{"id":25490,"date":"2017-09-17T16:41:57","date_gmt":"2017-09-17T16:41:57","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25490"},"modified":"2017-10-06T12:34:20","modified_gmt":"2017-10-06T12:34:20","slug":"no-data","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/no-data\/","title":{"rendered":"No Data"},"content":{"rendered":"

Jean-Paul Aimetti<\/strong>, Professeur \u00e9m\u00e9rite au CNAM et Membre de l\u2019Acad\u00e9mie des Sciences Commerciales, etc., vient de publier NO DATA <\/strong>Quelle libert\u00e9 dans un monde num\u00e9rique\u00a0?<\/p>\n

MarketingIsDead\u00a0:<\/strong> Ce titre, No Data, n\u2019est pas sans rappeler No Logo de la journaliste canadienne Naomi Klein, paru en 2000 et qui se voulait un brulot contre \u00ab\u00a0la tyrannie des marques\u00a0\u00bb\u00a0: une d\u00e9marche similaire contre la dictature des donn\u00e9es\u00a0?<\/em><\/p>\n

Jean-Paul Aimetti\u00a0:<\/strong> Effectivement, le titre de mon ouvrage rappelle celui de No\u00e9mie Klein \u00ab\u00a0No Logo<\/em>\u00a0\u00bb. Au-del\u00e0 de ce titre volontairement provocateur, mon objectif n’est pas de refuser toute exploitation de donn\u00e9es mais d’en d\u00e9noncer les d\u00e9rives et de trouver un juste \u00e9quilibre entre \u00ab\u00a0No data<\/em>\u00a0\u00bb et la dictature de l\u2019in\u00e9luctable r\u00e9volution num\u00e9rique.<\/p>\n

\"\"<\/a>MarketingIsDead\u00a0:<\/strong> Les entreprises croulent sous les donn\u00e9es et engagent des data <\/em>scientists <\/em>qu\u2019elles ne savent d\u2019ailleurs pas trop o\u00f9 loger dans les organigrammes\u00a0: n\u2019auraient-elles pas trop tendance \u00e0 privil\u00e9gier la quantit\u00e9 \u00e0 la qualit\u00e9 des datas\u00a0?<\/em><\/p>\n

Jean-Paul Aimetti\u00a0:<\/strong> De faux gourous font croire qu’il suffit d’alimenter un algorithme d’un tr\u00e8s grand nombre de donn\u00e9es pour que jaillissent des d\u00e9cisions d’actions, des innovations ou la solution de tout probl\u00e8me.<\/p>\n

Ce discours favorise certes la vente de dispositifs de stockage ou de traitement d’informations toujours plus puissants mais au ROI <\/em>al\u00e9atoire. Pour encore quelques d\u00e9cennies, une d\u00e9marche plus interactive alliant expertise et raisonnements humains (incluant une s\u00e9lection d’informations potentiellement pertinentes – smart data<\/em> ) \u00e0 diff\u00e9rentes techniques d’analyses de donn\u00e9es semble la bonne voie.<\/p>\n

Il en r\u00e9sulte que les data scientists ne doivent pas \u00eatre recrut\u00e9s uniquement sur leurs connaissances statistiques et informatiques mais \u00e9galement sur leur compr\u00e9hension des m\u00e9tiers auxquels ils contribuent et sur l\u2019utilisation op\u00e9rationnelle de leurs analyses.<\/p>\n

MarketingIsDead\u00a0:<\/strong> Tu d\u00e9nonces \u00ab\u00a0l\u2019obsolescence programm\u00e9e\u00a0\u00bb dont un des champions serait une certaine marque \u00e0 la pomme \u2026<\/em><\/p>\n

Jean-Paul Aimetti\u00a0:<\/strong> Autant une innovation de rupture justifie le lancement d’un nouveau produit, autant il convient de s’interroger sur l’utilit\u00e9 de programmer l’obsolescence de produits ou de services sur des p\u00e9riodes de plus en plus courtes. Apple, parmi d’autres, illustre ce type d\u2019abus, au m\u00e9pris du respect de toute une cat\u00e9gorie de clients et sans vraiment optimiser la continuit\u00e9 des services offerts.<\/p>\n

Il est temps que certains acteurs comprennent la lassitude d\u2019un segment important de client\u00e8le (ni geek ni accroc \u00e0 a mode) et leur proposent des offres adapt\u00e9es \u00e0 leur attente.<\/p>\n

MarketingIsDead\u00a0:<\/strong> Les robots \u2013 que l\u2019on pr\u00e9f\u00e8re appeler plus simplement \u00ab\u00a0bots\u00a0\u00bb \u2013 se multiplient \u00e0 grande vitesse sur la toile et g\u00e9n\u00e8rent de nouvelles donn\u00e9es \u00e0 leur tour\u00a0: de quoi \u00e0 nouveau fausser les analyses\u00a0?<\/em><\/p>\n

Jean-Paul Aimetti\u00a0:<\/strong> Les robots contribuent en effet \u00e0 l’hypertrophie du Big data<\/em>. L’infob\u00e9sit\u00e9 dont nous sommes tous victimes risque aujourd’hui d’encombrer inutilement les machines et les algorithmes, au d\u00e9triment de la qualit\u00e9 des analyses (cf. la r\u00e9ponse \u00e0 la 2\u00e8me<\/sup> \u00a0question).<\/p>\n

MarketingIsDead\u00a0:<\/strong> Face au \u00ab\u00a0harc\u00e8lement\u00a0\u00bb des marques gr\u00e2ce aux datas, certains socionautes se rebellent et \u00ab\u00a0trollent\u00a0\u00bb ces derni\u00e8res, parfois gratuitement, juste par plaisir\u00a0: la fin de la confiance, et d\u2019une certaine complicit\u00e9, entre consommateurs et marques\u00a0?<\/em><\/p>\n

Jean-Paul Aimetti\u00a0:<\/strong> Le harc\u00e8lement promotionnel sur le Web et les intrusions croissantes dans nos vies priv\u00e9es (et, demain, dans nos pens\u00e9es) contribuent certainement \u00e0 diminuer la confiance envers les marques. Qui plus est, r\u00e9guli\u00e8rement, un grand acteur du Web est \u00e9pingl\u00e9 \u00e0 la suite de promesses non tenues ou de manque d’\u00e9thique.<\/p>\n

Du logiciel Adblock Plus qui ne filtrait pas les publicit\u00e9s d’annonceurs payant fort cher pour appartenir \u00e0 une \u00ab\u00a0liste blanche\u00a0\u00bb<\/em>, \u00e0 Facebook qui \u00e9tablit des ponts entre ses membres et WhatsApp, contrairement \u00e0\u00a0 ses engagements aupr\u00e8s des institutions europ\u00e9ennes, en passant par Microsoft qui proclame une absolue confidentialit\u00e9 sur les donn\u00e9es de ses clients et ach\u00e8te LinkedIn \u2026 pour exploiter les donn\u00e9es de 500 millions de clients.<\/p>\n

Le \u00ab\u00a0Tro<\/em>lling<\/em>\u00a0\u00bb est une des r\u00e9pliques, parfois excessive, \u00e0 ces d\u00e9rives mais il en existe beaucoup d’autres, individuelles\u00a0 ou collectives, de la d\u00e9nonciation virale au boycott. D’ autres contrefeux r\u00e9glementaires se mettent en place, dont le nouveau RGPD (R\u00e8glement G\u00e9n\u00e9ral sur la Protection des Donn\u00e9es) europ\u00e9en qui alourdira significativement les sanctions inflig\u00e9es aux contrevenants d\u00e8s la mi-2018.<\/p>\n

Ces diff\u00e9rents contrefeux qu\u2019il est urgent de mettre en \u0153uvre pour combattre le manque de transparence des entreprises du num\u00e9rique sont d\u00e9velopp\u00e9es dans la derni\u00e8re partie de No Data<\/em>.<\/p>\n

MarketingIsDead\u00a0:<\/strong> Finalement, ne serait-il pas temps de remettre un peu d\u2019humain dans tout \u00e7a\u00a0?<\/em><\/p>\n

C\u2019est sans doute le mot de la fin. Face \u00e0 la robotisation envahissante que nous imposent les hyperpuissances du Web \u00e0 l’\u00e9thique discutable, il est vital de conserver la premi\u00e8re place \u00e0 l’humain, dans toutes les dimensions du nouveau monde num\u00e9rique.<\/p>\n

Une vigilance \u00a0de tout instant est donc n\u00e9cessaire pour pr\u00e9server une interaction homme-machine \u00e0 tous les stades cl\u00e9s des algorithmes et de la relation client et pour multiplier les espaces o\u00f9 nous puissions exprimer encore longtemps \u00e9motions, cr\u00e9ativit\u00e9 et libert\u00e9 de pens\u00e9e.<\/p>\n","protected":false},"excerpt":{"rendered":"

Jean-Paul Aimetti, Professeur \u00e9m\u00e9rite au CNAM et Membre de l\u2019Acad\u00e9mie des Sciences Commerciales, etc., vient de publier NO DATA Quelle libert\u00e9 dans un monde num\u00e9rique\u00a0? MarketingIsDead\u00a0: Ce titre, No Data, n\u2019est pas sans rappeler No Logo de la journaliste canadienne Naomi Klein, paru en 2000…<\/p>\n","protected":false},"author":2,"featured_media":25491,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[150],"tags":[287,286],"yoast_head":"\nNo Data - Marketing is Dead<\/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:\/\/consumerinsight.eu\/marketingisdead\/no-data\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"No Data - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Jean-Paul Aimetti, Professeur \u00e9m\u00e9rite au CNAM et Membre de l\u2019Acad\u00e9mie des Sciences Commerciales, etc., vient de publier NO DATA Quelle libert\u00e9 dans un monde num\u00e9rique\u00a0? 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Seulement voil\u00e0, loin d'\u00eatre dupe ou \u00e0 force d'\u00eatre dup\u00e9, il se fait de plus en plus discret et r\u00e9clame son droit \u00e0\u2026","rel":"","context":"Dans "Actualit\u00e9"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25490"}],"collection":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/comments?post=25490"}],"version-history":[{"count":3,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25490\/revisions"}],"predecessor-version":[{"id":25514,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25490\/revisions\/25514"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/25491"}],"wp:attachment":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=25490"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=25490"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=25490"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}