{"id":26117,"date":"2020-02-05T09:09:04","date_gmt":"2020-02-05T09:09:04","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=26117"},"modified":"2020-02-05T16:00:20","modified_gmt":"2020-02-05T16:00:20","slug":"apres-le-grand-debat-reste-la-data","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/apres-le-grand-debat-reste-la-data\/","title":{"rendered":"Apr\u00e8s le Grand D\u00e9bat, reste la data"},"content":{"rendered":"\n

L\u2019analyse des donn\u00e9es non structur\u00e9es \u00e9tait au c\u0153ur des d\u00e9bats de la Journ\u00e9e des Etudes<\/em> de l\u2019Adetem<\/em> : rencontre avec un des intervenants,\nChristian Langevin<\/strong>.<\/em><\/strong><\/p>\n\n\n\n

MarketingIsDead\u00a0:<\/strong> Christian Langevin, tu diriges <\/em>QWAM<\/em><\/strong><\/a> <\/em><\/strong>, une soci\u00e9t\u00e9 sp\u00e9cialis\u00e9e, notamment, dans l\u2019analyse des donn\u00e9es non structur\u00e9es en grand nombre\u00a0: c\u2019est m\u00eame ce savoir-faire qui t\u2019a amen\u00e9 \u00e0 d\u00e9pouiller les r\u00e9sultats du Grand D\u00e9bat National, en collaboration avec OpinionWay<\/a>, nous y reviendrons\u00a0; mais avant tout, en quoi les donn\u00e9es non structur\u00e9es en grand nombre\u00a0posent-elles des probl\u00e8mes sp\u00e9cifiques quant \u00e0 leur traitement\u00a0?<\/em><\/p>\n\n\n\n

Christian\nLangevin :<\/strong> Le terme de donn\u00e9es non structur\u00e9es<\/em> recouvre toutes les donn\u00e9es contenant des\ntextes libres r\u00e9dig\u00e9s par des \u00ab humains \u00bb\n<\/em>(verbatim clients, questions ouvertes, r\u00e9ponses \u00e0 des enqu\u00eates, etc.) ainsi\nque des donn\u00e9es de type documents r\u00e9dig\u00e9s (articles, \u00e9tudes, rapports, etc.). <\/p>\n\n\n\n

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

Les syst\u00e8mes actuels d\u2019analyse fonctionnent\nessentiellement par \u00e9chantillonnage, d\u2019o\u00f9 une bonne pertinence qualitative (=\nles principaux th\u00e8mes sont d\u00e9couverts) mais une absence totale de\nrepr\u00e9sentativit\u00e9 (= impossible donc de quantifier quoi que ce soit et donc d\u2019accorder\nun poids quelconque \u00e0 chacun des th\u00e8mes d\u00e9couverts.<\/p>\n\n\n\n

Ajoutons enfin que si le volume de\ndonn\u00e9es se r\u00e9v\u00e8le important, le co\u00fbt d\u2019analyse devient rapidement prohibitif.<\/p>\n\n\n\n

MarketingIsDead :<\/strong> Tu as commenc\u00e9 \u00e0 t\u2019int\u00e9resser,\ndepuis maintenant 3 ans, au discours des collaborateurs dans les entreprises \u2026<\/em><\/em><\/p>\n\n\n\n

Christian\nLangevin :<\/strong> Le probl\u00e8me de nombreuses entreprises\nest de fid\u00e9liser leurs personnels, d\u2019\u00e9valuer les retours de mission (dans les\ncas par exemple de consultants, interventions sur des chantiers, missions commerciales,\netc.) et de diminuer les d\u00e9parts des comp\u00e9tences cl\u00e9s \u2013 finalement, c\u2019est un\npeu comme la fid\u00e9lisation clients en marketing !<\/p>\n\n\n\n

D\u2019o\u00f9 le d\u00e9veloppement d\u2019enqu\u00eates de\nsatisfaction, avec non seulement des questions ferm\u00e9es, mais surtout o\u00f9\nfigurent de nombreuses questions ouvertes qui \u00e9largissent le champ d\u2019expression\net permettent de r\u00e9ellement prendre en compte les sentiments, aspirations et\nsuggestions des r\u00e9pondants; d\u00e8s qu\u2019il y a du volume il devient compliqu\u00e9 de\ntraiter par une intervention humaine les r\u00e9ponses aux questions ouvertes; nous\navons mis au point un mod\u00e8le d’analyse automatique des r\u00e9ponses afin de\ncartographier les attentes et sentiments des personnels \u2013 voir exemple ici<\/a>. <\/p>\n\n\n\n

Un des objectifs est souvent d\u2019identifier\nles probl\u00e8mes li\u00e9s aux missions et les risques potentiels d\u2019insatisfaction afin\nd\u2019optimiser la gestion des ressources humaines dans son ensemble.<\/p>\n\n\n\n

MarketingIsDead :<\/strong> Puis ensuite, il y a eu le Grand\nD\u00e9bat National : c\u2019\u00e9tait quoi, les enjeux, mis-\u00e0-part des d\u00e9lais tr\u00e8s\nserr\u00e9s et des tonnes de data ?<\/em><\/em><\/p>\n\n\n\n

Christian\nLangevin :<\/strong> C\u2019est vrai que traiter plus de 5 millions\nde r\u00e9ponses en moins d’un mois, ce fut un beau challenge \u2013 un pied dans ce que\nles marketers nomment Big Data<\/em>.<\/p>\n\n\n\n

J\u2019en suis plut\u00f4t fier, car il s’agit\nd’une reconnaissance de la valeur de notre solution QWAM Text Analytics pour\nl’analyse de textes en masse : notre solution est bas\u00e9e sur les\ntechnologies s\u00e9mantiques et l’intelligence artificielle pour lesquelles QWAM\nest un des pionniers.<\/p>\n\n\n\n

C’est l’utilisation de ce type de technologie\nqui a permis de traiter ce volume de plus de 5,5 millions de r\u00e9ponses dans de\ntels d\u00e9lais : pour la premi\u00e8re fois il a \u00e9t\u00e9 possible r\u00e9ellement de\nprendre en compte \u00e0 grande \u00e9chelle les attentes et opinions des citoyens sans\nles cantonner \u00e0 des questions ferm\u00e9es qui par d\u00e9finition limitent le champ\nd\u2019expression. Pour un compl\u00e9ment d\u2019information en vid\u00e9o, voir ici<\/a>.<\/p>\n\n\n\n

MarketingIsDead :<\/strong> Aujourd\u2019hui tu te penches sur\nl\u2019exp\u00e9rience clients : tu as raison, c\u2019est tr\u00e8s tendance \u2026 mais en quoi\nton exp\u00e9rience peut \u00eatre utile dans ce nouveau domaine ?<\/em><\/p>\n\n\n\n

Christian\nLangevin :<\/strong> Enqu\u00eates RH, Grand D\u00e9bat National<\/em>, exp\u00e9rience clients : dans tous les cas,\nil s\u2019agit de pouvoir se saisir de grandes quantit\u00e9s de donn\u00e9es pour en tirer\nune analyse fine et op\u00e9rationnelle ; aucune th\u00e9matique ne doit \u00eatre\noubli\u00e9e et leur traitement doit d\u00e9boucher sur une quantification\nop\u00e9rationnelle.<\/p>\n\n\n\n

C\u2019est pourquoi l’exp\u00e9rience clients constitue\npour nous un domaine prometteur en terme d’analyse de donn\u00e9es via la s\u00e9mantique\net l’intelligence artificielle : en effet l’analyse s\u00e9mantique li\u00e9e \u00e0 l\u2019IA,\navec pilotage humain bien s\u00fbr, va permettre de mieux appr\u00e9hender l’ensemble des\nmessages et textes li\u00e9s \u00e0 l’exp\u00e9rience client et sans se limiter \u00e0 des\n\u00e9chantillons souvent peu repr\u00e9sentatifs ; nos technologies permettent d’allier\nexhaustivit\u00e9 et co\u00fbts maitris\u00e9s tout en augmentant la qualit\u00e9 des insights<\/p>\n\n\n\n

MarketingIsDead :<\/strong> Une des particularit\u00e9s du marketing,\nc\u2019est d\u2019\u00eatre d\u00e9j\u00e0 fortement \u00e9quip\u00e9 d\u2019outils de reporting, sans oublier les\nsyst\u00e8mes op\u00e9rationnels comme les CRM \u2026<\/em><\/em><\/p>\n\n\n\n

Christian\nLangevin :<\/strong> \u2026 ce qui ne constitue pas un vrai\nprobl\u00e8me : les indicateurs extraits des analyses faites par QWAM Text\nAnalytics peuvent s’int\u00e9grer et se partager via la grande majorit\u00e9 des outils\nde reporting existants dans les entreprises ; il ne s’agit donc pas d’une solution\ntechnique de plus mais d’indicateurs nouveaux qui peuvent s’int\u00e9grer dans les\noutils existants via nos API et exports des indicateurs.<\/p>\n","protected":false},"excerpt":{"rendered":"

L\u2019analyse des donn\u00e9es non structur\u00e9es \u00e9tait au c\u0153ur des d\u00e9bats de la Journ\u00e9e des Etudes de l\u2019Adetem : rencontre avec un des intervenants, Christian Langevin. MarketingIsDead\u00a0: Christian Langevin, tu diriges QWAM , une soci\u00e9t\u00e9 sp\u00e9cialis\u00e9e, notamment, dans l\u2019analyse des donn\u00e9es non structur\u00e9es en grand nombre\u00a0: c\u2019est…<\/p>\n","protected":false},"author":2,"featured_media":26118,"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":[149],"tags":[398,399],"yoast_head":"\nApr\u00e8s le Grand D\u00e9bat, reste la 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=\"http:\/\/consumerinsight.eu\/marketingisdead\/apres-le-grand-debat-reste-la-data\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Apr\u00e8s le Grand D\u00e9bat, reste la data - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"L\u2019analyse des donn\u00e9es non structur\u00e9es \u00e9tait au c\u0153ur des d\u00e9bats de la Journ\u00e9e des Etudes de l\u2019Adetem : rencontre avec un des intervenants, Christian Langevin. MarketingIsDead\u00a0: Christian Langevin, tu diriges QWAM , une soci\u00e9t\u00e9 sp\u00e9cialis\u00e9e, notamment, dans l\u2019analyse des donn\u00e9es non structur\u00e9es en grand nombre\u00a0: c\u2019est...\" \/>\n<meta property=\"og:url\" content=\"http:\/\/consumerinsight.eu\/marketingisdead\/apres-le-grand-debat-reste-la-data\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing is Dead\" \/>\n<meta property=\"article:published_time\" content=\"2020-02-05T09:09:04+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-02-05T16:00:20+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2020\/01\/Christian-Langevin-portait.jpg?fit=495%2C480\" \/>\n\t<meta property=\"og:image:width\" content=\"495\" \/>\n\t<meta property=\"og:image:height\" content=\"480\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"FLaurent\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"http:\/\/consumerinsight.eu\/marketingisdead\/#website\",\"url\":\"http:\/\/consumerinsight.eu\/marketingisdead\/\",\"name\":\"Marketing is Dead\",\"description\":\"Le marketing est mort, vive le marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"http:\/\/consumerinsight.eu\/marketingisdead\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"ImageObject\",\"@id\":\"http:\/\/consumerinsight.eu\/marketingisdead\/apres-le-grand-debat-reste-la-data\/#primaryimage\",\"inLanguage\":\"fr-FR\",\"url\":\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2020\/01\/Christian-Langevin-portait.jpg?fit=495%2C480&ssl=1\",\"contentUrl\":\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2020\/01\/Christian-Langevin-portait.jpg?fit=495%2C480&ssl=1\",\"width\":495,\"height\":480},{\"@type\":\"WebPage\",\"@id\":\"http:\/\/consumerinsight.eu\/marketingisdead\/apres-le-grand-debat-reste-la-data\/#webpage\",\"url\":\"http:\/\/consumerinsight.eu\/marketingisdead\/apres-le-grand-debat-reste-la-data\/\",\"name\":\"Apr\u00e8s le Grand D\u00e9bat, reste la data - 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Si j\u2019\u00e9voque cet ouvrage, ce n\u2019est pas\u2026","rel":"","context":"Dans "Actualit\u00e9"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/P1530575.jpg?fit=581%2C480&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25191,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/big-brother-aimez\/","url_meta":{"origin":26117,"position":1},"title":"Big Brother, vous aimez\u00a0?","date":"4 novembre 2016","format":"gallery","excerpt":"\u00ab\u00a0Il aimait Big Brother\u00a0\u00bb\u00a0\u00a0: ainsi s\u2019ach\u00e8ve le livre le plus actuel d\u2019Orwell\u00a0! 1984\u00a0: nous y voil\u00e0 enfin\u00a0! \u00c7a a commenc\u00e9 de mani\u00e8re insidieuse \u2026 Vous souhaitiez rencontrer l\u2019\u00e2me s\u0153ur\u00a0: vous avez laiss\u00e9 Tinder vous aider gr\u00e2ce \u00e0 son algorithme secret \u2026 et un paquet de donn\u00e9es sur vous-m\u00eame que vous\u2026","rel":"","context":"Dans "C\u2019est d\u00e9j\u00e0 demain"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/11\/Big-Brother.jpg?fit=700%2C525&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25121,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/100idees-france-numerique\/","url_meta":{"origin":26117,"position":2},"title":"#100id\u00e9es pour une France num\u00e9rique","date":"15 septembre 2016","format":"gallery","excerpt":"L'Institut G9+ vient de publier un livre collectif\u00a0: 2017 : #100id\u00e9es pour une France num\u00e9rique. 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Nadia Robinet\u00a0: L\u2019institut G9+ est un think tank (cercle de r\u00e9flexion) associatif, apolitique et pluriel qui vient de c\u00e9l\u00e9brer ses 20\u2026","rel":"","context":"Dans "Interviews"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/09\/Nadia-Robinet.jpg?fit=549%2C824&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26076,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/intelligence-artificielle-ou-intelligence-amplifiee-par-la-technologie\/","url_meta":{"origin":26117,"position":3},"title":"Intelligence artificielle ou intelligence amplifi\u00e9e par la technologie ?","date":"5 d\u00e9cembre 2019","format":"gallery","excerpt":"Fran\u00e7ois et Chantal Cazals viennent de publier\u00a0: Intelligence artificielle, l\u2019intelligence amplifi\u00e9e par la technologie ; rencontre avec Fran\u00e7ois Cazals. MarketingIsDead\u00a0: Entre fantasmes et r\u00e9alit\u00e9, en deux mots, o\u00f9 en est-on vraiment avec l\u2019intelligence artificielle aujourd\u2019hui ? Fran\u00e7ois Cazals\u00a0: Il y a une v\u00e9ritable ambigu\u00eft\u00e9 s\u00e9mantique qui g\u00e9n\u00e8re ces fantasmes :\u2026","rel":"","context":"Dans "Interviews"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/12\/fran\u00e7ois.jpg?fit=1200%2C1200&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25446,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/allo-media-remporte-prix-de-lexcellence-marketing-by-adetem\/","url_meta":{"origin":26117,"position":4},"title":"Allo-Media remporte le Prix de l\u2019Excellence Marketing by Adetem","date":"6 juillet 2017","format":"gallery","excerpt":"Hier \u00e9taient remis les Prix de l\u2019Excellence Marketing by Adetem, devant 600 personnes \u00e0 la Salle Wagram\u00a0; grand vainqueur\u00a0: Allo-Media\u00a0; rencontre avec Fr\u00e9d\u00e9ric Daniel, Directeur g\u00e9n\u00e9ral adjoint et associ\u00e9. MarketingIsDead\u00a0: En deux mots pour ceux qui ne vous conna\u00eetraient pas encore, c\u2019est quoi Allo-Media\u00a0? Fr\u00e9d\u00e9ric Daniel\u00a0: C'est une \u00e9quipe de\u2026","rel":"","context":"Dans "Interviews"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/07\/Frederic-Daniel.jpg?fit=784%2C1000&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25490,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/no-data\/","url_meta":{"origin":26117,"position":5},"title":"No Data","date":"17 septembre 2017","format":"gallery","excerpt":"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 et qui se voulait un\u2026","rel":"","context":"Dans "Interviews 2.0"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/09\/Jean-Paul-Aimetti.jpg?fit=430%2C450&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26117"}],"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=26117"}],"version-history":[{"count":2,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26117\/revisions"}],"predecessor-version":[{"id":26122,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26117\/revisions\/26122"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/26118"}],"wp:attachment":[{"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=26117"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=26117"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=26117"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}