{"id":1963,"date":"2014-04-01T10:49:46","date_gmt":"2014-04-01T10:49:46","guid":{"rendered":"https:\/\/www.iligo.fr\/?p=1963"},"modified":"2014-04-01T10:49:46","modified_gmt":"2014-04-01T10:49:46","slug":"rapprocher-les-etudes-consommateurs-et-le-data-management","status":"publish","type":"post","link":"https:\/\/www.iligo.fr\/en\/rapprocher-les-etudes-consommateurs-et-le-data-management\/","title":{"rendered":"Rapprocher les \u00e9tudes conso et le data management"},"content":{"rendered":"<p><!--:fr--><strong>iligo annonce un partenariat avec la soci\u00e9t\u00e9\u00a0<a href=\"http:\/\/metrics720.com\/#!\/home\">Metrics 720<\/a>, sp\u00e9cialis\u00e9e dans la r\u00e9alisation d\u2019\u00e9tudes statistiques appliqu\u00e9es \u00e0 l\u2019univers du marketing et des m\u00e9dias.<\/strong> \u00a0 Selon Olivier Goulet, le pr\u00e9sident d\u2019iligo, ce partenariat entre un institut charg\u00e9 de l\u2019\u00e9coute et de l\u2019interrogation des consommateurs et un sp\u00e9cialiste du traitement de la data est symptomatique de l\u2019\u00e9volution du march\u00e9 des \u00e9tudes. \u00ab\u00a0<i>Etre pertinent dans la mesure des nouveaux comportements des annonceurs, c\u2019est savoir allier deux savoir-faire. Tout d\u2019abord, savoir int\u00e9grer, comprendre et g\u00e9rer les datas laiss\u00e9es par les individus. Mais aussi savoir enrichir cette analyse d\u2019interrogations compl\u00e9mentaires<\/i>\u00a0\u00bb\u2026 commente Olivier Goulet. \u00a0 Ainsi, la data vous dira si un client ach\u00e8te r\u00e9guli\u00e8rement chez vous, si vous le retrouvez sur les r\u00e9seaux sociaux et s\u2019il s\u2019exprime sur votre offre. Tandis que l\u2019interrogation (qualitative ou quantitative) de ce m\u00eame client vous permettra de comprendre pourquoi il ne vient plus chez vous depuis deux mois et ses nouveaux besoins. Les deux approches sont donc forc\u00e9ment compl\u00e9mentaires et non opposables. \u00a0 Le mod\u00e8le des instituts d\u2019\u00e9tudes centr\u00e9 uniquement sur des techniques quantitatives d\u2019interrogation des individus est appel\u00e9 \u00e0 \u00e9voluer. En effet, la data collect\u00e9e sur ces individus peut se substituer en partie \u00e0 ces techniques. Mais en partie seulement, car jamais un relev\u00e9 m\u00e9canique de comportements ne traduira une attitude \u00e9motionnelle vis-\u00e0-vis d\u2019une marque. \u00a0 Les deux mondes, \u00e9tudes et data, sont appel\u00e9s \u00e0 fusionner. Autant s\u2019y pr\u00e9parer tout de suite. Pour d\u00e9marrer leur partenariat, iligo et Metrics 720 cr\u00e9ent un nouvel indicateur de performance\u00a0: le ROC (pour Return On Content). Cet indicateur permettra de mesurer pr\u00e9cis\u00e9ment l\u2019impact du Brand Content sur la marque, tant sur l\u2019image per\u00e7ue que sur la visibilit\u00e9. Cela fera l\u2019objet d\u2019une communication d\u00e9di\u00e9e dans les semaines \u00e0 venir.<\/p>\n<p><!--:--><\/p>","protected":false},"excerpt":{"rendered":"<p>iligo annonce un partenariat avec la soci\u00e9t\u00e9\u00a0Metrics 720, sp\u00e9cialis\u00e9e dans la r\u00e9alisation d\u2019\u00e9tudes statistiques appliqu\u00e9es \u00e0 l\u2019univers du marketing et des m\u00e9dias. \u00a0 <\/p>","protected":false},"author":2,"featured_media":45570,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201],"tags":[206,295,262,253,296],"class_list":["post-1963","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","tag-consommation","tag-data-management","tag-etudes","tag-iligo","tag-metrics-720"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>iligo - Research Agency | Rapprocher les \u00e9tudes conso et le data management<\/title>\n<meta name=\"description\" content=\"iligo annonce un partenariat avec la soci\u00e9t\u00e9\u00a0Metrics 720, sp\u00e9cialis\u00e9e dans la r\u00e9alisation d\u2019\u00e9tudes statistiques appliqu\u00e9es \u00e0 l\u2019univers du marketing et des m\u00e9dias. \u00a0\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.iligo.fr\/en\/rapprocher-les-etudes-consommateurs-et-le-data-management\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"iligo - 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