{"id":2786,"date":"2015-10-07T09:59:53","date_gmt":"2015-10-07T08:59:53","guid":{"rendered":"http:\/\/dev.cyberelles.com\/?p=2786"},"modified":"2015-10-07T09:59:53","modified_gmt":"2015-10-07T08:59:53","slug":"marketeurs-comprendre-technique","status":"publish","type":"post","link":"https:\/\/www.cyberelles.fr\/index.php\/2015\/10\/07\/marketeurs-comprendre-technique\/","title":{"rendered":"Les marketeurs doivent comprendre ce qu&rsquo;ils peuvent obtenir de la technique"},"content":{"rendered":"<p><strong>Le marketing doit s\u2019appuyer de plus en plus sur la technologie et en ma\u00eetriser l\u2019usage et les possibilit\u00e9s. Le Test &amp; Learn permet de contourner la DSI avant de revenir vers elle pour l\u2019industrialisation des solutions. Marketing et technique doivent parler le m\u00eame langage. \u00a0C\u2019est ce que pr\u00e9conise le dirigeant d\u2019une business unit de La Redoute.\u00a0<\/strong><\/p>\n<p><!--more--><\/p>\n<p><a href=\"https:\/\/cyberelles.fr\/wp-content\/uploads\/2015\/10\/Etienne-Bourdon-2-BF.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"200\" class=\"alignleft size-medium wp-image-2829\" src=\"http:\/\/dev.cyberelles.com\/wp-content\/uploads\/2015\/10\/Etienne-Bourdon-2-BF-300x200.jpg\" alt=\"Etienne-Bourdon-2-BF\" srcset=\"https:\/\/www.cyberelles.fr\/wp-content\/uploads\/2015\/10\/Etienne-Bourdon-2-BF-300x200.jpg 300w, https:\/\/www.cyberelles.fr\/wp-content\/uploads\/2015\/10\/Etienne-Bourdon-2-BF-174x116.jpg 174w, https:\/\/www.cyberelles.fr\/wp-content\/uploads\/2015\/10\/Etienne-Bourdon-2-BF.jpg 653w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a>Le marketing doit s\u2019appuyer\u00a0sur la technologie et en ma\u00eetriser l\u2019usage et les possibilit\u00e9s. C\u2019est ce que souligne Etienne Bourdon, directeur de la Business Unit Castaluna de La Redoute, le c\u00e9l\u00e8bre sp\u00e9cialiste de la vente \u00e0 distance. Il pr\u00e9conise le recours au Test &amp; Learn r\u00e9alis\u00e9 en toute ind\u00e9pendance de la DSI avant de revenir vers elle pour l\u2019industrialisation des solutions. Il est intervenu le 14 avril au salon e-marketing \u00e0 Paris, sur la question\u00a0: \u00ab<em>\u00a0Le e-marketing est de plus en plus technologique : quelles organisations, comment vaincre les r\u00e9sistances en interne et d\u00e9fendre ses budgets ?\u00a0<\/em>\u00bb<\/p>\n<h4><\/h4>\n<h4><\/h4>\n<h4>Parler le m\u00eame langage<\/h4>\n<p>Pour Etienne Bourdon\u00a0:\u00a0\u00ab\u00a0<em>pour aller vite et se comprendre, les \u00e9quipes techniques et marketing doivent parler le m\u00eame langage<\/em>\u00a0\u00bb. Il estime que \u00ab\u00a0\u00a0<em>les marketeurs doivent notamment comprendre ce qu\u2019ils peuvent obtenir de la technique, afin de l\u2019int\u00e9grer dans les objectifs<\/em>.\u00a0\u00bb\u00a0 Castaluna est un site de vente en ligne sp\u00e9cialiste des grandes tailles dans le pr\u00eat \u00e0 porter et dirig\u00e9 par Etienne Bourdon. Le site a \u00e9t\u00e9 int\u00e9gr\u00e9 \u00e0 La Redoute en novembre 2014.<\/p>\n<p>Pour le marketing, la collaboration avec l\u2019informatique est alors strat\u00e9gique. Etienne Bourdon a recours \u00e0 des tests qui sont des moyens de \u00ab\u00a0<em>contourner l\u2019IT<\/em>\u00a0\u00bb. Il pr\u00e9cise cependant que \u201c<em>cela ne veut pas dire travailler derri\u00e8re le dos de l\u2019IT mais de tester et, qu\u2019une fois que les enseignements ont \u00e9t\u00e9 obtenus, d\u2019industrialiser avec l\u2019aide de l\u2019IT<\/em>.\u201d Ces tests permettent de d\u00e9montrer l\u2019efficacit\u00e9 commerciale d\u2019une action. Par exemple, la technique du test and learn a permis d\u2019augmenter de 35% le trafic naturel.<\/p>\n<h4>SEO, RTB et personnalisation<\/h4>\n<p>D\u2019une mani\u00e8re plus globale, un dialogue doit se faire entre la direction et les sp\u00e9cialistes du digital. Par exemple, pour cette raison, La Redoute est en train de recruter un \u201cdata office manager\u201d qui travaillera sur les bases de donn\u00e9es. \u201d\u00a0<em>Il s\u2019agit de quelqu\u2019un qui soit \u00e0 la fois marketeur et informaticien\u201d \u00a0<\/em>d\u00e9crit le dirigeant.<\/p>\n<p>Il ajoute\u00a0que la transformation d\u2019une entreprise ne se fait pas en deux jours. Il faut voir ce qui est faisable, se restructurer autour des donn\u00e9es et r\u00e9fl\u00e9chir \u00e0 la strat\u00e9gie digitale avant de mettre en place des outils. \u201c<em>On peut tout faire en digital\u201d<\/em><em>\u00a0<\/em>souligne-t-il. \u201c<em>Encore faut-il savoir ce que l\u2019on veut faire. Il ne s\u2019agit plus seulement de faire de l\u2019acquisition, mais de revoir tout son business model<\/em><em>\u00a0<\/em>\u00bb pointe-t-il.<\/p>\n<h4>DMP en d\u00e9veloppement<\/h4>\n<p>Le fait que Castaluna ait \u00e9t\u00e9 int\u00e9gr\u00e9 au sein de La Redoute change la donne. L\u2019appartenance \u00e0 un grand groupe permet de s\u2019appuyer sur l\u2019agence digitale interne au groupe. Celle-ci d\u00e9veloppe ses propres outils, comme un DMP (Data Management platform). D\u2019un autre c\u00f4t\u00e9, Etienne Bourdon rappelle\u00a0: \u00ab\u00a0<em>on est un petit acteur au sein d\u2019un grand groupe<\/em>\u00a0\u00bb, ce qui signifie aussi que sa Business Unit a d\u00e9sormais moins d\u2019ind\u00e9pendance : \u00ab\u00a0<em>Nous d\u00e9pendons de la feuille de route de La Redoute<\/em>.\u00a0\u00bb<\/p>\n<p>Ceci dit, Castaluna est \u00e9galement un moteur pour la strat\u00e9gie digitale de La Redoute. En pratqiue, Etienne Bourdon conseille d\u2019\u00ab\u00a0<em>immerger le comit\u00e9 de direction\u00a0<\/em>\u00bb, c\u2019est-\u00e0-dire de leur faire prendre conscience que le digital va impacter tout le business.\u00a0Enfin, en r\u00e8gle g\u00e9n\u00e9rale, Etienne Bourdon, pour son recrutement, privil\u00e9gie \u00ab\u00a0<em>une t\u00eate bien faite, quelqu\u2019un qui a envie d\u2019apprendre car de toute fa\u00e7on les choses \u00e9voluent<\/em>. \u00bb<\/p>\n<p><a href=\"http:\/\/dev.cyberelles.com\/equipe\/sandrine-basle\/\">Sandrine Basl\u00e9<\/a> &#8211; Article paru dans la revue digitale &#8211; <a href=\"https:\/\/twitter.com\/sandrinebasle\" target=\"_blank\">Twitter Sandrine Basl\u00e9<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le marketing doit s\u2019appuyer de plus en plus sur la technologie et en ma\u00eetriser l\u2019usage et les possibilit\u00e9s. Le Test &hellip; <a href=\"https:\/\/www.cyberelles.fr\/index.php\/2015\/10\/07\/marketeurs-comprendre-technique\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Les marketeurs doivent comprendre ce qu&rsquo;ils peuvent obtenir de la technique<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,6],"tags":[161,165,246,369,401,529,586],"class_list":["post-2786","post","type-post","status-publish","format-standard","hentry","category-actus-2","category-infos-cyber-elles","tag-cyberelles","tag-data-management-platform","tag-etienne-bourdon","tag-la-redoute","tag-marketing-it","tag-sandrine-basle","tag-test-learn"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Les marketeurs doivent comprendre ce qu&#039;ils peuvent obtenir de la technique - Cyberelles<\/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.cyberelles.fr\/index.php\/2015\/10\/07\/marketeurs-comprendre-technique\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les marketeurs doivent comprendre ce qu&#039;ils peuvent obtenir de la technique - Cyberelles\" \/>\n<meta property=\"og:description\" content=\"Le marketing doit s\u2019appuyer de plus en plus sur la technologie et en ma\u00eetriser l\u2019usage et les possibilit\u00e9s. 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