{"id":97084,"date":"2024-04-16T09:50:12","date_gmt":"2024-04-16T07:50:12","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=97084"},"modified":"2024-04-16T09:50:14","modified_gmt":"2024-04-16T07:50:14","slug":"retaildetail-congress-trois-conseils-pour-tirer-le-meilleur-parti-du-data-marketing","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/retaildetail-congress-trois-conseils-pour-tirer-le-meilleur-parti-du-data-marketing\/","title":{"rendered":"RetailDetail Congress: trois conseils pour tirer le meilleur parti du data marketing"},"content":{"rendered":"\n<p>Comment exploiter toutes les possibilit\u00e9s que vous offrent vos donn\u00e9es\u2009? Alors que l\u2019univers du marketing num\u00e9rique se pr\u00e9pare \u00e0 un futur sans&nbsp;<em>third-party cookies<\/em>,&nbsp;<strong>Stitchd<\/strong> expliquera au RetailDetail Congress comment am\u00e9liorer et personnaliser l\u2019exp\u00e9rience des clients en collaboration avec les retailers.<\/p>\n\n\n\n<p>1. D\u00e9veloppez un nouvel \u00e9tat d\u2019esprit<\/p>\n\n\n\n<p>Les donn\u00e9es jouent un r\u00f4le essentiel dans le marketing \u2014 plus personne n\u2019en doute aujourd\u2019hui. Mais comment les exploiter au mieux dans un secteur aussi complexe que le retail et dans un environnement num\u00e9rique qui \u00e9volue si rapidement\u2009? Lors du&nbsp;<a href=\"https:\/\/www.retaildetail.be\/fr\/retail-events\/retaildetail-congress-2024-fr\/\" target=\"_blank\" rel=\"noreferrer noopener\">RetailDetail Congress, Jente De Ridder,&nbsp;cofondatrice&nbsp;de Stitchd, \u00e9gr\u00e8nera une foule de conseils concrets<\/a>&nbsp;en mati\u00e8re de data marketing et de personnalisation.<\/p>\n\n\n\n<p>\u00ab\u2009Notre mission consiste \u00e0 aider les entreprises \u00e0 cr\u00e9er un meilleur lien avec leurs clients, et nous disposons d\u2019une \u00e9quipe de 25 collaborateurs \u00e0 cette fin. Les retailers peuvent par exemple \u00e9tudier les campagnes les plus efficaces sur tel ou tel canal, mais il est possible d\u2019aller plus loin. Par exemple en analysant la perception de leur service client\u00e8le, en identifiant les possibilit\u00e9s d\u2019am\u00e9lioration, en diss\u00e9quant le comportement de leurs clients sur leur site web et en d\u00e9terminant comment offrir une exp\u00e9rience vraiment personnalis\u00e9e.\u2009\u00bb<\/p>\n\n\n\n<p>\u00ab\u2009Nous combinons diff\u00e9rents domaines. L\u2019un d\u2019eux est la reconnaissance des visiteurs sur votre site web, qui devient de plus en plus complexe. Pour vous aider, nous faisons appel \u00e0 des solutions techniques comme le <em>tag management<\/em>. Nous fournissons \u00e9galement des conseils la meilleure fa\u00e7on de mener vos campagnes et l\u2019\u00e9laboration de profils de clients que vous pourrez ensuite partager avec les plateformes publicitaires. Tout cela n\u00e9cessite cependant des int\u00e9grations techniques et un changement d\u2019\u00e9tat d\u2019esprit&nbsp;: il faudra par exemple convaincre vos visiteurs de s\u2019identifier sur votre site web et \u00e9valuer vos campagnes sous l\u2019angle exp\u00e9rimental.\u2009\u00bb<\/p>\n\n\n\n<p>2. Exp\u00e9rimentez TikTok<\/p>\n\n\n\n<p>Stitchd collabore depuis des ann\u00e9es avec plusieurs retailers comme Hubo, Torfs et Ici Paris XL. L\u2019entreprise conna\u00eet donc mieux que quiconque les d\u00e9fis sp\u00e9cifiques du secteur. \u00ab\u2009La disparition des cookies et les restrictions impos\u00e9es par les navigateurs en mati\u00e8re de suivi et de publicit\u00e9 constituent un d\u00e9fi majeur. Il est encore difficile d\u2019en mesurer l\u2019impact sur les retailers. Nous informons nos clients sur ce \u00e0 quoi ils doivent s\u2019attendre et leur proposons des tactiques d\u2019att\u00e9nuation.\u2009\u00bb<\/p>\n\n\n\n<p>Jente De Ridder comprend l\u2019aversion au risque actuelle, en particulier dans la p\u00e9riode difficile que traverse le retail. \u00ab\u2009Cela n\u2019en demeure pas moins des occasions manqu\u00e9es. Nous constatons que les retailers pr\u00e9f\u00e8rent rester en terrain connu et sont r\u00e9ticents \u00e0 l\u2019id\u00e9e d\u2019exp\u00e9rimenter de nouveaux canaux comme TikTok, au motif que l\u2019impact est plus difficile \u00e0 mesurer. De notre c\u00f4t\u00e9, nous encourageons l\u2019exp\u00e9rimentation et les glissements budg\u00e9taires pour d\u00e9terminer ce qui est r\u00e9ellement efficace.\u2009\u00bb<\/p>\n\n\n\n<p>3. Pas de confiance aveugle<\/p>\n\n\n\n<p>Stitchd esp\u00e8re \u00e9galement briser la confiance aveugle des retailers dans les grandes plateformes comme Google et Meta. \u00ab\u2009Qu\u2019est-ce qui rec\u00e8le r\u00e9ellement de la valeur pour le client et qu\u2019est-ce qui profite surtout \u00e0 la plateforme\u2009? Il est important de pouvoir prendre une d\u00e9cision \u00e9clair\u00e9e sur ce que vous devez ou ne devez pas continuer \u00e0 faire \u2013 et rien ne vous oblige \u00e0 suivre toutes les recommandations d\u2019un account manager de ces grands acteurs.\u2009\u00bb<\/p>\n\n\n\n<p>Commencer par les donn\u00e9es, par exemple, ne demande pas de gros investissement. \u00ab\u2009La mise en place d\u2019un tag management c\u00f4t\u00e9 serveur, qui permet de contourner certaines restrictions sans co\u00fbts majeurs, constitue un bon point de d\u00e9part. Il est \u00e9galement essentiel d\u2019\u00e9tablir un processus de gestion du changement et d\u2019int\u00e9grer de la flexibilit\u00e9 dans l\u2019organisation. Cela n\u2019apportera peut-\u00eatre pas de gains imm\u00e9diats, mais c\u2019est une base essentielle sur laquelle on pourra s\u2019appuyer par la suite.\u2009\u00bb<\/p>\n\n\n\n<p>Curieux de d\u00e9couvrir d\u2019autres conseils et bonnes pratiques de Stitchd\u2009? Le 25 avril, vous pourrez \u00e9galement vous inspirer d\u2019interventions de&nbsp;<strong>Jysk<\/strong>,&nbsp;<strong>The Good Roll<\/strong>,&nbsp;<strong>Planet B<\/strong>,&nbsp;<strong>Thrive<\/strong>, Average Rob,&nbsp;<strong>Mastercard<\/strong>,&nbsp;<strong>Dobit<\/strong>,&nbsp;<strong>CM.com<\/strong>&nbsp;et&nbsp;<strong>Hybrid Media<\/strong>, entre autres. Gino van Ossel, professeur en retail \u00e0 la Vlerick Business School, et le fondateur de RetailDetail Jorg Snoeck participeront \u00e9galement \u00e0 l\u2019\u00e9v\u00e9nement. Vous pouvez commander vos entr\u00e9es au congr\u00e8s via le lien ci-dessous.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Comment exploiter toutes les possibilit\u00e9s que vous offrent vos donn\u00e9es\u2009? Alors que l\u2019univers du marketing num\u00e9rique se pr\u00e9pare \u00e0 un futur sans&nbsp;third-party cookies,&nbsp;Stitchd expliquera au RetailDetail Congress comment am\u00e9liorer et personnaliser l\u2019exp\u00e9rience des clients en collaboration avec les retailers. 1. D\u00e9veloppez un nouvel \u00e9tat d\u2019esprit Les donn\u00e9es jouent un r\u00f4le essentiel dans le marketing \u2014 [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":97076,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[25],"tags":[],"people":[],"extra":[],"company":[1459],"topic":[643,488,195],"region":[],"class_list":["post-97084","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","company-stitchd","topic-interview","topic-marketing","topic-retaildetail-congress"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>RetailDetail Congress: trois conseils pour tirer le meilleur parti du data marketing - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/general\/retaildetail-congress-trois-conseils-pour-tirer-le-meilleur-parti-du-data-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RetailDetail Congress: trois conseils pour tirer le meilleur parti du data marketing - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Comment exploiter toutes les possibilit\u00e9s que vous offrent vos donn\u00e9es\u2009? Alors que l\u2019univers du marketing num\u00e9rique se pr\u00e9pare \u00e0 un futur sans&nbsp;third-party cookies,&nbsp;Stitchd expliquera au RetailDetail Congress comment am\u00e9liorer et personnaliser l\u2019exp\u00e9rience des clients en collaboration avec les retailers. 1. 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