{"id":3581,"date":"2025-04-30T12:51:50","date_gmt":"2025-04-30T11:51:50","guid":{"rendered":"https:\/\/imaginostage.sanepress.com\/fr\/?post_type=resources&#038;p=3581"},"modified":"2025-05-06T16:23:39","modified_gmt":"2025-05-06T15:23:39","slug":"blog-de-la-fragmentation-a-lunification-reprenez-le-controle-de-vos-donnees-clients","status":"publish","type":"resources","link":"https:\/\/imaginostage.sanepress.com\/fr\/resource\/blog-de-la-fragmentation-a-lunification-reprenez-le-controle-de-vos-donnees-clients\/","title":{"rendered":"Blog &#8211; De la fragmentation \u00e0 l&rsquo;unification : Reprenez le contr\u00f4le de vos Donn\u00e9es Clients"},"content":{"rendered":"<\/div><\/div><\/div>\n<section id=\"banner-short-69dabe79dfd38\" class=\"hero-legal-section u-gradient--blue-purple u-mb-20\">\n    <!--         todo class   --><? \/\/= $data[\"swirl_selector\"] \n    ?>\n    <div class=\"hero-legal-container__img\">\n        <!--            todo video line content-->\n        <div class=\"video-line video-blue-purple-thick\">\n            <video muted=\"\" playsinline=\"\" preload=\"metadata\" data-loading=\"lazy\">\n                <source type=\"video\/mp4; codecs=hvc1\"\n                    src=\"https:\/\/imaginostage.sanepress.com\/fr\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.mp4\">\n                <source type=\"video\/webm\"\n                    src=\"https:\/\/imaginostage.sanepress.com\/fr\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.webm\">\n            <\/video>\n        <\/div>\n    <\/div>\n    <div class=\"container\">\n        <div class=\"hero-legal-container\">\n                            <div class=\"hero-container__breadcrumbs\">\n                    <p id=\"breadcrumbs\" ><span><span><a href=\"https:\/\/imaginostage.sanepress.com\/fr\/\">imagino<\/a><\/span><\/span><\/p>                <\/div>\n                            <div class=\"hero-legal-container__text\">\n                <div class=\"tl\">\n                    <h1>De la fragmentation \u00e0 l&rsquo;unification :<\/h1>\n                <\/div>\n\n                <!-- to do $content[\"subtitle\"]                     -->\n                                    <div class=\"description\">\n                        Reprenez le contr\u00f4le de vos Donn\u00e9es Clients                    <\/div>\n                \n                            <\/div>\n\n        <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\r\n<section id=\"unify-section-69dabe79e341a\" class=\"unify-section section-padding \">\r\n    <div class=\"container\">\r\n                    <div class=\"unify-header js-animate animate__fadeIn\">\r\n                                    <h2 class=\"tl\"><span class=\"text-gradient--purple\">Encore faut-il r\u00e9ussir \u00e0 l\u2019exploiter !<\/span><\/h2>\r\n                \r\n                            <\/div>\r\n                <div class=\"unify-container-bb\">\r\n            <div class=\"item item--right\">\r\n                <div class=\"text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\r\n                                                                <div class=\"description\">\r\n                            <p>Dans les entreprises, les donn\u00e9es client ont tendance \u00e0 s\u2019accumuler dans une multitude d\u2019outils et de bases, qui communiquent peu entre eux. CRM, marketing automation, outils analytics, bases e-commerce, app mobile, SAV\u2026 Chacun y va de son propre r\u00e9f\u00e9rentiel client, sans v\u00e9ritable vue d\u2019ensemble.<\/p>\n<p>Pour les marketeurs, cette situation est source de complexit\u00e9. Difficile d\u2019avoir une vision unifi\u00e9e du client quand vos donn\u00e9es sont diss\u00e9min\u00e9es aux quatre coins du syst\u00e8me d\u2019information. R\u00e9sultat, les \u00e9quipes marketing sont souvent amen\u00e9es \u00e0 jongler entre diff\u00e9rentes solutions pour concevoir et orchestrer leurs campagnes. Ce travail de fourmi a d\u2019ailleurs tendance \u00e0 engendrer des sollicitations permanentes aupr\u00e8s des \u00e9quipes IT\u2026<\/p>\n<p>Tout le monde se retrouve perdant.<\/p>\n<p>La solution ? Unifier ses donn\u00e9es client dans un r\u00e9f\u00e9rentiel unique, pour construire une vision exhaustive de chaque individu et interagir plus efficacement.<\/p>\n<p>Un projet de grande envergure, dont nous avons voulu d\u00e9tailler les \u00e9tapes cl\u00e9s et les bonnes pratiques lors d\u2019un webinar co-anim\u00e9 le 26 novembre 2024 par Adrien Paul, Group Product Manager chez imagino, et Florent Mariotti, Directeur de Mission chez CustUp.<\/p>\n                        <\/div>\r\n                                    <\/div>\r\n                <div\r\n                    class=\"image image--container js-animate image--container animate__fadeInLeft\">\r\n                    <div id=\"img-unify-section-69dabe79e341f\" class=\"image__inner u-gradient--blue-purple\">\r\n\r\n                                <img decoding=\"async\" class=\"\" src=\"https:\/\/imaginostage.sanepress.com\/fr\/wp-content\/uploads\/sites\/7\/2025\/04\/Screenshot-2024-12-04-at-10.50.54-1500x846.png\" alt=\"Screenshot-2024-12-04-at-10.50.54\">\n    \r\n                    <\/div>\r\n\r\n\r\n\r\n\r\n                <\/div>\r\n\r\n\r\n            <\/div>\r\n\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69dabe79e3dbe\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <h2>Pourquoi unifier ses donn\u00e9es clients ?<\/h2>\n<p>Avant de se lancer dans un projet d\u2019unification de ses donn\u00e9es clients, il est l\u00e9gitime de s\u2019interroger sur les cas d\u2019usage concrets d\u2019une telle d\u00e9marche. Qu\u2019a-t-on r\u00e9ellement \u00e0 gagner \u00e0 rapprocher des donn\u00e9es issues de multiples sources ? Quels cas d\u2019usage cela peut-il permettre d\u2019adresser ?<\/p>\n<p>L\u2019id\u00e9e ici est de simplifier l\u2019acc\u00e8s \u00e0 la donn\u00e9e et sa mise \u00e0 disposition dans les diff\u00e9rents outils d\u2019activation.<\/p>\n<p>&nbsp;<\/p>\n<h3>Cas d\u2019usage 1 : Exploiter vos donn\u00e9es de navigation Web pour s\u00e9duire des \u201cintentionnistes\u201d<\/h3>\n<p>Premier cas d\u2019usage partag\u00e9 : comment une entreprise dans le secteur culturel a r\u00e9ussi \u00e0\u00a0<strong>doper ses conversions en ligne<\/strong>\u00a0en exploitant intelligemment les donn\u00e9es de navigation de ses visiteurs.<\/p>\n<p>Le constat initial \u00e9tait que de nombreux internautes parcouraient le tunnel d\u2019achat pour r\u00e9server des spectacles, mais finissaient par abandonner leur panier sans concr\u00e9tiser leur commande. Autant de prospects chauds, avec une intention d\u2019achat manifeste, mais qui ne transformaient pas.<\/p>\n<p>L\u2019enjeu \u00e9tait donc de r\u00e9ussir \u00e0 r\u00e9activer ces \u00ab\u00a0visiteurs abandonnistes\u00a0\u00bb en leur proposant une exp\u00e9rience personnalis\u00e9e les incitant \u00e0 finaliser leur achat.<\/p>\n<p>Pour y parvenir, la solution a \u00e9t\u00e9 de croiser et de r\u00e9concilier plusieurs sources de donn\u00e9es :<\/p>\n<ul>\n<li>La navigation web des visiteurs (pages vues, produits consult\u00e9s, abandons de panier\u2026).<\/li>\n<li>Leur profil client lorsqu\u2019il \u00e9tait connu (suite \u00e0 une identification ou un achat pr\u00e9c\u00e9dent).<\/li>\n<li>Leur historique d\u2019achat.<\/li>\n<li>Leurs pr\u00e9f\u00e9rences de communication.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\r\n<section id=\"unify-section-69dabe79e4f3c\" class=\"unify-section section-padding \">\r\n    <div class=\"container\">\r\n                <div class=\"unify-container-bb\">\r\n            <div class=\"item item--right\">\r\n                <div class=\"text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\r\n                                                                <div class=\"description\">\r\n                            <p><em>L\u00e9gende : Conception du sc\u00e9nario de relance dans la CDP d\u2019imagino (exemple).<\/em><\/p>\n<p>En unifiant ces diff\u00e9rentes donn\u00e9es, il devient possible d\u2019avoir une vision individualis\u00e9e du parcours de chaque visiteur abandonniste (spectacles consult\u00e9s, par exemple) et ainsi de lui d\u00e9livrer un message de relance ultra-personnalis\u00e9 (par exemple par email), en phase avec ses centres d\u2019int\u00e9r\u00eat.<\/p>\n<p>&nbsp;<\/p>\n                        <\/div>\r\n                                    <\/div>\r\n                <div\r\n                    class=\"image image--container js-animate image--container animate__fadeInLeft\">\r\n                    <div id=\"img-unify-section-69dabe79e4f40\" class=\"image__inner u-gradient--blue-purple\">\r\n\r\n                                <img decoding=\"async\" class=\"\" src=\"https:\/\/imaginostage.sanepress.com\/fr\/wp-content\/uploads\/sites\/7\/2025\/04\/Capture-intentionnistes-1536x617-1-1500x603.png\" alt=\"Capture-intentionnistes-1536x617\">\n    \r\n                    <\/div>\r\n\r\n\r\n\r\n\r\n                <\/div>\r\n\r\n\r\n            <\/div>\r\n\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69dabe79e558f\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <h3>Cas d\u2019usage 2 : Orchestrer le parcours omnicanal pour personnaliser les offres et le conseil en magasin<\/h3>\n<p>Second cas d\u2019usage abord\u00e9 : comment une marque de retail a exploit\u00e9 ses donn\u00e9es clients unifi\u00e9es pour\u00a0<strong>proposer un conseil augment\u00e9 en magasin<\/strong>.<\/p>\n<p>L\u2019objectif \u00e9tait de permettre aux vendeurs en boutique de mieux conna\u00eetre chaque client, afin de lui d\u00e9livrer des recommandations ultra-pertinentes et ainsi maximiser les ventes et la satisfaction client.<\/p>\n<p>L\u00e0 encore, la solution est pass\u00e9e par l\u2019unification et la mise \u00e0 disposition des donn\u00e9es clients :<\/p>\n<ul>\n<li>Donn\u00e9es d\u2019identit\u00e9 et de contact issues du CRM.<\/li>\n<li>Historique d\u2019achat du client, en ligne et hors ligne.<\/li>\n<li>Pr\u00e9f\u00e9rences produits et informations collect\u00e9es en boutique ou via des jeux concours.<\/li>\n<li>App\u00e9tence et r\u00e9action aux derni\u00e8res communications de la marque.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\r\n<section id=\"unify-section-69dabe79e6518\" class=\"unify-section section-padding \">\r\n    <div class=\"container\">\r\n                <div class=\"unify-container-bb\">\r\n            <div class=\"item \">\r\n                <div class=\"text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\r\n                                                                <div class=\"description\">\r\n                            <p>En agr\u00e9geant ces donn\u00e9es dans une\u00a0<strong>vue 360\u00b0 de chaque client<\/strong>, consultable via une application mobile, les vendeurs disposent d\u2019une connaissance client in\u00e9gal\u00e9e au moment d\u2019interagir avec eux en magasin et deviennent capables de d\u00e9livrer les bons conseils au bon moment, en parfaite coh\u00e9rence avec les go\u00fbts et comportements de chacun.<\/p>\n<p><em>L\u00e9gende image : Fiche client \u00e0 disposition des tablettes vendeurs. Ceci est un exemple uniquement.\u00a0<\/em><\/p>\n                        <\/div>\r\n                                    <\/div>\r\n                <div\r\n                    class=\"image image--container js-animate animate__fadeInRight\">\r\n                    <div id=\"img-unify-section-69dabe79e651c\" class=\"image__inner u-gradient--blue-purple\">\r\n\r\n                                <img decoding=\"async\" class=\"\" src=\"https:\/\/imaginostage.sanepress.com\/fr\/wp-content\/uploads\/sites\/7\/2025\/04\/Picture-1.png\" alt=\"Picture-1\">\n    \r\n                    <\/div>\r\n\r\n\r\n\r\n\r\n                <\/div>\r\n\r\n\r\n            <\/div>\r\n\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69dabe79e6cba\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <p>Ces deux cas d\u2019usage illustrent de fa\u00e7on tangible l\u2019<strong>impact business de l\u2019unification des donn\u00e9es clients<\/strong>\u00a0: plus de ventes, plus de conversions, plus de fid\u00e9lit\u00e9 et d\u2019engagement.<\/p>\n<p>L\u2019unification des donn\u00e9es clients, c\u2019est la promesse d\u2019une exp\u00e9rience client augment\u00e9e, omnicanale et personnalis\u00e9e, rendue possible par la vue compl\u00e8te et agr\u00e9g\u00e9e de chaque client \u00e0 chaque point de contact.<\/p>\n<p><strong>Mais comment en arriver l\u00e0 concr\u00e8tement ? Quels sont les principaux chantiers \u00e0 mener pour unifier efficacement ses donn\u00e9es clients ?<\/strong><\/p>\n<p>&nbsp;<\/p>\n<h2>Les 3 piliers d\u2019un projet r\u00e9ussi d\u2019unification des donn\u00e9es clients<\/h2>\n<p>Une fois convaincu de l\u2019int\u00e9r\u00eat d\u2019unifier ses donn\u00e9es clients, comment s\u2019y prendre concr\u00e8tement ? Florent Mariotti et Adrien Paul ont d\u00e9taill\u00e9 lors du webinar les 3 piliers fondamentaux \u00e0 prendre en compte.<\/p>\n<h3>1 \u2013 Connecter et rendre accessible ses donn\u00e9es clients<\/h3>\n<p>La premi\u00e8re \u00e9tape cl\u00e9 est de\u00a0<strong>r\u00e9ussir \u00e0 connecter l\u2019ensemble de ses sources de donn\u00e9es clients<\/strong>\u00a0et \u00e0 les rendre facilement exploitables par les collaborateurs.<\/p>\n<p>Comme l\u2019explique Florent Mariotti, \u00ab\u00a0<em>on a bien souvent beaucoup de donn\u00e9es, mais qui sont dispers\u00e9es dans plusieurs bases de donn\u00e9es qui ne communiquent pas forc\u00e9ment entre elles<\/em>\u00ab\u00a0. R\u00e9sultat : les donn\u00e9es sont difficilement accessibles et activables par les \u00e9quipes m\u00e9tiers.<\/p>\n<p>D\u2019o\u00f9 l\u2019importance de b\u00e2tir des ponts entre ces diff\u00e9rents silos de donn\u00e9es. Et c\u2019est justement ce que rend possible une\u00a0<a href=\"https:\/\/www.custup.com\/customer-data-platform-cdp-definition-et-differences-entre-le-crm-et-la-dmp\/\">CDP<\/a>, qui va se brancher sur l\u2019ensemble des sources pour les rendre interop\u00e9rables. \u00ab\u00a0<em>L\u2019id\u00e9e ici c\u2019est de faciliter l\u2019acc\u00e8s \u00e0 la donn\u00e9e et de faciliter la mise \u00e0 disposition de celle-ci dans les diff\u00e9rents outils d\u2019activation<\/em>\u00a0\u00bb r\u00e9sume Adrien Paul.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\r\n<section id=\"unify-section-69dabe79e7f3a\" class=\"unify-section section-padding \">\r\n    <div class=\"container\">\r\n                <div class=\"unify-container-bb\">\r\n            <div class=\"item item--right\">\r\n                <div class=\"text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\r\n                                                                <div class=\"description\">\r\n                            <p>Ce travail est d\u2019autant plus essentiel que les sources de donn\u00e9es sont de plus en plus nombreuses et vari\u00e9es : CRM, sites web, applications mobiles, programmes de fid\u00e9lit\u00e9, outils marketing\u2026<\/p>\n<p>\u00ab\u00a0<em>L\u2019\u00e9cosyst\u00e8me est tr\u00e8s large et fait appel \u00e0 des solutions techniques tr\u00e8s vari\u00e9es, allant de solutions modernes comme Snowflake \u00e0 des fichiers h\u00e9berg\u00e9s dans diff\u00e9rents espaces de stockage<\/em>\u00a0\u00bb pointe Adrien Paul. D\u2019o\u00f9 l\u2019enjeu de pouvoir se connecter simplement \u00e0 chacune d\u2019entre elles.<\/p>\n                        <\/div>\r\n                                    <\/div>\r\n                <div\r\n                    class=\"image  js-animate  animate__fadeInLeft\">\r\n                    <div id=\"img-unify-section-69dabe79e7f40\" class=\"image__inner u-gradient--blue-blue--light\">\r\n\r\n                                <img decoding=\"async\" class=\"\" src=\"https:\/\/imaginostage.sanepress.com\/fr\/wp-content\/uploads\/sites\/7\/2025\/04\/Picture-2-webinar-custup-imagino-slide.png\" alt=\"Picture-2-webinar-custup-imagino-slide\">\n    \r\n                    <\/div>\r\n\r\n\r\n\r\n\r\n                <\/div>\r\n\r\n\r\n            <\/div>\r\n\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69dabe79e856f\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <h3>2 \u2013 Nettoyer et normaliser ses donn\u00e9es clients<\/h3>\n<p>Mais attention :\u00a0<strong>connecter ses donn\u00e9es ne suffit pas<\/strong>, encore faut-il s\u2019assurer de leur qualit\u00e9 !<\/p>\n<p>\u00ab\u00a0<em>On s\u2019aper\u00e7oit souvent lorsque l\u2019on travaille avec nos clients que les donn\u00e9es fournies sont h\u00e9t\u00e9rog\u00e8nes, plus ou moins structur\u00e9es, et plus ou moins qualifi\u00e9es<\/em>\u00a0\u00bb met en garde Florent Mariotti. Les cons\u00e9quences peuvent \u00eatre lourdes : des campagnes marketing peu performantes, faute de donn\u00e9es fiables.<\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\r\n<section id=\"unify-section-69dabe79e989f\" class=\"unify-section section-padding \">\r\n    <div class=\"container\">\r\n                <div class=\"unify-container-bb\">\r\n            <div class=\"item item--right\">\r\n                <div class=\"text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\r\n                                                                <div class=\"description\">\r\n                            <p>Pour \u00e9viter cet \u00e9cueil, plusieurs actions sont \u00e0 mener :<\/p>\n<ul>\n<li>Nettoyer et redresser les donn\u00e9es, en corrigeant les anomalies.<\/li>\n<li>Structurer les donn\u00e9es selon un mod\u00e8le unifi\u00e9.<\/li>\n<li>Compl\u00e9ter les donn\u00e9es manquantes.<\/li>\n<li>Mettre en place des processus de mise \u00e0 jour et de gouvernance pour \u00e9viter leur obsolescence.<\/li>\n<\/ul>\n<p>Comme le souligne Adrien Paul, \u00ab\u00a0<em>nettoyer, normaliser et enrichir la donn\u00e9e est un pilier tr\u00e8s important, souvent n\u00e9glig\u00e9, sur lequel il faut se pencher tr\u00e8s t\u00f4t dans le process data\u00a0\u00bb<\/em>. L\u2019enjeu est d\u2019avoir des donn\u00e9es compr\u00e9hensibles et actionnables par tous les m\u00e9tiers.<\/p>\n                        <\/div>\r\n                                    <\/div>\r\n                <div\r\n                    class=\"image  js-animate  animate__fadeInLeft\">\r\n                    <div id=\"img-unify-section-69dabe79e98a4\" class=\"image__inner u-gradient--blue-blue--light\">\r\n\r\n                                <img decoding=\"async\" class=\"\" src=\"https:\/\/imaginostage.sanepress.com\/fr\/wp-content\/uploads\/sites\/7\/2025\/04\/Capture-liste-proprietes-2048x1084-1-1500x794.png\" alt=\"Capture-liste-proprietes-2048x1084\">\n    \r\n                    <\/div>\r\n\r\n\r\n\r\n\r\n                <\/div>\r\n\r\n\r\n            <\/div>\r\n\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69dabe79e9e3a\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <h3>3 \u2013 Construire une vue unique et actionnable du client<\/h3>\n<p>Troisi\u00e8me pilier : r\u00e9ussir \u00e0\u00a0<strong>construire une vue v\u00e9ritablement unifi\u00e9e de chaque clien<\/strong>t, en r\u00e9conciliant ses diff\u00e9rentes identit\u00e9s diss\u00e9min\u00e9es dans les bases.<\/p>\n<p>Cela passe par la d\u00e9finition de\u00a0<strong>r\u00e8gles de rapprochement (stitching)<\/strong>\u00a0pour faire le lien entre les profils. Le but est de d\u00e9terminer que telle adresse email dans le CRM et tel identifiant e-commerce correspondent en fait au m\u00eame client, et doivent donc fusionner dans un profil unique.<\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\r\n<section id=\"unify-section-69dabe79eb111\" class=\"unify-section section-padding \">\r\n    <div class=\"container\">\r\n                <div class=\"unify-container-bb\">\r\n            <div class=\"item item--right\">\r\n                <div class=\"text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\r\n                                                                <div class=\"description\">\r\n                            <p>\u00ab\u00a0<em>imagino offre la possibilit\u00e9 de d\u00e9finir un ensemble complet de r\u00e8gles de rapprochement, permettant de connecter les diff\u00e9rentes sources de donn\u00e9es pour une vue client r\u00e9ellement unifi\u00e9e<\/em>\u00a0\u00bb d\u00e9taille Adrien Paul. \u00ab\u00a0<em>Une fois ces rapprochements effectu\u00e9s, on obtient une vue unifi\u00e9e du client qui va s\u2019enrichir de tous les \u00e9l\u00e9ments satellites : historique d\u2019achat, programme de fid\u00e9lit\u00e9, navigation web\u2026<\/em>\u00ab\u00a0.<\/p>\n<p>Ce travail de fourmi est indispensable : \u00ab\u00a0<em>Cette vue unifi\u00e9e client devient le socle sur lequel on va s\u2019appuyer pour toutes ses campagnes marketing et relationnelles<\/em>\u00a0\u00bb r\u00e9sume Florent Mariotti.<\/p>\n                        <\/div>\r\n                                    <\/div>\r\n                <div\r\n                    class=\"image  js-animate  animate__fadeInLeft\">\r\n                    <div id=\"img-unify-section-69dabe79eb11b\" class=\"image__inner u-gradient--blue-blue--light\">\r\n\r\n                                <img decoding=\"async\" class=\"\" src=\"https:\/\/imaginostage.sanepress.com\/fr\/wp-content\/uploads\/sites\/7\/2025\/04\/stitching.png\" alt=\"stitching\">\n    \r\n                    <\/div>\r\n\r\n\r\n\r\n\r\n                <\/div>\r\n\r\n\r\n            <\/div>\r\n\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69dabe79ebc72\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <h2>Les bonnes pratiques et facteurs cl\u00e9s de succ\u00e8s d\u2019un projet data client<\/h2>\n<p>Au-del\u00e0 des aspects technologiques, r\u00e9ussir son unification des donn\u00e9es clients suppose aussi d\u2019adopter les bons r\u00e9flexes m\u00e9thodologiques. Florent Mariotti et Adrien Paul ont partag\u00e9 quelques bonnes pratiques et des conseils.<\/p>\n<p>La premi\u00e8re cl\u00e9 de succ\u00e8s ? \u00ab\u00a0<strong><em>Penser objectifs et cas d\u2019usage<\/em><\/strong>\u00a0\u00bb selon Florent Mariotti. \u00ab\u00a0<em>Exploiter ses donn\u00e9es doit r\u00e9pondre \u00e0 des cas d\u2019usage clairement identifi\u00e9s, pr\u00e9cis\u00e9ment sp\u00e9cifi\u00e9s, g\u00e9n\u00e9rateurs de valeur, et qui ont \u00e9t\u00e9 prioris\u00e9s. Notre r\u00f4le est d\u2019aider nos clients \u00e0 identifier les use cases les plus impactants, ceux qui vont d\u00e9montrer la valeur du projet et embarquer les \u00e9quipes<\/em>\u00ab\u00a0.<\/p>\n<p>Un deuxi\u00e8me conseil :\u00a0<strong>proc\u00e9der de fa\u00e7on agile et it\u00e9rative<\/strong>. \u00ab\u00a0<em>C\u2019est la technique du test and learn : ne pas attendre d\u2019avoir tout connect\u00e9 et param\u00e9tr\u00e9, mais commencer par deux ou trois cas d\u2019usage prioritaires, les impl\u00e9menter rapidement pour en tirer des enseignements, puis industrialiser ce qui fonctionne<\/em>\u00a0\u00bb pr\u00e9conise Adrien Paul. C\u2019est la meilleure fa\u00e7on pour ne pas se perdre dans un projet tentaculaire et prouver la valeur de la donn\u00e9e \u00e0 chaque \u00e9tape.<\/p>\n<p>Un dernier conseil :\u00a0<strong>r\u00e9ussir \u00e0 mobiliser l\u2019ensemble de l\u2019entreprise autour du projet data<\/strong>.<\/p>\n<p>\u00ab\u00a0<em>On parle d\u2019un projet transverse qui doit embarquer tous les m\u00e9tiers : marketing, IT, commerce, service client\u2026D\u2019o\u00f9 l\u2019importance d\u2019une gouvernance et d\u2019un sponsorship au plus haut niveau<\/em>\u00ab\u00a0, explique Florent Mariotti.<\/p>\n<p>Cela permet d\u2019\u00e9viter l\u2019\u00e9cueil d\u2019un projet data men\u00e9 en silos, d\u00e9connect\u00e9 des enjeux op\u00e9rationnels.<\/p>\n<p>&nbsp;<\/p>\n<h2>Conclusion<\/h2>\n<p><strong>Unifier ses donn\u00e9es clients n\u2019est pas qu\u2019un enjeu technique, c\u2019est un v\u00e9ritable projet d\u2019entreprise<\/strong>, au c\u0153ur de la transformation digitale de l\u2019organisation et mobilisant plusieurs d\u00e9partements. La promesse ? Celle d\u2019une connaissance client enfin unifi\u00e9e et actionnable, qui sert de socle pour une relation client personnalis\u00e9e et \u00e0 haute valeur ajout\u00e9e.<\/p>\n<p>Nos 4 conseils cl\u00e9s\u00a0:<\/p>\n<ul>\n<li><strong>Poser les fondations en connectant ses donn\u00e9es<\/strong>, en garantissant leur qualit\u00e9 et en construisant une vue unique du client.<\/li>\n<li><strong>Identifier des cas d\u2019usage \u00e0 fort impact<\/strong>\u00a0pour prouver rapidement la valeur business.<\/li>\n<li><strong>Adopter une d\u00e9marche agile et it\u00e9rative<\/strong>\u00a0pour industrialiser les \u00ab\u00a0quick wins\u00a0\u00bb.<\/li>\n<li><strong>Faire du projet data l\u2019affaire de tous<\/strong>, en impliquant les m\u00e9tiers \u00e0 chaque \u00e9tape.<\/li>\n<\/ul>\n<p>Avec ces bonnes pratiques, vous \u00eates arm\u00e9s pour faire de vos donn\u00e9es client un v\u00e9ritable atout comp\u00e9titif !<\/p>\n<p><strong>Chez imagino<\/strong>, nous avons \u00e0 c\u0153ur d\u2019accompagner nos clients tout au long de ce grand projet de transformation.<\/p>\n<p>Vous avez un projet data ? Vous \u00eates en recherche d\u2019une plateforme composable pour unifier et activer vos donn\u00e9es clients ? N\u2019h\u00e9sitez pas \u00e0 nous contacter pour \u00e9changer avec nos experts !<\/p>\n<p>Pour revoir le replay de ce webinar,\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=WneKmB6tSLw\">cliquez ici<\/a>. Ce webinaire a \u00e9t\u00e9 co-organis\u00e9 avec CustUp.<\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\n<section id=\"resource-download-69dabe79ece7b\" class=\"explains-section section-padding\">\n    <div class=\"container\">\n        <div class=\"explains-container u-gradient--blue-blue--light gradient-horizontal\">\n            <div class=\"explains-container__image js-animate animate__fadeInUpSmall\">\n                <img decoding=\"async\" src=\"https:\/\/imaginostage.sanepress.com\/fr\/wp-content\/uploads\/sites\/7\/2025\/04\/Screenshot-2024-12-04-at-10.50.54-300x169.png\" alt=\"Screenshot-2024-12-04-at-10.50.54\" \/>\n            <\/div>\n            <div class=\"explains-container__text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\n                <div class=\"label\">\n                                            <div class=\"pin\"><span class=\"text-colour-blue-light\">Vid\u00e9o<\/span>\n                        <\/div>\n                                                                <div class=\"inf\">Fran\u00e7ais<\/div>\n                                    <\/div>\n                                    <h2 class=\"tl\">Custup x imagino Webinaire<\/h2>\n                                                    <div class=\"description\"><p>Ce webinaire a \u00e9t\u00e9 co-organis\u00e9 avec CustUp.<\/p>\n<\/div>\n                            <\/div>\n                            <div class=\"explains-container__control js-animate animate__fadeIn\" data-wow-offset=\"0\">\n                            <a href=\"https:\/\/www.youtube.com\/watch?v=WneKmB6tSLw\" target=\"\" class=\"btn--small btn btn--gradient-purple\">Voir le replay<\/a>\n                    <\/div>\n                    <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">","protected":false},"excerpt":{"rendered":"<p>La donn\u00e9e client est le nouveau carburant du marketing et de l\u2019exp\u00e9rience client. C\u2019est elle qui permet de comprendre finement les individus, d\u2019anticiper leurs attentes et d\u2019y r\u00e9pondre de fa\u00e7on pertinente \u00e0 chaque interaction.<\/p>\n","protected":false},"featured_media":3620,"template":"","meta":{"_acf_changed":true},"resources_category":[92,88],"resources_sector":[36,38,43,42],"class_list":["post-3581","resources","type-resources","status-publish","has-post-thumbnail","hentry","resources_category-articles-de-blog","resources_category-contenus","resources_sector-retail","resources_sector-travel-hospitality","resources_sector-media-publishing","resources_sector-luxury"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Blog - De la fragmentation \u00e0 l&#039;unification : Reprenez le contr\u00f4le de vos Donn\u00e9es Clients - imagino France<\/title>\n<meta name=\"description\" content=\"La donn\u00e9e client est le nouveau carburant du marketing et de l\u2019exp\u00e9rience client. 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