Personnalisation Marketing

Stratégie de Personnalisation

Fondamentaux

1. Objectifs

   • Engagement accru
   • Conversion optimisée
   • Fidélisation
   • Expérience client

2. Types

   • Comportementale
   • Contextuelle
   • Prédictive
   • Temps réel

Data Strategy

1. Sources

   • CRM
   • Analytics
   • Comportement
   • Transactions
   • Social media
   • Third-party

2. Collection

   • First-party data
   • Zero-party data
   • Consentement
   • Privacy

Technologies

Plateformes

1. CDP (Customer Data Platform)

   • Unification données
   • Profils clients
   • Segmentation
   • Activation

2. DMP (Data Management Platform)

   • Audience data
   • Targeting
   • Advertising
   • Analytics

Intelligence Artificielle

• Machine learning
• Predictive analytics
• NLP
• Recommendation engines

Canaux de Personnalisation

Digital

1. Web

   • Content
   • Navigation
   • Search
   • Recommendations

2. Email

   • Dynamic content
   • Behavioral triggers
   • Predictive sending
   • Smart segmentation

3. Mobile

   • Push notifications
   • In-app
   • Location-based
   • App personalization

Advertising

• Programmatic
• Retargeting
• Dynamic ads
• Sequential messaging

Implementation

Process

1. Strategy

   • Objectives
   • KPIs
   • Resources
   • Timeline

2. Setup

   • Data collection
   • Integration
   • Testing
   • Launch

3. Optimization

   • Monitoring
   • Testing
   • Iteration
   • Scaling

Governance

• Data privacy
• Security
• Compliance
• Documentation

Mesure

Metrics

1. Performance

   • Engagement
   • Conversion
   • Revenue
   • ROI

2. Customer

   • Satisfaction
   • Lifetime value
   • Retention
   • Advocacy

Analysis

• A/B testing
• Multivariate testing
• Attribution
• ROI analysis

Best Practices

Customer Experience

1. Relevance

   • Context
   • Timing
   • Channel
   • Message

2. Value Exchange

   • Utility
   • Benefits
   • Trust
   • Transparency

Technical

1. Data Quality

   • Accuracy
   • Completeness
   • Freshness
   • Integration

2. Performance

   • Speed
   • Scalability
   • Reliability
   • Security

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