{"id":13657,"date":"2015-02-01T17:51:25","date_gmt":"2015-02-01T22:51:25","guid":{"rendered":"http:\/\/isarta.com\/infos\/?p=13657"},"modified":"2015-02-01T17:52:24","modified_gmt":"2015-02-01T22:52:24","slug":"marketing-analytique-ecarts-importants-entre-les-besoins-du-client-et-loffre-des-agences","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/marketing-analytique-ecarts-importants-entre-les-besoins-du-client-et-loffre-des-agences\/","title":{"rendered":"Marketing analytique\u00a0: \u00e9carts importants entre les besoins du client et l\u2019offre des agences?"},"content":{"rendered":"<blockquote>\n<p class=\"p1\" style=\"text-align: justify;\"><span style=\"font-size: 10pt;\">\u00abLes services du marketing se sont transform\u00e9s au cours des cinq derni\u00e8res ann\u00e9es, cr\u00e9ant un vide entre ce dont les sp\u00e9cialistes du marketing ont besoin et la prestation offerte.\u00bb<\/span><\/p>\n<\/blockquote>\n<p class=\"p1\" style=\"text-align: justify;\"><span class=\"s1\"><a href=\"http:\/\/isarta.com\/infos\/wp-content\/uploads\/2015\/02\/Fotolia_52441758_S.jpg\"><img loading=\"lazy\" class=\" size-medium wp-image-13675 alignright\" src=\"http:\/\/isarta.com\/infos\/wp-content\/uploads\/2015\/02\/Fotolia_52441758_S-200x300.jpg\" alt=\"businesswoman analyzing statistics\" width=\"200\" height=\"300\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2015\/02\/Fotolia_52441758_S-200x300.jpg 200w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2015\/02\/Fotolia_52441758_S.jpg 566w\" sizes=\"(max-width: 200px) 100vw, 200px\" \/><\/a>C&rsquo;est ce qui ressort<span class=\"Apple-converted-space\">\u00a0 <\/span>de l\u2019\u00e9tude <i>Relationship Reset: Chief Marketing Officer (CMO), <\/i>laquelle a \u00e9t\u00e9 r\u00e9alis\u00e9e\u00a0par la firme Deloitte en collaboration avec l&rsquo;Institute of Communication Agencies (ICA) <\/span><\/p>\n<p class=\"p1\" style=\"text-align: justify;\"><strong><span class=\"s1\" style=\"color: #000080;\">Pour cette \u00e9tude, 300 responsables marketing canadiens ont \u00e9t\u00e9 interrog\u00e9s sur diff\u00e9rents sujets dont: <\/span><\/strong><\/p>\n<ul style=\"text-align: justify;\">\n<li class=\"li1\" style=\"text-align: justify;\"><span class=\"s1\">l&rsquo;avenir du secteur et ses principaux enjeux;<\/span><\/li>\n<li class=\"li1\" style=\"text-align: justify;\"><span class=\"s1\">la fa\u00e7on dont ils per\u00e7oivent la valeur ajout\u00e9e des\u00a0agences externes.\u00a0<\/span><\/li>\n<\/ul>\n<p class=\"p1\" style=\"text-align: justify;\"><span class=\"s1\">Les faits saillants ont \u00e9t\u00e9 diffus\u00e9s dans le cadre de la <a href=\"http:\/\/advertisingweek.ca\/\"><span class=\"s3\">semaine de la publicit\u00e9 et du marketing<\/span><\/a> FFWD Advertising and Marketing. <\/span><\/p>\n<p class=\"p1\" style=\"text-align: justify;\"><strong><span class=\"s1\" style=\"color: #000080;\">Voici un condens\u00e9 des points les plus importants:<\/span><\/strong><\/p>\n<ul>\n<li class=\"li1\" style=\"text-align: justify;\"><span class=\"s1\"><strong><span style=\"color: #000080;\">71 %<\/span><\/strong>\u00a0croient que l&rsquo;utilisation de l&rsquo;analytique des donn\u00e9es est l&rsquo;un des plus importants d\u00e9fis auxquels ils doivent faire face;<\/span><\/li>\n<li class=\"li1\" style=\"text-align: justify;\"><span class=\"s1\"><strong><span style=\"color: #000080;\">66 %<\/span><\/strong> utilisent l&rsquo;analytique pour prendre des d\u00e9cisions cl\u00e9s en mati\u00e8re de marketing;<\/span><\/li>\n<li class=\"li1\" style=\"text-align: justify;\"><span class=\"s1\"><strong><span style=\"color: #000080;\">51\u00a0%<\/span><\/strong> n&rsquo;ont pas les comp\u00e9tences n\u00e9cessaires \u00e0 l&rsquo;interne pour tirer parti des donn\u00e9es;<\/span><\/li>\n<li class=\"li1\" style=\"text-align: justify;\"><span class=\"s1\"><strong><span style=\"color: #000080;\">44\u00a0%<\/span><\/strong> d&rsquo;entre eux ne font pas appel aux agences pour obtenir du soutien relativement \u00e0 l&rsquo;analyse des donn\u00e9es.<\/span><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\" style=\"color: #000080;\"><b> Une opportunit\u00e9 \u00e0 saisir<\/b><\/span><\/p>\n<p class=\"p1\" style=\"text-align: justify;\"><span class=\"s1\">On pourrait, en\u00a0interpr\u00e9tant\u00a0les r\u00e9sultats,\u00a0arriver \u00e0 la\u00a0conclusion suivante: bien que l\u2019analyse de donn\u00e9es soit g\u00e9n\u00e9ralement une composante importante pour les\u00a0d\u00e9cideurs marketing, une majorit\u00e9\u00a0d\u2019entre eux n\u2019a pas les ressources pour en tirer les b\u00e9n\u00e9fices attendus. <\/span><\/p>\n<p class=\"p1\" style=\"text-align: justify;\"><span class=\"s1\">Ils sont toutefois encore nombreux \u00e0 ne pas se tourner vers les agences pour combler ce besoin. La question est de savoir pourquoi. <\/span><\/p>\n<p class=\"p1\" style=\"text-align: justify;\"><span class=\"s1\">Une des pistes avanc\u00e9es par l\u2019\u00e9tude est\u00a0que les gestionnaires marketing accordent beaucoup d\u2019importance au fait de pouvoir transformer la donn\u00e9e en information d\u2019affaires utile. B\u00e9mol important: plusieurs croient les agences incapables de r\u00e9aliser cette transformation.\u00a0<\/span><\/p>\n<p class=\"p1\" style=\"text-align: justify;\"><span class=\"s1\">Selon le chef du marketing chez Deloitte, Colleen Albiston, les sp\u00e9cialistes du marketing se tourneront de plus en plus vers les agences pour obtenir du soutien. Cela constitue donc une occasion importante que ces derniers doivent saisir.\u00a0<\/span><\/p>\n<p class=\"p1\">\n<div class=\"brdr2\"><\/div>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_13657\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  data-counter_show=\"false\"  data-tooltip_enabled=\"false\"  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derni\u00e8res ann\u00e9es, cr\u00e9ant un vide entre ce dont les sp\u00e9cialistes du marketing ont besoin et la prestation offerte.\u00bb C&rsquo;est ce qui ressort\u00a0 de l\u2019\u00e9tude Relationship Reset: Chief Marketing Officer (CMO), laquelle a \u00e9t\u00e9 r\u00e9alis\u00e9e\u00a0par la firme Deloitte en collaboration avec l&rsquo;Institute of Communication Agencies [&hellip;]<\/p>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_13657\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  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