les \u00e9tapes n\u00e9cessaires pour impl\u00e9menter une CDP<\/a>, nous vous proposons de d\u00e9crypter le jargon qui fait parfois un peu peur. Dans ce 1er article, nous r\u00e9pondons aux questions que toute personne novice se pose : Qu\u2019est-ce qu\u2019une CDP ? Pourquoi les CDP deviennent-elles aujourd\u2019hui incontournables ?<\/p>\n\n\n\nCet article s\u2019adresse donc \u00e0 tous ceux qui ont une id\u00e9e approximative des Customer Data Platforms, et qui souhaitent en comprendre les contours pour s’approprier pleinement le concept.<\/p>\n\n\n\n
CDP : la d\u00e9finition
<\/h3>\n\n\n\n
CDP est l\u2019acronyme utilis\u00e9 pour Customer Data Platform, autrement dit : la plateforme de donn\u00e9es clients. La CDP est une plateforme qui collecte, organise, analyse et exploite l\u2019ensemble des donn\u00e9es collect\u00e9es par l’entreprise.
Ces donn\u00e9es peuvent \u00eatre de diff\u00e9rentes natures. Il peut s\u2019agir de donn\u00e9es clients \u00e9galement d\u00e9sign\u00e9es sous le nom de Data First Party (r\u00e9cup\u00e9r\u00e9es avec leur accord) : nom, pr\u00e9nom, email, adresse, t\u00e9l\u00e9phone\u2026 Il peut s\u2019agir de donn\u00e9es comportementales ; c\u2019est-\u00e0-dire de donn\u00e9es relatives aux interactions du client avec la marque (nombre d\u2019interactions, canal, \u2026).
Les CDP regroupent \u00e9galement les donn\u00e9es transactionnelles : commandes, achats, paniers abandonn\u00e9s, \u2026
Contrairement aux DMP (Data Management Platforms) qui fonctionnaient principalement sur base des Data Third Party, les CDP s\u2019appuient sur les donn\u00e9es 1st party ; c\u2019est-\u00e0-dire les donn\u00e9es identifi\u00e9es. Une bonne nouvelle compte tenu de la r\u00e9glementation r\u00e9cente sur les cookies tiers (lien vers article 8 \/ conformit\u00e9 RGPD).<\/p>\n\n\n\n
<\/p>\n\n\n\n
La Customer Data Platform, un outil au service d\u2019une approche \u2018Client Centric\u2019
<\/h3>\n\n\n\n
La centralisation des donn\u00e9es clients constitue l\u2019une des principales raisons qui justifie la mise en place d\u2019une CDP. En effet, l\u2019approche Product Centric \u2014 la plus r\u00e9pandue dans les organisations en silos \u2014 a prouv\u00e9 ses limites. Aujourd\u2019hui, le consommateur est en qu\u00eate d\u2019une exp\u00e9rience fluide et omnicanale, quel que soit son point de contact avec la marque. Les entreprises doivent donc \u00e9voluer vers une approche Client Centric, dans laquelle toutes les donn\u00e9es relatives \u00e0 un client sont centralis\u00e9es au m\u00eame endroit, qu\u2019elles proviennent du Web, des r\u00e9seaux sociaux, des programmes de fid\u00e9lit\u00e9 ou des points de vente physiques.
Par la collecte et la structuration de la donn\u00e9e, les Customer Data Platforms permettent ainsi d\u2019optimiser la connaissance client, d\u2019affiner les persona et de gagner en pertinence sur les diff\u00e9rentes actions marketing et communication.<\/p>\n\n\n\n
<\/p>\n\n\n\n
Pourquoi mettre en place une CDP ?
<\/h3>\n\n\n\n
Une connaissance fine de la base de donn\u00e9es (clients et prospects) pr\u00e9sente des avantages multiples : meilleure d\u00e9finition des persona, meilleure segmentation, meilleure identification des besoins. En ce sens, la CDP permet d\u2019arbitrer sur des d\u00e9cisions \u00e0 la fois strat\u00e9giques et op\u00e9rationnelles : orientation de l\u2019activit\u00e9 de l\u2019entreprise, lancement de nouveaux produits, positionnement et ajustement de l\u2019offre, type de discours.
V\u00e9ritable alli\u00e9e pour le pilotage de l\u2019activit\u00e9, la CDP permet de proposer des exp\u00e9riences fluides et \u00ab sans couture \u00bb. Toutes les interactions du client avec la marque \u00e9tant connues, il est d\u00e9sormais plus facile de lui pousser la bonne offre au bon moment. La personnalisation des parcours clients et de la communication constituent des \u00e9l\u00e9ments-cl\u00e9s de fid\u00e9lisation, avec un niveau de pression commerciale ma\u00eetris\u00e9.
La CDP permet \u00e9galement d\u2019activer la base de donn\u00e9es de fa\u00e7on automatique, soit un gain de temps et de productivit\u00e9 pour les \u00e9quipes marketing.<\/p>\n\n\n\n
<\/p>\n","protected":false},"excerpt":{"rendered":"
Tout ce qu’il faut savoir sur les CDP Avant d\u2019explorer en d\u00e9tail les diff\u00e9rentes solutions du march\u00e9 ou d’\u00e9voquer les \u00e9tapes n\u00e9cessaires pour impl\u00e9menter une CDP, nous vous proposons de d\u00e9crypter le jargon qui fait parfois un peu peur. Dans ce 1er article, nous r\u00e9pondons aux questions que toute personne novice se pose : Qu\u2019est-ce […]<\/p>\n","protected":false},"author":1,"featured_media":586,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[8],"class_list":["post-85","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-guide-customer-data-platform","tag-guidecdp"],"yoast_head":"\n
Qu\u2019est-ce qu\u2019une CDP ? - 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\/qu-est-ce-qu-une-cdp\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Qu\u2019est-ce qu\u2019une CDP ? - Data Platform by LineUP7\" \/>\n<meta property=\"og:description\" content=\"Tout ce qu’il faut savoir sur les CDP Avant d\u2019explorer en d\u00e9tail les diff\u00e9rentes solutions du march\u00e9 ou d’\u00e9voquer les \u00e9tapes n\u00e9cessaires pour impl\u00e9menter une CDP, nous vous proposons de d\u00e9crypter le jargon qui fait parfois un peu peur. 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