{"id":683,"date":"2022-06-28T18:11:00","date_gmt":"2023-09-07T18:11:20","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=683"},"modified":"2023-10-18T16:06:36","modified_gmt":"2023-10-18T16:06:36","slug":"marketing-intelligence-report","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/marketing-intelligence-report\/","title":{"rendered":"Analytics : les 4 tendances qui occupent les marketeurs"},"content":{"rendered":"\n<p><b>La p\u00e9riode est vive pour les marketeurs ! La mont\u00e9e en puissance du num\u00e9rique dans le parcours client est contrebalanc\u00e9e par de nouvelles r\u00e8gles de confidentialit\u00e9 sur les donn\u00e9es. Le RGPD, la fin du tracking depuis iOS 14, et prochainement, la disparition des cookies tiers, poussent les marketeurs \u00e0 trouver de nouveaux moyens de collecter de la donn\u00e9e first-party pour proposer des exp\u00e9riences impactantes. Dans ce contexte incertain, les marketeurs assument deux missions essentielles : garantir l&rsquo;exp\u00e9rience client et g\u00e9n\u00e9rer la croissance de l&rsquo;entreprise, gr\u00e2ce aux marketing digital.<\/b><\/p>\n\n\n\n<p>D\u00e9couvrez les 4 tendances \u2014 d\u00e9cisives pour le marketing \u2014 que r\u00e9v\u00e8le et d\u00e9crit le <a href=\"\/fr\/resources\/research-reports\/marketing-intelligence\/\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">rapport Marketing Intelligence<\/a>, cr\u00e9\u00e9 \u00e0 l&rsquo;aide de 2 500 marketeurs dans le monde entier.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-1-les-marketeurs-doivent-demontrer-leur-impact-sur-le-business\"><b> 1. Les marketeurs doivent d\u00e9montrer leur impact sur le business<\/b><\/h2>\n\n\n\n<p> Le num\u00e9rique est le domaine de pr\u00e9dilection des \u00e9quipes marketing. Puisqu&rsquo;il s&rsquo;agit du medium privil\u00e9gi\u00e9 de la nouvelle g\u00e9n\u00e9ration de consommateurs, il incombe aux marketeurs d&rsquo;\u00eatre \u00e0 l&rsquo;origine de la croissance de leur entreprise, via le marketing digital. Mais le temps o\u00f9 les budgets \u00e9taient d\u00e9pens\u00e9s sans analyse est r\u00e9volu. D\u00e9sormais, les marketeurs doivent d\u00e9montrer l&rsquo;impact de leur action sur le chiffre d&rsquo;affaires ou la notori\u00e9t\u00e9 de l&rsquo;entreprise.<\/p>\n\n\n\n<p>D&rsquo;apr\u00e8s le rapport Marketing Intelligence, 46 % des marketeurs ont pour m\u00e9trique principale la satisfaction client, et 40 % le retour sur investissement (ROI) des campagnes. Mais dans les deux cas, ils sont moins de 40 % \u00e0 estimer \u00e9valuer parfaitement ces m\u00e9triques. Un gap entre les objectifs et la technique reste \u00e0 franchir. Ils s&rsquo;attachent \u00e0 utiliser efficacement les donn\u00e9es pour obtenir des informations pr\u00e9cises, opportunes et exploitables.<\/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\">D\u00e9couvrez le futur des donn\u00e9es marketing<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Plongez au c\u0153ur des tendances et des id\u00e9es qui fa\u00e7onnent le marketing digital<\/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\/research-reports\/marketing-intelligence\/?d=inc-blog-banner&#038;nc=7013y000002KE1PAAW\">T\u00e9l\u00e9chargez le rapport Marketing Intelligence<\/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<h2 class=\"wp-block-heading\"><b>2. De nouvelles r\u00e8gles sur la confidentialit\u00e9 bouleversent les investissements<\/b><\/h2>\n\n\n\n<p> Ces 5 derni\u00e8res ann\u00e9es, de nouveaux r\u00e9glements sur la confidentialit\u00e9 des donn\u00e9es (comme le RGPD, la protection de la confidentialit\u00e9 dans Apple Mail et l&rsquo;annonce de la fin des <a href=\"\/fr\/blog\/2021\/12\/cookieless-data-driven-marketing.html\">cookies tiers<\/a> dans Google Chrome) ont pouss\u00e9 les marketeurs \u00e0 revoir leur tactique de collecte des donn\u00e9es.<\/p>\n\n\n\n<p>Plus d\u00e9termin\u00e9s que jamais, les marketeurs investissent dans de nouvelles solutions pour mesurer efficacement les performances, comprendre leurs clients et leur proposer des exp\u00e9riences personnalis\u00e9es.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>90 % pr\u00e9voient d&rsquo;augmenter ou de maintenir leurs investissements dans l&rsquo;analyse des donn\u00e9es marketing<\/li>\n\n\n\n<li>88 % des sp\u00e9cialistes marketing pr\u00e9voient d&rsquo;augmenter ou de maintenir leurs investissements dans les plateformes de donn\u00e9es clients<\/li>\n\n\n\n<li>87 % des sp\u00e9cialistes marketing pr\u00e9voient d&rsquo;augmenter ou de maintenir leurs investissements dans la personnalisation et l&rsquo;interaction en temps r\u00e9el<\/li>\n<\/ul>\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>\u201c50 % des marketeurs investissent davantage dans le social media advertising, le marketing sur mobile et les nouvelles exp\u00e9riences clients web. En bref, tous les endroits o\u00f9 les consommateurs ach\u00e8tent.\u201d<\/p>\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%2Fmarketing-intelligence-report%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=Analytics%20%3A%20les%204%20tendances%20qui%20occupent%20les%20marketeurs\"\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=Analytics%20%3A%20les%204%20tendances%20qui%20occupent%20les%20marketeurs&#038;url=https%3A%2F%2Fwww.salesforce.com%2Ffr%2Fblog%2Fmarketing-intelligence-report%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%2Fmarketing-intelligence-report%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='\"Analytics : les 4 tendances qui occupent les marketeurs\" https:\/\/www.salesforce.com\/fr\/blog\/marketing-intelligence-report\/'\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>Par ailleurs, pr\u00e8s de la moiti\u00e9 des marketeurs investissent davantage dans la publicit\u00e9 payante sur les r\u00e9seaux sociaux, le marketing mobile et les exp\u00e9riences Internet. En bref, tous les endroits qui permettent aux clients de faire des achats et des affaires en ligne. Ce n&rsquo;est gu\u00e8re surprenant, car <a href=\"\/fr\/resources\/research-reports\/state-of-the-connected-customer\/\" target=\"_blank\" rel=\"noopener\">58 % des consommateurs pensent faire plus d&rsquo;achats en ligne<\/a> apr\u00e8s la pand\u00e9mie qu&rsquo;avant et 80 % des acheteurs professionnels s&rsquo;attendent \u00e0 faire plus d&rsquo;affaires en ligne.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>3. La qualit\u00e9 des donn\u00e9es est primordiale, mais pas toujours optimale<\/b><\/h2>\n\n\n\n<p> Dans ce tumulte, la donn\u00e9e reste la mati\u00e8re brute des marketeurs. Encore faut-il avoir acc\u00e8s \u00e0 une base de donn\u00e9es fiable et savoir en tirer parti&#8230; Deux obstacles majeurs se dressent devant les marketeurs pour mesurer pleinement leur performance : le manque de comp\u00e9tences des \u00e9quipes et l&rsquo;int\u00e9gration manuelle des donn\u00e9es. Seule une \u00e9quipe sur deux dispose de collaborateurs d\u00e9di\u00e9s aux <i>marketing analytics<\/i>.<\/p>\n\n\n\n<p>De plus en plus d&rsquo;organisations parviennent \u00e0 surmonter ces \u00e9cueils en s&rsquo;\u00e9quipant de nouvelles plateformes de donn\u00e9es clients (CDP), capables d&rsquo;int\u00e9grer et d&rsquo;analyser plusieurs sources de donn\u00e9es. Les \u00e9quipes sont ainsi d\u00e9lest\u00e9es de t\u00e2ches manuelles et chronophages, et peuvent se concentrer sur des activit\u00e9s strat\u00e9giques, tel que la cr\u00e9ation de campagnes. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>4. Le marketing <i>data-driven<\/i> n\u00e9cessite une vision holistique des donn\u00e9es<\/b><\/h2>\n\n\n\n<p> En l&rsquo;absence d&rsquo;une vision globale des donn\u00e9es, il est difficile d&rsquo;orienter les actions marketing. D&rsquo;apr\u00e8s notre rapport, 98 % des sp\u00e9cialistes marketing soulignent l&rsquo;importance d&rsquo;une vision compl\u00e8te et centralis\u00e9e due tous les canaux de marketing.<b> Pourtant, ils sont encore <a href=\"https:\/\/www.salesforce.com\/form\/marketing\/conf\/3rd-marketing-intelligence-report?d=cta-body-promo-1\" target=\"_blank\" rel=\"noopener\">71 % \u00e0 mesurer les performances canal par cana<\/a>l, de mani\u00e8re cloisonn\u00e9e.<\/b><\/p>\n\n\n\n<p>Les marketeurs doivent int\u00e9grer les donn\u00e9es provenant des diff\u00e9rentes sources, mais \u00e9galement les partager pour cr\u00e9er de la valeur, favoriser la collaboration entre les \u00e9quipes et relier les actions du marketing aux chiffre d&rsquo;affaires de l&rsquo;entreprise.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span><b>En somme, l&rsquo;unification des donn\u00e9es est cl\u00e9 pour d\u00e9livrer une meilleure exp\u00e9rience client, elle-m\u00eame g\u00e9n\u00e9ratrice de revenus : les deux objectifs des marketeurs, dans un monde r\u00e9solument digital.<\/b><\/span><\/h3>\n\n\n\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/fr\/fr\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>D\u00e9couvrez les 4 tendances \u2014 d\u00e9cisives pour le marketing \u2014 que r\u00e9v\u00e8le et d\u00e9crit le rapport Marketing Intelligence, cr\u00e9\u00e9 \u00e0 l&rsquo;aide de 2 500 marketeurs dans le monde entier.<\/p>\n","protected":false},"author":1,"featured_media":685,"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-683","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>Marketing Analytics : les 4 tendances qui occupent les marketeurs - Salesforce<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez les 4 tendances \u2014 d\u00e9cisives pour le marketing \u2014 que r\u00e9v\u00e8le et d\u00e9crit le rapport Marketing Intelligence, 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