{"id":3395,"date":"2024-09-03T07:00:00","date_gmt":"2024-09-03T07:00:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=3395"},"modified":"2024-08-30T13:51:26","modified_gmt":"2024-08-30T13:51:26","slug":"gestion-donnees-marketing-ia","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/gestion-donnees-marketing-ia\/","title":{"rendered":"Comment Meilleurtaux.com, Lepape et Europcar Mobility Group orchestrent leurs donn\u00e9es afin de d\u00e9ployer l\u2019IA\u2009?"},"content":{"rendered":"\n

Si elle repr\u00e9sente un d\u00e9fi de taille pour les entreprises, l\u2019unification de la donn\u00e9e n\u2019en est pas moins essentielle. Coupl\u00e9e \u00e0 une strat\u00e9gie IA efficace, elle favorise des gains de productivit\u00e9 et de confort en interne, et contribue largement \u00e0 l\u2019am\u00e9lioration de l\u2019exp\u00e9rience client.<\/strong><\/p>\n\n\n\n

De plus en plus d\u2019entreprises s\u2019emploient \u00e0 optimiser la gestion de leurs donn\u00e9es et \u00e0 d\u00e9ployer l\u2019IA, dans une qu\u00eate d\u2019efficacit\u00e9 op\u00e9rationnelle et de satisfaction client. Cette nouvelle priorit\u00e9 \u00e9tait l\u2019objet des discussions de la table ronde du Marketing & Data Club qui s\u2019est tenue le 24 juin 2024. Elle r\u00e9unissait Julien H\u00e9nault-Jamet, Head of CRM du groupe Europcar Mobility Group, Cl\u00e9ment Dubois, Chief Marketing Officer<\/em> de Lepape, et Laurent Gaubert, Chief Marketing Officer<\/em> et Chief Product Officer<\/em> de Meilleurtaux.com.<\/p>\n\n\n\n

L\u2019unification de la donn\u00e9e, cl\u00e9 de vo\u00fbte de tout projet de transformation<\/h2>\n\n\n\n

R\u00e9unir toutes ses donn\u00e9es clients dans des profils complets est un pr\u00e9alable indispensable \u00e0 une prise de d\u00e9cision \u00e9clair\u00e9e et coordonn\u00e9e, entre les diff\u00e9rentes \u00e9quipes qui forgent l\u2019exp\u00e9rience client (marketing, e-commerce, service\u2026).<\/p>\n\n\n\n

C\u2019est un d\u00e9fi consid\u00e9rable, dans lequel s\u2019\u00e9lance Europcar Mobility Group, \u00e0 l\u2019occasion de son plan de transformation initi\u00e9 en 2024, pour le 75e<\/sup> anniversaire du Groupe. L\u2019objectif\u2009? \u00ab\u2009Renforcer notre autonomie dans la gestion de la donn\u00e9e et gagner du temps sur nos processus internes et commerciaux\u2009\u00bb, r\u00e9sume Julien H\u00e9nault-Jamet, Head of CRM du groupe. Une mission accomplie \u00e0 l\u2019aide de Data Cloud et de Marketing Cloud Personalization. \u00ab\u2009Data Cloud mappe tr\u00e8s facilement diff\u00e9rentes donn\u00e9es, issues de diff\u00e9rents syst\u00e8mes, dans un mod\u00e8le de donn\u00e9es unique. Nous allons parvenir \u00e0 \u00e9liminer beaucoup de doublons, tout en r\u00e9solvant de nombreux d\u00e9fis de conformit\u00e9 l\u00e9gale.\u2009\u00bb<\/p>\n\n\n\n

La ferveur est identique chez Lepape. L\u2019unification des donn\u00e9es a enrichi mutuellement les canaux marketing des deux enseignes phares du Groupe, Lepape et En Selle Marcel. Le r\u00e9sultat pour les clients\u2009? \u00ab\u2009Une exp\u00e9rience unifi\u00e9e et un suivi harmonis\u00e9 sur tous leurs points de contact. Nous ciblons par exemple les d\u00e9cideurs et chefs d\u2019entreprise issus de notre base BtoC chez Lepape, pour en faire des leads BtoB chez En Selle Marcel, afin qu\u2019ils acqui\u00e8rent une flotte de v\u00e9los pour leur entreprise\u2009\u00bb explique Cl\u00e9ment Dubois, CMO du groupe. Et la donn\u00e9e unifi\u00e9e ne b\u00e9n\u00e9ficie pas qu\u2019au commerce\u2009! \u00ab\u2009Nos \u00e9quipes acc\u00e8dent d\u00e9sormais \u00e0 une donn\u00e9e fiable et exploitable \u00e0 tout moment. C\u2019est le cas de l\u2019\u00e9quipe des achats, qui anticipe et optimise les commandes \u00e0 l\u2019aide des donn\u00e9es de vente, facilement repr\u00e9sent\u00e9e dans l\u2019outil de data visualisation Tableau.\u2009\u00bb <\/p>\n\n\n\n

Convaincre les \u00e9quipes des bienfaits de la transformation<\/h2>\n\n\n\n

Pour embarquer l\u2019ensemble des \u00e9quipes dans de tels projets, explications et p\u00e9dagogie sont de rigueur. Selon Laurent Gaubert, CMO-CPO de Meilleurtaux.com, \u00ab\u2009il est crucial de valoriser rapidement les progr\u00e8s effectu\u00e9s pour susciter l\u2019envie et l\u2019adh\u00e9sion\u2009\u00bb. Opinion partag\u00e9e par Cl\u00e9ment Dubois, qui met en avant \u00ab\u2009l\u2019importance de sensibiliser chaque utilisateur quant au b\u00e9n\u00e9fice qu\u2019il va pouvoir tirer de la solution. Pour cela, l\u2019id\u00e9al est de commencer par des cas d\u2019usage simples et facilement activables.\u2009\u00bb<\/p>\n\n\n\n

Julien H\u00e9nault-Jamet souligne de son c\u00f4t\u00e9 \u00ab\u2009l\u2019imp\u00e9ratif de prioriser les sujets pour lutter contre les goulots d\u2019\u00e9tranglement inh\u00e9rents \u00e0 tout projet de transformation. Surtout, le client doit toujours \u00eatre mis au centre de toutes ces discussions pour ne pas perdre de vue l\u2019objectif ultime des projets\u2009\u00bb.<\/p>\n\n\n\n

Et l\u2019IA g\u00e9n\u00e9rative, dans tout cela\u2009?<\/h2>\n\n\n\n

Chez Meilleurtaux.com, les grands mod\u00e8les de langage (LLM) ont permis l\u2019apparition d\u2019un chatbot, v\u00e9ritable conseiller augment\u00e9 capable de fournir des recommandations rapides et pr\u00e9cises sur une vaste typologie de contrats et de cr\u00e9dits. \u00ab\u2009L\u2019IA permet de proposer une meilleure exp\u00e9rience client et de compl\u00e9ter l\u2019expertise humaine, notamment en mati\u00e8re de d\u00e9tection des fraudes\u2009!\u2009\u00bb<\/p>\n\n\n\n

L\u2019IA est aussi au c\u0153ur de la strat\u00e9gie chez Europcar Mobility Group, notamment pour optimiser les processus internes et commerciaux. \u00ab\u2009Nous avons construit un mod\u00e8le capable de d\u00e9velopper des emails HTML puis de les traduire dans diff\u00e9rentes langues, tout en respectant notre tone of voice<\/em>. Naturellement, ces HTML doivent \u00eatre facilement int\u00e9grable dans Salesforce Marketing Cloud\u2009pour faciliter nos envois \u00bb, explique Julien H\u00e9nault-Jamet.<\/p>\n\n\n\n

Chez Lepape, l\u2019IA sert avant tout au marketing. \u00ab\u2009Aujourd\u2019hui, 80 \u00e0 90 % de nos newsletters sont g\u00e9n\u00e9r\u00e9es automatiquement avec l\u2019IA. Cela repr\u00e9sente un gain de temps \u00e9norme pour nos \u00e9quipes, se r\u00e9jouit Cl\u00e9ment Dubois. Nous esp\u00e9rons aussi cr\u00e9er plein de nouveaux cas d\u2019usage avec Data Cloud, et plus largement automatiser un nombre croissant de t\u00e2ches gr\u00e2ce \u00e0 l\u2019IA\u2009!<\/p>\n\n\n\n

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Focus sur le marketing, 9\u00e8me \u00e9dition <\/h2>\n\t\t\t\t\t\t\t

Les plus grandes tendances du marketing n’auront plus de secret pour vous.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t

\n\t\t\t\t\tLire le rapport<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t
\n\t\t\t\"Couverture\t\t<\/div>\n\t<\/div>\n\n\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"

Si elle repr\u00e9sente un d\u00e9fi de taille pour les entreprises, l\u2019unification de la donn\u00e9e n\u2019en est pas moins essentielle. Coupl\u00e9e \u00e0 une strat\u00e9gie IA efficace, elle favorise des gains de productivit\u00e9 et de…<\/p>\n","protected":false},"author":206,"featured_media":3401,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[6,88],"sf_content_type":[],"blog":[357,409],"coauthors":[27],"class_list":["post-3395","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing","sf_topic-generative-ai","blog-marketing","blog-generative-ai"],"yoast_head":"\nComment Meilleurtaux.com, Lepape et Europcar Mobility Group orchestrent leurs donn\u00e9es afin de d\u00e9ployer l\u2019IA\u2009? \u2022 Salesforce<\/title>\n<meta name=\"description\" content=\"Comment de grandes marques unifient leurs donn\u00e9es pour mieux communiquer et tester l'IA g\u00e9n\u00e9rative : retour d'exp\u00e9rience.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/fr\/blog\/gestion-donnees-marketing-ia\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment Meilleurtaux.com, Lepape et Europcar Mobility Group orchestrent leurs donn\u00e9es afin de d\u00e9ployer l\u2019IA\u2009?\" \/>\n<meta property=\"og:description\" content=\"Si elle repr\u00e9sente un d\u00e9fi de taille pour les entreprises, l\u2019unification de la donn\u00e9e n\u2019en est pas moins essentielle. 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