdata met \u00e9\u00e9n tool - Altares<\/title>\n<meta name=\"description\" content=\"Met dank aan AI en machine learning kun je nu met \u00e9\u00e9n marketing intelligence-tool al je databronnen verbinden, harmoniseren en analyseren.\" 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