{"id":250,"date":"2023-06-05T09:10:52","date_gmt":"2023-06-05T09:10:52","guid":{"rendered":"http:\/\/lineup7-blog.zynala.eu\/?p=250"},"modified":"2025-07-22T15:54:18","modified_gmt":"2025-07-22T15:54:18","slug":"cdp-dmp-crm-data-warehouse-et-data-lake-comprendre-les-concepts-pour-choisir-la-bonne-solution-techno","status":"publish","type":"post","link":"https:\/\/www.lineup7.fr\/blog-cdp\/guide-customer-data-platform\/cdp-dmp-crm-data-warehouse-et-data-lake-comprendre-les-concepts-pour-choisir-la-bonne-solution-techno\/","title":{"rendered":"CDP, DMP, CRM, Data Warehouse et Data Lake : comprendre les concepts pour choisir la bonne solution techno"},"content":{"rendered":"\n

De nombreux termes techniques sont aujourd\u2019hui associ\u00e9s \u00e0 la Data. Ils concernent le Big Data, la Data analyse, la data Visualisation ou encore l\u2019activation Data.<\/p>\n\n\n\n

Dans cet article, nous vous proposons d\u2019explorer les concepts de CDP, DMP, CRM, Data Warehouse et Data Lake pour vous aider \u00e0 y voir plus clair. <\/p>\n\n\n\n

Que signifient les acronymes ? Quelles sont les caract\u00e9ristiques de ces diff\u00e9rentes solutions de gestion de la Data ? Pourquoi choisir l\u2019une, ou l\u2019autre ? <\/p>\n\n\n\n

Par la ma\u00eetrise de ces diff\u00e9rentes notions, vous disposerez des cl\u00e9s pour effectuer le bon choix de solution en fonction de vos besoins marketing !<\/p>\n\n\n\n

Les solutions d\u2019activation de la Data<\/strong><\/h3>\n\n\n\n

Pour pr\u00e9senter les 3 principales solutions du march\u00e9 (CRM, DMP et CDP), l\u2019approche chronologique semble la plus ad\u00e9quate. Les offres du march\u00e9 ayant \u00e9volu\u00e9 en m\u00eame temps que les usages Web et marketing, la CDP appara\u00eet aujourd\u2019hui comme la solution la plus aboutie de gestion et d\u2019activation Data.<\/p>\n\n\n\n

Solutions CRM : l\u2019exploitation des donn\u00e9es nominatives pour mieux g\u00e9rer la relation client<\/h3>\n\n\n\n

Les plateformes de CRM (Customer Relationship Management) ont \u00e9merg\u00e9 dans les ann\u00e9es 90 afin de centraliser les donn\u00e9es offline des clients. Elles \u00e9voluent dans les ann\u00e9es 2000 pour int\u00e9grer les donn\u00e9es provenant des emailings et devenir des solutions CRM 360. Permettant la gestion d\u2019une qualit\u00e9 limit\u00e9e de donn\u00e9es<\/strong>, les solutions CRM enregistrent des informations nominatives<\/strong> qui concernent toutes les interactions d\u2019un client <\/strong>avec la marque. Du 1er contact \u00e0 l\u2019achat, elles suivent le client sur l’ensemble du processus d\u2019achat et permettent ainsi d\u2019optimiser le taux de transformation<\/strong>.<\/p>\n\n\n\n

Les DMP : des donn\u00e9es anonymes pour l’activation m\u00e9dia<\/h3>\n\n\n\n

Avec l\u2019apparition d\u2019Internet dans les ann\u00e9es 2000, les donn\u00e9es se multiplient. Les donn\u00e9es de navigation \u00e9tant anonymes, elles ne peuvent toutefois pas \u00eatre exploit\u00e9es par les CDP. Les DMP (Data Management Platforms) apparaissent alors pour enregistrer les donn\u00e9es anonymes de navigation Web <\/strong>g\u00e9n\u00e9r\u00e9es \u00e0 partir des cookies. Capables de g\u00e9rer une tr\u00e8s grande quantit\u00e9 de donn\u00e9es (navigation, donn\u00e9es d\u00e9mographiques, centres d\u2019int\u00e9r\u00eat), les DMP sont utilis\u00e9es \u00e0 des fins m\u00e9dias. Les annonceurs y ont notamment recours pour cr\u00e9er des segments d\u2019audience (\u00e0 partir de crit\u00e8res d\u00e9finis) et diffuser de la publicit\u00e9 cibl\u00e9e. L\u2019activation de banni\u00e8res display constitue l\u2019un des principaux usages des DMP.<\/p>\n\n\n\n

Les CDP : une approche globale, une activation omnicanale<\/h3>\n\n\n\n

Si la DMP permet d’adresser une partie des besoins marketing et Data\u2014 notamment pour des objectifs de conqu\u00eate \u2014, elle ne les couvre toutefois pas tous. Peu performante dans l\u2019int\u00e9gration des donn\u00e9es CRM et dans la partie analyse, elle n\u2019est pas suffisamment interfa\u00e7able avec les autres outils marketing. La CDP (Customer Data Platform) est pens\u00e9e pour apporter une r\u00e9ponse globale \u00e0 la probl\u00e9matique Data-Marketing : elle recueille tout type de donn\u00e9es (quelle que soit leur provenance) ; elle rattache les donn\u00e9es de navigation aux donn\u00e9es CRM<\/strong> ; elle est efficace en termes de recueil, d\u2019analyse et d\u2019activation<\/strong> de la Data ; l\u2019activation de la Data pouvant ensuite s\u2019effectuer de fa\u00e7on omnicanale<\/strong> (SMS, mailing, display, magasins, \u2026). Les CDP ont en grand partie  remplac\u00e9s les CDP et constituent ainsi une  brique version compl\u00e9mentaire  et centrale aux solutions CRM<\/p>\n\n\n\n

Les entrep\u00f4ts de donn\u00e9es et le Big Dat<\/strong>a<\/h3>\n\n\n\n

Du c\u00f4t\u00e9 des solutions Big Data, on oppose souvent Data Warehouses et Data Lakes.  <\/p>\n\n\n\n

Le Data Warehouse : un outil de business intelligence<\/h3>\n\n\n\n

Le Data Warehouse (entrep\u00f4t de donn\u00e9es) est une base de donn\u00e9es de stockage de la Data utilis\u00e9e pour r\u00e9pondre \u00e0 un but pr\u00e9cis. Provenant de sources multiples, la donn\u00e9e y est structur\u00e9e de fa\u00e7on \u00e0 faciliter la prise de d\u00e9cision : le Data Warehouse constitue ainsi un outil d’analyse d\u00e9cisionnelle<\/strong>. Ses caract\u00e9ristiques : les donn\u00e9es y sont class\u00e9es par sujets, il offre une vue d\u2019ensemble chronologique et permet d\u2019acc\u00e9der facilement et rapidement \u00e0 la donn\u00e9e via les requ\u00eates.<\/p>\n\n\n\n

Le Data Lake : des donn\u00e9es brutes pour l\u2019analyse pr\u00e9dictive<\/h3>\n\n\n\n

Contrairement aux Data Warehouses, les lacs de donn\u00e9es int\u00e8grent tout type de donn\u00e9es. Plus flexibles \u2014 et donc plus faciles \u00e0 manipuler \u2014, les Datalakes recueillent les donn\u00e9es brutes et non structur\u00e9es<\/strong>, sans objectif pr\u00e9cis. Ils int\u00e8grent de la donn\u00e9e en tr\u00e8s grande quantit\u00e9, ce qui peut rendre leur exploitation compliqu\u00e9e mais permet d\u2019effectuer de l\u2019analyse pr\u00e9dictive <\/strong>(par l\u2019analyse de la donn\u00e9e \u00e0 grande \u00e9chelle et l\u2019acc\u00e8s \u00e0 de nouvelles donn\u00e9es). <\/p>\n","protected":false},"excerpt":{"rendered":"

De nombreux termes techniques sont aujourd\u2019hui associ\u00e9s \u00e0 la Data. Ils concernent le Big Data, la Data analyse, la data Visualisation ou encore l\u2019activation Data. Dans cet article, nous vous proposons d\u2019explorer les concepts de CDP, DMP, CRM, Data Warehouse et Data Lake pour vous aider \u00e0 y voir plus clair.  Que signifient les acronymes […]<\/p>\n","protected":false},"author":1,"featured_media":590,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[8],"class_list":["post-250","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-guide-customer-data-platform","tag-guidecdp"],"yoast_head":"\nCDP, DMP, CRM, Data Warehouse et Data Lake : comprendre les concepts pour choisir la bonne solution techno - Data Platform by LineUP7<\/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.lineup7.fr\/blog-cdp\/guide-customer-data-platform\/cdp-dmp-crm-data-warehouse-et-data-lake-comprendre-les-concepts-pour-choisir-la-bonne-solution-techno\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CDP, DMP, CRM, Data Warehouse et Data Lake : comprendre les concepts pour choisir la bonne solution techno - Data Platform by LineUP7\" \/>\n<meta property=\"og:description\" content=\"De nombreux termes techniques sont aujourd\u2019hui associ\u00e9s \u00e0 la Data. 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