{"id":13342,"date":"2014-10-01T00:00:56","date_gmt":"2014-09-30T22:00:56","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=13342"},"modified":"2022-04-26T08:29:44","modified_gmt":"2022-04-26T06:29:44","slug":"big-data-marketing","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2014\/10\/01\/big-data-marketing\/","title":{"rendered":"Big Data : moteur du marketing de l’incertain"},"content":{"rendered":"

Dans cette interview de Patrick Bensabat r\u00e9alis\u00e9e en avril dernier, le patron de Business & Decision<\/span> (transparence : B&D est notre client<\/a>) d\u00e9crit l’importance du ph\u00e9nom\u00e8ne des Big Data<\/a> et les relie \u00e0 la discipline plus large du Marketing. Si les Big Data ne sont pas limit\u00e9es au Marketing elles*sont n\u00e9anmoins au centre d’une r\u00e9volution de notre discipline. Et nous avons du pain sur la planche car les marketeurs sont loin d’\u00eatre au fait des donn\u00e9es, de leur utilisation, et m\u00eame de leur importance. Plong\u00e9e dans la naissance d’un nouveau blog et d’un label destin\u00e9 \u00e0 promouvoir cette nouvelle discipline fondamentale.<\/em><\/span><\/p>\n

\"\"<\/a><\/p>\n

* pour les curieux, j’ai utilis\u00e9 le pluriel pour \u00e9viter \u00e0 poser la question de savoir de quel genre \u00e9tait le mot \u00ab\u00a0data\u00a0\u00bb, qui \u00e9tant un mot latin, est d\u00e9j\u00e0 un pluriel, CQFD<\/em><\/span><\/p>\n

Les Big Data sont \u00e0 la mode mais les Big Data ne sont pas une mode<\/h1>\n

Les Big Data tout le monde en parle … ou presque. Et le r\u00e9sultat des nombreuses discussions sur Internet<\/a>. Il n’y a qu’\u00e0 regarder Google<\/a> Trends (capture d’\u00e9cran ci-dessous) pour s’en rendre compte. Mais je dois avouer une certaine frustration personnelle quant \u00e0 la fa\u00e7on dont sont abord\u00e9es ces Big Data : soit d’une mani\u00e8re stratosph\u00e9rique, soit d’une mani\u00e8re ultra technique. Une troisi\u00e8me voie, ni infantilisante et r\u00e9ductrice, ni hyper pointue devait bien \u00eatre possible.<\/p>\n

\"Big<\/a><\/p>\n

la recherche Google sur le mot Big DataC’est de ce manque qu’est n\u00e9 le blog des Big Data qui sort aujourd’hui \u00e0 l’adresse http:\/\/blog.businessdecision.com<\/a> et qu’on se le dise, ce blog n’est qu’un d\u00e9but, une des pierres d’un \u00e9difice plus grand, plus ambitieux, qui sera annonc\u00e9 lors d’une matinale des Big Data le 8 octobre 2014 au Pavillon Kl\u00e9ber<\/a>. Pour l’heure, quoi de plus normal que d’expliquer ce que sont – et ne sont pas – les Big Data, avec des mots simples et percutants : laissons la parole \u00e0 Patrick Bensabat, fondateur et PDG de Business & Decision.<\/a><\/p>\n

\"Big<\/a><\/p>\n

\"marketingdel'incertain\"\"BigLes Big Data<\/a> continuent \u00e0 faire parler d\u2019elles. Il y a m\u00eame fort \u00e0 parier que cela ne fasse que commencer. Et pourtant, pour le b\u00e9otien, et m\u00eame pour le\u00a0marketeur averti, il n\u2019est pas facile de cerner rapidement ce dont il s\u2019agit. Je dois avouer moi-m\u00eame avoir eu du mal \u00e0 comprendre d\u00e8s le d\u00e9part la v\u00e9ritable profondeur du concept (cf. mon article de l\u2019an dernier sur ce sujet<\/a>). C\u2019est que le Big Data est une v\u00e9ritable\u00a0r\u00e9volution non seulement du Marketing<\/a> (entre autres disciplines) mais aussi des modes de pens\u00e9e. Le saut quantique entre bases de donn\u00e9es traditionnelles et architectures Big Data me fait\u00a0penser \u00e0 ce que j\u2019ai v\u00e9cu il y a plus de 20 dans le domaine des logiciels de 4\u00e8me g\u00e9n\u00e9ration (Mapper d\u2019Unisys<\/a> \u00e0 l\u2019\u00e9poque) : les utilisateurs s\u2019en emparaient avec passion (Santa Fe Railways, Iberia<\/a>, Air France<\/a>, etc.) il n\u2019\u00e9tait pas rare de voir des utilisateurs d\u00e9velopper des bases de donn\u00e9es marketing fort sophistiqu\u00e9es avec un syst\u00e8me que les informaticiens eux-m\u00eames regardaient avec horreur car il n\u2019\u00e9tait pas\u00a0\u201cstructur\u00e9\u201d. Or, c\u2019est cette souplesse m\u00eame qui en faisait l\u2019attrait et qui avait pour cons\u00e9quence\u00a0que les utilisateurs s\u2019en emparaient rapidement.<\/em><\/p>\n

Il en est de m\u00eame avec les Big Data aujourd\u2019hui.<\/em><\/p>\n

Poursuivez votre lecture sur le blog de Business & Decision\u00a0<\/em><\/strong><\/a><\/p>\n

\"big-data-business-decision\"<\/a>
poursuivre votre lecture sur le blog des Big Data de Business & Decision<\/a><\/figcaption><\/figure>\n
https:\/\/media.blubrry.com\/visionarymarketing_les\/visionarymarketing.com\/files\/podcasts\/Patrick-bensabat-11042014-introbigdata.mp3<\/a><\/audio><\/div><\/div>

Podcast: Play in new window<\/a> | Download<\/a> (Duration: 13:42 — 22.0MB)<\/p>

Subscribe: Apple Podcasts<\/a> | Spotify<\/a> | Android<\/a> | RSS<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Dans cette interview de Patrick Bensabat r\u00e9alis\u00e9e en avril dernier, le patron de Business & Decision (transparence : B&D est notre client) d\u00e9crit l’importance du ph\u00e9nom\u00e8ne des Big Data et les relie \u00e0 la discipline plus large du Marketing. Si les Big Data ne sont pas limit\u00e9es au Marketing elles*sont n\u00e9anmoins au centre d’une r\u00e9volution …<\/p>\n","protected":false},"author":2,"featured_media":61009,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[121,2894,6,25],"tags":[],"class_list":["post-13342","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-business","category-ia-big-data","category-marketing-innovation-fr","category-medias-sociaux"],"yoast_head":"\nLes Big Data sont le moteur du Marketing de l'Incertain<\/title>\n<meta name=\"description\" content=\"Les Big Data sont plus qu'une simple innovation technologique : il s'agit d'un v\u00e9ritable changement de paradigme du marketing\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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