{"id":648,"date":"2023-01-31T18:10:00","date_gmt":"2023-09-07T18:10:56","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=648"},"modified":"2024-06-25T08:45:37","modified_gmt":"2024-06-25T08:45:37","slug":"marketing-cloud-genie-customer-magic","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/marketing-cloud-genie-customer-magic\/","title":{"rendered":"Retour d\u2019exp\u00e9rience : comment Salesforce utilise Data Cloud et Marketing Cloud"},"content":{"rendered":"\n<p>Comme beaucoup d&rsquo;entreprises, Salesforce utilise de nombreuses applications pour enregistrer toutes ses interactions avec ses clients. La plus importante est son CRM. On y retrouve les comptes, les contacts, les leads, les opportunit\u00e9s&#8230; Mais nos interactions avec nos clients ont lieu sur d&rsquo;autres points de contacts : nos campagnes marketing, nos \u00e9v\u00e9nements, <a href=\"https:\/\/trailhead.salesforce.com\/\">Trailhead<\/a>, <a href=\"https:\/\/www.salesforce.com\/plus\/\">Salesforce+<\/a>&#8230;<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/trailhead.salesforce.com\/content\/learn\/modules\/customer-data-platform-strategy\/prepare-for-a-customer-data-platform\">Trailhead : Pr\u00e9parer sa Customer Data Platform<\/a><\/div>\n<\/div>\n\n\n\n<p><\/p>\n\n\n\n<p>Tous ces contacts g\u00e9n\u00e8re des donn\u00e9es qui nous renseignent sur les envies de nos clients. Mais pour \u00eatre utiles, ces donn\u00e9es doivent \u00eatre intelligibles et actionnables, en temps r\u00e9el \u2014 car le client n\u2019attend pas. C&rsquo;est l\u00e0 qu&rsquo;intervient Customer Data Cloud. L\u2018\u00e9quipe de Michael Andrew, Senior Vice President en charge des donn\u00e9es chez Salesforce, s\u2019est lanc\u00e9e \u00e0 pied joint dans le d\u00e9ploiement de Data Cloud dans notre entreprise pour doper l\u2019exp\u00e9rience de nos clients. Elle a connect\u00e9 plus de 50 flux de donn\u00e9es et des milliards de points dans notre Customer Data Platform. Concr\u00e8tement, toutes les interactions avec un client, autrefois consign\u00e9es dans diff\u00e9rentes applications, sont d\u00e9sormais rassembl\u00e9es dans un profil client unique (la Customer Data Platform). Et gr\u00e2ce \u00e0 Data Cloud, ses multiples flux de donn\u00e9es sont actualis\u00e9s en temps r\u00e9el, ce qui rend le profil client unifi\u00e9 encore plus utile et pertinent. Cette exp\u00e9rience a \u00e9t\u00e9 riche en enseignements, et nous avons d\u00e9cid\u00e9 de vous les partager. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-1-procedez-par-etapes\"><b>1. Proc\u00e9dez par \u00e9tapes<\/b><\/h2>\n\n\n\n<p>Il n\u2019est pas n\u00e9cessaire d\u2019unifier l\u2019int\u00e9gralit\u00e9 de vos sources donn\u00e9es du premier coup. Au contraire, nous avons constat\u00e9 qu&rsquo;il est pr\u00e9f\u00e9rable de commencer par des cas d&rsquo;usages \u00e0 forte valeur ajout\u00e9e et facile \u00e0 mettre en \u0153uvre. Ainsi, ces \u00ab quick wins \u00bb vous donneront l&rsquo;impulsion pour mettre ce que peut faire la CDP et ralliera d&rsquo;autres \u00e9quipes \u00e0 votre projet. Par exemple, lorsqu\u2019un prospect parcourant notre site, et plus particuli\u00e8rement une page de tarification des offres, nos \u00e9quipes de vente re\u00e7oivent un rapport en temps r\u00e9el. Cette petite information permet de prioriser les opportunit\u00e9s et de rendre les conversations plus pertinentes. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-2-managez-votre-cdp-comme-vos-produits\"><b>2. Managez votre CDP comme vos produits<\/b><\/h2>\n\n\n\n<p>Chez Salesforce, nous croyons que notre CDP doit \u00eatre consid\u00e9r\u00e9e comme un produit, avec toutes les ressources et l\u2019attention qu\u2019elle m\u00e9rite. Cela implique de rassembler les bons partenaires internes et d&rsquo;utiliser l&rsquo;approche d&rsquo;un chef de produit cherchant \u00e0 comprendre ses clients. Nous unissons nos efforts pour d\u00e9crire les t\u00e2ches \u00e0 accomplir, utilisons des processus de d\u00e9veloppement agiles pour \u00e9laborer et diffuser le profil, et mesurons l&rsquo;adoption pour assurer la pertinence de l&rsquo;ensemble. Cette approche nous a permis d&rsquo;\u00e9voluer avec rapidit\u00e9 et qualit\u00e9, d&rsquo;aligner nos \u00e9quipes et d&rsquo;innover pour que la r\u00e9ussite client reste au c\u0153ur de notre action. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-3-qualite-gt-quantite\"><b>3. Qualit\u00e9 &gt; quantit\u00e9<\/b><\/h2>\n\n\n\n<p>Pour r\u00e9ussir, la qualit\u00e9 de vos donn\u00e9es doit l\u2019emporter sur la quantit\u00e9 de flux de donn\u00e9es disponibles. Par exemple, bien que nous collectionnons des centaines de points de donn\u00e9es sur notre site Internet, seulement 20 champs sont les plus utiles \u00e0 notre travail. Il s&rsquo;agit notamment des pages qu&rsquo;une personne a visit\u00e9es, des produits qu&rsquo;elle a consult\u00e9s, de l&rsquo;offre \u00e0 laquelle elle a r\u00e9pondu, de son secteur d&rsquo;activit\u00e9 et de l&rsquo;endroit o\u00f9 elle se trouve. Un contr\u00f4le de la qualit\u00e9 en amont am\u00e9liore les r\u00e9sultats de toutes les personnes qui utilisent notre plateforme pour g\u00e9rer leurs activit\u00e9s.<\/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\">Ma\u00eetriser sa Customer Data Platform<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">8 parcours de donn\u00e9es pour r\u00e9volutionner votre exp\u00e9rience client<\/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\/form\/marketing\/redefining-the-cdp\/\">Je d\u00e9couvre les parcours<\/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\/2022\/07\/customer-data-platform-8-XP-redefining-CDP-cover-fr-1.png\" class=\"attachment-full size-full\" alt=\"Ma\u00eetriser sa Customer Data Platform\" srcset=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2022\/07\/customer-data-platform-8-XP-redefining-CDP-cover-fr-1.png 768w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2022\/07\/customer-data-platform-8-XP-redefining-CDP-cover-fr-1.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2022\/07\/customer-data-platform-8-XP-redefining-CDP-cover-fr-1.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<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Salesforce partage quelques conseils pour d\u00e9ployer Data Cloud et votre Customer Data Platform.<\/p>\n","protected":false},"author":1,"featured_media":650,"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":[8,24,6,64],"sf_content_type":[],"blog":[296,357,374,384],"coauthors":[27],"class_list":["post-648","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-best-practices","sf_topic-data-culture","sf_topic-marketing","sf_topic-customer-data-platform","blog-data-culture","blog-marketing","blog-best-practices","blog-customer-data-platform"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO 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