{"id":681820,"date":"2022-03-25T12:55:00","date_gmt":"2022-03-25T12:55:00","guid":{"rendered":"https:\/\/www.capgemini.com\/fr-fr\/?post_type=research-and-insight&#038;p=681820"},"modified":"2025-03-04T04:26:54","modified_gmt":"2025-03-04T03:26:54","slug":"perspective-de-capgemini-mixer-creativite-et-data-pour-des-projets-marketing-efficaces","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/fr-fr\/perspectives\/publications\/conversations-for-tomorrow-4\/perspective-de-capgemini-mixer-creativite-et-data-pour-des-projets-marketing-efficaces\/","title":{"rendered":"Perspective de Capgemini : Mixer cr\u00e9ativit\u00e9 et data pour des projets marketing efficaces"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable is-style-default header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:50% 52%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\"> Exp\u00e9rience client <\/span><\/div><\/div><div class=\"brandInfo\"><div class=\"brandLogo\"><img decoding=\"async\" loading=\"lazy\" src=\"\/wp-content\/themes\/capgemini2020\/assets\/images\/capgemini-research-institute.svg\" alt=\"capgemini-research-institute\"\/><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Mixer cr\u00e9ativit\u00e9 et data pour des projets marketing efficaces<\/h1><\/div><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/2022-FR-Conversation-for-Tomorrow-4-Creativity-and-Data.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><span>Perspective<\/span><span class=\"type\">1 Mo  pdf<\/span><\/a><\/div><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Rapport-Conversations-for-Tomorrow-4.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><span>Rapport<\/span><span class=\"type\">12 MB  pdf<\/span><\/a><\/div><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Final-Infographic-Conversations-Edition-4.pdf\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><span>Infographie<\/span><span class=\"type\">1 Mo  pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para undefined section section--intro\"><div class=\"intro-para\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/fr-fr\/perspectives\/publications\/conversations-for-tomorrow-4\/perspective-de-capgemini-mixer-creativite-et-data-pour-des-projets-marketing-efficaces\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/fr-fr\/perspectives\/publications\/conversations-for-tomorrow-4\/perspective-de-capgemini-mixer-creativite-et-data-pour-des-projets-marketing-efficaces\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><h2 class=\"intro-para-title\">La cr\u00e9ativit\u00e9 et la data sont souvent consid\u00e9r\u00e9es comme \u00e9tant oppos\u00e9es, la cr\u00e9ativit\u00e9 \u00e9tant issue du cerveau droit, plus artistique et ax\u00e9 sur l\u2019\u00e9motion, tandis que le traitement des donn\u00e9es rel\u00e8ve davantage du cerveau gauche, n\u00e9cessitant une perspective plus analytique et objective. <\/h2><p class=\"intro-para-content\">Pourtant, dans la fonction marketing, les deux m\u00e9ritent une place de choix.<\/p><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n<p>Avec peu de donn\u00e9es sur l\u2019\u00e9volution des besoins des consommateurs et leurs besoins en temps r\u00e9el, l\u2019intuition a autrefois r\u00e9gn\u00e9 en ma\u00eetre, consid\u00e9rant m\u00eame la data comme un \u00ab&nbsp;ennemi&nbsp;\u00bb.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>D\u00e9sormais, les sp\u00e9cialistes du marketing n\u2019h\u00e9sitent plus \u00e0 mixer inspiration cr\u00e9ative et signaux temps r\u00e9el pour assurer \u00e0 leur marque une notori\u00e9t\u00e9 et un engagement sans pr\u00e9c\u00e9dent.<\/p>\n<\/blockquote>\n\n\n\n<p>Prenons l\u2019exemple de la campagne&nbsp;<em>Wrapped<\/em>&nbsp;de Spotify qui depuis 2016 analyse l\u2019activit\u00e9 annuelle de chaque utilisateur, ses chansons, artistes, podcasts et \u00e9pisodes les plus fr\u00e9quemment \u00e9cout\u00e9s. En 2021, Spotify a r\u00e9alis\u00e9 cette campagne aupr\u00e8s de ses 400 millions d\u2019abonn\u00e9s, gr\u00e2ce \u00e0 plusieurs fonctionnalit\u00e9s in\u00e9dites, ax\u00e9es sur les donn\u00e9es, mais s\u2019appuyant \u00e9galement sur des ressorts cr\u00e9atifs. Citons par exemple la fonctionnalit\u00e9&nbsp;<em>2021 : The Movie<\/em>, qui associe les chansons pr\u00e9f\u00e9r\u00e9es d\u2019un utilisateur \u00e0 des sc\u00e8nes de film afin de cr\u00e9er une vid\u00e9o sur mesure. Autre exemple avec la fonction&nbsp;<em>Blend<\/em>, qui permet aux utilisateurs d\u2019harmoniser leurs s\u00e9lections musicales avec celles de leurs amis, et ainsi de cr\u00e9er une liste de lecture mixte \u00e0 partager sur les m\u00e9dias sociaux&nbsp;<a href=\"https:\/\/newsroom.spotify.com\/2021-12-01\/the-wait-is-over-your-spotify-2021-wrapped-is-here\/\">[1]<\/a>. Ce type d\u2019initiatives a permis de multiplier par plus de deux l\u2019int\u00e9r\u00eat des utilisateurs pour le contenu de&nbsp;<em>Wrapped<\/em>&nbsp;en 2021 par rapport \u00e0 l\u2019ann\u00e9e pr\u00e9c\u00e9dente, avec plus de 179 000 engagements dans les seules premi\u00e8res 48 heures&nbsp;<a href=\"https:\/\/www.newswhip.com\/2021\/12\/engagement-to-spotify-wrapped-content-doubled-in-2021\/#:~:text=For%20the%20sixth%20year%20in,world%20were%20discovering%20and%20celebrating.\">[2]<\/a>. Ces exemples illustrent une convergence non seulement possible, mais essentielle.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>L\u2019essor du marketing temps r\u00e9el pilot\u00e9 par la data trouve ses racines dans la confluence de la cr\u00e9ativit\u00e9 et de la data.<\/strong><\/h4>\n\n\n\n<p>L\u2019explosion des interactions num\u00e9riques, et en particulier du e-commerce, continue \u00e0 stup\u00e9fier les experts du monde entier. Les ventes en ligne ont augment\u00e9 de 27,6 % en glissement annuel en 2020, pour atteindre 4,28 milliards de dollars, soit 18 % des ventes de d\u00e9tail mondiales. Le besoin de signaux et d\u2019informations en temps r\u00e9el se renforce afin de s\u2019adapter rapidement et efficacement aux changements de comportement des clients, en particulier ces deux derni\u00e8res ann\u00e9es. Le marketing temps r\u00e9el pilot\u00e9 par la data permet aux sp\u00e9cialistes du marketing de se connecter instantan\u00e9ment \u00e0 leurs clients via une hyperpersonnalisation, cr\u00e9ant ainsi les bases d\u2019une relation plus longue et d\u2019une fid\u00e9lit\u00e9 \u00e0 la marque plus forte. C\u2019est un outil cl\u00e9 pour les directeurs marketing.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u00ab&nbsp;La cr\u00e9ativit\u00e9 peut am\u00e9liorer l\u2019agilit\u00e9 et la flexibilit\u00e9 dans la fonction marketing.&nbsp;\u00bb<\/p>\n<\/blockquote>\n\n\n\n<p><strong>La cr\u00e9ativit\u00e9 peut am\u00e9liorer l\u2019agilit\u00e9 et la flexibilit\u00e9 dans la fonction marketing<\/strong>, mais aussi dans d\u2019autres secteurs de l\u2019entreprise utilisant la data. Les sp\u00e9cialistes du marketing temps r\u00e9el semblent le reconna\u00eetre et accordent une grande importance aux talents cr\u00e9atifs : 61 % des sp\u00e9cialistes du marketing pilot\u00e9 par la data d\u00e9clarent disposer d\u2019un nombre suffisant de comp\u00e9tences cr\u00e9atives dans leur organisation, contre seulement 45 % des autres sp\u00e9cialistes du marketing&nbsp;<a href=\"https:\/\/www.capgemini.com\/fr-fr\/etudes\/un-nouveau-guide-pour-les-responsables-marketing\/\">[3]<\/a>. 64 % d\u00e9clarent \u00e9galement disposer d\u2019un nombre suffisant de comp\u00e9tences en mati\u00e8re de narration, contre 46 % des autres sp\u00e9cialistes.<\/p>\n\n\n\n<p>Les experts cr\u00e9atifs d\u00e9fendent le c\u00f4t\u00e9 artistique du marketing, qui peut prendre forme via des visuels, des textes pr\u00e9cis ou un positionnement m\u00e9diatique soign\u00e9, tandis que les experts en donn\u00e9es s\u2019attachent aux aspects plus facilement mesurables, comme les impressions (pages consult\u00e9es sur un site web), la fr\u00e9quentation, et bien s\u00fbr, les revenus. Toutefois, bien que ces deux aspects du marketing fonctionnent tr\u00e8s diff\u00e9remment, ils se compl\u00e8tent et peuvent cr\u00e9er un impact puissant lorsqu\u2019ils sont utilis\u00e9s en harmonie plut\u00f4t que de mani\u00e8re isol\u00e9e.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u00ab&nbsp;La cr\u00e9ativit\u00e9 donne vie aux campagnes bas\u00e9es sur les donn\u00e9es.&nbsp;\u00bb<\/p>\n<\/blockquote>\n\n\n\n<p><strong>La cr\u00e9ativit\u00e9 donne vie aux campagnes bas\u00e9es sur les donn\u00e9es.<\/strong>&nbsp;Le marketing ax\u00e9 sur les donn\u00e9es suit souvent un plan bien d\u00e9fini et soigneusement structur\u00e9. Toutefois, les CMO reconnaissent l\u2019importance d\u2019exploiter non seulement les sources pr\u00e9cises et objectives, mais aussi les forces cr\u00e9atives qui peuvent faire vivre au consommateur une exp\u00e9rience m\u00e9morable et personnalis\u00e9e.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u00ab&nbsp;La cr\u00e9ativit\u00e9 repose sur la diff\u00e9renciation.&nbsp;\u00bb<\/p>\n<\/blockquote>\n\n\n\n<p><strong>La cr\u00e9ativit\u00e9 repose sur la diff\u00e9renciation.<\/strong>&nbsp;Les nouvelles technologies de la data et l\u2019IA offrent diff\u00e9rents outils aux sp\u00e9cialistes du marketing, leur permettant d\u2019int\u00e9grer la personnalisation par d\u00e9faut \u00e0 grande \u00e9chelle. Mondelez India a par exemple utilis\u00e9 la data et l\u2019IA pour permettre \u00e0 des propri\u00e9taires de petites entreprises de cr\u00e9er des publicit\u00e9s personnalis\u00e9es pour leurs magasins locaux, mettant en sc\u00e8ne l\u2019une des plus grandes stars indiennes de Bollywood, Shahrukh Khan [4]. Puis, Mondelez a cr\u00e9\u00e9 une campagne hyperlocale ciblant les clients de ces quartiers sp\u00e9cifiques, soit 2 000 d\u00e9taillants locaux situ\u00e9s dans plus de 500 villes diff\u00e9rentes du pays.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u00ab&nbsp;La cr\u00e9ativit\u00e9 repose sur l\u2019\u00e9motion et la consid\u00e9ration.&nbsp;\u00bb<\/p>\n<\/blockquote>\n\n\n\n<p><strong>La cr\u00e9ativit\u00e9 repose sur l\u2019\u00e9motion et la consid\u00e9ration.<\/strong>&nbsp;L\u2019exemple d\u2019Oreo qui a profit\u00e9 de la panne \u00e9lectrique \u00e0 l\u2019int\u00e9rieur du stade lors du Super Bowl 2013 est une excellente illustration d\u2019engagement \u00e9motionnel des clients \u00e0 un moment cl\u00e9. La marque a r\u00e9agi en moins de 10 minutes avec un tweet contextualis\u00e9, l\u2019\u00e9levant, pour plusieurs media sp\u00e9cialis\u00e9s, au rang de meilleur \u00ab coup \u00bb de marketing en temps r\u00e9el de l\u2019ann\u00e9e.<br>Aux Etats-Unis, Xfinity Mobile \u2013 op\u00e9rateur t\u00e9l\u00e9phonique mobile de Comcast \u2013 a cr\u00e9\u00e9 une campagne intitul\u00e9e&nbsp;<em>Data in Dollars<\/em>&nbsp;diffusant des publicit\u00e9s en pre-roll (publicit\u00e9s que vous voyez avant le chargement de votre vid\u00e9o YouTube, par exemple) informant les spectateurs du co\u00fbt du streaming de la vid\u00e9o qu\u2019ils s\u2019appr\u00eataient \u00e0 regarder, et ce en temps r\u00e9el, en fonction de la longueur de la vid\u00e9o et de l\u2019op\u00e9rateur utilis\u00e9. Ces publicit\u00e9s ciblaient les clients des op\u00e9rateurs concurrents qui regardaient des vid\u00e9os en utilisant leurs donn\u00e9es cellulaires.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u00ab&nbsp;La cr\u00e9ativit\u00e9 repose sur la pertinence.&nbsp;\u00bb<\/p>\n<\/blockquote>\n\n\n\n<p><strong>La cr\u00e9ativit\u00e9 repose sur la pertinence<\/strong>. La capacit\u00e9 de r\u00e9pondre aux besoins des clients en temps r\u00e9el et d\u2019une fa\u00e7on \u00e0 laquelle ils peuvent s\u2019identifier exige une intuition cr\u00e9ative, ainsi que beaucoup d\u2019analyse de donn\u00e9es concr\u00e8tes. C\u2019est pr\u00e9cis\u00e9ment ce que permet la publicit\u00e9 virtuelle dynamique. Lorsque vous regardez un match de football \u00e0 la t\u00e9l\u00e9vision, les publicit\u00e9s affich\u00e9es sur les panneaux sur le terrain sont diff\u00e9rentes en fonction du pays ou de la cha\u00eene sur laquelle vous regardez le match&nbsp;; la programmation est adapt\u00e9e au public cible&nbsp;<a href=\"https:\/\/metro.co.uk\/2021\/07\/06\/life-is-an-illusion-reddit-stunned-by-virtual-football-advertising-14880493\/\">[5]<\/a>.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-comment-les-donnees-en-temps-reel-permettent-elles-d-affiner-les-processus-creatifs-du-marketing-nbsp\"><strong>Comment les donn\u00e9es en temps r\u00e9el permettent-elles d\u2019affiner les processus cr\u00e9atifs du marketing&nbsp;?<\/strong><\/h4>\n\n\n\n<p><strong>La relation n\u2019est cependant pas \u00e0 sens unique ; les donn\u00e9es ont beaucoup \u00e0 offrir au processus de marketing cr\u00e9atif.<\/strong>&nbsp;L\u2019application d\u2019une approche ax\u00e9e sur les donn\u00e9es peut contribuer \u00e0 structurer les campagnes, les rendant \u00e0 la fois plus attrayantes et plus efficaces gr\u00e2ce \u00e0 des interactions en temps r\u00e9el cibl\u00e9es avec pr\u00e9cision et riches en contexte.<\/p>\n\n\n\n<p>La cr\u00e9ation et toutes ses d\u00e9clinaisons (la r\u00e9daction, la cr\u00e9ation et la s\u00e9lection de visuels, la personnalisation, le design et la communication) peut \u00eatre optimis\u00e9e par une utilisation efficace des donn\u00e9es. Par exemple, McDonald\u2019s Japon a utilis\u00e9 l\u2019analyse de donn\u00e9es en temps r\u00e9el pour identifier des mod\u00e8les changeants dans les donn\u00e9es de vente, puis a d\u00e9ploy\u00e9 plus de 25 000 banni\u00e8res publicitaires diff\u00e9rentes, chacune personnalis\u00e9e en fonction du contexte, et tenant compte du lieu, du sexe, de l\u2019heure et m\u00eame des conditions m\u00e9t\u00e9orologiques locales. Google estime que ces annonces ont un taux de clics 300 % plus \u00e9lev\u00e9 que les annonces classiques. D\u2019ailleurs, McDonald\u2019s a vu l\u2019utilisation de coupons num\u00e9riques li\u00e9s \u00e0 ces annonces augmenter de 150 %&nbsp;<a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-apac\/marketing-strategies\/automation\/real-time-data-driven-creative-apac\/\">[6]<\/a>.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-ce-que-cela-signifie-pour-les-cmo\"><strong>Ce que cela signifie pour les CMO<\/strong><\/h4>\n\n\n\n<p>Comme le montrent ces exemples, lorsque la cr\u00e9ativit\u00e9 rencontre la pr\u00e9cision de la data, le marketing est gagnant. Le mix amplifie la port\u00e9e des campagnes de marketing et favorise l\u2019acquisition client. <\/p>\n\n\n\n<p>Les cr\u00e9atifs ne doivent plus se fier \u00e0 leur seul instinct pour la cr\u00e9ation de contenu ; ils peuvent tester des id\u00e9es plus rapidement, recueillir une r\u00e9ponse collective bas\u00e9e sur la data et it\u00e9rer avant de lancer le produit final.<\/p>\n\n\n\n<p>De leur c\u00f4t\u00e9, les data scientists peuvent enrichir leurs connaissances gr\u00e2ce \u00e0 une pr\u00e9sentation plus nuanc\u00e9e sur le plan cr\u00e9atif, en y ajoutant des \u00e9l\u00e9ments \u00e9motionnels. Cette relation cr\u00e9e de nouvelles exp\u00e9riences passionnantes pour le consommateur.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-pour-exploiter-pleinement-la-convergence-des-donnees-et-de-la-creativite-les-cmo-doivent\"><strong>Pour exploiter pleinement la convergence des donn\u00e9es et de la cr\u00e9ativit\u00e9, les CMO doivent :<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>s\u2019assurer que leurs \u00e9quipes sont multidisciplinaires.<\/li>\n\n\n\n<li>cr\u00e9er une culture de l\u2019apprentissage en interne, afin que la fonction marketing puisse acc\u00e9der rapidement \u00e0 des comp\u00e9tences sp\u00e9cialis\u00e9es en cas de besoin ;<\/li>\n\n\n\n<li>acc\u00e9l\u00e9rer la collaboration au sein de l\u2019\u00e9cosyst\u00e8me marketing pour r\u00e9soudre les probl\u00e8mes des clients de mani\u00e8re holistique et offrir une exp\u00e9rience optimale.<\/li>\n<\/ul>\n\n\n\n<p>La collaboration doit \u00e9galement s\u2019\u00e9tendre aux partenaires externes \u00e0 l\u2019organisation, par exemple les agences, les startups et les organismes de recherche.<\/p>\n\n\n\n<p><a href=\"https:\/\/newsroom.spotify.com\/2021-12-01\/the-wait-is-over-your-spotify-2021-wrapped-is-here\/\">[1]<\/a>&nbsp;Spotify website, \u201cThe Wait Is Over. Your Spotify 2021 Wrapped Is Here.\u201d December 2021.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.newswhip.com\/2021\/12\/engagement-to-spotify-wrapped-content-doubled-in-2021\/#:~:text=For%20the%20sixth%20year%20in,world%20were%20discovering%20and%20celebrating.\">[2]<\/a>&nbsp;Newswhip, \u201cEngagement to Spotify Wrapped content doubled in 2021,\u201d December 2021.<\/p>\n\n\n\n<p>[3]&nbsp;Capgemini Research Institute, \u201cA new playbook for Chief Marketing Officers,\u201d October 2021.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.capgemini.com\/research\/conversations-for-tomorrow\/conversations-for-tomorrow-4\/perspective-by-capgemini-virginie-regis-jean-pierre-villaret-timothy-morey\/#_ftnref4\">[4]<\/a>&nbsp;Business Insider, \u201cEver thought Shahrukh Khan could endorse your neighborhood store? Here\u2019s how Cadbury India is making it possible,\u201d October 2021.<\/p>\n\n\n\n<p><a href=\"https:\/\/metro.co.uk\/2021\/07\/06\/life-is-an-illusion-reddit-stunned-by-virtual-football-advertising-14880493\/\">[5]<\/a>&nbsp;Metro, \u201c\u2018Life is an illusion\u2019: Reddit stunned by football\u2019s virtual advertising,\u201d July 2021.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-apac\/marketing-strategies\/automation\/real-time-data-driven-creative-apac\/\">[6]<\/a>&nbsp;Think with Google, \u201cReal-time data-driven creative: the next frontier?\u201d September 2016.<\/p>\n\n\n\n<p> Inscrivez-vous pour recevoir les nouveaux rapports du Capgemini Research Institute.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\" id=\"quoteWrapper\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n\n<h2 class=\"wp-block-heading\" id=\"h-auteurs\">Auteurs<\/h2>\n\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-profile-card undefined profile-card section profile-card-slider\"><div class=\"container profileCardContainer\"><div class=\"profile-box\"><div class=\"row\"><div class=\"col-md-6 col-lg-3\"><div class=\"box\"><div class=\"box-author-img\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Viriginie-Regis-Auteur-1.webp?w=500&amp;quality=70\" srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Viriginie-Regis-Auteur-1.webp?w=500&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Viriginie-Regis-Auteur-1.webp?w=1000&amp;quality=70 2x\" class=\"box-img\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"lazy\"\/><\/div><\/div><\/div><div class=\"col-md-6 col-lg-9 right-side-box\"><div class=\"row right-box\"><div class=\"col-lg-4 profile\"><h3 class=\"profile-title\">Virginie Regis<\/h3><p class=\"box-position\">Chief Marketing and Communications Officer<br>Capgemini<\/p><ul class=\"social-nav social-nav-icons\"><li><a aria-label=\"LinkedIn (en anglais seulement)\" href=\"https:\/\/www.linkedin.com\/in\/virginie-regis-2545427\/\" target=\"_blank\" rel=\"noopener noreferrer\"><i class=\"icon-li\" aria-hidden=\"true\"><\/i><\/a><\/li><\/ul><\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-profile-card undefined profile-card section profile-card-slider\"><div class=\"container profileCardContainer\"><div class=\"profile-box\"><div class=\"row\"><div class=\"col-md-6 col-lg-3\"><div class=\"box\"><div class=\"box-author-img\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Jean-Pierre-Villaret-Auteur-2.webp?w=500&amp;quality=70\" srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Jean-Pierre-Villaret-Auteur-2.webp?w=500&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Jean-Pierre-Villaret-Auteur-2.webp?w=1000&amp;quality=70 2x\" class=\"box-img\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"lazy\"\/><\/div><\/div><\/div><div class=\"col-md-6 col-lg-9 right-side-box\"><div class=\"row right-box\"><div class=\"col-lg-4 profile\"><h3 class=\"profile-title\">Jean-Pierre Villaret<\/h3><p class=\"box-position\">Head of frog Europe Capgemini Invent<br>\u00a0<\/p><ul class=\"social-nav social-nav-icons\"><li><a aria-label=\"LinkedIn (en anglais seulement)\" href=\"https:\/\/www.linkedin.com\/in\/jean-pierre-villaret-9a07796\/\" target=\"_blank\" rel=\"noopener noreferrer\"><i class=\"icon-li\" aria-hidden=\"true\"><\/i><\/a><\/li><\/ul><\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-profile-card undefined profile-card section profile-card-slider\"><div class=\"container profileCardContainer\"><div class=\"profile-box\"><div class=\"row\"><div class=\"col-md-6 col-lg-3\"><div class=\"box\"><div class=\"box-author-img\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Thimothy-Morey-Auteur-3.webp?w=500&amp;quality=70\" srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Thimothy-Morey-Auteur-3.webp?w=500&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Thimothy-Morey-Auteur-3.webp?w=1000&amp;quality=70 2x\" class=\"box-img\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"lazy\"\/><\/div><\/div><\/div><div class=\"col-md-6 col-lg-9 right-side-box\"><div class=\"row right-box\"><div class=\"col-lg-4 profile\"><h3 class=\"profile-title\">Timothy Morey<\/h3><p class=\"box-position\">Global Managing Director<br>frog, part of Capgemini Invent<\/p><ul class=\"social-nav social-nav-icons\"><li><a aria-label=\"LinkedIn (en anglais seulement)\" href=\"https:\/\/www.linkedin.com\/in\/timothymorey\/\" target=\"_blank\" rel=\"noopener noreferrer\"><i class=\"icon-li\" aria-hidden=\"true\"><\/i><\/a><\/li><\/ul><\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n<h2 class=\"wp-block-heading\">Inscrivez-vous pour recevoir les nouveaux rapports du Capgemini Research Institute. <\/h2>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link\" href=\"https:\/\/www.capgemini.com\/fr-fr\/perspectives\/capgemini-research-institute\/\">Inscrivez-vous<\/a><\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>La cr\u00e9ativit\u00e9 et la data sont souvent consid\u00e9r\u00e9es comme \u00e9tant oppos\u00e9es, la cr\u00e9ativit\u00e9 \u00e9tant issue du cerveau droit, plus artistique et ax\u00e9 sur l\u2019\u00e9motion, tandis que le traitement des donn\u00e9es rel\u00e8ve davantage du cerveau gauche, n\u00e9cessitant une perspective plus analytique et objective. <\/p>\n","protected":false},"author":251,"featured_media":681788,"template":"","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"{\"uuid\":\"bac1c79e-b056-41fa-b37a-fc39e0f6a6a5\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"2b33e94e-fd74-4d5d-84de-e94f92bf8a08\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":0,"primary_term":"","featured_focal_points":""},"tags":[193],"research-and-insight-type":[42],"theme":[],"brand":[368],"service":[45],"industry":[97],"partners":[],"content-group":[],"class_list":["post-681820","research-and-insight","type-research-and-insight","status-publish","has-post-thumbnail","hentry","tag-customer-experience","research-and-insight-type-conversations-for-tomorrow","brand-capgemini-research-institute","service-customer-experience-customer-first","industry-telecoms"],"yoast_head":"<!-- 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