{"id":435,"date":"2020-11-05T18:07:00","date_gmt":"2023-09-07T18:07:08","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=435"},"modified":"2023-12-01T13:54:12","modified_gmt":"2023-12-01T13:54:12","slug":"comment-ia-cloud-reinvente-segmentation-marketing","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/comment-ia-cloud-reinvente-segmentation-marketing\/","title":{"rendered":"Comment l\u2019IA r\u00e9invente la segmentation marketing"},"content":{"rendered":"\n

S\u2019adresser de mani\u00e8re personnalis\u00e9e \u00e0 chaque client suppose de bien les conna\u00eetre. Pas seulement leur nom ou leur \u00e2ge, mais aussi leurs int\u00e9r\u00eats et surtout leurs comportements. Fort heureusement pour les marketeurs, le cloud et l\u2019IA aident \u00e0 segmenter \u00e0 grande \u00e9chelle les audiences, de fa\u00e7on bien plus efficace qu\u2019un humain ne l’accomplirait.<\/a><\/b> <\/p>\n\n\n\n

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Glossaire de l’IA<\/h2>\n\t\t\t\t\t\t\t

32 d\u00e9finitions pour gagner en confiance \u00e0 l’\u00e8re de l’Intelligence Artificielle.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t

\n\t\t\t\t\tLire le glossaire<\/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\t\t\n\t\t\"\"\n\n\t\t\n\t\t\t\t\t\"\"\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\t\t\t\"\"\n\t\t\n\t<\/div>\n\n\n\n

Comprendre l\u2019histoire de la segmentation marketing<\/b><\/h2>\n\n\n\n

Commen\u00e7ons par le commencement. Il existe trois familles de crit\u00e8res de segmentation d\u2019une audience. La plus ancienne et r\u00e9pandue regroupe les crit\u00e8res sociod\u00e9mographiques <\/b>: l\u2019\u00e2ge, le sexe, la g\u00e9ographie, la cat\u00e9gorie socioprofessionnelle, le niveau de revenus\u2026 Bas\u00e9e sur des crit\u00e8res mesurables, facilement obtenus et peu fluctuants, c\u2019est la segmentation la plus facile \u00e0 r\u00e9aliser. Cependant, cette m\u00e9thode \u00e9carte la personnalit\u00e9 des individus de l\u2019\u00e9quation. Deux hommes de 50 ans aux revenus similaires habitant la m\u00eame ville n\u2019ont pas n\u00e9cessairement les m\u00eames passions. C\u2019est pourquoi les marketeurs ont adopt\u00e9 un deuxi\u00e8me niveau de segmentation : les crit\u00e8res psychographiques.<\/b> En segmentant selon les styles de vie, les passions, les valeurs ou les temp\u00e9raments de leurs audiences, les marketeurs ont fait un pas de plus vers l\u2019hyperpersonnalisation de leurs communications.<\/a> Mais ces crit\u00e8res reposent sur les d\u00e9clarations des consommateurs. Les r\u00e9ponses obtenues sont souvent inexactes ou biais\u00e9es, et ces derniers communiquent difficilement leurs centres d’int\u00e9r\u00eat \u00e0 des marques, sauf \u00e0 \u00eatre certains de l’usage qui sera fait de ces donn\u00e9es. \u00c0 ce sujet, une \u00e9tude Salesforce<\/a> r\u00e9v\u00e8le que 63 % des individus de la g\u00e9n\u00e9ration Y, 58 % de la g\u00e9n\u00e9ration X et 46 % des baby-boomers acceptent de partager des informations personnelles avec les entreprises si cela permet d’am\u00e9liorer leur exp\u00e9rience d’achat. Pour les marques, il ne s’agit pas tant de savoir si leurs consommateurs sont pr\u00eats \u00e0 transmettre leurs donn\u00e9es, mais plut\u00f4t de s’organiser pour d\u00e9livrer les meilleures campagnes de communication. Entre alors en sc\u00e8ne la segmentation marketing bas\u00e9e sur les comportements. <\/p>\n\n\n\n

La segmentation marketing via les crit\u00e8res comportementaux<\/b><\/h2>\n\n\n\n

Pour les marketeurs, la digitalisation de notre quotidien est une manne. Chaque interaction digitale peut \u00eatre enregistr\u00e9e puis attribu\u00e9e \u00e0 un individu unique. En r\u00e9sulte alors des montagnes de data, que les avanc\u00e9es technologiques les plus r\u00e9centes comme le Cloud et l\u2019IA, analysent en un clin d\u2019\u0153il. Ces avanc\u00e9es ouvrent la voie vers le niveau sup\u00e9rieur de la segmentation, en utilisant des crit\u00e8res comportementaux. <\/b>Bien plus efficace que les crit\u00e8res sociod\u00e9mographiques ou psychographiques, la segmentation comportementale interpelle directement l\u2019individu en fonction de ses actions pass\u00e9es…. et futures. <\/b> <\/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\n\n\n

Un exemple de segmentation comportementale<\/b><\/h2>\n\n\n\n

Prenons le cas d\u2019une campagne e-mailing. En croisant plusieurs crit\u00e8res comme le nombre d\u2019e-mails ouverts par le pass\u00e9, le temps pass\u00e9 \u00e0 les consulter, le taux de clic ou le taux de d\u00e9sinscription, l\u2019IA est capable de g\u00e9n\u00e9rer un score pr\u00e9dictif <\/b>pour chaque destinataire d\u2019une liste d\u2019envoi. Ce score pr\u00e9dit le comportement probable des abonn\u00e9s face \u00e0 la campagne. En fonction de leur score de segmentation, les abonn\u00e9s sont divis\u00e9s en groupe. Chaque groupe se verra remettre un contenu diff\u00e9rent. Les lecteurs\/acheteurs les plus fid\u00e8les<\/a> se verront offrir des avantages exclusifs. Les ouvreurs occasionnels recevront une r\u00e9duction pour les encourager \u00e0 acheter. Enfin, les plus r\u00e9ticents pourront actualiser leurs pr\u00e9f\u00e9rences de communication, pour recevoir les contenus dont les th\u00e9matiques les int\u00e9ressent davantage, \u00e0 l\u2019heure ou le jour de leur choix. Selon les possibilit\u00e9s de votre CRM, vous pouvez reproduire ce sch\u00e9ma sur tous vos canaux digitaux : site web, display, r\u00e9seaux sociaux, applications\u2026 Ainsi expliqu\u00e9e, cette m\u00e9thode de segmentation n\u2019a rien \u00ab d\u2019innovante \u00bb. Cette m\u00e9thode de segmentation marketing, apparent\u00e9e \u00e0 la segmentation RFM (R\u00e9cence Fr\u00e9quence Montant), existe depuis longtemps. Mais elle devait se faire au prix de longues heures de calculs… La vraie r\u00e9volution est que le Cloud calcule tout seul, proactivement, continuellement et instantan\u00e9ment ces scores ! Le travail des marketeurs est all\u00e9g\u00e9, tout en devenant plus fiable. Plut\u00f4t de que prendre du temps \u00e0 segmenter manuellement leurs bases de donn\u00e9es, l\u2019intelligence artificielle s\u2019en occupe pour eux, et pour des quantit\u00e9s gargantuesques de donn\u00e9es. Les marketeurs peuvent alors mettre \u00e0 profit ce temps gagn\u00e9 pour cr\u00e9er des contenus et des messages ad\u00e9quats pour chaque segment. En somme, gr\u00e2ce \u00e0 la segmentation par l\u2019intelligence artificielle, en fonction du comportement des internautes, toutes vos actions de communication gagnent en personnalisation et en pertinence. <\/b>En juillet 2020, 84 % des \u00e9quipes marketing d\u00e9claraient utiliser des outils enrichis \u00e0 l’IA<\/a>, preuve de l’adh\u00e9sion et du besoin de cette technologie. Autre avantage du Cloud : il apprend des nouvelles habitudes des consommateurs, de mani\u00e8re continue et en toute autonomie. Si pour une raison quelconque, votre cible d\u00e9cide soudainement de s\u2019int\u00e9resser \u00e0 de nouveaux produits ou d\u00e9m\u00e9nage dans une nouvelle ville, l\u2019analyse de ses donn\u00e9es comportementales vous le r\u00e9v\u00e9lera peu \u00e0 peu, et ces changements seront pris en compte sans effort suppl\u00e9mentaire de votre part. Le CRM actualisera pour vous vos segments et prendra en compte ces nouvelles donn\u00e9es.<\/p>\n\n\n\n

<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

R\u00e9ussir la segmentation marketing des audiences gr\u00e2ce au Cloud et l\u2019IA. 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