{"id":1169,"date":"2024-03-13T06:32:45","date_gmt":"2024-03-13T06:32:45","guid":{"rendered":"https:\/\/dividuals.be\/bedrijven-die-zich-blindstaren-op-klantendata-missen-marktkansen\/"},"modified":"2024-03-13T06:34:29","modified_gmt":"2024-03-13T06:34:29","slug":"bedrijven-die-zich-blindstaren-op-klantendata-missen-marktkansen","status":"publish","type":"post","link":"https:\/\/dividuals.be\/fr\/blog\/bedrijven-die-zich-blindstaren-op-klantendata-missen-marktkansen\/","title":{"rendered":"Les entreprises aveugl\u00e9es par leurs donn\u00e9es clients passent \u00e0 c\u00f4t\u00e9 des opportunit\u00e9s de march\u00e9."},"content":{"rendered":"\n

La plupart des entreprises comprennent aujourd\u2019hui que les donn\u00e9es clients sont cruciales pour leur succ\u00e8s. Nous nous rendons pourtant compte que bon nombre d\u2019entreprises se concentrent uniquement sur leurs donn\u00e9es internes ce qui impacte leur vue sur les opportunit\u00e9s du march\u00e9.<\/strong> Notons \u00e9galement que les donn\u00e9es clients sont utilis\u00e9es principalement pour des campagnes marketing, mais peu pour des analyses approfondies et la strat\u00e9gie.<\/p>\n\n\n\n

Ce blog souligne ce probl\u00e8me et sugg\u00e8re une vision plus globale de l\u2019analyse des donn\u00e9es clients, enrichie par des donn\u00e9es externes. Cette approche vise \u00e0 approfondir la compr\u00e9hension du comportement des clients, \u00e9laborer des strat\u00e9gies de marketing sur mesure, accro\u00eetre la satisfaction des clients et am\u00e9liorer la rentabilit\u00e9.<\/p>\n\n\n\n

Une vision limit\u00e9e en utilisant uniquement des donn\u00e9es de vente internes<\/strong><\/h2>\n\n\n\n

De nombreuses entreprises n\u2019utilisent que des donn\u00e9es de vente internes pour orienter leurs strat\u00e9gies marketing. Ces donn\u00e9es sont pr\u00e9cieuses, mais refl\u00e8tent uniquement les interactions avec les clients actuels et manquent d\u2019informations externes importantes qui donnent une vue sur la valeur potentielle des clients.<\/strong> Cette vision limit\u00e9e peut conduire \u00e0 divers probl\u00e8mes :<\/p>\n\n\n\n

    \n
  • Image incompl\u00e8te des clients : <\/strong>Sans donn\u00e9es externes telles que la phase de vie et le niveau de vie, les entreprises manquent d\u2019une compr\u00e9hension globale de leurs clients. Pensez \u00e9galement au comportement des clients en dehors des interactions directes avec l\u2019entreprise. Ces informations sont cl\u00e9s dans le d\u00e9veloppement des relations clientes existantes, pour d\u00e9terminer leurs attentes et donc pour mettre en place des strat\u00e9gies marketing efficaces.<\/li>\n\n\n\n
  • Opportunit\u00e9s manqu\u00e9es : <\/strong>En se concentrant uniquement sur les clients existants, les entreprises identifient difficilement de nouveaux segments de march\u00e9. Leur potentiel de croissance et leur capacit\u00e9 \u00e0 innover en r\u00e9ponse aux changements du march\u00e9 en est limit\u00e9.<\/li>\n\n\n\n
  • Identification et localisation des look-alikes : <\/strong>L\u2019absence de donn\u00e9es externes limite la capacit\u00e9 des entreprises \u00e0 identifier et localiser des segments de clients similaires. Ce sont des clients potentiels qui ont un comportement similaire, mais qui n\u2019ont pas encore \u00e9t\u00e9 atteints ou convertis par l\u2019entreprise.<\/li>\n\n\n\n
  • Un potentiel de march\u00e9 inconnu : <\/strong>En l\u2019absence d\u2019une analyse compl\u00e8te englobant les clients, le march\u00e9, la concurrence et les tendances de consommation, les entreprises manquent d\u2019une vision pr\u00e9cise de leur pr\u00e9sence sur le march\u00e9 et des opportunit\u00e9s non saisies. Cette situation restreint leur aptitude \u00e0 formuler des d\u00e9cisions strat\u00e9giques orient\u00e9es vers le d\u00e9veloppement.<\/li>\n\n\n\n
  • Pas de vue sur la valeur potentielle des (nouveaux) clients : <\/strong>En se concentrant sur la base de clients existante, les entreprises manquent de connaissance sur la valeur que les nouveaux clients peuvent apporter.<\/li>\n<\/ul>\n\n\n\n

    Int\u00e9gration de donn\u00e9es de consommateurs objectives<\/strong><\/h2>\n\n\n\n

    L\u2019int\u00e9gration de donn\u00e9es consommateurs objectives et fiables joue donc un r\u00f4le crucial dans la compr\u00e9hension du comportement des clients et l\u2019identification du potentiel de croissance. Un exemple est l\u2019utilisation de notre segmentation consommateurs Dividuals\u00ae. Cette segmentation des consommateurs offre une vue multidimensionnelle sur les donn\u00e9es clients des entreprises et sur la totalit\u00e9 des consommateurs belges.<\/p>\n\n\n\n

    Dividuals combine une segmentation d\u00e9taill\u00e9e en phases de vie, des informations th\u00e9matiques riches et des donn\u00e9es g\u00e9ographiques, permettant aux entreprises d\u2019obtenir une compr\u00e9hension approfondie des m\u00e9nages belges. <\/strong>Cela leur permet de mettre leurs propres donn\u00e9es clients en perspective, de comprendre comment les clients se comportent r\u00e9ellement, et d\u2019identifier le potentiel de croissance inexploit\u00e9.<\/p>\n\n\n\n

    \"\"<\/figure>\n\n\n\n

    Les forces de Dividuals<\/strong><\/h2>\n\n\n\n
      \n
    • Une segmentation d\u00e9taill\u00e9e<\/strong> : Dividuals divise les consommateurs belges en 10 segments et 37 sous-segments et int\u00e8gre les phases de vie, le niveau de vie, et bien d\u2019autres \u00e9l\u00e9ments pour obtenir une image pr\u00e9cise du march\u00e9.<\/li>\n\n\n\n
    • La richesses des th\u00e9matiques <\/strong>: Avec plus de 2 000 variables, les entreprises obtiennent un aper\u00e7u multidimensionnel du comportement des consommateurs, allant des habitudes d\u2019achat aux modes de vie.<\/li>\n\n\n\n
    • Une granularit\u00e9 g\u00e9ographique tr\u00e8s fine <\/strong>: Dividuals est disponible pour chaque section de rue.<\/li>\n\n\n\n
    • La facilit\u00e9 : Les donn\u00e9es clients sont facilement enrichies<\/strong> sur la base de leur adresse postale.<\/li>\n\n\n\n
    • La conformit\u00e9 au RGPD<\/strong>.<\/li>\n<\/ul>\n\n\n\n

      Gr\u00e2ce \u00e0 l\u2019int\u00e9gration de Dividuals, les entreprises peuvent enrichir leurs donn\u00e9es clients<\/strong> avec des donn\u00e9es consommateurs objectives et fiables<\/strong> qui ne sont pas pr\u00e9sentes dans leur propre base de donn\u00e9es clients. Cela am\u00e9liore la pr\u00e9cision de leurs strat\u00e9gies marketing et rend les donn\u00e9es mieux exploitables pour les campagnes, permettant une int\u00e9gration fluide de divers canaux tels que les m\u00e9dias, le direct mailing, le bannering, les r\u00e9seaux sociaux et le marketing par e-mail.<\/p>\n\n\n\n

      Conclusion<\/strong><\/h2>\n\n\n\n

      Les entreprises qui se focalisent exclusivement sur leurs donn\u00e9es clients laissent passer des opportunit\u00e9s sur le march\u00e9 et rencontrent des d\u00e9fis dans la structuration et l\u2019exploitation efficace de leurs donn\u00e9es pour les objectifs marketing.<\/strong><\/p>\n\n\n\n

      L\u2019int\u00e9gration de donn\u00e9es consommateurs comportementales, comme notre segmentation Dividuals, ouvre la porte \u00e0 une compr\u00e9hension plus large et plus profonde du march\u00e9. Cela permet aux organisations non seulement d\u2019augmenter leurs chiffres de vente existants, mais aussi d\u2019identifier et d\u2019exploiter des opportunit\u00e9s de croissance. Il est essentiel pour les entreprises d\u2019\u00e9largir leur perspective au-del\u00e0 des limites de leurs propres donn\u00e9es clients et d\u2019int\u00e9grer des donn\u00e9es consommateurs objectives et fiables.<\/p>\n","protected":false},"excerpt":{"rendered":"

      La plupart des entreprises comprennent aujourd\u2019hui que les…<\/p>\n","protected":false},"author":2,"featured_media":1163,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[32],"tags":[42,45],"class_list":["post-1169","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-expansion-fr","tag-profiling-fr"],"acf":[],"yoast_head":"\nLes entreprises aveugl\u00e9es par leurs donn\u00e9es clients passent \u00e0 c\u00f4t\u00e9 des opportunit\u00e9s de march\u00e9. - Dividuals\u00ae by SIRIUS Insight<\/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:\/\/dividuals.be\/fr\/blog\/bedrijven-die-zich-blindstaren-op-klantendata-missen-marktkansen\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les entreprises aveugl\u00e9es par leurs donn\u00e9es clients passent \u00e0 c\u00f4t\u00e9 des opportunit\u00e9s de march\u00e9. - 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