{"id":6324,"date":"2022-01-11T14:45:44","date_gmt":"2022-01-11T14:45:44","guid":{"rendered":"https:\/\/scal-e.com\/?p=6073"},"modified":"2022-09-14T16:26:04","modified_gmt":"2022-09-14T16:26:04","slug":"segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure","status":"publish","type":"post","link":"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/","title":{"rendered":"Comment segmenter la client\u00e8le pour un programme de fid\u00e9lit\u00e9 sur mesure"},"content":{"rendered":"\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Pour&nbsp;cr\u00e9er des exp\u00e9riences clients personnalis\u00e9es,&nbsp;tout repose sur la <strong>connaissance client<\/strong>.&nbsp;<\/p>\n\n\n\n<p>En effet, pour\u00a0<strong>proposer\u00a0un <a href=\"https:\/\/scal-e.com\/fr\/acquisition-fidelisation\/\">programme de fid\u00e9lit\u00e9<\/a>\u00a0qui r\u00e9pond aux attentes\u00a0et besoins de\u00a0ses clients<\/strong>,\u00a0il\u00a0faut bien recueillir\u00a0les informations\u00a0les\u00a0concernant\u00a0et les analyser.\u00a0<\/p>\n\n\n\n<p>Pour pouvoir cr\u00e9er des segmentations pertinentes,&nbsp;vous&nbsp;allez donc&nbsp;en amont&nbsp;<strong>collecter&nbsp;l\u2019historique de&nbsp;vos&nbsp;donn\u00e9es<\/strong>&nbsp;(y compris&nbsp;celles li\u00e9es \u00e0 la fid\u00e9lit\u00e9) et&nbsp;<strong>observer des comportements et \u00e9l\u00e9ments distinctifs<\/strong>,&nbsp;comme par exemple\u202f:&nbsp;fr\u00e9quence et type d\u2019achat, montant d\u2019achat, r\u00e9cence de l\u2019activit\u00e9 (avis, achat\u2026).&nbsp;&nbsp;<\/p>\n\n\n\n<p>Une fois vos donn\u00e9es collect\u00e9es et unifi\u00e9es, vous\u00a0avez \u00e0 votre disposition toutes les informations n\u00e9cessaires pour\u00a0<a href=\"https:\/\/scal-e.com\/fr\/recommandation-personnalisation-scal-e\/\"><strong>analyser vos donn\u00e9es<\/strong>\u00a0et\u00a0<strong>segmenter votre client\u00e8le<\/strong><\/a>. C&rsquo;est l&rsquo;\u00e9tape n\u00b01 qui vous permettra par la suite de\u00a0mettre en place votre programme de fid\u00e9lit\u00e9\u00a0et\u00a0de\u00a0le personnaliser<strong>\u00a0<\/strong>en fonction de votre segmentation.\u00a0<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Segmenter la client\u00e8le&nbsp;gr\u00e2ce \u00e0 l\u2019analyse des donn\u00e9es&nbsp;<\/h2>\n\n\n\n<p>Avant de\u00a0mettre en place\u00a0votre programme de fid\u00e9lit\u00e9 dans votre solution de gestion de la fid\u00e9lit\u00e9\u00a0et de pouvoir le personnaliser, vous devez\u00a0tout d\u2019abord\u00a0<strong><a href=\"https:\/\/scal-e.com\/fr\/personnaliser-un-programme-de-fidelite-en-fonction-de-la-segmentation\/\">segmenter votre client\u00e8le<\/a><\/strong>.\u00a0<\/p>\n\n\n\n<p>\u00c0&nbsp;partir des donn\u00e9es collect\u00e9es&nbsp;en amont, vous serez en mesure d\u2019analyser la richesse des informations collect\u00e9es et identifier les valeurs manquantes pour \u00e9ventuellement les r\u00e9cup\u00e9rer si n\u00e9cessaire (<em>gr\u00e2ce \u00e0 la fonction&nbsp;DataViz&nbsp;de la plateforme&nbsp;Scal-e<\/em>).&nbsp;<\/p>\n\n\n\n<p>Par la suite, une premi\u00e8re&nbsp;<strong>segmentation<\/strong>&nbsp;peut alors \u00eatre mise en place. Vous pouvez segmenter votre client\u00e8le selon de nombreux crit\u00e8res\u202f: transactionnels, g\u00e9ographiques, comportementaux, d\u00e9mographiques&#8230;&nbsp;<\/p>\n\n\n<div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"848\" height=\"470\" src=\"http:\/\/scal-e.com\/wp-content\/uploads\/2021\/12\/Segmenter-la-cliente\u0300le-pour-un-programme-de-fide\u0301lite\u0301-sur-mesure-visuel-1.png\" alt=\"Segmenter la cliente\u0300le pour un programme de fide\u0301lite\u0301 sur mesure visuel 1\" class=\"wp-image-6594\" srcset=\"https:\/\/scal-e.com\/wp-content\/uploads\/2021\/12\/Segmenter-la-cliente\u0300le-pour-un-programme-de-fide\u0301lite\u0301-sur-mesure-visuel-1.png 848w, https:\/\/scal-e.com\/wp-content\/uploads\/2021\/12\/Segmenter-la-cliente\u0300le-pour-un-programme-de-fide\u0301lite\u0301-sur-mesure-visuel-1-300x166.png 300w, https:\/\/scal-e.com\/wp-content\/uploads\/2021\/12\/Segmenter-la-cliente\u0300le-pour-un-programme-de-fide\u0301lite\u0301-sur-mesure-visuel-1-768x426.png 768w\" sizes=\"auto, (max-width: 848px) 100vw, 848px\" \/><\/figure>\n<\/div>\n\n\n<p>Vous pouvez par exemple choisir de cr\u00e9er une<strong>&nbsp;segmentation&nbsp;RFM<\/strong><sup>1<\/sup>,&nbsp;en prenant en compte l\u2019activit\u00e9 de vos clients pour d\u00e9finir des profils de type&nbsp;<strong>PMG<\/strong>&nbsp;(Petit, Moyen, Grand). Ainsi, vous pouvez classer vos clients par statut et d\u00e9finir diff\u00e9rents segments\u202f: VIP, Tr\u00e8s bons clients, Bons clients, Occasionnels, Opportunistes, etc.&nbsp;<\/p>\n\n\n\n<p>La fonction&nbsp;<em>SegmentViz<\/em>&nbsp;de&nbsp;Scal-e facilite la&nbsp;<strong>visualisation des segments&nbsp;<\/strong>et permet d\u2019identifier imm\u00e9diatement les zones de recoupement (consommation de produits ou des r\u00e9seaux sociaux) ou d\u2019\u00e9tanch\u00e9it\u00e9 (appartenance d\u2019un membre \u00e0 un seul segment qualifiant, comme les segments par statut).&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-background\" style=\"background-color:#e2e7ea\"><tbody><tr><td class=\"has-text-align-left\" data-align=\"left\"><meta charset=\"utf-8\"><p><em><strong><sup>1&nbsp;<\/sup>Segmentation RFM<\/strong>&nbsp;:&nbsp;m\u00e9thode de segmentation&nbsp;qui permet de classer ses clients en fonction de leurs habitudes d\u2019achat. Elle&nbsp;prend en compte les crit\u00e8res de R\u00e9cence (date du dernier achat),&nbsp;de&nbsp;Fr\u00e9quence (nombre d\u2019achats sur&nbsp;la&nbsp;p\u00e9riode donn\u00e9e) et&nbsp;de&nbsp;Montant (somme des achats&nbsp;cumul\u00e9s&nbsp;sur la p\u00e9riode donn\u00e9e).&nbsp;&nbsp;<\/em><\/p><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Cette\u00a0<strong>segmentation<\/strong>\u00a0peut \u00e9voluer facilement afin d\u2019obtenir une <a href=\"https:\/\/scal-e.com\/fr\/gestion-des-donnees\/\">meilleure vision de votre portefeuille de clients<\/a>. Chaque membre est rattach\u00e9 \u00e0 un segment et peut \u00eatre\u00a0activ\u00e9\u00a0individuellement\u00a0(cf. Anniversaire, ou par le\u00a0SAV par exemple) ou massivement pour la cr\u00e9ation, l\u2019obtention ou l\u2019utilisation\u00a0d\u2019avantages.\u00a0<\/p>\n\n\n\n<p>Dans&nbsp;Scal-e, comme la segmentation reprend le m\u00eame moteur que celui des ciblages,&nbsp;vous pouvez&nbsp;\u00e9galement cr\u00e9er des audiences permanentes, adressables de fa\u00e7ons diff\u00e9renci\u00e9es&nbsp;en fonction de vos&nbsp;objectifs.&nbsp;&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Exemples de segmentation pour votre programme de fid\u00e9lit\u00e9<\/h2>\n\n\n\n<p>Voici quelques&nbsp;<strong>exemples de segmentation<\/strong>&nbsp;que vous pourriez cr\u00e9er :&nbsp;&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Inactifs : Population dont la derni\u00e8re activit\u00e9 remonte \u00e0 plus de 24 mois.\u00a0<\/li><li>Endormis : Population dont la derni\u00e8re activit\u00e9 est comprise entre 12 et 24 mois.\u00a0<\/li><li><a href=\"https:\/\/scal-e.com\/fr\/creation-audiences\/\">Prospects<\/a> : Population n\u2019ayant pas r\u00e9alis\u00e9 d\u2019achat, et dont la date de derni\u00e8re activit\u00e9 remonte \u00e0 moins de 12 mois.\u00a0<\/li><li>Clients : Population ayant r\u00e9alis\u00e9 un achat sur les 12 derniers mois.\u00a0<\/li><li>Nouveaux prospects : Population inscrite il y a moins de 30 jours.\u00a0<\/li><li>Acheteurs r\u00e9cents : Population ayant r\u00e9alis\u00e9 un achat sur les 30 derniers jours.\u00a0<\/li><li>VIP : Population ayant r\u00e9alis\u00e9 un chiffre d\u2019affaires d\u2019au moins \u00ab XXX \u00bb euros sur les 365 derniers jours.\u00a0<\/li><\/ul>\n\n\n\n<p>Il existe aussi dans&nbsp;Scal-e des fonctions&nbsp;pour calculer l\u2019anciennet\u00e9 d\u2019un abonnement, l\u2019anciennet\u00e9 du premier \/ dernier achat, etc.&nbsp;<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><meta charset=\"utf-8\"><p>Avec\u00a0Scal-e, toutes donn\u00e9es, qu\u2019elles soient import\u00e9es ou calcul\u00e9es, de tous les champs du\u00a0datamart Fid\u00e9lit\u00e9 (module CDP nativement connect\u00e9 au module Fid\u00e9lit\u00e9), peuvent \u00eatre utilis\u00e9es pour\u00a0cr\u00e9er des segments en mode drag and drop (donc no code) gr\u00e2ce au module Audience Builder\u00a0(segment, score, agr\u00e9gat et champ calcul\u00e9).\u00a0\u00a0<\/p><\/p>\n\n\n\n<p>Gr\u00e2ce \u00e0 une solution qui utilise la&nbsp;<strong>th\u00e9orie ensembliste<\/strong>&nbsp;comme&nbsp;Scal-e, vous pouvez facilement&nbsp;<strong>cr\u00e9er des segmentations<\/strong>&nbsp;en exploitant l\u2019ensemble des donn\u00e9es (marketing, transactionnelles, relationnelles\u2026) de la&nbsp;<strong>CDP<\/strong>, des crit\u00e8res sp\u00e9cifiques (statut, nombre de points), des similarit\u00e9s ou encore des comportements communs pour am\u00e9liorer la personnalisation.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-black-color has-text-color has-background\" style=\"background-color:#e2e7ea\"><tbody><tr><td><strong>L\u2019avantage de la th\u00e9orie ensembliste pour vos \u00e9quipes m\u00e9tiers<\/strong>&nbsp;<br><br>La solution&nbsp;Scal-e utilise la th\u00e9orie ensembliste (intersection, union, exclusion \u2026) pour segmenter vos contacts en fonction de caract\u00e9ristiques li\u00e9es \u00e0 leurs&nbsp;profils,&nbsp;comportements&nbsp;d\u2019achat, de visite, de r\u00e9action \u00e0 un message, etc.&nbsp;<br><br>Contrairement aux outils tr\u00e8s techniques, cette approche rend la cr\u00e9ation d\u2019un segment beaucoup plus ludique qu\u2019un moteur bas\u00e9 sur des requ\u00eates&nbsp;avec des \u00ab\u202fIF\u2026 THEN\u2026\u202f\u00bb qui ne parlent pas tellement aux \u00e9quipes m\u00e9tiers.&nbsp;<br><br>De plus,&nbsp;la plupart des&nbsp;moteurs&nbsp;de requ\u00eate permettent&nbsp;uniquement&nbsp;d\u2019avoir&nbsp;un&nbsp;r\u00e9sultat final, alors qu\u2019un moteur bas\u00e9 sur la th\u00e9orie ensembliste permet d\u2019avoir tous les calculs interm\u00e9diaires, ce qui facilite grandement la compr\u00e9hension&nbsp;et la modification d\u2019un segment.&nbsp;<\/td><\/tr><\/tbody><\/table><\/figure>\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\"><span class=\"has-inline-color has-luminous-vivid-orange-color\">Vous souhaitez mettre en place un programme de fid\u00e9lit\u00e9 ou moderniser votre programme de fid\u00e9lit\u00e9 actuel ?\u00a0\u00a0<\/span><\/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>Pour aller plus loin sur la personnalisation de votre programme de fid\u00e9lit\u00e9 :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Lire l&rsquo;article <a rel=\"noreferrer noopener\" href=\"http:\/\/scal-e.com\/fr\/lessentiel-pour-mettre-en-place-un-programme-de-fidelite\/\" target=\"_blank\">L&rsquo;essentiel pour mettre en place un programme de fid\u00e9lit\u00e9<\/a>.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Lire l&rsquo;article <a rel=\"noreferrer noopener\" href=\"http:\/\/scal-e.com\/fr\/personnaliser-un-programme-de-fidelite-en-fonction-de-la-segmentation\/\" target=\"_blank\">Personnaliser un programme de fid\u00e9lit\u00e9 en fonction de la segmentation<\/a>.<\/li><\/ul>\n\n\n\n<p><\/p>\n\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<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 de parrainage) et l\u2019appliquer sans changer de logiciel.<\/em> <\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Pour&nbsp;cr\u00e9er des exp\u00e9riences clients personnalis\u00e9es,&nbsp;tout repose sur la connaissance client.&nbsp; En effet, pour\u00a0proposer\u00a0un programme de fid\u00e9lit\u00e9\u00a0qui r\u00e9pond aux attentes\u00a0et besoins de\u00a0ses clients,\u00a0il\u00a0faut bien recueillir\u00a0les informations\u00a0les\u00a0concernant\u00a0et les analyser.\u00a0 Pour pouvoir cr\u00e9er des segmentations pertinentes,&nbsp;vous&nbsp;allez donc&nbsp;en amont&nbsp;collecter&nbsp;l\u2019historique de&nbsp;vos&nbsp;donn\u00e9es&nbsp;(y compris&nbsp;celles li\u00e9es \u00e0 la fid\u00e9lit\u00e9) et&nbsp;observer des comportements et \u00e9l\u00e9ments distinctifs,&nbsp;comme par exemple\u202f:&nbsp;fr\u00e9quence et type d\u2019achat, montant d\u2019achat, r\u00e9cence [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":6582,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[39,40,52,72,97,104,111,116,134,135,136],"class_list":["post-6324","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data","tag-martech","tag-cdp","tag-customer-data-platform","tag-data-management","tag-connaissance-client","tag-marketing","tag-experience-client","tag-gestion-des-donnees","tag-fidelisation","tag-programme-de-fidelite","tag-segmentation"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment segmenter la client\u00e8le pour un programme de fid\u00e9lit\u00e9 sur mesure - Scal-e<\/title>\n<meta name=\"description\" content=\"Pour personnaliser un programme de fid\u00e9lit\u00e9, l&#039;\u00e9tape n\u00b01 consiste \u00e0 segmenter votre client\u00e8le\u00a0gr\u00e2ce \u00e0 l\u2019analyse de vos donn\u00e9es clients.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment segmenter la client\u00e8le pour un programme de fid\u00e9lit\u00e9 sur mesure - Scal-e\" \/>\n<meta property=\"og:description\" content=\"Pour personnaliser un programme de fid\u00e9lit\u00e9, l&#039;\u00e9tape n\u00b01 consiste \u00e0 segmenter votre client\u00e8le\u00a0gr\u00e2ce \u00e0 l\u2019analyse de vos donn\u00e9es clients.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/\" \/>\n<meta property=\"og:site_name\" content=\"Scal-e\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/scalemartech2\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-01-11T14:45:44+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-09-14T16:26:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/scal-e.com\/wp-content\/uploads\/2021\/12\/Comment-segmenter-la-cliente\u0300le-pour-un-programme-de-fide\u0301lite\u0301-sur-mesure.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1080\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Christophe\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@scale_martech\" \/>\n<meta name=\"twitter:site\" content=\"@scale_martech\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Christophe\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/\"},\"author\":{\"name\":\"Christophe\",\"@id\":\"https:\/\/scal-e.com\/#\/schema\/person\/c2f461038926ccc7ac9ba63712c9162b\"},\"headline\":\"Comment segmenter la client\u00e8le pour un programme de fid\u00e9lit\u00e9 sur mesure\",\"datePublished\":\"2022-01-11T14:45:44+00:00\",\"dateModified\":\"2022-09-14T16:26:04+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/\"},\"wordCount\":1154,\"publisher\":{\"@id\":\"https:\/\/scal-e.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/scal-e.com\/wp-content\/uploads\/2021\/12\/Comment-segmenter-la-cliente\u0300le-pour-un-programme-de-fide\u0301lite\u0301-sur-mesure.png\",\"keywords\":[\"martech\",\"cdp\",\"customer data platform\",\"data management\",\"connaissance client\",\"marketing\",\"exp\u00e9rience client\",\"gestion des donn\u00e9es\",\"fid\u00e9lisation\",\"programme de fid\u00e9lit\u00e9\",\"segmentation\"],\"articleSection\":[\"Data\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/\",\"url\":\"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/\",\"name\":\"Comment segmenter la client\u00e8le pour un programme de fid\u00e9lit\u00e9 sur mesure - Scal-e\",\"isPartOf\":{\"@id\":\"https:\/\/scal-e.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/scal-e.com\/wp-content\/uploads\/2021\/12\/Comment-segmenter-la-cliente\u0300le-pour-un-programme-de-fide\u0301lite\u0301-sur-mesure.png\",\"datePublished\":\"2022-01-11T14:45:44+00:00\",\"dateModified\":\"2022-09-14T16:26:04+00:00\",\"description\":\"Pour personnaliser un programme de fid\u00e9lit\u00e9, l'\u00e9tape n\u00b01 consiste \u00e0 segmenter votre client\u00e8le\u00a0gr\u00e2ce \u00e0 l\u2019analyse de vos donn\u00e9es clients.\",\"breadcrumb\":{\"@id\":\"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/#primaryimage\",\"url\":\"https:\/\/scal-e.com\/wp-content\/uploads\/2021\/12\/Comment-segmenter-la-cliente\u0300le-pour-un-programme-de-fide\u0301lite\u0301-sur-mesure.png\",\"contentUrl\":\"https:\/\/scal-e.com\/wp-content\/uploads\/2021\/12\/Comment-segmenter-la-cliente\u0300le-pour-un-programme-de-fide\u0301lite\u0301-sur-mesure.png\",\"width\":1080,\"height\":1080,\"caption\":\"Comment segmenter la cliente\u0300le pour un programme de fide\u0301lite\u0301 sur mesure\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Accueil\",\"item\":\"https:\/\/scal-e.com\/fr\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Comment segmenter la client\u00e8le pour un programme de fid\u00e9lit\u00e9 sur mesure\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/scal-e.com\/#website\",\"url\":\"https:\/\/scal-e.com\/\",\"name\":\"Scal-e\",\"description\":\"From data to loyalty | CDP &amp; Digital Marketing Hub : Scal-e\",\"publisher\":{\"@id\":\"https:\/\/scal-e.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/scal-e.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/scal-e.com\/#organization\",\"name\":\"Scal-e\",\"url\":\"https:\/\/scal-e.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/scal-e.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/scal-e.com\/wp-content\/uploads\/2021\/12\/logo_scal-e_square_transparent.png\",\"contentUrl\":\"https:\/\/scal-e.com\/wp-content\/uploads\/2021\/12\/logo_scal-e_square_transparent.png\",\"width\":214,\"height\":217,\"caption\":\"Scal-e\"},\"image\":{\"@id\":\"https:\/\/scal-e.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/scalemartech2\/\",\"https:\/\/x.com\/scale_martech\",\"https:\/\/www.instagram.com\/scale_martech\/\",\"https:\/\/www.linkedin.com\/company\/scalemartech\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/scal-e.com\/#\/schema\/person\/c2f461038926ccc7ac9ba63712c9162b\",\"name\":\"Christophe\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/secure.gravatar.com\/avatar\/46be1e84d29f91f7b6745f338ba0eab35b32291b726cdb013d37d6dc66960890?s=96&d=mm&r=g\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/46be1e84d29f91f7b6745f338ba0eab35b32291b726cdb013d37d6dc66960890?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/46be1e84d29f91f7b6745f338ba0eab35b32291b726cdb013d37d6dc66960890?s=96&d=mm&r=g\",\"caption\":\"Christophe\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Comment segmenter la client\u00e8le pour un programme de fid\u00e9lit\u00e9 sur mesure - Scal-e","description":"Pour personnaliser un programme de fid\u00e9lit\u00e9, l'\u00e9tape n\u00b01 consiste \u00e0 segmenter votre client\u00e8le\u00a0gr\u00e2ce \u00e0 l\u2019analyse de vos donn\u00e9es clients.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/","og_locale":"fr_FR","og_type":"article","og_title":"Comment segmenter la client\u00e8le pour un programme de fid\u00e9lit\u00e9 sur mesure - Scal-e","og_description":"Pour personnaliser un programme de fid\u00e9lit\u00e9, l'\u00e9tape n\u00b01 consiste \u00e0 segmenter votre client\u00e8le\u00a0gr\u00e2ce \u00e0 l\u2019analyse de vos donn\u00e9es clients.","og_url":"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/","og_site_name":"Scal-e","article_publisher":"https:\/\/www.facebook.com\/scalemartech2\/","article_published_time":"2022-01-11T14:45:44+00:00","article_modified_time":"2022-09-14T16:26:04+00:00","og_image":[{"width":1080,"height":1080,"url":"https:\/\/scal-e.com\/wp-content\/uploads\/2021\/12\/Comment-segmenter-la-cliente\u0300le-pour-un-programme-de-fide\u0301lite\u0301-sur-mesure.png","type":"image\/png"}],"author":"Christophe","twitter_card":"summary_large_image","twitter_creator":"@scale_martech","twitter_site":"@scale_martech","twitter_misc":{"\u00c9crit par":"Christophe","Dur\u00e9e de lecture estim\u00e9e":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/#article","isPartOf":{"@id":"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/"},"author":{"name":"Christophe","@id":"https:\/\/scal-e.com\/#\/schema\/person\/c2f461038926ccc7ac9ba63712c9162b"},"headline":"Comment segmenter la client\u00e8le pour un programme de fid\u00e9lit\u00e9 sur mesure","datePublished":"2022-01-11T14:45:44+00:00","dateModified":"2022-09-14T16:26:04+00:00","mainEntityOfPage":{"@id":"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/"},"wordCount":1154,"publisher":{"@id":"https:\/\/scal-e.com\/#organization"},"image":{"@id":"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/#primaryimage"},"thumbnailUrl":"https:\/\/scal-e.com\/wp-content\/uploads\/2021\/12\/Comment-segmenter-la-cliente\u0300le-pour-un-programme-de-fide\u0301lite\u0301-sur-mesure.png","keywords":["martech","cdp","customer data platform","data management","connaissance client","marketing","exp\u00e9rience client","gestion des donn\u00e9es","fid\u00e9lisation","programme de fid\u00e9lit\u00e9","segmentation"],"articleSection":["Data"],"inLanguage":"fr-FR"},{"@type":"WebPage","@id":"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/","url":"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/","name":"Comment segmenter la client\u00e8le pour un programme de fid\u00e9lit\u00e9 sur mesure - Scal-e","isPartOf":{"@id":"https:\/\/scal-e.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/#primaryimage"},"image":{"@id":"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/#primaryimage"},"thumbnailUrl":"https:\/\/scal-e.com\/wp-content\/uploads\/2021\/12\/Comment-segmenter-la-cliente\u0300le-pour-un-programme-de-fide\u0301lite\u0301-sur-mesure.png","datePublished":"2022-01-11T14:45:44+00:00","dateModified":"2022-09-14T16:26:04+00:00","description":"Pour personnaliser un programme de fid\u00e9lit\u00e9, l'\u00e9tape n\u00b01 consiste \u00e0 segmenter votre client\u00e8le\u00a0gr\u00e2ce \u00e0 l\u2019analyse de vos donn\u00e9es clients.","breadcrumb":{"@id":"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/"]}]},{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/#primaryimage","url":"https:\/\/scal-e.com\/wp-content\/uploads\/2021\/12\/Comment-segmenter-la-cliente\u0300le-pour-un-programme-de-fide\u0301lite\u0301-sur-mesure.png","contentUrl":"https:\/\/scal-e.com\/wp-content\/uploads\/2021\/12\/Comment-segmenter-la-cliente\u0300le-pour-un-programme-de-fide\u0301lite\u0301-sur-mesure.png","width":1080,"height":1080,"caption":"Comment segmenter la cliente\u0300le pour un programme de fide\u0301lite\u0301 sur mesure"},{"@type":"BreadcrumbList","@id":"https:\/\/scal-e.com\/fr\/segmenter-la-clientele-pour-un-programme-de-fidelite-sur-mesure\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Accueil","item":"https:\/\/scal-e.com\/fr\/"},{"@type":"ListItem","position":2,"name":"Comment segmenter la client\u00e8le pour un programme de fid\u00e9lit\u00e9 sur mesure"}]},{"@type":"WebSite","@id":"https:\/\/scal-e.com\/#website","url":"https:\/\/scal-e.com\/","name":"Scal-e","description":"From data to loyalty | CDP &amp; Digital Marketing Hub : Scal-e","publisher":{"@id":"https:\/\/scal-e.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/scal-e.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-FR"},{"@type":"Organization","@id":"https:\/\/scal-e.com\/#organization","name":"Scal-e","url":"https:\/\/scal-e.com\/","logo":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/scal-e.com\/#\/schema\/logo\/image\/","url":"https:\/\/scal-e.com\/wp-content\/uploads\/2021\/12\/logo_scal-e_square_transparent.png","contentUrl":"https:\/\/scal-e.com\/wp-content\/uploads\/2021\/12\/logo_scal-e_square_transparent.png","width":214,"height":217,"caption":"Scal-e"},"image":{"@id":"https:\/\/scal-e.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/scalemartech2\/","https:\/\/x.com\/scale_martech","https:\/\/www.instagram.com\/scale_martech\/","https:\/\/www.linkedin.com\/company\/scalemartech\/"]},{"@type":"Person","@id":"https:\/\/scal-e.com\/#\/schema\/person\/c2f461038926ccc7ac9ba63712c9162b","name":"Christophe","image":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/secure.gravatar.com\/avatar\/46be1e84d29f91f7b6745f338ba0eab35b32291b726cdb013d37d6dc66960890?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/46be1e84d29f91f7b6745f338ba0eab35b32291b726cdb013d37d6dc66960890?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/46be1e84d29f91f7b6745f338ba0eab35b32291b726cdb013d37d6dc66960890?s=96&d=mm&r=g","caption":"Christophe"}}]}},"_links":{"self":[{"href":"https:\/\/scal-e.com\/fr\/wp-json\/wp\/v2\/posts\/6324","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/scal-e.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/scal-e.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/scal-e.com\/fr\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/scal-e.com\/fr\/wp-json\/wp\/v2\/comments?post=6324"}],"version-history":[{"count":16,"href":"https:\/\/scal-e.com\/fr\/wp-json\/wp\/v2\/posts\/6324\/revisions"}],"predecessor-version":[{"id":24425,"href":"https:\/\/scal-e.com\/fr\/wp-json\/wp\/v2\/posts\/6324\/revisions\/24425"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/scal-e.com\/fr\/wp-json\/wp\/v2\/media\/6582"}],"wp:attachment":[{"href":"https:\/\/scal-e.com\/fr\/wp-json\/wp\/v2\/media?parent=6324"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/scal-e.com\/fr\/wp-json\/wp\/v2\/categories?post=6324"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/scal-e.com\/fr\/wp-json\/wp\/v2\/tags?post=6324"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}