{"id":18898,"date":"2015-07-15T09:00:05","date_gmt":"2015-07-15T07:00:05","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog?p=18898&preview_id=18898"},"modified":"2024-02-06T06:39:17","modified_gmt":"2024-02-06T05:39:17","slug":"data-mailing","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2015\/07\/15\/data-mailing\/","title":{"rendered":"Data mailing : quand les Big Data viennent sauver l’emailing"},"content":{"rendered":"

Et si les Big Data venaient sauver le mailing ? L\u2019emailing est affubl\u00e9 de tous les maux<\/a>. Sous la pression publicitaire, les consommateurs (et les clients B2B) ont trouv\u00e9 la parade : l’indiff\u00e9rence, mais aussi le bouton \u00ab spam \u00bb qui tend \u00e0 faire tomber la \u201cd\u00e9liverabilit\u00e9\u201d de l’emailing de masse qui reste, qu’on le veuille ou non, le nerf de la guerre du marketing en ligne<\/a>. Que faire alors, pour faire sortir l\u2019emailing du cercle vicieux : \u00ab plus j’envoie de mail moins j’ai des r\u00e9sultats \u00bb.<\/em><\/p>\n

Data mailing : quand les Big Data viennent sauver l’emailing<\/h2>\n
\"Quand
Data mailing : quand les Big Data viennent sauver l’emailing<\/figcaption><\/figure>\n

Et comment faire pour le faire entrer \u00e0 nouveau dans un cercle vertueux ? Kwanko<\/a>, les premiers, ont trouv\u00e9 la solution, qu’ils ont appel\u00e9e emailbidding<\/a> (une startup portugaise int\u00e9gr\u00e9e \u00e0 la soci\u00e9t\u00e9 fran\u00e7aise) et qui est en fait l’application du principe du RTB (Realtime Bidding)<\/a> \u00e0 l\u2019emailing.<\/p>\n

J’ai interview\u00e9 Fran\u00e7ois Bieber, il y a quelques semaines, pour faire le point sur cette nouvelle m\u00e9thode marketing \u00e0 la performance sur emailing, qui va permettre selon lui, d’\u00e9viter \u00e0 l\u2019outil favori des marketeurs, de s’autod\u00e9truire.<\/p>\n

Envoyer le bon emailing \u00e0 la bonne personne<\/h3>\n

Si l\u2019emailing est souvent con\u00e7u par les b\u00e9otiens comme un moyen de casser les pieds \u00e0 un maximum de personnes sans efforts, bien utilis\u00e9, il devrait \u00eatre au contraire le moyen d’envoyer juste le nombre d’emails suffisants aux bonnes personnes. \u00ab\u00a0Il faut donc changer de paradigme\u00a0\u00bb nous a confi\u00e9 Fran\u00e7ois Bieber<\/a>. Non seulement am\u00e9liorer le ciblage, mais adopter le bon business mod\u00e8le. En \u00e9vitant la publicit\u00e9 de masse.<\/p>\n

Car ce cercle vicieux d\u00e9crit plus haut est un obstacle de plus au ROI de l’emailing : \u00ab plus on augmente les masses, moins le business mod\u00e8le est adapt\u00e9 \u00bb indique le patron de Kwanko. Mes derniers calculs sur les bases de plusieurs op\u00e9rateurs t\u00e9l\u00e9coms ont d\u00e9montr\u00e9 en effet des rendements tr\u00e8s faibles. M\u00eame avec des messages et des contenus bien faits, j’ai ainsi compt\u00e9 un taux de clic aux alentours de 2 pour 1000 ! (c’est-\u00e0-dire ramen\u00e9 sur le total de la base. Ce taux est toujours pr\u00e9sent\u00e9\u00a0au travers d’une\u00a0astuce simple : calculer le taux de clic (CTR) par rapport au taux d’ouverture ce qui augmente artificiellement les chiffres). Bref, pas de quoi se r\u00e9jouir.<\/p>\n

Agr\u00e9ger les bases de donn\u00e9es d’emailing qualitatives du march\u00e9<\/h2>\n

Voici la solution trouv\u00e9e par Kwanko : un algorithme qui plonge au c\u0153ur du big data pour s’appuyer sur la r\u00e9activit\u00e9 de chaque adresse e-mail. En fonction de cette r\u00e9activit\u00e9, on rentre dans un processus d’e-mailings adapt\u00e9, bas\u00e9 sur un principe d’A\/B testing. 2 ans et demi de d\u00e9veloppement ont \u00e9t\u00e9 n\u00e9cessaires pour mettre en place ce nouveau service bas\u00e9 pour partie sur un d\u00e9veloppement maison en machine Learning (intelligence artificielle) et pour l’autre partie sur le rachat de la start-up portugaise e-mailbidding<\/a> elle-m\u00eame, d\u00e9sormais int\u00e9gr\u00e9e dans Kwanko.<\/p>\n

\"emailbidding<\/p>\n

Data mailing : la base de donn\u00e9es d’emailing comme point de d\u00e9part<\/h2>\n

L’origine des bases des mailings et cruciale pour s’assurer d’un processus de qualit\u00e9 : \u00ab celles-ci viennent des acteurs m\u00e9dia du march\u00e9 \u00bb nous pr\u00e9cise Fran\u00e7ois Bieber. C’est de l’opt-in europ\u00e9en cependant, pas de l’opt-in au sens am\u00e9ricain (plus strict) du terme. En soi, le manque de rigueur en Europe sur la qualit\u00e9 de l’opt-in, surtout en France, est d\u00e9j\u00e0 une des raisons de la r\u00e9sistance des utilisateurs \u00e0 la pression par l’emailing. L’Allemagne quant \u00e0 elle fait exception : \u00ab un mail non sollicit\u00e9 envoy\u00e9 par une agence leur a co\u00fbt\u00e9 300 k\u20ac \u00bb explique le patron de Kwanko. \u00c7a ne plaisante pas outre Rhin.<\/p>\n

Les chiffres ne sont pas encore significatifs, mais les pr\u00e9visions indiquent que ce service devrait terminer l’ann\u00e9e vers 1 \u00e0 2 % d’un chiffre d’affaire total, qui lui-m\u00eame est d\u00e9j\u00e0 en forte augmentation. L’affiliation, activit\u00e9 principale de l’entreprise, se porte bien et reste \u00e0 90 % du chiffre d’affaires du prestataire de services.<\/p>\n

Parmi les autres innovations de Kwanko comptons \u00e9galement ClicTime(r), o\u00f9 au lieu du clic, on vend le temps pass\u00e9 sur le site (Web et mobile) apr\u00e8s le clic : on mesure ainsi l’engagement et l’annonceur paie plus cher pour un clic qui a plus de valeur. L’innovation est int\u00e9ressante.<\/p>\n

https:\/\/www.youtube.com\/watch?v=6KL447Kdve8<\/p>\n

 <\/p>\n

Data mailing pr\u00e9sentation en fran\u00e7ais de la plateforme emailbidding<\/em><\/p>\n

Et enfin pour la bonne bouche : la pub mobile d\u00e9colle enfin !<\/h3>\n

Vous allez \u00eatre contents, chers lecteurs, qui attendez patiemment, depuis 10 ans o\u00f9 nous annon\u00e7ons sur ce blog le d\u00e9collage de la fameuse pub mobile : Fran\u00e7ois Bieber indique avoir lui aussi avoir \u00e9t\u00e9 sceptique jusqu’en 2013 puis a vu le secteur d\u00e9coller enfin en 2014. Sur l’ensemble de l’ann\u00e9e, la norme de visite reste scotch\u00e9e \u00e0 20 \u00e0 30 % selon ses dires, une proportion conforme \u00e0 notre observation. Ce qui fait que ce n’a pas d\u00e9coll\u00e9 c’est que la publicit\u00e9 sur mobile \u00e9tait trop identique \u00e0 ce qui se passait sur le navigateur. Ce n’\u00e9tait pas un probl\u00e8me de technologie, mais de contenu nous a indiqu\u00e9 Fran\u00e7ois Bieber. Le t\u00e9l\u00e9phone est un objet intime et personnel, et le SMS mobile a \u00e9t\u00e9 per\u00e7u comme un \u00ab viol \u00bb (on vient m’agresser dans ma sph\u00e8re intime). L’objet peut-\u00eatre d’un prochain article ?<\/p>\n","protected":false},"excerpt":{"rendered":"

Et si les Big Data venaient sauver le mailing ? L\u2019emailing est affubl\u00e9 de tous les maux. Sous la pression publicitaire, les consommateurs (et les clients B2B) ont trouv\u00e9 la parade : l’indiff\u00e9rence, mais aussi le bouton \u00ab spam \u00bb qui tend \u00e0 faire tomber la \u201cd\u00e9liverabilit\u00e9\u201d de l’emailing de masse qui reste, qu’on le …<\/p>\n","protected":false},"author":2,"featured_media":51252,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-18898","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"\nData mailing : quand les Big Data viennent sauver l'emailing<\/title>\n<meta name=\"description\" content=\"Data mailing : l'emailing est affubl\u00e9 de tous les mots mais il peut \u00eatre sauv\u00e9 par l'innovation et les Big Data. C'est le pari de Kwanko\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2015\/07\/15\/data-mailing\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Data mailing : quand les Big Data viennent sauver l'emailing\" \/>\n<meta property=\"og:description\" content=\"Data mailing : l'emailing est affubl\u00e9 de tous les mots mais il peut \u00eatre sauv\u00e9 par l'innovation et les Big Data. C'est le pari de Kwanko\" \/>\n<meta property=\"og:url\" content=\"https:\/\/visionarymarketing.com\/fr\/2015\/07\/15\/data-mailing\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing and Innovation\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vismktg\" \/>\n<meta property=\"article:author\" content=\"http:\/\/facebook.com\/ygourven\" \/>\n<meta property=\"article:published_time\" content=\"2015-07-15T07:00:05+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-02-06T05:39:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/03\/13284668433_47961cfbe6-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"500\" \/>\n\t<meta property=\"og:image:height\" content=\"331\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Yann Gourvennec\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ygourven\" \/>\n<meta name=\"twitter:site\" content=\"@ygourven\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Yann Gourvennec\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2015\\\/07\\\/15\\\/data-mailing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2015\\\/07\\\/15\\\/data-mailing\\\/\"},\"author\":{\"name\":\"Yann Gourvennec\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#\\\/schema\\\/person\\\/3754fee1e558f47b8deb46f53c37423e\"},\"headline\":\"Data mailing : quand les Big Data viennent sauver l’emailing\",\"datePublished\":\"2015-07-15T07:00:05+00:00\",\"dateModified\":\"2024-02-06T05:39:17+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2015\\\/07\\\/15\\\/data-mailing\\\/\"},\"wordCount\":965,\"commentCount\":3,\"image\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2015\\\/07\\\/15\\\/data-mailing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2014\\\/03\\\/13284668433_47961cfbe6-1.jpg\",\"articleSection\":[\"marketing digital\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2015\\\/07\\\/15\\\/data-mailing\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2015\\\/07\\\/15\\\/data-mailing\\\/\",\"url\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2015\\\/07\\\/15\\\/data-mailing\\\/\",\"name\":\"Data mailing : quand les Big Data viennent sauver l'emailing\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2015\\\/07\\\/15\\\/data-mailing\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2015\\\/07\\\/15\\\/data-mailing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2014\\\/03\\\/13284668433_47961cfbe6-1.jpg\",\"datePublished\":\"2015-07-15T07:00:05+00:00\",\"dateModified\":\"2024-02-06T05:39:17+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#\\\/schema\\\/person\\\/3754fee1e558f47b8deb46f53c37423e\"},\"description\":\"Data mailing : l'emailing est affubl\u00e9 de tous les mots mais il peut \u00eatre sauv\u00e9 par l'innovation et les Big Data. C'est le pari de Kwanko\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2015\\\/07\\\/15\\\/data-mailing\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2015\\\/07\\\/15\\\/data-mailing\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2015\\\/07\\\/15\\\/data-mailing\\\/#primaryimage\",\"url\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2014\\\/03\\\/13284668433_47961cfbe6-1.jpg\",\"contentUrl\":\"https:\\\/\\\/visionarymarketing.com\\\/wp-content\\\/uploads\\\/2014\\\/03\\\/13284668433_47961cfbe6-1.jpg\",\"width\":500,\"height\":331},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/2015\\\/07\\\/15\\\/data-mailing\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Data mailing : quand les Big Data viennent sauver l’emailing\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#website\",\"url\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/\",\"name\":\"Marketing and Innovation\",\"description\":\"Site d'infos ind\u00e9pendant, depuis 1996\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/#\\\/schema\\\/person\\\/3754fee1e558f47b8deb46f53c37423e\",\"name\":\"Yann Gourvennec\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg\",\"caption\":\"Yann Gourvennec\"},\"description\":\"Yann Gourvennec created visionarymarketing.com in 1996. He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.\",\"sameAs\":[\"https:\\\/\\\/visionarymarketing.com\",\"http:\\\/\\\/facebook.com\\\/ygourven\",\"http:\\\/\\\/linkedin.com\\\/in\\\/ygourven\",\"https:\\\/\\\/x.com\\\/ygourven\",\"https:\\\/\\\/www.youtube.com\\\/c\\\/visionarymarketingagency\"],\"url\":\"https:\\\/\\\/visionarymarketing.com\\\/fr\\\/author\\\/yann-gourvennec\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Data mailing : quand les Big Data viennent sauver l'emailing","description":"Data mailing : l'emailing est affubl\u00e9 de tous les mots mais il peut \u00eatre sauv\u00e9 par l'innovation et les Big Data. C'est le pari de Kwanko","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/visionarymarketing.com\/fr\/2015\/07\/15\/data-mailing\/","og_locale":"fr_FR","og_type":"article","og_title":"Data mailing : quand les Big Data viennent sauver l'emailing","og_description":"Data mailing : l'emailing est affubl\u00e9 de tous les mots mais il peut \u00eatre sauv\u00e9 par l'innovation et les Big Data. C'est le pari de Kwanko","og_url":"https:\/\/visionarymarketing.com\/fr\/2015\/07\/15\/data-mailing\/","og_site_name":"Marketing and Innovation","article_publisher":"https:\/\/www.facebook.com\/vismktg","article_author":"http:\/\/facebook.com\/ygourven","article_published_time":"2015-07-15T07:00:05+00:00","article_modified_time":"2024-02-06T05:39:17+00:00","og_image":[{"width":500,"height":331,"url":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/03\/13284668433_47961cfbe6-1.jpg","type":"image\/jpeg"}],"author":"Yann Gourvennec","twitter_card":"summary_large_image","twitter_creator":"@ygourven","twitter_site":"@ygourven","twitter_misc":{"\u00c9crit par":"Yann Gourvennec","Dur\u00e9e de lecture estim\u00e9e":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"NewsArticle","@id":"https:\/\/visionarymarketing.com\/fr\/2015\/07\/15\/data-mailing\/#article","isPartOf":{"@id":"https:\/\/visionarymarketing.com\/fr\/2015\/07\/15\/data-mailing\/"},"author":{"name":"Yann Gourvennec","@id":"https:\/\/visionarymarketing.com\/fr\/#\/schema\/person\/3754fee1e558f47b8deb46f53c37423e"},"headline":"Data mailing : quand les Big Data viennent sauver l’emailing","datePublished":"2015-07-15T07:00:05+00:00","dateModified":"2024-02-06T05:39:17+00:00","mainEntityOfPage":{"@id":"https:\/\/visionarymarketing.com\/fr\/2015\/07\/15\/data-mailing\/"},"wordCount":965,"commentCount":3,"image":{"@id":"https:\/\/visionarymarketing.com\/fr\/2015\/07\/15\/data-mailing\/#primaryimage"},"thumbnailUrl":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/03\/13284668433_47961cfbe6-1.jpg","articleSection":["marketing digital"],"inLanguage":"fr-FR","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/visionarymarketing.com\/fr\/2015\/07\/15\/data-mailing\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/visionarymarketing.com\/fr\/2015\/07\/15\/data-mailing\/","url":"https:\/\/visionarymarketing.com\/fr\/2015\/07\/15\/data-mailing\/","name":"Data mailing : quand les Big Data viennent sauver l'emailing","isPartOf":{"@id":"https:\/\/visionarymarketing.com\/fr\/#website"},"primaryImageOfPage":{"@id":"https:\/\/visionarymarketing.com\/fr\/2015\/07\/15\/data-mailing\/#primaryimage"},"image":{"@id":"https:\/\/visionarymarketing.com\/fr\/2015\/07\/15\/data-mailing\/#primaryimage"},"thumbnailUrl":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/03\/13284668433_47961cfbe6-1.jpg","datePublished":"2015-07-15T07:00:05+00:00","dateModified":"2024-02-06T05:39:17+00:00","author":{"@id":"https:\/\/visionarymarketing.com\/fr\/#\/schema\/person\/3754fee1e558f47b8deb46f53c37423e"},"description":"Data mailing : l'emailing est affubl\u00e9 de tous les mots mais il peut \u00eatre sauv\u00e9 par l'innovation et les Big Data. C'est le pari de Kwanko","breadcrumb":{"@id":"https:\/\/visionarymarketing.com\/fr\/2015\/07\/15\/data-mailing\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/visionarymarketing.com\/fr\/2015\/07\/15\/data-mailing\/"]}]},{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/visionarymarketing.com\/fr\/2015\/07\/15\/data-mailing\/#primaryimage","url":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/03\/13284668433_47961cfbe6-1.jpg","contentUrl":"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2014\/03\/13284668433_47961cfbe6-1.jpg","width":500,"height":331},{"@type":"BreadcrumbList","@id":"https:\/\/visionarymarketing.com\/fr\/2015\/07\/15\/data-mailing\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/visionarymarketing.com\/fr\/"},{"@type":"ListItem","position":2,"name":"Data mailing : quand les Big Data viennent sauver l’emailing"}]},{"@type":"WebSite","@id":"https:\/\/visionarymarketing.com\/fr\/#website","url":"https:\/\/visionarymarketing.com\/fr\/","name":"Marketing and Innovation","description":"Site d'infos ind\u00e9pendant, depuis 1996","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/visionarymarketing.com\/fr\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-FR"},{"@type":"Person","@id":"https:\/\/visionarymarketing.com\/fr\/#\/schema\/person\/3754fee1e558f47b8deb46f53c37423e","name":"Yann Gourvennec","image":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/secure.gravatar.com\/avatar\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg","url":"https:\/\/secure.gravatar.com\/avatar\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/5972001801e8de5692a3e31224e85769f50a55fb8b679749f9c8d1868cceff14?s=96&d=initials&r=g&initials=yg","caption":"Yann Gourvennec"},"description":"Yann Gourvennec created visionarymarketing.com in 1996. He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.","sameAs":["https:\/\/visionarymarketing.com","http:\/\/facebook.com\/ygourven","http:\/\/linkedin.com\/in\/ygourven","https:\/\/x.com\/ygourven","https:\/\/www.youtube.com\/c\/visionarymarketingagency"],"url":"https:\/\/visionarymarketing.com\/fr\/author\/yann-gourvennec\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/18898","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/comments?post=18898"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/18898\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/51252"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=18898"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=18898"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=18898"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}