{"id":85,"date":"2022-07-19T18:00:00","date_gmt":"2023-09-07T18:00:49","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=85"},"modified":"2023-10-25T00:43:03","modified_gmt":"2023-10-25T00:43:03","slug":"future-customer-data-cdp","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/future-customer-data-cdp\/","title":{"rendered":"Qu\u2019est-ce qu\u2019une Customer Data Platform ?"},"content":{"rendered":"\n<p><b>Quelques ann\u00e9es apr\u00e8s les Data Management Platform et les Data Lake, les Customer Data Platform ou plateforme de donn\u00e9es clients, sont la nouvelle coqueluche du monde du marketing. Quelles sont leurs fonctions ? Sont-elles r\u00e9serv\u00e9es aux seuls marketeurs, ou au contraire utiles \u00e0 toute l\u2019entreprise ? <\/b><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-qu-est-ce-qu-une-customer-data-platform\"><b>Qu&rsquo;est-ce qu&rsquo;une Customer Data Platform ?<\/b><\/h2>\n\n\n\n<p>Une Customer Data Platform centralise des donn\u00e9es issues de nombreuses applications pour cr\u00e9er un profil client centralis\u00e9 et unique. En bref, une CDP est une gigantesque une base de donn\u00e9es, g\u00e9n\u00e9r\u00e9es lors des interactions d\u2019un client avec votre entreprise. La CDP fait plus que r\u00e9unir des donn\u00e9es, elle les dig\u00e8rent et les analysent pour les rendre compr\u00e9hensibles et exploitables par les collaborateurs. <\/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\">Lancer sa Customer Data Platform<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">D\u00e9couvrez le Guide pour lancer sa Customer Data Platform.<\/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\/customer-data-platform\/?d=inc-blog-banner&#038;nc=7013y000000vaAEAAY\">Lire l&#039;ebook<\/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>Qui utilise une Customer Data Platform ?<\/b><\/h2>\n\n\n\n<p>Les CDP ne sont plus l\u2019apanage des marketeurs. \u00c0 l\u2019heure o\u00f9 tous les d\u00e9partements de l\u2019entreprise doivent offrir une exp\u00e9rience client coh\u00e9rente et irr\u00e9prochable, il est indispensable d\u2019\u00eatre au diapason. La Customer Data Platform est donc faite pour toutes les \u00e9quipes. Elles y retrouvent une vision unifi\u00e9e des interactions d\u2019un client avec toute l\u2019entreprise.<\/p>\n\n\n\n<p>En outre, les enjeux du consentement et de protection des donn\u00e9es plaident pour leur unification dans un syst\u00e8me unique : comment savoir qu\u2019un client ne souhaite plus \u00eatre contact\u00e9 si deux business unit d\u2019une entreprise ne se parlent pas ? <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>Et Salesforce dans tout cela ?<\/b><\/h2>\n\n\n\n<p>Salesforce a \u00e9tendu les fonctionnalit\u00e9s de <a href=\"https:\/\/www.salesforce.com\/blog\/2019\/06\/customer-360-data-personalization.html\">Customer 360<\/a> pour y ajouter une plateforme de gestion et d&rsquo;exploitation des donn\u00e9es qui cr\u00e9e un profil unifi\u00e9 pour chaque client. Elle offre donc un engagement hautement personnalis\u00e9 dans le marketing, le commerce, le service et bien plus. En combinant nos fonctionnalit\u00e9s CDP \u00e0 l&rsquo;\u00e9chelle de l&rsquo;entreprise sur une plateforme multi-cloud avec des int\u00e9grations telles que MuleSoft, Tableau et AppExchange, <a href=\"https:\/\/www.salesforce.com\/products\/marketing-cloud\/customer-data-platform\/\">Customer Data Platform de Salesforce<\/a> aide les entreprises \u00e0 cr\u00e9er une source unique de v\u00e9rit\u00e9 afin d&rsquo;\u00e9tablir de meilleures relations avec leurs clients. Le service marketing n&rsquo;est d\u00e9sormais plus le seul \u00e0 \u00eatre charg\u00e9 de cr\u00e9er des exp\u00e9riences personnalis\u00e9es tout au long du parcours client. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>Comment fonctionne une plateforme de donn\u00e9es clients ? <\/b><\/h2>\n\n\n\n<p>Une Customer Data Platform poss\u00e8de quatre finalit\u00e9s : <\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>1. Unification des donn\u00e9es<\/b><\/h3>\n\n\n\n<p>Les marketeurs utilisent de plus en plus de sources de donn\u00e9es diff\u00e9rentes pour leur activit\u00e9. La moyenne est pass\u00e9e de 10 en 2020 \u00e0 15 en 2022. Pour b\u00e9n\u00e9ficier d&rsquo;une vue unifi\u00e9e des clients, ces sources de donn\u00e9es doivent \u00eatre connect\u00e9es entre-elles. Les CDP sont l\u00e0 pour \u00e7a. Par exemple, Salesforce Customer Data Platform est reli\u00e9e \u00e0 MuleSoft, notre plateforme d&rsquo;int\u00e9gration par API. Avec elle, des syst\u00e8mes disparates peuvent \u00e9changer des donn\u00e9es. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>2. L\u2019humain avant tout<\/b><\/h3>\n\n\n\n<p>La finalit\u00e9 de la transformation digitale n\u2019est pas d\u2019adopter une nouvelle technologie. Elle est d\u2019am\u00e9liorer l\u2019exp\u00e9rience de vos clients. Les CDP facilitent la personnalisation de l&rsquo;exp\u00e9rience produit et la communication, fonction des persona, des pr\u00e9f\u00e9rences, de l&rsquo;affinit\u00e9 et des donn\u00e9es d\u00e9mographiques. Gr\u00e2ce \u00e0 l\u2019analyse de donn\u00e9es et des mod\u00e8les pr\u00e9dictifs, les marketeurs lancent des campagnes et des exp\u00e9riences marketing hautement personnalis\u00e9es sur tous les canaux. En fin de compte, les CDP aident les entreprises \u00e0 donner du sens \u00e0 la relation client et susciter l&#8217;empathie \u00e0 chaque prise de contact. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>3. R\u00e9solution de l&rsquo;identit\u00e9<\/b><\/h3>\n\n\n\n<p>Pour comprendre votre audience en tant qu&rsquo;individus, il faut unifier ses multiples identit\u00e9s, connues ou non (nom, e-mail, adresse IP, appareils), tout en respectant ses souhaits de confidentialit\u00e9. Votre audience doit savoir ce que vous faites de ses donn\u00e9es et signifier leur accord. Une CDP prot\u00e8ge \u00e0 la fois les donn\u00e9es et g\u00e8re le consentement des clients \u00e0 l&rsquo;aide de fonctionnalit\u00e9s int\u00e9gr\u00e9es et de partenariats avec les fournisseurs de logiciels d&rsquo;identit\u00e9 et de consentement. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>4. Communication en temps r\u00e9el sur tous les canaux<\/b><\/h3>\n\n\n\n<p>Communiquer en temps r\u00e9el avec les clients est un <i>must-have<\/i> des markeurs. Plus facile \u00e0 dire qu\u2019\u00e0 faire ! Il faut n\u00e9anmoins clarifier ce qui peut \u00eatre fait ou non en \u00ab temps r\u00e9el \u00bb. Par exemple, il est difficile de d\u00e9velopper votre propre mod\u00e8le d&rsquo;IA en temps r\u00e9el ; cela demande du temps et des ressources. Toutefois, des fonctionnalit\u00e9s simples tel qu&rsquo;imposer une r\u00e8gle, envoyer une requ\u00eate \u00e0 une base de donn\u00e9es, ou analyser un mod\u00e8le pass\u00e9 pour en d\u00e9terminer un <i>pattern, <\/i>est possible en temps r\u00e9el. Enfin, la CDP permet de segmenter plus facilement la base de clients, en fonction de leur comportement. Du g\u00e2teau pour les marketeurs&#8230; Proposer le contenu le plus appropri\u00e9 \u00e0 votre audience est le meilleur moyen de gagner sa confiance et la fid\u00e9liser. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>Le r\u00f4le du marketing dans la transformation digitale<\/b><\/h2>\n\n\n\n<p>Une strat\u00e9gie data-first est au coeur de la r\u00e9invention des marques et de leur exp\u00e9rience client. La CDP apporte des informations (insights) activables pour comprendre le client, communiquer comme il l\u2019entend, et ainsi g\u00e9n\u00e9rer de la valeur. Elle rend les actions marketing plus efficientes, plus rapides et contribuent \u00e0 la fid\u00e9lit\u00e9 des clients. L&rsquo;\u00e9poque du travail en silo est r\u00e9volue ; l&rsquo;unification des donn\u00e9es au sein de l&rsquo;entreprise est indispensable. Les marketeurs sont la fer de lance de ce changement, mais il est \u00e9vident que chaque \u00e9quipe au contact des clients b\u00e9n\u00e9ficiera elle aussi d&rsquo;une Customer Data Platform.<\/p>\n\n\n\n<div class=\"layout-five 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\/\">D\u00e9couvrir 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\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-five.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-five.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-five.png\" alt=\"\">\n\t\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Les Customer Data Platform sont la nouvelle coqueluche du marketing. Quelles sont leurs fonctions ? Sont-elles r\u00e9serv\u00e9es aux seuls marketeurs, ou au contraire utiles \u00e0 toute l\u2019entreprise ?<\/p>\n","protected":false},"author":1,"featured_media":87,"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":[22,10,24,6,17],"sf_content_type":[],"blog":[296,297,333,357,423],"coauthors":[27],"class_list":["post-85","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-digital-transformation","sf_topic-news","sf_topic-data-culture","sf_topic-marketing","sf_topic-marketing-cloud","blog-data-culture","blog-digital-transformation","blog-marketing-cloud","blog-marketing","blog-news"],"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>Comment la choisir sa Customer Data Platform ? \u2022 Salesforce<\/title>\n<meta name=\"description\" content=\"Les Customer Data Platform sont la nouvelle coqueluche du marketing. 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