{"id":408,"date":"2022-01-25T18:06:00","date_gmt":"2023-09-07T18:06:40","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=408"},"modified":"2023-12-01T13:26:43","modified_gmt":"2023-12-01T13:26:43","slug":"cookieless-data-driven-marketing","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/cookieless-data-driven-marketing\/","title":{"rendered":"Cookies tiers : l&rsquo;avenir du marketing digital dans un monde sans cookies"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\" id=\"h-quelles-strategies-data-driven-les-equipes-marketing-peuvent-elles-mettre-en-place-alors-que-les-cookies-tiers-s-effacent-peu-a-peu-du-paysage\"><b>Quelles strat\u00e9gies data-driven les \u00e9quipes marketing peuvent-elles mettre en place, alors que les cookies tiers s&rsquo;effacent peu \u00e0 peu du paysage ?<\/b><\/h3>\n\n\n\n<p>L&rsquo;outil de tracking le plus embl\u00e9matique du marketing digital de ces deux derni\u00e8res d\u00e9cennies est en train de dispara\u00eetre. <\/p>\n\n\n\n<p>En r\u00e9ponse aux pr\u00e9occupations en mati\u00e8re de confidentialit\u00e9 et de r\u00e9glementation, les \u00e9diteurs de navigateurs internet \u00e9liminent progressivement les cookies, ces petits identificateurs qui suivent le comportement des utilisateurs sur les sites Web. Safari, le navigateur d&rsquo;Apple, ainsi que d&rsquo;autres navigateurs bloquent d\u00e9j\u00e0 les cookies, tandis que Google pr\u00e9voit une action similaire en 2023 pour son navigateur Chrome, leader sur le march\u00e9. Ces d\u00e9cisions renversent totalement le business model des entreprises de publicit\u00e9 en ligne, qui utilisent ces cookies pour personnaliser leurs publicit\u00e9s et en mesurer l&rsquo;efficacit\u00e9. Nous avons demand\u00e9 \u00e0 des sp\u00e9cialistes marketing de diff\u00e9rents secteurs d&rsquo;activit\u00e9 dans quelle mesure ces changements affecteront leurs strat\u00e9gies de mesure marketing. Voici leurs r\u00e9ponses. <\/p>\n\n\n\n<div class=\"layout-six wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Focus sur le marketing, 9\u00e8me \u00e9dition <\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Les plus grandes tendances du marketing n&rsquo;auront plus de secret pour vous.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/fr\/form\/marketing\/state-of-marketing-9\/?nc=701ed0000030ZTzAAM\">Lire le rapport<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/08\/state-of-marketing-fr-9th.png\" class=\"attachment-full size-full\" alt=\"Couverture du rapport Focus sur le marketing accompagn\u00e9 d&#039;un Einstein et de plantes d\u00e9coratives\" srcset=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/08\/state-of-marketing-fr-9th.png 768w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/08\/state-of-marketing-fr-9th.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/08\/state-of-marketing-fr-9th.png?w=150&amp;h=84 150w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/>\t\t<\/div>\n\t<\/div>\n\n\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><b>1. First things first, place aux donn\u00e9es first-party<\/b><\/h2>\n\n\n\n<p> Les marketeurs s&rsquo;appuient depuis trop longtemps sur les donn\u00e9es de tiers pour conna\u00eetre leurs clients. Ils prennent aujourd&rsquo;hui conscience de la n\u00e9cessit\u00e9 de collecter soi-m\u00eame un maximum de donn\u00e9es pour mener \u00e0 bien la personnalisation des messages. Il peut s&rsquo;agir des e-mails, des num\u00e9ros de t\u00e9l\u00e9phone, des adresses, de l&rsquo;historique des achats ainsi que des cookies avec le consentement du client.<\/p>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><span>\u201c<\/span>Avec l&rsquo;\u00e9limination progressive des cookies tiers, les donn\u00e9es internes sont devenues plus importantes que jamais.\u201d<\/p>\n\n\n\n<footer> ALLISON URFFER, SENIOR MARKETING AND RESEARCH ANALYST, GEISINGER <\/footer>\n<\/blockquote>\n\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Partager sur LinkedIn (S&#039;ouvre dans un nouvel onglet)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Ffr%2Fblog%2Fcookieless-data-driven-marketing%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=Cookies%20tiers%20%3A%20l%E2%80%99avenir%20du%20marketing%20digital%20dans%20un%20monde%20sans%20cookies\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"21\" fill=\"none\"><path fill=\"#032D60\" d=\"M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Partager sur Twitter (S&#039;ouvre dans un nouvel onglet)\"\n\t\t\t\t\thref=\"https:\/\/x.com\/intent\/tweet?text=Cookies%20tiers%20%3A%20l%E2%80%99avenir%20du%20marketing%20digital%20dans%20un%20monde%20sans%20cookies&#038;url=https%3A%2F%2Fwww.salesforce.com%2Ffr%2Fblog%2Fcookieless-data-driven-marketing%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;via=salesforce\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" fill=\"#032D60\" viewBox=\"0 0 32 32\"><path d=\"M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Partager sur Facebook (S&#039;ouvre dans un nouvel onglet)\"\n\t\t\t\t\thref=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Ffr%2Fblog%2Fcookieless-data-driven-marketing%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"19\" fill=\"none\"><path fill=\"#032D60\" d=\"M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\n\t\t<li class=\"social-nav__item\">\n\t\t\t<button\n\t\t\t\tclass=\"copy-share js-copy-link\"\n\t\t\t\taria-label=\"Copy link to clipboard\"\n\t\t\t\thref=\"#\"\n\t\t\t\tdata-clipboard-text='\"Cookies tiers : l&rsquo;avenir du marketing digital dans un monde sans cookies\" https:\/\/www.salesforce.com\/fr\/blog\/cookieless-data-driven-marketing\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n\n<p>\u00ab Avec la disparition progressive des cookies tiers, les donn\u00e9es first-party sont devenues plus importantes que jamais \u00bb, explique Allison Urffer, analyste principale en marketing et en recherche chez Geisinger, une entreprise du secteur hospitalier et de la sant\u00e9. \u00ab Toutefois, il faut savoir faire converger ces multiple sources de donn\u00e9es, sans quoi, elles ne pourront r\u00e9v\u00e9ler leur potentiel. \u00bb<\/p>\n\n\n\n<p>Ainsi, Urffer s&rsquo;appuie sur Datorama pour associer diverses sources dans le but de comprendre les performances marketing de diff\u00e9rents canaux. \u00ab L&rsquo;agr\u00e9gation de donn\u00e9es first-party dans Datorama nous permet de personnaliser nos pages d&rsquo;accueil, de segmenter et de mieux cibler les messages, de cr\u00e9er des parcours de lead nurturing pertinents \u00bb ajoute Allison Urffer. Ces tactiques bas\u00e9es sur les donn\u00e9es permettent \u00e0 Geisinger d&rsquo;\u00e9tablir un lien direct avec le consommateur de mani\u00e8re \u00e0 ce que ce dernier se sente compris, \u00e9cout\u00e9 et valoris\u00e9.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>2. De nouvelles m\u00e9thodes de mesure les performances<\/b><\/h2>\n\n\n\n<p>Notre fa\u00e7on de mesurer l&rsquo;efficacit\u00e9 du marketing a chang\u00e9. Une pratique aussi r\u00e9pandue que la \u00ab\u00a0multi-touch attribution\u00a0\u00bb (MTA) n&rsquo;est plus possible sans cookies tiers. <\/p>\n\n\n\n<p>Hughes Federal Credit Union, un client de Salesforce, a par exemple \u00e9tudi\u00e9 d&rsquo;autres techniques pour mesurer l&rsquo;impact de ses publicit\u00e9s en ligne. L&rsquo;organisation continue d&rsquo;utiliser des donn\u00e9es first-party lorsqu&rsquo;elle propose des offres \u00e0 ses membres existants. Elle s&rsquo;appuie \u00e9galement sur des fournisseurs qui utilisent non pas des pixels de tracking ou des cookies, mais des identifiants alternatifs telles que les identifiants des appareils, les adresses IP et les emplacements g\u00e9ographiques sp\u00e9cifiques. <\/p>\n\n\n\n<p>L&rsquo;\u00e9quipe de HFCU compare ensuite les donn\u00e9es avant et apr\u00e8s chaque campagne, puis \u00e9tablit un lien entre les ouvertures de comptes (ses donn\u00e9es first-party) et les donn\u00e9es des fournisseurs afin de cr\u00e9er des correspondances entre les nouveaux comptes et les publicit\u00e9s sp\u00e9cifiques diffus\u00e9es en fonction des appareils ou des emplacements g\u00e9ographiques.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>3. Marketing data-driven : la transparence comme ma\u00eetre-mot<\/b><\/h2>\n\n\n\n<p>Particuliers et entreprises attendent plus de transparence et d&rsquo;ouverture sur l&rsquo;utilisation qui est faite de leur donn\u00e9es. Pourtant, <a href=\"https:\/\/www.salesforce.com\/form\/datorama\/2nd-marketing-intelligence-report?d=&amp;nc=7013y000002Nk5IAAS\">pr\u00e8s des trois quarts des marketing<\/a> affirment que leurs parties prenantes (employ\u00e9s, clients B2C ou B2B) n&rsquo;ont pas acc\u00e8s \u00e0 leurs donn\u00e9es et insights. <\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Focus sur le E-commerce<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Soyez \u00e0 l&rsquo;\u00e9tat de l&rsquo;art du e-commerce.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/fr\/resources\/guides\/state-of-commerce\/?d=inc-blog-banner&#038;nc=7013y000002KDofAAG\">Lire l&#039;\u00e9tude<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<p>\u00ab La transparence est primordiale non seulement pour d\u00e9velopper nos activit\u00e9s, mais \u00e9galement pour offrir \u00e0 nos clients la meilleure exp\u00e9rience possible \u00bb, pr\u00e9cise Christy LeRoy, directrice de la recherche et des analyses de donn\u00e9es chez Digital Hyve, une agence de marketing digital new-yorkaise. Depuis qu&rsquo;elle utilise Datorama, l&rsquo;agence passe 25 % de temps en moins par semaine \u00e0 r\u00e9diger des rapports de campagnes pour ses clients, lib\u00e9rant ainsi au moins 6 heures par semaine pour des t\u00e2ches plus importantes, telles que la strat\u00e9gie.<\/p>\n\n\n\n<p>\u00ab Plus important encore, cette transparence a profit\u00e9 \u00e0 nos clients \u00bb, explique Christy LeRoy. \u00ab Ils peuvent acc\u00e9der aux r\u00e9sultats des campagnes en temps r\u00e9el, ce qui leur fournit les informations n\u00e9cessaires pour prendre des d\u00e9cisions strat\u00e9giques avec Digital Hyve. Cela am\u00e9liore d&rsquo;une part nos activit\u00e9s, mais d\u00e9veloppe \u00e9galement nos partenariats \u00bb, conclut-elle.<\/p>\n\n\n\n<p> <i>Droits d&rsquo;auteur de l&rsquo;image [Inspriring\/Shutterstock]<\/i> <span id=\"authorRoot\" path=\"\/content\/blogs\/fr\/fr\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>L&rsquo;outil de tracking le plus embl\u00e9matique du marketing digital de ces deux derni\u00e8res d\u00e9cennies est en train de dispara\u00eetre. Voici comment les marketeurs s&rsquo;y pr\u00e9parent.<\/p>\n","protected":false},"author":1,"featured_media":410,"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],"sf_content_type":[],"blog":[357],"coauthors":[27],"class_list":["post-408","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing","blog-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Cookies tiers : l&#039;avenir du marketing digital dans un monde sans cookies \u2022 Salesforce<\/title>\n<meta name=\"description\" content=\"L&#039;outil de tracking le plus embl\u00e9matique du marketing digital de ces deux derni\u00e8res d\u00e9cennies est en train de dispara\u00eetre. 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