{"id":106,"date":"2026-10-17T11:45:15","date_gmt":"2026-10-17T11:45:15","guid":{"rendered":"https:\/\/benjamin-gorski.com\/?post_type=bg_experience&#038;p=106"},"modified":"2026-10-27T14:36:35","modified_gmt":"2026-10-27T14:36:35","slug":"onboarding-de-donnees-et-connected-indentity","status":"publish","type":"bg_experience","link":"https:\/\/benjamin-gorski.com\/index.php\/experience\/onboarding-de-donnees-et-connected-indentity\/","title":{"rendered":"Onboarding de donn\u00e9es et Connected Identity"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">La donn\u00e9e client doit pouvoir s&rsquo;interop\u00e9rabiliser avec les platforms, dans une logque technique qui permet de convertir des identifiants @ en identifiants DIGITAUX exploitables en activation digitales. Cette logique est devenue un standard de l&rsquo;activation Media Connect\u00e9e, pratique essentielle pour les entreprises qui veulent \u00e0 la fois maitriser leurs investissements sur les canaux media et leur coh\u00e9rence de communication en multi canal.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"486\" src=\"https:\/\/benjamin-gorski.com\/wp-content\/uploads\/2026\/10\/Infographie-Onboarding-1024x486.png\" alt=\"Processus d'onboarding et de digitalisation de donn\u00e9es CRM\" class=\"wp-image-186\" srcset=\"https:\/\/benjamin-gorski.com\/wp-content\/uploads\/2026\/10\/Infographie-Onboarding-1024x486.png 1024w, https:\/\/benjamin-gorski.com\/wp-content\/uploads\/2026\/10\/Infographie-Onboarding-300x142.png 300w, https:\/\/benjamin-gorski.com\/wp-content\/uploads\/2026\/10\/Infographie-Onboarding-767x364.png 767w, https:\/\/benjamin-gorski.com\/wp-content\/uploads\/2026\/10\/Infographie-Onboarding-1536x729.png 1536w, https:\/\/benjamin-gorski.com\/wp-content\/uploads\/2026\/10\/Infographie-Onboarding-2048x972.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">L&rsquo;expertise dans ce domaine peut \u00eatre distincte :<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">CONSTRUCTION D&rsquo;UN REFERENTIEL D&rsquo;ONBOARDING : <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Sourcing des partenariats DATA pour collecter les combinaisons @ et identifants digitaux<\/li>\n\n\n\n<li>Sourcing des partenariats pour construire les pincipes de Synchronisations d&rsquo;identifiants<\/li>\n\n\n\n<li>Monitoring de la collecte pour maintenir un matching determinsite<\/li>\n\n\n\n<li>Suivi des volumes exploitables disponibles dans le Graph ID ( Nombre d&rsquo;ID par indibidus )<\/li>\n\n\n\n<li>Construction des partenariats de synchronisation pour construire l&rsquo;interop\u00e9rabilit\u00e9 avec les Platforms (CDP &amp; DMP, DSP&#8230;)<\/li>\n\n\n\n<li>D\u00e9veloppement de la solution, mise en place d&rsquo;outils self services et de monitoring des op\u00e9ration d&rsquo;onboarding ( donn\u00e9es match\u00e9es , donn\u00e9es transf\u00e9r\u00e9es&#8230; )<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">MISE EN OEUVRE D&rsquo;UN PARTENAIRE D&rsquo;ONBORDING CHEZ LES CLIENTS : <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Pr\u00e9paration des donn\u00e9es ( v\u00e9rification des consentements, de la compl\u00e9tude et des ID CRM associ\u00e9s ) <\/li>\n\n\n\n<li>Suivi des op\u00e9ration d&rsquo;oboarding pour s\u00e9curiser le hachage des donn\u00e9es CRM en SHA256<\/li>\n\n\n\n<li>Suivi des volum\u00e9tries de match sur op\u00e9ration \/ v\u00e9rification des potentiels par segments<\/li>\n\n\n\n<li>R\u00e9alisation des op\u00e9rations de transfert, avec mise en place en one shot ou en flux continu<\/li>\n\n\n\n<li>Accompagnement des prestataires Media dans la consommation des donn\u00e9es digitalis\u00e9es<\/li>\n\n\n\n<li>Suivi de performance des donn\u00e9es activ\u00e9es ( Reporting &amp; AB test sur population , Etude ROPO et mesure d&rsquo;Uplift ) <\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Les principaux acteurs toujours actifs sur le march\u00e9 fran\u00e7ais sont <strong>LiveRamp<\/strong> (LSH), <strong>Temelio<\/strong>, <strong>EPSILON US<\/strong> et, plus r\u00e9cemment, <strong>mediarithmics<\/strong>, qui a int\u00e9gr\u00e9 cette fonctionnalit\u00e9 directement dans sa CDP.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cette activit\u00e9 de tiers de confiance est aujourd&rsquo;hui concurrenc\u00e9e par les plateformes elles-m\u00eames (Google, Meta, Amazon, TikTok, etc.), capables d&rsquo;onboarder leurs propres donn\u00e9es. Cependant, cela s&rsquo;accompagne de garanties de s\u00e9curisation qui restent \u00e0 challenger et, surtout, d&rsquo;une absence totale d&rsquo;interop\u00e9rabilit\u00e9 entre les diff\u00e9rents \u00e9cosyst\u00e8mes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Enfin, si le sujet n&rsquo;est pas un obstacle majeur sur le plan technique, il exige n\u00e9anmoins une r\u00e9flexion approfondie sur les segmentations, les flux de donn\u00e9es et la r\u00e9gionalisation des activations digitalis\u00e9es, le march\u00e9 s&rsquo;av\u00e9rant tr\u00e8s in\u00e9gal selon les pays cibl\u00e9s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En 2014, lorsque j&rsquo;ai rejoint Temelio, nous faisions figure de pionniers sur les enjeux de r\u00e9conciliation et d&rsquo;architecture <em>Connected Media<\/em>. Aujourd&rsquo;hui, ce type de service s&rsquo;est impos\u00e9 comme un standard incontournable dans le d\u00e9ploiement des strat\u00e9gies m\u00e9dia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pionnier de l&rsquo;Onboarding CRM en France avec ma participation \u00e0 construction de TEMELIO, la compr\u00e9hension et la maitrise des enjeux Graph client et de digitalisation des donn\u00e9es est essentielle pour garantir aux annonceurs une capacit\u00e9 d&rsquo;activation \/ animation Omnicanale.<\/p>\n","protected":false},"featured_media":0,"template":"","class_list":["post-106","bg_experience","type-bg_experience","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Onboarding de donn\u00e9es et Connected Identity - Benjamin Gorski<\/title>\n<meta name=\"description\" content=\"Expert en Onboarding de donn\u00e9es et Connected Identity. 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