{"id":15334,"date":"2023-01-12T17:43:17","date_gmt":"2023-01-12T15:43:17","guid":{"rendered":"https:\/\/yeeply.com\/fr\/?p=15334"},"modified":"2024-05-07T13:06:02","modified_gmt":"2024-05-07T11:06:02","slug":"implementation-customer-data-platform-cdp-transformation-digitale","status":"publish","type":"post","link":"https:\/\/yeeply.com\/fr\/blog\/digitalisation\/implementation-customer-data-platform-cdp-transformation-digitale\/","title":{"rendered":"Impl\u00e9mentation de la Customer Data Platform (CDP) dans votre transformation digitale"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">La <\/span><b>Customer Data Platform<\/b><span style=\"font-weight: 400;\"> est une plateforme de donn\u00e9es client capable de cr\u00e9er des bases de donn\u00e9es unifi\u00e9es et centralis\u00e9es qui offrent de grands avantages concurrentiels.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">C&rsquo;est un outil indispensable dans la transformation digitale et rien qu&rsquo;en 2020, <\/span><b>sa mise en \u0153uvre dans les entreprises a augment\u00e9 de 29%<\/b><span style=\"font-weight: 400;\">, une tendance qui n&rsquo;a cess\u00e9 de cro\u00eetre depuis.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><div class=\"bt-proyecto\"><a href=\"https:\/\/yeeply.com\/fr\/transformation-digitale\/?rel=FR-BP-proyecto-transformacion#publish-project\" target=\"_blank\" rel=\"noopener noreferrer\">TROUVEZ LA MEILLEURE \u00c9QUIPE POUR VOTRE TRANSFORMATION DIGITALE<\/a><\/div><\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Indice :\u00a0<\/span><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#est\"><span style=\"font-weight: 400;\">Pourquoi la Customer Data Platform est-elle en plein essor\u00a0?<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#Data\"><span style=\"font-weight: 400;\">Les avantages de la Customer Data Platform<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#parti\"><span style=\"font-weight: 400;\">Tirer le meilleur parti des donn\u00e9es dans votre processus de transformation digitale<\/span><\/a><\/li>\n<li aria-level=\"1\"><a href=\"#Conclusion\">Conclusion<\/a><\/li>\n<\/ul>\n<h2><span id=\"est\" style=\"font-weight: 400;\">Pourquoi la Customer Data Platform est-elle un succ\u00e8s ?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">La pand\u00e9mie mondiale a contraint les entrep<\/span><b>rises \u00e0 interagir avec leurs clients en ligne, <\/b><span style=\"font-weight: 400;\">acc\u00e9l\u00e9rant la transformation digitale, et a fait de la plateforme de donn\u00e9es client un \u00e9l\u00e9ment cl\u00e9 pour faciliter efficacement cette transformation.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">C<\/span><span style=\"font-weight: 400;\">ontenu recommand\u00e9 :<\/span><a href=\"https:\/\/yeeply.com\/fr\/blog\/marketing\/strategie-omnicanale-projet-digital\/\"> <i><span style=\"font-weight: 400;\">Pourquoi avez-vous besoin d&rsquo;une strat\u00e9gie omnicanale pour votre projet digital\u00a0<\/span><\/i><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Depuis 2020, le secteur du CDP s&rsquo;est d\u00e9velopp\u00e9 et dispose actuellement d&rsquo;un <\/span><b>financement d&rsquo;environ 550 millions de dollars.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Les entreprises g\u00e9n\u00e8rent quotidiennement un grand volume de donn\u00e9es en interagissant avec les clients, et cette quantit\u00e9 d&rsquo;informations ne fera qu&rsquo;augmenter avec le temps.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Par cons\u00e9quent, vous aurez besoin d&rsquo;un syst\u00e8me capable d&rsquo;<\/span><b>analyser<\/b><span style=\"font-weight: 400;\">, d&rsquo;<\/span><b>unifier<\/b><span style=\"font-weight: 400;\"> et de <\/span><b>filtrer<\/b><span style=\"font-weight: 400;\"> ces informations pour les rendre utiles \u00e0 votre strat\u00e9gie, et une plateforme de donn\u00e9es client peut vous aider \u00e0 y parvenir.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Augmentation exponentielle des attentes des clients<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Aujourd&rsquo;hui, la majorit\u00e9 des interactions clients sont digitales, qu&rsquo;il s&rsquo;agisse d&rsquo;achats en ligne ou de conseil via diff\u00e9rents canaux num\u00e9riques.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Jusqu&rsquo;\u00e0 pr\u00e9sent, la collecte de donn\u00e9es et l&rsquo;interaction client ont \u00e9t\u00e9 abord\u00e9es comme des probl\u00e8mes distincts, mais nous devons commencer \u00e0 les consid\u00e9rer comme une base de donn\u00e9es client compl\u00e8te afin de mieux comprendre les clients et de prendre de meilleures d\u00e9cisions pour l&rsquo;entreprise.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">73\u00a0% des entreprises reconnaissent que les <\/span><b>CDP seront essentiels <\/b><span style=\"font-weight: 400;\">\u00e0 une exp\u00e9rience client positive, car les consommateurs eux-m\u00eames exigent de plus en plus des exp\u00e9riences utilisateur personnalis\u00e9es et pr\u00e9cieuses.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Quel avenir pour les CDP ?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Le Customer Data Platform Institute pr\u00e9dit que l&rsquo;industrie CDP atteindra 1 milliard de dollars d&rsquo;ici la fin de cette ann\u00e9e.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dans cinq \u00e0 dix ans,<\/span><b> chaque entreprise aura une activit\u00e9 en ligne<\/b><span style=\"font-weight: 400;\"> et ce sera au client de d\u00e9cider par quel canal il souhaite communiquer avec l&rsquo;entreprise. Communiquer avec vos clients de la bonne mani\u00e8re d\u00e9pendra de leur connaissance approfondie, et un CDP sera crucial \u00e0 cet \u00e9gard.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La valeur r\u00e9elle des plateformes de donn\u00e9es client va au-del\u00e0 de l&rsquo;analyse, car elles vous permettent d&rsquo;apprendre \u00e0 conna\u00eetre vos clients \u00e0 un niveau personnel. \u00c0 mesure que la technologie de la plateforme de donn\u00e9es client deviendra plus sophistiqu\u00e9e, les entreprises seront en mesure de g\u00e9n\u00e9rer des strat\u00e9gies de plus en plus comp\u00e9titives par rapport \u00e0 leurs concurrents.<\/span><\/p>\n<h2><span id=\"Data\" style=\"font-weight: 400;\">Les avantages de la Customer Data Platform<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Un client potentiel peut commencer par une recherche organique sur Internet qui m\u00e8ne \u00e0 un article de blog. Le lendemain, il visite votre site Web depuis son t\u00e9l\u00e9phone. Deux jours plus tard, il s&rsquo;abonne aux mises \u00e0 jour par e-mail de votre entreprise. Ensuite, il ne visite plus votre site Web pendant un mois, et enfin, il revient sur votre site Web et souscrit un abonnement mensuel pour devenir client.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cela pourrait \u00eatre un cas r\u00e9el, qui sans une plateforme de donn\u00e9es client, serait tr\u00e8s difficile \u00e0 suivre. Nous aurions toutes ces donn\u00e9es de contact, mais elles seraient stock\u00e9es de mani\u00e8re dispers\u00e9e. Sans une plateforme de donn\u00e9es client, nous ne serions probablement en mesure de faire qu&rsquo;une analyse des donn\u00e9es brutes, alors qu&rsquo;avec un CDP, <\/span><b>toutes ces interactions <\/b><span style=\"font-weight: 400;\">sont regroup\u00e9es entre diff\u00e9rentes sources de donn\u00e9es et <\/span><b>stock\u00e9es sur un seul profil<\/b><span style=\"font-weight: 400;\">. De cette fa\u00e7on, nous pouvons avoir une image compl\u00e8te et une meilleure compr\u00e9hension du comportement et des actions de nos utilisateurs.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">?\u00a0 <\/span><span style=\"font-weight: 400;\">A<\/span><span style=\"font-weight: 400;\">rticle int\u00e9ressant : <\/span><a href=\"https:\/\/yeeply.com\/fr\/blog\/digitalisation\/impact-de-culture-big-data-sur-entreprises\/\"><span style=\"font-weight: 400;\">\u00a0<\/span><i><span style=\"font-weight: 400;\">7 fa\u00e7ons dont la culture des donn\u00e9es affectera les entreprises \u00e0 l&rsquo;avenir<\/span><\/i><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">De cette fa\u00e7on, les sp\u00e9cialistes du marketing peuvent \u00e9laborer de<\/span><b> meilleures campagnes,<\/b><span style=\"font-weight: 400;\"> cr\u00e9er des <\/span><b>exp\u00e9riences personnalis\u00e9es<\/b><span style=\"font-weight: 400;\"> et am\u00e9liorer les taux de conversion et de fid\u00e9lisation des clients.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Qui a besoin d&rsquo;une plateforme de donn\u00e9es client\u00a0?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Les marques qui doivent mettre en \u0153uvre une strat\u00e9gie omnicanale ont besoin d&rsquo;un CDP qui leur offre les moyens de le faire.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Une plate-forme de donn\u00e9es client peut aider \u00e0 orchestrer les informations cross-canal et \u00e0 g\u00e9rer les campagnes, permettant un retour client en temps r\u00e9el.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Co<\/span><span style=\"font-weight: 400;\">ntinuez \u00e0 lire\u00a0:<\/span><a href=\"https:\/\/yeeply.com\/fr\/blog\/marketing\/lmpact-blockchain-monde-marketing\/\"> <i><span style=\"font-weight: 400;\">Impact possible de la blockchain sur le monde du\u00a0 marketing<\/span><\/i><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Les campagnes de marketing traditionnelles \u00e0 elles seules sont inefficaces pour r\u00e9pondre aux demandes des clients, qui attendent de plus en plus des <\/span><b>exp\u00e9riences plus personnalis\u00e9es et plus pr\u00e9cieuses<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La plateforme de donn\u00e9es client a la capacit\u00e9 d&rsquo;analyser, de combiner, de segmenter et de fournir des donn\u00e9es aux plateformes pour adapter l&rsquo;exp\u00e9rience digitale \u00e0 chaque \u00e9tape du cycle client, rendant l&rsquo;engagement client plus facile, moins cher et plus efficace.<\/span><\/p>\n<p><a href=\"https:\/\/yeeply.com\/fr\/landing\/telecharger-ebook-transformation-digitale-pme\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2020\/06\/FR-E6-Banner-blog-1020x387-1.png\" alt=\"E6 Ebook transformaci\u00f3n digital\" \/><\/a><\/p>\n<h3><span style=\"font-weight: 400;\">Avantages des plateformes<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Sur la base de ce qui pr\u00e9c\u00e8de, si vous souhaitez opter pour une strat\u00e9gie omnicanale et que vous n&rsquo;avez pas encore mis en place de plateforme de donn\u00e9es client, nous vous recommandons de le faire. Voici quelques-uns des avantages que vous pouvez tirer de son utilisation\u00a0:<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Toutes les donn\u00e9es en un seul endroit<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Il vous permet d&rsquo;int\u00e9grer des informations provenant de diff\u00e9rentes sources pour mieux comprendre vos clients et leur apporter des solutions, avant m\u00eame qu&rsquo;ils ne les demandent.<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Trouvez de nouveaux segments de votre public cible<\/b><b>\u00a0<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Simplifiez la segmentation de vos clients, appliquez des analyses et trouvez de nouvelles possibilit\u00e9s de segmentation pour adresser des messages plus personnalis\u00e9s.<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>\u00c9conomisez du temps<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Les analystes ont une vue d&rsquo;ensemble de toutes les donn\u00e9es, ce qui leur permet de travailler avec les informations en moins de temps et la maintenance des donn\u00e9es diminue \u00e9galement.<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Se conformer plus facilement \u00e0 la l\u00e9gislation<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Avoir vos donn\u00e9es en un seul endroit vous permet de vous conformer au RGPD et \u00e0 l&rsquo;E-Privacy en surveillant tous vos contacts avec une source unique.<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Stimuler les revenus<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Cr\u00e9ez des opportunit\u00e9s de marketing beaucoup plus efficaces en obtenant des taux de conversion plus \u00e9lev\u00e9s.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Actuellement, vous devez connecter les plates-formes CDP aux <\/span><b>silos de donn\u00e9es.<\/b><span style=\"font-weight: 400;\"> Ces silos sont des entrep\u00f4ts d&rsquo;informations, qui ont \u00e9t\u00e9 cr\u00e9\u00e9s pour que des fonctions sp\u00e9cifiques telles que la comptabilit\u00e9 ou les ventes puissent \u00eatre ex\u00e9cut\u00e9es correctement. Les CDP collectent les donn\u00e9es de tous les silos fonctionnels et sp\u00e9cifiques aux canaux de l&rsquo;entreprise afin qu&rsquo;elles puissent \u00eatre analys\u00e9es dans leur ensemble.<\/span><\/p>\n<figure id=\"attachment_15337\" aria-describedby=\"caption-attachment-15337\" style=\"width: 640px\" class=\"wp-caption alignnone\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-15337\" src=\"https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2021\/12\/Dataset.jpg\" alt=\"La strat\u00e9gie num\u00e9rique dans le big data\" width=\"640\" height=\"426\" srcset=\"https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2021\/12\/Dataset.jpg 640w, https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2021\/12\/Dataset-300x200.jpg 300w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><figcaption id=\"caption-attachment-15337\" class=\"wp-caption-text\">Base de donn\u00e9es. Source : <a href=\"https:\/\/www.pexels.com\/it-it\/@ihasdslr\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Pexels<\/span><\/a><\/figcaption><\/figure>\n<h2><span id=\"parti\" style=\"font-weight: 400;\">Tirer le meilleur parti des donn\u00e9es dans votre processus de transformation num\u00e9rique<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Dans le cadre du processus de <\/span><a href=\"https:\/\/yeeply.com\/fr\/blog\/digitalisation\/digitalisation-entreprise-apres-covid-19\/\"><span style=\"font-weight: 400;\">transformation digitale,<\/span><\/a><span style=\"font-weight: 400;\"> les entreprises se sont tourn\u00e9es vers les CDP pour lancer de nouvelles initiatives, en se concentrant sur les donn\u00e9es les plus importantes pour devenir plus efficaces et rentables. Voici quelques exemples.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Exemples<\/span><\/h3>\n<p><b>Ab-inbev\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Ce brasseur leader sur le march\u00e9 poss\u00e8de des marques bien connues telles que Budweiser et Corona.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ses op\u00e9rations reposent sur <\/span><b>1000 sources de donn\u00e9es diff\u00e9rentes,<\/b><span style=\"font-weight: 400;\"> dont DMP (Data Management Platform), appareils mobiles, r\u00e9seaux sociaux, e-commerce, service client, etc. et plus de 70,1 millions de fiches clients. Ab-inbev a mis en place une Customer Data Platform pour centraliser et analyser l&rsquo;\u00e9norme volume de donn\u00e9es clients qu&rsquo;elle g\u00e9n\u00e8re, et ce, de mani\u00e8re efficace.<\/span><\/p>\n<p><b>Parco<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Le d\u00e9taillant japonais PARCO utilise une strat\u00e9gie omnicanal, combinant les donn\u00e9es de son application mobile avec des informations allant des donn\u00e9es IoT aux habitudes de navigation sur le Web en passant par les informations m\u00e9t\u00e9orologiques.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">L&rsquo;entreprise a soutenu sa strat\u00e9gie CDP en le rendant plus flexible et plus facile <\/span><b>\u00e0 mettre \u00e0 jour en temps r\u00e9el,<\/b><span style=\"font-weight: 400;\"> ce qui lui a permis de voir ses ventes exploser.<\/span><\/p>\n<p><b>Subaru\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">La marque s&rsquo;est tourn\u00e9e vers une plateforme CDP pour segmenter son audience et identifier les plus susceptibles d&rsquo;acheter, en personnalisant son parcours client.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En cons\u00e9quence, ils ont <\/span><b>d\u00e9pass\u00e9 leurs objectifs initiaux<\/b><span style=\"font-weight: 400;\"> et utilisent d\u00e9sormais les informations client, l&rsquo;analyse de donn\u00e9es post-achat et pr\u00e9dictive pour concevoir de nouveaux produits et services qui g\u00e9n\u00e8rent plus de revenus.<\/span><\/p>\n<h2><span id=\"Conclusion\" style=\"font-weight: 400;\">Conclusion\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Avec le d\u00e9veloppement du commerce digital, <\/span><b>disposer d&rsquo;un syst\u00e8me automatis\u00e9<\/b><span style=\"font-weight: 400;\"> qui g\u00e8re et stocke toutes les informations et donn\u00e9es des clients devient de plus en plus important.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ainsi, la mise en place d&rsquo;une plateforme de donn\u00e9es client (CDP) permet \u00e0 chaque entreprise <\/span><b>d&rsquo;atteindre ses objectifs les plus convoit\u00e9s<\/b><span style=\"font-weight: 400;\"> : r\u00e9duire les co\u00fbts et augmenter les revenus.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Si vous souhaitez en savoir plus sur cette technologie, ou avez besoin du soutien des experts certifi\u00e9s, <\/span><a href=\"https:\/\/yeeply.com\/fr\/?rel=FR-LNK#publish-project\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Yeeply<\/span><\/a><span style=\"font-weight: 400;\"> est la bonne adresse ! Toujours pr\u00eat \u00e0 vous aider.<\/span><\/p>\n<p><a href=\"https:\/\/yeeply.com\/fr\/transformation-digitale\/?rel=FR-BP-proyecto-transformacion#publish-project\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2020\/07\/FR-CTA-Banner-Digital-Transformation.png\" alt=\"Projet Transformation Digitale\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La Customer Data Platform est une plateforme de donn\u00e9es client capable de cr\u00e9er des bases de donn\u00e9es unifi\u00e9es et centralis\u00e9es qui offrent de grands avantages &#8230;<\/p>\n","protected":false},"author":2,"featured_media":15336,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[640],"tags":[],"class_list":["post-15334","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digitalisation"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Customer Data Platform: profiter au maximum des donn\u00e9es clients.<\/title>\n<meta name=\"description\" content=\"Les entreprises du monde entier adoptent la Customer Data Platform pour faire face \u00e0 la r\u00e9volution digitale et pour avancer efficacement. 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