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Intelligence marketing, Big data, CRM et n.0 par J-P Aimetti

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L’intelligence marketing :

Par Jean-Paul AIMETTI
- Chaire de marketing au Cnam
- Coach de dirigeants

Qu’est-ce que l’intelligence marketing ?

On regroupe sous ce vocable les techniques de connaissances clients et leurs évolutions dans le temps.
Jusqu’à une date relativement récente, ces données étaient principalement recueillies sous forme de données déclaratives.
Aujourd’hui, il existe toute une panoplie d’outils d’observation des processus de consommation et des consommateurs eux-mêmes : panels de pc, écoute du web à travers les réseaux sociaux, techniques ethnographiques, filmographie des consommateurs sur les lieux de vente, devant leur ordinateur, panels stores et home scanning, neuro-marketing pour capter l’activité cérébrale devant une offre, un produit…objets connectés RFID qui remplacent les codes barres.

Et le Big Data ?

Apparu aux Etats-Unis depuis quelques années, le Big data est arrivé en France il y a à peu près 2 ans.
Il recouvre les informations collectées via les études, les réseaux sociaux, la géolocalisation, les RP, le CRM, les cartes de fidélité, les objets connectés, l’open data.
Le big data facilite la recherche d’insight par écoute du web (e-réputation). Il permet des modélisations pour affiner la segmentation, de cibler une offre ou une promo, de suivre et optimiser le ROI de la communication digitale, d’améliorer la performance du CRM en débutant par exemple par un pilote pour en mesurer le ROI avant de généraliser.
La notion de vitesse est très importante pour interagir.
Le cloud fait miroiter des lendemains qui chantent mais il faut en voir les buts précis.

Published in: Marketing
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Intelligence marketing, Big data, CRM et n.0 par J-P Aimetti

  1. 1. 01 48 07 40 40 armania@armania.com http://www.armania.com/ http://www.socialmania.fr http://www.facebook.com/armaniasocialmania http://twitter.com/socialmaniaFR 01 48 07 40 40 armania@armania.com http://www.armania.com/ http://www.socialmania.fr http://www.facebook.com/armaniasocialmania http://twitter.com/socialmaniaFR « Intelligence Marketing, Bigdata, CRM et n.0 ? » Enregistrement de Web – Conférence Par Jean-Paul Aimetti
  2. 2. 01 48 07 40 40 armania@armania.com http://www.armania.com/ http://www.socialmania.fr http://www.facebook.com/armaniasocialmania http://twitter.com/socialmaniaFR 01 48 07 40 40 armania@armania.com http://www.armania.com/ http://www.socialmania.fr http://www.facebook.com/armaniasocialmania http://twitter.com/socialmaniaFR Jean-Paul AIMETTI > Co-Auteur del'ouvrage : Intelligence Marketing aux Ed Eyrolles, > Président du Club Adetem des DM de grands Groupes et conseil de Dirigeants. > Pr Titulaire de la Chaire du Marketing du CNAM > Coach de dirigeants (DG, directeurs marketing)
  3. 3. 01 48 07 40 40 armania@armania.com http://www.armania.com/ http://www.socialmania.fr http://www.facebook.com/armania360 http://twitter.com/armania_360 3Jean-Paul Aimetti Web conférence ARMANIA Mars 2014 www.intelligencemarketing.fr
  4. 4. QUʼEST-CE QUE LʼINTELLIGENCE MARKETING ?"
  5. 5.  Techniques de connaissance client  Des environnements de clientèle  De leur évolution dans le temps
  6. 6. Un réservoir croissant de données captées utilisables par le DM Big data Panel de PC + mouchards Panels store et home scanning, géolocal. Neuro marketingEcoute du web RFID ….. Etudes ethnographiques Etudes déclaratives  INTELLIGENCE MARKETING Objets connecté s Jean-Paul Aimetti Web conférence ARMANIA Mars 2014 www.intelligencemarketing.fr
  7. 7. QUESTION : " Aujourd’hui avec internet, les mobiles … Est-ce que les instituts posent finalement plus de questions via le web et ont réduit très fortement les questionnaires?
  8. 8. Le Web a prit une importance énorme "
  9. 9. De plus en plus dʼétudes qualitatives :" •  Sʼapparentent à des animation de communautés" •  Dans des problématiques de co- création de nouveaux produits"  Exemple:" " Innovations mobiles testées par groupes de clients
  10. 10. INTELLIGENCE MARKETING Jean-Paul Aimetti Web conférence ARMANIA Mars 2014 www.intelligencemarketing.fr
  11. 11.   Condition de réussite : un système d’information fiable ( maitrise data mining) + indicateurs régulièrement analysés et exploités en COMEX INTELLIGENCE MARKETING Jean-Paul Aimetti Web conférence ARMANIA Mars 2014 www.intelligencemarketing.fr
  12. 12. Croissance exponentielle Volume x Vitesse x Variété   Exploiter le Big data Jean-Paul Aimetti Web conférence ARMANIA Mars 2014 www.intelligencemarketing.fr
  13. 13. Croissance exponentielle Volume x Vitesse x Variété   Exploiter le Big data ETUDES MARKETING BIG DATA OPEN DATA DONNEES DE CADRAGE EXTERNES WEB Sites, réseaux sociaux, blogosphère, moteurs de recherche, géolocalisation, … DONNEES INTERNES Systèmes d’information (ERP, CRM, …) et traces digitales (Cartes de fidélité, RFID, …) Jean-Paul Aimetti Web conférence ARMANIA Mars 2014 www.intelligencemarketing.fr
  14. 14. BIGDATA et OPEN DATA Jean-Paul Aimetti Web conférence ARMANIA Mars 2014 www.intelligencemarketing.fr
  15. 15. BIGDATA et OPEN DATA  Conditions de réussite Résister aux sirènes technologiques « Données  data mining sans but précis solutions ?» •  Amélioration et accélération (en tps réel dans certains cas) de modélisations statistiques pour affiner une segmentation -  (géo) cibler une offre ou une promotion -  Suivre et optimiser le ROI de communications digitales -  Améliorer les performances du CRM Débuter par un pilote et mesure du ROI + limites des techniques intrusives •  Recherche d’insights Jean-Paul Aimetti Web conférence ARMANIA Mars 2014 www.intelligencemarketing.fr
  16. 16. LE WEB 3.0, CʼEST QUOI ?"
  17. 17. Le web 1.0 Balbutiements d’internet
  18. 18. Le web 2.0 Relie les individus
  19. 19. Le web 3.0 L’avènement des objets connectés
  20. 20. 01 48 07 40 40 armania@armania.com http://www.armania.com/ http://www.socialmania.fr http://www.facebook.com/armaniasocialmania http://twitter.com/socialmaniaFR 01 48 07 40 40 armania@armania.com http://www.armania.com/ http://www.socialmania.fr http://www.facebook.com/armaniasocialmania http://twitter.com/socialmaniaFR Merci de votre attention

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