{"id":17886,"date":"2022-09-19T11:48:33","date_gmt":"2022-09-19T09:48:33","guid":{"rendered":"https:\/\/www.digdash.com\/?p=17886"},"modified":"2023-04-28T16:44:36","modified_gmt":"2023-04-28T14:44:36","slug":"la-business-intelligence-au-service-de-la-performance-commerciale-et-du-marketing","status":"publish","type":"post","link":"https:\/\/www.digdash.com\/fr\/news-articles\/business-intelligence\/la-business-intelligence-au-service-de-la-performance-commerciale-et-du-marketing\/","title":{"rendered":"La Business Intelligence au service de la performance commerciale et du marketing"},"content":{"rendered":"

Aujourd\u2019hui, les entreprises disposent d’une multitude de donn\u00e9es concernant l\u2019identit\u00e9, le comportement ou les pr\u00e9f\u00e9rences de leurs clients. Une data qu’il devient primordial d’exploiter pour la mettre au service du marketing et de la performance commerciale.<\/span><\/p>\n

Mettre en place une strat\u00e9gie marketing data driven<\/b><\/h2>\n

Le <\/span>marketing data driven<\/b>, aussi appel\u00e9 marketing \u00ab\u2009pilot\u00e9 par les donn\u00e9es\u2009\u00bb, d\u00e9signe une strat\u00e9gie dans laquelle chaque prise de d\u00e9cision s’appuie sur la data. En d’autres termes, l’entreprise exploite la masse de donn\u00e9es dont elle dispose pour concevoir des statistiques et des pr\u00e9visions, qui l\u2019aideront \u00e0 d\u00e9finir ses orientations strat\u00e9giques.<\/span><\/p>\n

 <\/p>\n

Les b\u00e9n\u00e9fices d’une telle strat\u00e9gie sont nombreux, \u00e0 commencer par <\/span>l’am\u00e9lioration de l’exp\u00e9rience client<\/b>. \u00c0 une \u00e9poque o\u00f9 les consommateurs sont satur\u00e9s de messages publicitaires, le ciblage des campagnes marketing devient une v\u00e9ritable priorit\u00e9. Avec le data driven marketing, l’entreprise est en mesure d’analyser et de pr\u00e9dire les comportements de ses clients. Elle peut ainsi leur adresser des messages pertinents, en utilisant les bons canaux et le bon timing.<\/span><\/p>\n

Enfin, la data est une v\u00e9ritable <\/span>mine d’informations sur vos clients\u00a0<\/b>: donn\u00e9es sociod\u00e9mographiques, pr\u00e9f\u00e9rences, centres d’int\u00e9r\u00eat\u2026 Une connaissance client qui peut s’av\u00e9rer tr\u00e8s pr\u00e9cieuse.<\/span><\/p>\n

En savoir plus<\/strong> : Comment piloter votre strat\u00e9gie marketing gr\u00e2ce \u00e0 la data\u2009?<\/a><\/span><\/div>\n

<\/h2>\n

Explorer les donn\u00e9es pour am\u00e9liorer la connaissance client<\/b><\/h2>\n

Le <\/span>Data Mining<\/b>, aussi appel\u00e9 \u00ab\u2009exploration de donn\u00e9es\u2009\u00bb, d\u00e9signe un ensemble de techniques permettant d\u2019analyser d’importants volumes de donn\u00e9es. Objectif\u00a0: identifier des informations pertinentes \u00e0 partir de la data \u00e0 l’\u00e9tat brut, afin de soutenir la prise de d\u00e9cision.<\/span><\/p>\n

Ainsi, explorer les donn\u00e9es permet de mieux les interpr\u00e9ter, y compris lorsqu’elles proviennent d’une grande diversit\u00e9 de canaux\u00a0: r\u00e9seaux sociaux, logiciel de gestion de la relation client (CRM), site web, application\u2026 Une pratique qui permet d’accro\u00eetre consid\u00e9rablement la <\/span>connaissance client<\/b>.<\/span><\/p>\n

Par cons\u00e9quent, le Data Mining permet de <\/span>cibler la client\u00e8le<\/b> avec une pr\u00e9cision in\u00e9gal\u00e9e, en se basant sur une multitude de facteurs\u00a0: donn\u00e9es d\u00e9mographiques, prix, positionnement du produit, conjoncture \u00e9conomique, concurrence\u2026 Enfin, la connaissance client est une aide pr\u00e9cieuse pour pr\u00e9voir les tendances futures du march\u00e9, gr\u00e2ce \u00e0 <\/span>l\u2019analyse pr\u00e9dictive<\/b>.<\/span><\/p>\n

En savoir plus<\/strong> : \u00a0L’exploration de donn\u00e9es au service de la connaissance client<\/a><\/span><\/div>\n

<\/h2>\n

Aller plus loin dans la veille strat\u00e9gique gr\u00e2ce \u00e0 l’intelligence marketing<\/b><\/h2>\n

Si la <\/span>veille strat\u00e9gique<\/b> est bien connue des marketeurs, il s’agit d’une d\u00e9marche plut\u00f4t passive, qui consiste \u00e0 surveiller l’environnement de l’entreprise pour mieux comprendre son march\u00e9. <\/span>L’intelligence marketing<\/b> va plus loin avec son approche proactive, visant \u00e0 identifier de nouveaux \u00e9l\u00e9ments inconnus jusqu’alors.<\/span><\/p>\n

Avec la market intelligence, il est possible de r\u00e9unir une multitude de donn\u00e9es issues de sources diverses, tout cela dans un seul et m\u00eame endroit. Un <\/span>tableau d\u00e9cisionnel <\/b>agr\u00e9able et intuitif, accessible depuis tous les supports, permet de consulter la data provenant des r\u00e9seaux sociaux, d’un outil de web analytics ou encore d’un logiciel de mailing en toute simplicit\u00e9.<\/span><\/p>\n

Mieux encore, ces donn\u00e9es peuvent \u00eatre crois\u00e9es pour adresser aux clients des offres cibl\u00e9es en fonction de leur profil. Il s’agit donc d’un outil puissant pour <\/span>identifier de nouvelles opportunit\u00e9s de ventes<\/b>, notamment dans le cadre d’une strat\u00e9gie de cross selling.<\/span><\/p>\n

En savoir plus<\/strong> : Une nouvelle approche de la veille strat\u00e9gique avec l’intelligence marketing<\/a><\/span><\/div>\n

<\/h2>\n

R\u00e9concilier les directions marketing et commerciale avec la Business Intelligence<\/b><\/h2>\n

La <\/span>collaboration entre les directions marketing et commerciale<\/b> est cruciale pour construire une strat\u00e9gie commerciale efficace et optimiser durablement le cycle de vente. Pourtant, r\u00e9concilier ces deux fonctions repr\u00e9sente souvent un d\u00e9fi de taille pour les entreprises.<\/span><\/p>\n

Or, un outil de Business Intelligence est un puissant levier pour <\/span>f\u00e9d\u00e9rer les \u00e9quipes marketing et commerciales autour d’objectifs communs<\/b>, \u00e0 commencer par la croissance des ventes. Par exemple, il est possible de mettre en place des indicateurs partag\u00e9s comme le taux de conversion commercial, le revenu moyen par client ou le cycle de vente.<\/span><\/p>\n

Par ailleurs, la BI est un excellent moyen pour cr\u00e9er des ponts entre les donn\u00e9es clients nominatives (nom, e-mail, etc.), g\u00e9n\u00e9ralement stock\u00e9es dans un logiciel CRM et les donn\u00e9es de navigation (cookies) issues des sites web et applications mobiles. Un enjeu majeur pour <\/span>lancer des campagnes marketing plus pertinentes<\/b>, mais aussi pour aider les commerciaux \u00e0 avoir <\/span>une meilleure connaissance de la client\u00e8le<\/b>.<\/span><\/p>\n

En savoir plus<\/strong> : Comment r\u00e9concilier les directions commerciale et marketing gr\u00e2ce \u00e0 la BI\u2009?<\/a><\/span><\/div>\n

<\/h2>\n

Int\u00e9grer une solution de Business Intelligence pour piloter la performance commerciale<\/b><\/h2>\n

\u00c0 l’instar de la direction marketing, la direction commerciale doit pouvoir s\u2019appuyer sur des outils performants afin de <\/span>r\u00e9aliser un maximum de ventes<\/b> et d’atteindre ses objectifs de chiffre d\u2019affaires. La Business Intelligence peut justement lui apporter une meilleure connaissance de son march\u00e9, mais aussi l’accompagner dans sa prise de d\u00e9cisions au quotidien.<\/span><\/p>\n

L’entreprise peut notamment mettre en place <\/span>des indicateurs et des alertes personnalis\u00e9s<\/b> pour identifier les probl\u00e8mes avant qu\u2019ils ne se produisent, mais aussi saisir imm\u00e9diatement les opportunit\u00e9s commerciales qui se pr\u00e9sentent. Une solution de Business Intelligence est aussi un excellent outil de <\/span>data visualisation<\/b>, qui permet de repr\u00e9senter les donn\u00e9es sous forme de tableaux crois\u00e9s dynamiques, de jauges, de diagrammes ou encore de cartographies.<\/span><\/p>\n

Enfin, la BI permet de croiser des donn\u00e9es commerciales avec des donn\u00e9es marketing ou financi\u00e8res, pour une information plus riche et plus qualitative. Par la suite, ces donn\u00e9es peuvent \u00eatre facilement transform\u00e9es en <\/span>indicateurs cl\u00e9s de performance (KPI)\u00a0<\/b>: taux de conversion, taux de r\u00e9tention client, taux d’attrition, etc.<\/span><\/p>\n

Pour aller plus loin<\/strong> : Les atouts d’une solution BI sur mesure pour piloter la performance commerciale<\/a><\/span><\/div>\n

 <\/p>\n

De la mise en place d’une strat\u00e9gie marketing data driven au pilotage de la performance commerciale, en passant par l’accroissement de la connaissance client, la Business Intelligence a beaucoup \u00e0 apporter aux fonctions commerce et marketing.<\/i><\/b><\/p>\n

 <\/p>\n

\"\"<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Aujourd\u2019hui, les entreprises disposent d’une multitude de donn\u00e9es concernant l\u2019identit\u00e9, le comportement ou les pr\u00e9f\u00e9rences de leurs clients. Une data qu’il devient primordial d’exploiter pour la mettre au service du marketing et de la performance commerciale. Mettre en place une strat\u00e9gie marketing data driven Le marketing data driven, aussi appel\u00e9 marketing \u00ab\u2009pilot\u00e9 par les donn\u00e9es\u2009\u00bb, … Lire plus<\/a><\/p>\n","protected":false},"author":21,"featured_media":17887,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"tags":[],"class_list":["post-17886","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-intelligence"],"acf":[],"yoast_head":"\nLa BI au service de la performance commerciale et du marketing<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment exploiter tout le potentiel de vos donn\u00e9es afin d\u2019am\u00e9liorer votre performance commerciale et marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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