{"id":21409,"date":"2017-08-22T08:45:42","date_gmt":"2017-08-22T06:45:42","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=21409"},"modified":"2026-03-20T11:57:18","modified_gmt":"2026-03-20T10:57:18","slug":"booster-marketing-big-data","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2017\/08\/22\/booster-marketing-big-data\/","title":{"rendered":"Pourquoi il faut booster votre marketing avec les Big Data"},"content":{"rendered":"\n

Dans un contexte de maturit\u00e9 des entreprises, l’usage des Big Data est un enjeu au coeur de toutes leurs r\u00e9flexions strat\u00e9giques. C’est un sujet d’actualit\u00e9, c’est pourquoi, nous avons d\u00e9j\u00e0 abord\u00e9 celui-ci dans des pr\u00e9c\u00e9dents articles de ce blog, que vous pouvez retrouver ici<\/a>. Mais dans cet article, nous allons nous concentrer sur le service marketing des entreprises. <\/em><\/p>\n\n\n\n

Pourquoi il faut booster votre marketing avec les Big Data<\/h2>\n\n\n
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\"\"<\/a><\/figure>\n<\/div>\n\n\n


37% des marketeurs consid\u00e8rent que les Big Data sont une technologie qui aura un impact sur leur m\u00e9tier dans les 3 prochaines ann\u00e9es<\/a>. Il est donc important que les marketeurs int\u00e8grent d\u00e8s maintenant les Big Data dans leur strat\u00e9gie marketing afin de poss\u00e9der un avantage concurrentiel. De plus, utiliser les Big Data est une v\u00e9ritable opportunit\u00e9 pour les entreprises d’am\u00e9liorer l’efficacit\u00e9 de leurs actions marketing.
<\/p>\n\n\n\n\n\n\n

\n
\"Big<\/figure>\n<\/div>\n\n\n

Mais comment optimiser ces derni\u00e8res avec les Big Data ? Plusieurs solutions sont possibles. Dans un premier temps, les entreprises peuvent adopter une strat\u00e9gie de retargeting : ce processus poss\u00e8de de nombreux avantages comme augmenter le taux de conversion ou encore am\u00e9liorer le branding.
Elles peuvent \u00e9galement privil\u00e9gier l’adoption d’un marketing pr\u00e9dictif au sein de leur service : gr\u00e2ce aux donn\u00e9es collect\u00e9es et analys\u00e9es, elles peuvent anticiper les comportements de leurs clients.\u00a0Il existe 3 autres m\u00e9thodes qui placent les Big Data au coeur des strat\u00e9gies marketing. Voici un \u00e9clairage sur ces possibilit\u00e9s, dans un article de notre client Jems Group<\/a>\u00a0(article complet\u00a0ici<\/a>).<\/p>\n\n\n\n

Les entreprises am\u00e9ricaines ont compris l\u2019importance du\u00a0Big Data, et ce pour chacun de leurs d\u00e9partements (finances, RH, supply chain, R&D, \u2026). De l\u2019autre c\u00f4t\u00e9 de l\u2019Atlantique, les soci\u00e9t\u00e9s fran\u00e7aises accusent encore un retard dans ce domaine (Enqu\u00eate Deloitte<\/a>).Cela est d\u2019autant plus av\u00e9r\u00e9 en marketing que les progr\u00e8s permis par le Big Data sont consid\u00e9rables. <\/p>\n\n\n\n

Une meilleure\u00a0exp\u00e9rience client, une meilleure compr\u00e9hension de leurs comportements afin d\u2019adapter les campagnes marketing\u00a0ou encore l\u2019anticipation de leurs besoins. Le Big Data va ainsi transformer vos datas et la data externe (provenant notamment des r\u00e9seaux sociaux, des \u00a0GAFA1<\/a>\u2026) en intelligence quantifiable et surtout utilisable.Pour comprendre comment le Big Data va vous permettre d\u2019optimiser\u00a0de fa\u00e7on cons\u00e9quente vos actions en marketing, et donc augmenter votre taux de transformation, 5 possibilit\u00e9s s\u2019offrent \u00e0 vous\u00a0:<\/p>\n\n\n\n

Le Retargeting :<\/h2>\n\n\n\n

Le processus est simple : il r\u00e9side dans l\u2019utilisation des donn\u00e9es de navigation stock\u00e9es dans les cookies des internautes, g\u00e9n\u00e9r\u00e9s par un code de tracking sur les pages web d\u2019une marque ou d\u2019une entreprise. Cela permettant de diffuser des annonces publicitaires en temps r\u00e9el sur les sites qu\u2019ils visitent. L\u2019utilisateur re\u00e7oit donc une publicit\u00e9 gr\u00e2ce \u00e0 l\u2019utilisation de ses cookies. L\u2019utilisateur est \u00ab recibl\u00e9 \u00bb vers un potentiel besoin.<\/p>\n\n\n\n

Le retargeting conf\u00e8re un avantage majeur : il offre l\u2019ultime possibilit\u00e9 de convertir votre prospect ou votre client alors qu\u2019il est d\u00e9j\u00e0 pass\u00e9 par tous les autres supports de communication, sans avoir \u00e9t\u00e9 converti. Une chance de plus d\u2019augmenter votre taux de transformation !<\/p>\n\n\n\n

Sa  force r\u00e9side dans le fait d\u2019interpr\u00e9ter les donn\u00e9es r\u00e9colt\u00e9es sur les internautes lors de leurs passages sur les autres sites que le v\u00f4tre, \u00e0 interpr\u00e9ter l\u2019information gr\u00e2ce \u00e0 un algorithme afin de lui proposer la publicit\u00e9 qui, assur\u00e9ment, va l\u2019int\u00e9resser.<\/p>\n\n\n\n

Le retargeting, gr\u00e2ce \u00e0 l\u2019utilisation d\u2019un scoring, va \u00e9galement pouvoir \u00e9valuer l\u2019int\u00e9r\u00eat en ROI du placement de bandeaux publicitaires sur les sites que votre prospect aura visit\u00e9 afin de le convertir. Pour cela Jems Group vous propose de mettre en place des algorithmes (tel que Monaco) permettant l\u2019analyse des cookies des utilisateurs.<\/p>\n\n\n\n

Le real time marketing et le native advertising<\/h2>\n\n\n\n

>> Lire la suite sur le blog de Jems Data Factory<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Dans un contexte de maturit\u00e9 des entreprises, l’usage des Big Data est un enjeu au coeur de toutes leurs r\u00e9flexions strat\u00e9giques. C’est un sujet d’actualit\u00e9, c’est pourquoi, nous avons d\u00e9j\u00e0 abord\u00e9 celui-ci dans des pr\u00e9c\u00e9dents articles de ce blog, que vous pouvez retrouver ici. Mais dans cet article, nous allons nous concentrer sur le service …<\/p>\n","protected":false},"author":45,"featured_media":85619,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2894],"tags":[],"class_list":["post-21409","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ia-big-data"],"yoast_head":"\nPourquoi il faut booster votre marketing avec les Big Data<\/title>\n<meta name=\"description\" content=\"Dans un contexte de maturit\u00e9 des entreprises, l'usage des Big Data est un enjeu au coeur de toutes leurs r\u00e9flexions strat\u00e9giques.\" \/>\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\/2017\/08\/22\/booster-marketing-big-data\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" 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