{"id":82,"date":"2026-10-17T11:13:28","date_gmt":"2026-10-17T11:13:28","guid":{"rendered":"https:\/\/benjamin-gorski.com\/?post_type=bg_experience&#038;p=82"},"modified":"2026-10-27T13:40:41","modified_gmt":"2026-10-27T13:40:41","slug":"choix-d-outils-data-marketing","status":"publish","type":"bg_experience","link":"https:\/\/benjamin-gorski.com\/index.php\/experience\/choix-d-outils-data-marketing\/","title":{"rendered":"Choix d&rsquo;outils marketing et DATA"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Dans le cadre de mes fonctions, j&rsquo;ai accompagn\u00e9 de nombreux clients sur l&rsquo;ensemble de leurs probl\u00e9matiques <strong>Data Marketing<\/strong>. L&rsquo;enjeu central reposait sur leur capacit\u00e9 \u00e0 :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Mieux collecter<\/strong> leurs donn\u00e9es ( donner du sens et un qualit\u00e9 \u00e0 la donn\u00e9e )<\/li>\n\n\n\n<li><strong>Mieux les exploiter<\/strong>, les segmenter et les enrichir ( garantir des acc\u00e8s, de l&rsquo;intelligence DATA, un gouvernance claire )<\/li>\n\n\n\n<li><strong>Mieux les distribuer<\/strong> dans une logique multicanale ( en temps r\u00e9el, avec micro segmentation, automatisation IA, &#8230; )<\/li>\n\n\n\n<li><strong>Mieux mesurer<\/strong> l&rsquo;efficacit\u00e9 des interactions avec leurs clients et prospects ( avec des solution Custom ou BI )<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Ces interventions s&rsquo;articulaient autour des missions suivantes :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u00c9tudes d&rsquo;opportunit\u00e9 :<\/strong> \u00e9valuation de l&rsquo;int\u00e9r\u00eat d&rsquo;int\u00e9grer une solution du march\u00e9 pour r\u00e9pondre \u00e0 un nouveau besoin fonctionnel.<\/li>\n\n\n\n<li><strong>D\u00e9finition du besoin fonctionnel :<\/strong> identification du ou des composants manquants pour atteindre les objectifs relationnels et business de la vision cible.<\/li>\n\n\n\n<li><strong>Organisation de RFI :<\/strong> rencontres et \u00e9changes avec plusieurs \u00e9diteurs afin d&rsquo;\u00e9valuer la maturit\u00e9 des solutions du march\u00e9 face \u00e0 un besoin sp\u00e9cifique.<\/li>\n\n\n\n<li><strong>R\u00e9daction de cahiers des charges :<\/strong> cadrage des besoins fonctionnels et des modalit\u00e9s de r\u00e9ponse dans le cadre d&rsquo;appels d&rsquo;offres.<\/li>\n\n\n\n<li><strong>Pilotage des consultations d&rsquo;\u00e9diteurs :<\/strong> organisation des soutenances, challenge des offres, synth\u00e8se et analyse comparative des propositions.<\/li>\n\n\n\n<li><strong>Aide au choix d&rsquo;outils (benchmarks &amp; s\u00e9lections) :<\/strong> \u00e9laboration de grilles d&rsquo;\u00e9valuation contextualis\u00e9es aux enjeux de l&rsquo;annonceur pour identifier la solution optimale.<\/li>\n\n\n\n<li><strong>Accompagnement \u00e0 l&rsquo;impl\u00e9mentation :<\/strong> pilotage du projet et suivi op\u00e9rationnel lors du d\u00e9ploiement de la ou des solutions retenues.<\/li>\n\n\n\n<li><strong>Accompagnement au Run :<\/strong> d\u00e9ploiement des cas d&rsquo;usage, mesure d&rsquo;efficacit\u00e9, conduite du changement, formation et acculturation des \u00e9quipes.<\/li>\n<\/ul>\n\n\n\n<div class=\"stack-architecture-container\">\n  <!-- Grille sup\u00e9rieure : 5 colonnes -->\n  <div class=\"top-grid\">\n    <!-- Colonne 1 -->\n    <div class=\"arch-column\">\n      <div class=\"arch-header\">\n        CDP \/ DMP \/ CEP \/ RETAIL MEDIA\n      <\/div>\n      <div class=\"arch-body\">\n        <p>mediarithmics, Weborama, Eulerian, DinMo, Hightouch, AEM, Treasure Data, Criteo&#8230;<\/p>\n      <\/div>\n    <\/div>\n\n    <!-- Colonne 2 -->\n    <div class=\"arch-column\">\n      <div class=\"arch-header\">\n        TMS \/ ANALYTICS \/ CMP \/ SERVER-SIDE \/ AD SERVING\n      <\/div>\n      <div class=\"arch-body\">\n        <p>Google Tag Manager, Google Analytics 4, Matomo, Didomi, Tealium, Addingwell, Commanders Act, Google Ad Manager, Mixpanel, Piano Analytics&#8230;<\/p>\n      <\/div>\n    <\/div>\n\n    <!-- Colonne 3 -->\n    <div class=\"arch-column\">\n      <div class=\"arch-header\">\n        PERSONNALISATION\n      <\/div>\n      <div class=\"arch-body\">\n        <p>AB Tasty, Kameleoon, Optimizely&#8230;<\/p>\n      <\/div>\n    <\/div>\n\n    <!-- Colonne 4 -->\n    <div class=\"arch-column\">\n      <div class=\"arch-header\">\n        DATA CLEAN ROOMS\n      <\/div>\n      <div class=\"arch-body\">\n        <p>LiveRamp, Decentriq, InfoSum&#8230;<\/p>\n      <\/div>\n    <\/div>\n\n    <!-- Colonne 5 -->\n    <div class=\"arch-column\">\n      <div class=\"arch-header\">\n        ONBOARDING\n      <\/div>\n      <div class=\"arch-body\">\n        <p>LiveRamp, Temelio, Epsilon&#8230;<\/p>\n      <\/div>\n    <\/div>\n  <\/div>\n\n  <div class=\"separator-line\"><\/div>\n\n  <!-- Grille inf\u00e9rieure : 2 blocs -->\n  <div class=\"bottom-grid\">\n    <!-- Bloc Gauche -->\n    <div class=\"arch-column\">\n      <div class=\"arch-header\">\n        Pour connecter des donn\u00e9es issues de :\n      <\/div>\n      <div class=\"arch-body\">\n        <p>Des donn\u00e9es issues des environnements data (Google Cloud, AWS, Databricks, Snowflake), des CRM et des interfaces front-end.<\/p>\n      <\/div>\n    <\/div>\n\n    <!-- Bloc Droit -->\n    <div class=\"arch-column\">\n      <div class=\"arch-header\">\n        Afin de les exploiter pour :\n      <\/div>\n      <div class=\"arch-body\">\n        <p>Activation sociale, activation CRM et activation m\u00e9dia<br>Personnalisation et recommandations, reporting<\/p>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/div>\n\n<style>\n  .stack-architecture-container {\n    width: 100%;\n    max-width: 1300px;\n    margin: 0 auto;\n    padding: 30px 15px;\n    font-family: -apple-system, BlinkMacSystemFont, \"Segoe UI\", Roboto, Helvetica, Arial, sans-serif;\n    box-sizing: border-box;\n    background-color: #ffffff;\n  }\n\n  .top-grid {\n    display: flex;\n    gap: 15px;\n    justify-content: space-between;\n    margin-bottom: 25px;\n  }\n\n  .bottom-grid {\n    display: flex;\n    gap: 20px;\n    justify-content: space-between;\n  }\n\n  .arch-column {\n    flex: 1;\n    display: flex;\n    flex-direction: column;\n    min-width: 0;\n  }\n\n  .arch-header {\n    background-color: #0b1f41;\n    color: #ffffff;\n    font-size: 13px;\n    font-weight: 600;\n    text-align: center;\n    padding: 16px 10px;\n    border-radius: 8px;\n    min-height: 65px;\n    display: flex;\n    align-items: center;\n    justify-content: center;\n    margin-bottom: 12px;\n    line-height: 1.35;\n    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.bottom-grid {\n      flex-wrap: wrap;\n    }\n  }\n<\/style>\n\n\n\n<p class=\"wp-block-paragraph\">Les missions d&rsquo;accompagnement sur l&rsquo;ensemble de ces sujets s&rsquo;ex\u00e9cutent toujours dans un processus de mission rigoureux et customis\u00e9 au contexte client.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans le cadre de mes nombreuses ann\u00e9es en conseil j&rsquo;ai eu l&rsquo;occasion d&rsquo;accompagner les entreprises sur tous les outils digitaux et solutions marketing qui interviennent dans la collecte, l&rsquo;analyse, l&rsquo;enrichissement, la distribution ou la consommation des donn\u00e9es digitales et CRM.<\/p>\n","protected":false},"featured_media":0,"template":"","class_list":["post-82","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>Choix 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