{"id":3752,"date":"2020-05-15T16:10:58","date_gmt":"2020-05-15T16:10:58","guid":{"rendered":"https:\/\/scal-e.com\/?p=3752"},"modified":"2022-09-15T20:50:38","modified_gmt":"2022-09-15T20:50:38","slug":"pourquoi-un-module-privacy-integre-evolution-du-marche-de-la-conformite","status":"publish","type":"post","link":"https:\/\/scal-e.com\/fr\/pourquoi-un-module-privacy-integre-evolution-du-marche-de-la-conformite\/","title":{"rendered":"Mise en conformit\u00e9 : pourquoi un module Privacy int\u00e9gr\u00e9 ?"},"content":{"rendered":"\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Dor\u00e9navant, le module Privacy sera int\u00e9gr\u00e9 \u00e0 la plateforme Scal-e. Revenons sur quelques faits marquants pour comprendre cette \u00e9volution. <\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">Les solutions de premi\u00e8re g\u00e9n\u00e9ration&nbsp;: chacun sa sp\u00e9cialit\u00e9<\/h4>\n\n\n\n<p>Le march\u00e9 des solutions <a href=\"https:\/\/scal-e.com\/fr\/martech-insider-focus-sur-scal-e\/\">Martech<\/a> (CDP, DMP, MDM, CRM, Marketing automation, Fid\u00e9lit\u00e9) aborde une nouvelle phase de d\u00e9veloppement. L\u2019explosion des donn\u00e9es et de l\u2019acc\u00e8s \u00e0 internet sur smartphone et PC a permis \u00e0 des solutions de 1\u00e8re g\u00e9n\u00e9ration de se d\u00e9velopper rapidement durant les 15 derni\u00e8res ann\u00e9es.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">La deuxi\u00e8me g\u00e9n\u00e9ration&nbsp;: l\u2019essor du data-mining, et ses cons\u00e9quences<\/h4>\n\n\n\n<p>L\u2019\u00e9volution des m\u0153urs et la profusion de donn\u00e9es avait commenc\u00e9 \u00e0 faire \u00e9merger des solutions dites de 2\u00e8me g\u00e9n\u00e9ration. Centr\u00e9es autour de la donn\u00e9e, elles offraient une meilleure connaissance des clients, n\u00e9cessaire dans la mise en place de dispositifs marketing efficaces. Il devient n\u00e9cessaire d&rsquo;offrir la bonne exp\u00e9rience client, au bon moment et via le bon canal. Il suffit de voir le nombre de rachats d\u2019\u00e9diteurs de CDP par des acteurs historiques pour s\u2019en convaincre. <\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Les r\u00e9ponses institutionnelles&nbsp;: protection personnelle et protectionnisme<\/h4>\n\n\n\n<p>De nos jours, l\u2019apparition de nouvelles r\u00e9glementations (<a href=\"https:\/\/scal-e.com\/fr\/data-privacy\/\">RGPD<\/a> en Europe, <a href=\"https:\/\/scal-e.com\/fr\/2020-et-le-ccpa-rgpd-californienne\/\">CCPA<\/a> en Californie, CCPR en chine \u2026) et l\u2019\u00e9mergence du protectionnisme d\u2019Etats en termes de donn\u00e9e (Chine, Br\u00e9sil, Russie \u2026) obligent les marques \u00e0 changer de solution. Avoir des donn\u00e9es clients n\u2019est plus suffisant, il faut pouvoir prouver leur provenance, d\u00e9montrer les consentements et finalit\u00e9s associ\u00e9es pour pouvoir les utiliser.<\/p>\n\n\n\n<p>Un aper\u00e7u ci-dessous des r\u00e9glementations mondiales li\u00e9es \u00e0 la confidentialit\u00e9 des donn\u00e9es :<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/scal-e.com\/wp-content\/uploads\/2020\/05\/carte-privacy-1024x506.png\" alt=\"\" class=\"wp-image-4216\" width=\"562\" height=\"277\"\/><\/figure>\n<\/div>\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Le march\u00e9 de la conformit\u00e9 attire les investisseurs<\/h4>\n\n\n\n<p>Une troisi\u00e8me g\u00e9n\u00e9ration de solutions \u00e9merge. Des pure players r\u00e9glementaires comme Onetrust (d\u00e9j\u00e0 plus de 400 millions en quelques mois), BigID (plus de 100 millions) et des acteurs hybrides comme Scal-e. <\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Module Privacy int\u00e9gr\u00e9 dans la plateforme Scal-e<\/h4>\n\n\n\n<p>C&rsquo;est pour cette raison que, chez Scal-e, nous avons choisi d&rsquo;int\u00e9grer un <a href=\"https:\/\/scal-e.com\/fr\/privacy-preferences\/\">module Privacy<\/a> \u00e0 la CDP, afin d&rsquo;avoir toujours un \u0153il sur l&rsquo;\u00e9tat, la provenance et la fiabilit\u00e9 des donn\u00e9es exploit\u00e9es.<\/p>\n\n\n\n<p>Pour en savoir plus : <a href=\"https:\/\/www.dlapiperdataprotection.com\/\">https:\/\/www.dlapiperdataprotection.com\/<\/a><\/p>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Que permet notre solution de 3\u00e8me g\u00e9n\u00e9ration ?<\/h4>\n\n\n\n<ul class=\"wp-block-list\"><li>S\u00e9curit\u00e9 : droits de modification attribuables : DPO, DPM, etc<\/li><li>Modification : cochez un champ comme \u00ab\u00a0<a href=\"https:\/\/scal-e.com\/fr\/gestion-des-donnees\/\">donn\u00e9e personnelle<\/a>\u00a0\u00bb (\u00ab\u00a0flag\u00a0\u00bb)<\/li><li>Portabilit\u00e9 : historique exportable pour une tra\u00e7abilit\u00e9 de la donn\u00e9e et de ses modifications<\/li><li>Domiciliation\/Silotage des bases de donn\u00e9es (Chine, Russie, Br\u00e9sil, etc)<\/li><li>Droit \u00e0 l&rsquo;oubli : Donn\u00e9es au choix supprim\u00e9es ou anonymis\u00e9es<\/li><li>Donn\u00e9es anonymis\u00e9es exploitables pour des ciblages<\/li><li>En option : automatisation des modifications ; et des demandes d&rsquo;acc\u00e8s pour les sujets de la donn\u00e9es\/data-subjects<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>Source : <a href=\"https:\/\/www.cdpinstitute.org\/\">https:\/\/www.cdpinstitute.org<\/a><\/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\">Si vous souhaitez d\u00e9couvrir notre plateforme, contactez-nous !<\/p>\n\n\n                        <div class=\"c-text-image__btn\">\n        <a href=\"http:\/\/gpiutbm.cluster023.hosting.ovh.net\/fr\/contact-us\/\" class=\"o-btn\">Nous contacter<\/a>\n        <\/div>\n              <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n\n<p class=\"has-text-align-center\">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<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>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>La plateforme Scal-e int\u00e8gre un module privacy capable de r\u00e9pondre aux exigences du march\u00e9 en termes de conformit\u00e9&#8230; D\u00e9couvrez comment.<\/p>\n","protected":false},"author":9,"featured_media":6896,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[40,43,46,50,52,59,60,61,71,72,77,78,79],"class_list":["post-3752","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data","tag-cdp","tag-customer-privacy","tag-dpo","tag-vie-privee","tag-customer-data-platform","tag-consentements","tag-politique-de-confidentialite","tag-rgpd","tag-ccpa","tag-data-management","tag-ccpr","tag-donnees-personnelles","tag-protection-de-la-vie-privee"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mise en conformit\u00e9 : pourquoi un module Privacy int\u00e9gr\u00e9 ? - Scal-e<\/title>\n<meta name=\"description\" content=\"La plateforme Scal-e int\u00e8gre un module privacy capable de r\u00e9pondre aux exigences du march\u00e9 en termes de conformit\u00e9... 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