{"id":3125,"date":"2020-01-21T13:56:20","date_gmt":"2020-01-21T13:56:20","guid":{"rendered":"https:\/\/scal-e.com\/?p=3125"},"modified":"2022-09-15T23:19:27","modified_gmt":"2022-09-15T23:19:27","slug":"data-experience-client","status":"publish","type":"post","link":"https:\/\/scal-e.com\/fr\/data-experience-client\/","title":{"rendered":"De la data client \u00e0 l&rsquo;exp\u00e9rience client, en une seule plateforme de Martech"},"content":{"rendered":"\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/scal-e.com\/wp-content\/uploads\/2020\/03\/Scal-e_boucle_JNE-1024x576.png\" alt=\"\" class=\"wp-image-3953\" width=\"1024\" height=\"576\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">C\u2019est bien, mais combien cela co\u00fbte&nbsp;? <\/h2>\n\n\n\n<p><em>Combien co\u00fbte une<a href=\"https:\/\/scal-e.com\/fr\/\"> CDP<\/a> proposant\u00a0:<\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><em>Un datamart B2B et\/ou B2C sur mesure ? <\/em><\/li><li><em>Un programme d\u2019animation et <a href=\"https:\/\/scal-e.com\/fr\/acquisition-fidelisation\/\">de fid\u00e9lit\u00e9<\/a> transactionnel &amp; relationnel ?<\/em><\/li><li><em>Un dashboard temps-r\u00e9el reprenant les donn\u00e9es marketing, produits ou transactionnelles pour suivre le parcours client online\/offline ? <\/em><\/li><\/ul>\n\n\n\n<p><em>Et finalement, combien cela co\u00fbte-t-il de tout int\u00e9grer et maintenir ensemble&nbsp;? <\/em><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Dans un march\u00e9 o\u00f9 les clients recherchent\nune exp\u00e9rience omnicanale valoris\u00e9e et adapt\u00e9e, les marques doivent sans cesse\npouvoir faire \u00e9voluer leur mode de vente et de communication. Autrement dit, d\u00e9livrer\n<strong><em>le bon message ou le bon avantage\/point \u2026 au bon\nmoment, \u00e0 la bonne personne et via le bon canal&nbsp;! <\/em><\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Pendant longtemps, pour r\u00e9pondre \u00e0 ces besoins il fallait acheter une kyrielle d\u2019outils marketing pour la marque, ses filiales, ses affili\u00e9s et son r\u00e9seau de distribution. Sans m\u00eame parler du co\u00fbt total, ou de la lenteur de mise en place des outils.<strong> La multiplication de ces outils rendait difficile aussi bien le maintien que l\u2019exploitation des donn\u00e9es <\/strong>par les \u00e9quipes marketing au quotidien. <\/p>\n\n\n\n<p>Difficile ensuite, pour ces \u00e9quipes, d\u2019<strong>harmoniser la pression marketing<\/strong> quel que soit le canal (<a href=\"https:\/\/scal-e.com\/fr\/les-benefices-du-wallet-mobile-et-de-ses-notifications-push\/\">Mobile Wallet<\/a>, WeChat, Email, <a href=\"https:\/\/scal-e.com\/fr\/etude-de-cas-pourquoi-et-comment-utiliser-le-sms\/\">SMS<\/a>, r\u00e9seaux sociaux\u2026) et le mode de distribution, ou bien de prot\u00e9ger les donn\u00e9es et le consentement du consommateur \u00e0 chaque \u00e9tape de sa relation avec la marque.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">De plus, les besoins et challenges des marques ne cessent d&rsquo;\u00e9voluer :<\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Humaniser la communication&nbsp;<\/strong>; en donnant plus de pouvoir aux \u00e9quipes locales, tout en assurant une coh\u00e9rence globale avec les campagnes du si\u00e8ge. Prenant en compte le fait que certaines \u00e9quipes locales souhaitent \u00eatre <strong>100% autonomes<\/strong>, ou au contraire pr\u00e9f\u00e8rent b\u00e9n\u00e9ficier d\u2019un service de<strong> conciergerie marketing g\u00e9r\u00e9 par le si\u00e8ge ou une agence partenaire<\/strong>&nbsp;; en leur permettant de commander des campagnes, cr\u00e9ation d\u2019un email\/formulaire ou des rapports. <\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong><a href=\"https:\/\/scal-e.com\/fr\/recommandation-personnalisation-scal-e\/\">Am\u00e9liorer la personnalisation des offres<\/a><\/strong> afin de favoriser la <strong>conversion online et en magasin\u00a0<\/strong>; en limitant par exemple les ruptures, en actionnant de la recommandation produit selon le profil du client, sa relation avec la marque\u00a0; ou bien qu\u2019il ach\u00e8te dans son pays ou pendant ses vacances. Ceci tout en <strong>respectant les contraintes r\u00e8glementaires<\/strong> (<strong>RGPD<\/strong> par exemple), en tenant compte des \u00e9volutions du march\u00e9 (blocage de plus en plus fr\u00e9quent des cookies par exemple), ou bien encore de l\u2019explosion des <strong>donn\u00e9es \u00e0 collecter, normaliser et activer en temps r\u00e9el<\/strong>. <\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong><a href=\"https:\/\/scal-e.com\/fr\/gestion-du-parcours-client\/\">Uniformiser la relation client<\/a><\/strong>, qu\u2019il soit sur le <strong>point de vente<\/strong>, le <strong>site internet <\/strong>de la marque ou depuis son <strong>mobile wallet\u00a0<\/strong>; en centralisant, maintenant et rendant accessible la <strong>connaissance client <\/strong>\u00e0 l\u2019ensemble des outils et acteurs (partenaires, si\u00e8ge, collaborateurs)\u00a0; agissant avant, pendant et apr\u00e8s la vente (si\u00e8ge, point de vente, SAV, agence marketing partenaire\u2026).<\/li><\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>En synth\u00e8se, qu\u2019on parle d\u2019<strong>exp\u00e9rience client<\/strong>, de<strong> personnalisation<\/strong> ou de <strong>relation client<\/strong> tout d\u00e9pend d\u2019un enjeu : celui de la <strong><em><a href=\"https:\/\/scal-e.com\/fr\/connaissance-client\/\">connaissance client<\/a><\/em><\/strong>. Sans connaissance client pr\u00e9cise et actuelle, impossible de construire une relation de qualit\u00e9, personnalis\u00e9e et pertinente. <strong>Un socle data customer-centric<\/strong> irr\u00e9prochable est ainsi n\u00e9cessaire pour piloter efficacement des strat\u00e9gies relationnelles, <strong>recruter, animer ou fid\u00e9liser durablement.<\/strong><\/p>\n\n\n<div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/scal-e.com\/wp-content\/uploads\/2020\/01\/De-la-data-client-a-lexperience-client-en-une-seule-plateforme-de-Martech-Visuel-1.png\" alt=\"De la data client \u00e0 l\u2019exp\u00e9rience client, en une seule plateforme de Martech Visuel 1\" class=\"wp-image-8714\" width=\"767\" height=\"426\" srcset=\"https:\/\/scal-e.com\/wp-content\/uploads\/2020\/01\/De-la-data-client-a-lexperience-client-en-une-seule-plateforme-de-Martech-Visuel-1.png 848w, https:\/\/scal-e.com\/wp-content\/uploads\/2020\/01\/De-la-data-client-a-lexperience-client-en-une-seule-plateforme-de-Martech-Visuel-1-300x166.png 300w, https:\/\/scal-e.com\/wp-content\/uploads\/2020\/01\/De-la-data-client-a-lexperience-client-en-une-seule-plateforme-de-Martech-Visuel-1-768x426.png 768w\" sizes=\"auto, (max-width: 767px) 100vw, 767px\" \/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">C\u2019est l\u00e0 que Scal-e, plateforme de marketing client, intervient.<\/h2>\n\n\n\n<p>Scal-e est une plateforme nativement int\u00e9gr\u00e9e et modulaire qui permet, via son <strong>module CDP <\/strong>(Customer Data Platform) et la mise en place d\u2019un datamart 100% sur-mesure, de <strong>capter l\u2019ensemble des donn\u00e9es clients <\/strong>et de les organiser autour de <strong>profils unifi\u00e9s<\/strong>. <\/p>\n\n\n\n<p>Con\u00e7u pour l\u2019ex\u00e9cution de strat\u00e9gies relationnelles riches, fluides et temps-r\u00e9el, son datamart alimente l\u2019ensemble des modules de la plateforme afin de :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>d\u00e9finir\u00a0les audiences<\/strong><\/li><li>partager les informations entre les \u00e9quipes internes ou externes <\/li><li><strong>planifier et automatiser les\u00a0communications<\/strong> sur<strong> l&rsquo;ensemble des canaux <\/strong>(canal vendeur, clienteling, mobile wallet, print, WeChat, Email\/SMS\u2026)<\/li><li><strong>g\u00e9rer des <a href=\"https:\/\/scal-e.com\/fr\/personnaliser-un-programme-de-fidelite-en-fonction-de-la-segmentation\/\">programmes de fid\u00e9lit\u00e9<\/a><\/strong> (loyalty management),<\/li><li>alimenter les reportings (customer intelligence). <\/li><\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-very-dark-gray-color has-text-color wp-block-heading\"><strong><em>Mais faut-il compter, comme certains articles le laissent penser, au minimum 100K\/an pour une CDP&nbsp;?<\/em><\/strong><\/h4>\n\n\n\n<p>Absolument\npas, en tout cas, pas chez Scal-e.<\/p>\n\n\n\n<h4 class=\"has-very-dark-gray-color has-text-color wp-block-heading\"><strong><em>Quelle charge faut-il pour mettre en production un ou plusieurs modules&nbsp;?<\/em><\/strong><\/h4>\n\n\n\n<p>Notre CDP peut \u00eatre en production en quelques semaines, car elle est nativement int\u00e9gr\u00e9e \u00e0 tous nos modules&nbsp;: cela permet de d\u00e9ployer facilement en local ou dans diff\u00e9rentes r\u00e9gions (ou pays) la plateforme.<\/p>\n\n\n\n<h4 class=\"has-very-dark-gray-color has-text-color wp-block-heading\"><strong><em>Si c\u2019est abordable et rapidement d\u00e9ployable, c\u2019est que la solution est\nd\u00e9j\u00e0 pr\u00e9configur\u00e9e, ou bien que cela n\u00e9cessitera une grosse pr\u00e9paration de la\nmarque&nbsp;?<\/em><\/strong><\/h4>\n\n\n\n<p>Absolument pas, nous mettons en place des datamarts 100% sur mesure.\nNous ne demandons \u00e0 nos clients que de d\u00e9finir la finalit\u00e9 et de nous donner\nles donn\u00e9es, qu\u2019importe o\u00f9 qu\u2019elles soient, ou leur \u00e9tat. Ensuite nous avisons\nquel datamart ou traitement mettre en place afin de les activer.<\/p>\n\n\n\n<h4 class=\"has-luminous-vivid-orange-color has-text-color wp-block-heading\"><strong><em>Etes-vous pr\u00eat \u00e0 le d\u00e9montrer&nbsp;?<\/em><\/strong><\/h4>\n\n\n\n<p>Bien s\u00fbr, nous avons souvent des demandes de POC (d\u00e9monstration, avec les donn\u00e9es et besoins du client, de la souplesse de notre plateforme).<\/p>\n\n\n<section class=\"c-text-image\">\n  <div class=\"c-text-image__row \">\n    <div class=\"c-text-image__col -image\">\n      <div class=\"c-text-image__image \">\n        <img class=\"lazyload\" data-src=\"https:\/\/scal-e.com\/wp-content\/uploads\/2021\/12\/Untitled-design-1.png\" alt=\"\"\/>\n      <\/div>\n    <\/div>\n    <div class=\"c-text-image__col -text\">\n      <h2><\/h2>\n      <div class=\"c-text-image__text \">\n        <p class=\"has-text-align-center\">Envie d&rsquo;en savoir plus sur ce que notre plateforme de marketing client peut apporter \u00e0 votre marque ?<\/p>\n\n\n                        <div class=\"c-text-image__btn\">\n        <a href=\"http:\/\/gpiutbm.cluster023.hosting.ovh.net\/fr\/demo-sur-mesure\/\" class=\"o-btn\">Demander une d\u00e9mo<\/a>\n        <\/div>\n              <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n\n<p> Suivez-nous sur <a rel=\"noreferrer noopener\" href=\"https:\/\/www.linkedin.com\/company\/scalemartech\/\" target=\"_blank\">LinkedIn<\/a> &amp; <a rel=\"noreferrer noopener\" href=\"https:\/\/www.instagram.com\/scale_martech\/\" target=\"_blank\">Instagram<\/a> pour ne pas manquer nos prochains articles sur ce sujet. <\/p>\n\n\n\n<p>__________<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><em>Scal-e est une CDP (Customer Data Platform) permettant de connecter plusieurs flux de donn\u00e9es (site internet, points de vente, et autres) dans un seul datamart. Ainsi les marques ont acc\u00e8s \u00e0 des donn\u00e9es propres : des profils clients unifi\u00e9s, des informations \u00e0 jour en temps r\u00e9el, pour mieux conna\u00eetre leurs clients et r\u00e9pondre \u00e0 leurs besoins au bon moment, par le bon canal. Dans la m\u00eame plateforme, les marques peuvent construire leur strat\u00e9gie marketing (audience builder, sc\u00e9narisation, planification, programme de fid\u00e9lit\u00e9) et l\u2019appliquer sans changer de logiciel.<\/em> <\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Une plateforme tout en un, c&rsquo;est bien mais&#8230; combien cela co\u00fbte ? Combien co\u00fbte une CDP proposant un datamart B2B et\/ou B2C sur mesure ? Un programme d\u2019animation et de fid\u00e9lit\u00e9 transactionnel &#038; relationnel ? Un dashboard temps-r\u00e9el reprenant les donn\u00e9es marketing, produits ou transactionnelles pour suivre le parcours client online\/offline ? Et finalement, combien cela co\u00fbte-t-il de tout int\u00e9grer et maintenir ensemble ? <\/p>\n","protected":false},"author":9,"featured_media":8716,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[28],"tags":[39,40,52,66,72,82,97,103,104,111,135,217,219,220,221,222],"class_list":["post-3125","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-martech","tag-cdp","tag-customer-data-platform","tag-relation-client","tag-data-management","tag-strategie-marketing","tag-connaissance-client","tag-data","tag-marketing","tag-experience-client","tag-programme-de-fidelite","tag-business-intelligence","tag-pression-marketing","tag-datamart","tag-data-client","tag-parcours-omnicanal"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>De la data client \u00e0 l&#039;exp\u00e9rience client, en une seule plateforme de Martech - Scal-e<\/title>\n<meta name=\"description\" content=\"Le co\u00fbt d&#039;une CDP tout en un (datamart B2B+B2C sur mesure+programme d\u2019animation\/fid\u00e9lit\u00e9 transactionnel\/relationnel+dashboard temps-r\u00e9el (data marketing\/produits\/transactionnelles) avec parcours client on\/offline ? 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