{"id":4735,"date":"2013-12-09T14:42:49","date_gmt":"2013-12-09T13:42:49","guid":{"rendered":"http:\/\/www.solucominsight.fr\/?p=4735"},"modified":"2015-08-17T09:19:20","modified_gmt":"2015-08-17T08:19:20","slug":"quand-big-data-et-e-commerce-font-bon-menage","status":"publish","type":"post","link":"https:\/\/www.riskinsight-wavestone.com\/en\/2013\/12\/quand-big-data-et-e-commerce-font-bon-menage\/","title":{"rendered":"Quand Big data et e-commerce font bon m\u00e9nage\u2026"},"content":{"rendered":"

Comme nous l\u2019avons vu dans un pr\u00e9c\u00e9dent article<\/a>, le Big data est l\u2019occasion de construire une vision 360\u00b0 de ses clients. Or l\u2019exploitation de la connaissance client est l\u2019une des pr\u00e9occupations majeures des directions internet et digital sur 2014. La raison\u00a0? La volont\u00e9 pour eux d\u2019am\u00e9liorer encore et toujours l\u2019exp\u00e9rience utilisateur et de g\u00e9n\u00e9rer de nouvelles opportunit\u00e9s. Mais\u00a0 comment mettre \u00e0 profit l\u2019amas consid\u00e9rable de donn\u00e9es \u00e0 disposition\u00a0? Comment mettre en place la fameuse vision 360\u00b0\u00a0? Et ainsi limiter le risque d\u2019attrition en r\u00e9pondant aux attentes de consommateurs toujours plus exigeants? Voici les cl\u00e9s d\u2019une strat\u00e9gie de personnalisation efficace.<\/em><\/p>\n

Comment construire une n\u00e9cessaire vision client 360\u00b0\u00a0?<\/h2>\n

La principale source de donn\u00e9es reste bien \u00e9videmment le CRM1<\/sup> de l\u2019entreprise. Mais dans une optique de personnalisation cross-canal<\/em> et temps r\u00e9el, ces donn\u00e9es doivent \u00eatre crois\u00e9es avec d\u2019autres sources d\u2019information.<\/p>\n

Tout d\u2019abord, il y a les donn\u00e9es li\u00e9es aux achats pass\u00e9s ou aux services d\u00e9j\u00e0 d\u00e9tenus\u00a0:<\/strong> ces derni\u00e8res sont des informations factuelles rattach\u00e9es \u00e0 un client clairement identifi\u00e9. On s\u2019int\u00e9ressera entre autres au cycle de vie du client, \u00e0 sa situation de paiement ou encore \u00e0 ses pr\u00e9f\u00e9rences de contact. Ces donn\u00e9es vont notamment permettre de r\u00e9aliser une segmentation bas\u00e9e sur la valeur client, et permettre de construire des r\u00e8gles de cross-selling<\/em> bas\u00e9es sur les services compl\u00e9mentaires aux offres d\u00e9tenues. Elles permettent \u00e9galement d\u2019analyser la fr\u00e9quence d\u2019achat et d\u00e9tecter la possibilit\u00e9 de churn<\/em>2<\/sup>.<\/p>\n

\u00c0 c\u00f4t\u00e9 de cela, il y a \u00e9galement les donn\u00e9es issues des campagnes sortantes (e-mailing notamment).<\/strong> Elles permettent de mesurer le degr\u00e9 d\u2019engagement vis-\u00e0-vis de la marque et la fid\u00e9lit\u00e9. Ces indicateurs peuvent inclure le taux de clics, de d\u00e9sabonnement ou de parrainage.<\/p>\n

Le webanalytics <\/strong>est aussi source d\u2019information\u00a0: les donn\u00e9es recueillies permettent d\u2019analyser finement le comportement des internautes sur internet\u00a0(centres d\u2019int\u00e9r\u00eat, requ\u00eates dans le moteur de recherche interne\u2026). Et m\u00eame si ces donn\u00e9es restent anonymes tant que \u00a0l\u2019internaute ne s\u2019est pas authentifi\u00e9, elles constituent n\u00e9anmoins une solide base pour pr\u00e9dire les intentions d\u2019achat en rapprochant les comportements similaires.<\/p>\n

Last but not least, les r\u00e9seaux sociaux :<\/strong> l\u2019analyse des donn\u00e9es rattach\u00e9es \u00e0 un client via une d\u00e9l\u00e9gation d\u2019authentification de type Facebook Connect<\/em> (ou m\u00eame anonyme) permet de mesurer \u00e0 la fois l\u2019engagement vis-\u00e0-vis d\u2019une marque, mais aussi de d\u00e9tecter les tendances ou l\u2019app\u00e9tence pour un produit en particulier.<\/p>\n

Certes, l\u2019analyse de toutes ces donn\u00e9es peut \u00eatre on\u00e9reuse, mais les directions marketing y voient leur int\u00e9r\u00eat\u00a0: le Big data<\/em> est un formidable tremplin pour la relation client.<\/p>\n

Mettre en \u0153uvre une strat\u00e9gie de personnalisation efficace<\/h2>\n

La cl\u00e9 d\u2019une strat\u00e9gie efficace et personnalis\u00e9e des parcours client r\u00e9side dans la capacit\u00e9 \u00e0 se d\u00e9marquer de la concurrence en pla\u00e7ant le client au centre de l\u2019exp\u00e9rience. Pour cela, les \u00e9quipes webmarketing peuvent s\u2019appuyer sur diff\u00e9rents leviers.<\/p>\n

Tout d\u2019abord, il faut anticiper le comportement des clients \u00e0 partir d\u2019un mod\u00e8le pr\u00e9dictif.<\/strong> La personnalisation permet d\u2019utiliser les donn\u00e9es client pour influencer et encourager les prospects \u00e0 passer \u00e0 l\u2019action. L\u2019analyse des donn\u00e9es comportementales doit permettre d\u2019\u00e9tablir les sch\u00e9mas types qui am\u00e8nent \u00e0 une interaction, par exemple un achat ou l\u2019inscription \u00e0 une newsletter.<\/p>\n

Il est \u00e9galement cl\u00e9 d\u2019automatiser la personnalisation en s\u2019appuyant sur un moteur de recommandation en temps r\u00e9el.<\/strong> Ce moteur peut \u00eatre une solution d\u00e9di\u00e9e, tel qu\u2019Interact d\u2019IBM <\/em>ou Aprimo de Teradata, ou directement int\u00e9gr\u00e9es au CRM. Il est par exemple possible de d\u00e9terminer en temps r\u00e9el le montant d\u2019un code promo en fonction du profil du prospect et de sa maturit\u00e9. Cependant, il convient de s\u2019assurer des performances de ce type de solution\u00a0: un d\u00e9lai de plus de 500 millisecondes pour afficher une recommandation sur un canal temps r\u00e9el est r\u00e9dhibitoire.<\/p>\n

Il ne faut pas n\u00e9gliger par ailleurs le concept de personnalisation sur l\u2019ensemble des canaux de contact.<\/strong> Une campagne marketing sera d\u2019autant plus efficace si elle est coh\u00e9rente. Une entreprise qui souhaite d\u00e9mat\u00e9rialiser ses factures pourra par exemple encourager les clients qui ne l\u2019ont pas encore fait \u00e0 souscrire \u00e0 la facture en ligne via son espace client et depuis l\u2019interface du conseiller de client\u00e8le. N\u00e9anmoins, il convient de tenir compte du contexte (canal entrant ou sortant, pr\u00e9f\u00e9rence de contact\u2026) pour optimiser le message et le d\u00e9livrer le plus efficacement possible.<\/p>\n

Bien entendu, affiner les campagnes personnalis\u00e9es gr\u00e2ce aux outils d\u2019A\/B ou multivariate testing est cl\u00e9.<\/strong> Ces outils vont permettre de d\u00e9terminer quel est le meilleur visuel, le meilleur message ou encore le meilleur produit \u00e0 recommander en cross-selling<\/em> par exemple. Le canal internet se pr\u00eate particuli\u00e8rement bien \u00e0 cet exercice qui permet d\u2019obtenir des gains significatifs en termes de conversion.<\/p>\n

Enfin, il faut r\u00e9ussir \u00e0 prioriser le contenu \u00e0 personnaliser<\/strong> (banni\u00e8re, cross-sell<\/em>, campagne d\u2019e-mailing\u2026) en fonction de l\u2019objectif fix\u00e9 (r\u00e9tention, augmentation du taux de transformation, captation de lead\u2026) et du r\u00e9sultat des campagnes d\u2019A\/B testing<\/a>, afin d\u2019\u00e9viter de se disperser et de r\u00e9duire l\u2019efficacit\u00e9 de la personnalisation.<\/p>\n

Quels b\u00e9n\u00e9fices attendre\u00a0de la personnalisation\u00a0?<\/h2>\n

La personnalisation des parcours apporte au client la reconnaissance et l\u2019intimit\u00e9 qu\u2019il cherche de plus en plus lorsqu\u2019il interagit avec une marque. La navigation devient plus fluide, rapide et intuitive. De son c\u00f4t\u00e9, le conseiller peut plus facilement adapter son discours pour prendre en compte les interactions pass\u00e9es (app\u00e9tence pour un produit particulier, r\u00e9clamations\u2026).<\/p>\n

Les offres se veulent plus attractives pour favoriser la loyaut\u00e9 des consommateurs envers la marque. En s\u2019appuyant sur IBM Interact<\/em>, SFR a ainsi pu multiplier par 6 le taux de clics sur les banni\u00e8res proposant du cross-selling<\/em> personnalis\u00e9 pour les clients connect\u00e9s et g\u00e9n\u00e9rer 5000 ventes de plus par mois en agence.<\/p>\n

La personnalisation permet, ne le n\u00e9gligeons pas, d\u2019augmenter la r\u00e9tention client et ainsi de r\u00e9duire le risque d\u2019attrition. Les programmes de fid\u00e9lit\u00e9, de couponing<\/em> ou la distribution d\u2019\u00e9chantillons peuvent ainsi \u00eatre optimis\u00e9s \u00e0 partir des actions du client combin\u00e9es aux tendances identifi\u00e9es sur les r\u00e9seaux sociaux pour ce segment.<\/p>\n

Une bonne strat\u00e9gie de personnalisation peut ainsi cr\u00e9er une situation de win-win\u00a0: <\/em>vecteur de fid\u00e9lisation et d\u2019optimisation du ROI3<\/sup> des campagnes cross canal, <\/em>elle permet \u00e9galement de r\u00e9pondre aux attentes des clients. Big data<\/em> et webmarketing<\/em> est bel et bien le couple gagnant 2014 de la relation client\u00a0!<\/p>\n

 <\/p>\n

1<\/sup> CRM\u00a0: customer relation management<\/p>\n

\n
\n

2<\/sup> Churn\u00a0: taux d\u2019attrition (perte de clients)<\/p>\n<\/div>\n

\n

3<\/sup> ROI\u00a0: return on investment<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Comme nous l\u2019avons vu dans un pr\u00e9c\u00e9dent article, le Big data est l\u2019occasion de construire une vision 360\u00b0 de ses clients. Or l\u2019exploitation de la connaissance client est l\u2019une des pr\u00e9occupations majeures des directions internet et digital sur 2014. La…<\/p>\n","protected":false},"author":228,"featured_media":4493,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"page-templates\/tmpl-one.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[32],"tags":[1463,1466,189,1369,88,1462,676,1465,1464,213,1438,1467,142,1443,1460,1461],"coauthors":[1459],"class_list":["post-4735","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-relation-client","tag-ab-testing","tag-aprimo","tag-big-data","tag-cross-canal","tag-e-commerce","tag-e-crm","tag-fidelisation","tag-ibm","tag-interact","tag-parcours-client","tag-personnalisation","tag-teradata","tag-transformation","tag-vision-360","tag-web","tag-webmarketing"],"acf":[],"yoast_head":"\nQuand Big data et e-commerce font bon m\u00e9nage\u2026<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.riskinsight-wavestone.com\/2013\/12\/quand-big-data-et-e-commerce-font-bon-menage\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Quand Big data et e-commerce font bon m\u00e9nage\u2026\" \/>\n<meta property=\"og:description\" content=\"Comme nous l\u2019avons vu dans un pr\u00e9c\u00e9dent article, le Big data est l\u2019occasion de construire une vision 360\u00b0 de ses clients. 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