{"id":155177,"date":"2025-12-30T09:13:17","date_gmt":"2025-12-30T14:13:17","guid":{"rendered":"https:\/\/www.dacgroup.com\/?post_type=podcasts&#038;p=155177"},"modified":"2025-12-30T09:13:18","modified_gmt":"2025-12-30T14:13:18","slug":"de-la-vanite-a-la-valeur-mesurer-limpact-reel-du-marketing","status":"publish","type":"podcasts","link":"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/podcasts\/de-la-vanite-a-la-valeur-mesurer-limpact-reel-du-marketing\/","title":{"rendered":"De la\u00a0vanit\u00e9\u00a0\u00e0 la\u00a0valeur\u00a0:\u00a0mesurer\u00a0l\u2019impact\u00a0r\u00e9el\u00a0du marketing\u00a0\u00a0"},"content":{"rendered":"","protected":false},"featured_media":155157,"menu_order":0,"template":"","meta":{"content-type":""},"podcasts-service-type":[],"podcast-category":[],"class_list":["post-155177","podcasts","type-podcasts","status-publish","has-post-thumbnail","hentry"],"acf":{"publish_date":"20251214","expert_source":"dac-team","author":87671,"duration":"14 minutes","title":"De la vanit\u00e9 \u00e0 la valeur : mesurer l\u2019impact r\u00e9el du marketing  ","hero":{"type":"video","hero_image":null,"hero_video":"https:\/\/www.youtube.com\/watch?v=E6EAMNghhmU"},"podcast_iframe":"<iframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https:\/\/player.cohostpodcasting.com\/09a54ecf-87b9-4112-a0e3-ddecb4e68ae3\/38475c72-7157-4f79-8f58-8329857754e2\"><\/iframe> ","promotional_listen_text":"\u00c9coutez (en anglais) sur votre plateforme pr\u00e9f\u00e9r\u00e9e","content":"<span data-contrast=\"auto\">Vos tableaux de bord\u00a0regorgent-ils\u00a0de donn\u00e9es\u00a0impressionnantes\u2026 sans pour\u00a0autant\u00a0g\u00e9n\u00e9rer\u00a0de\u00a0r\u00e9els\u00a0r\u00e9sultats\u00a0d\u2019affaires?<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n\r\n&nbsp;\r\n\r\n<span data-contrast=\"auto\">Dans cet \u00e9pisode de\u00a0<\/span><i><span data-contrast=\"auto\">Shift\u00a0Happens<\/span><\/i><span data-contrast=\"auto\">, Nasser Sahlool, Vice-pr\u00e9sident principal, strat\u00e9gie client chez DAC, s\u2019entretient avec Dan Temby, Vice-pr\u00e9sident principal, technologie, pour comprendre pourquoi les marketeurs s\u2019appuient encore sur des m\u00e9triques de vanit\u00e9, et surtout, ce qu\u2019ils devraient plut\u00f4t mesurer pour d\u00e9montrer un v\u00e9ritable impact sur la performance de l\u2019entreprise.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>","tips":{"tips_title":"Ce qu'il faut retenir ","tips":[{"tip_image":155040,"tip_title":"Les m\u00e9triques de vanit\u00e9 cr\u00e9ent du bruit; les m\u00e9triques de valeur cr\u00e9ent de l\u2019impact.","tip_content":"Les marketeurs doivent d\u00e9passer les clics et les impressions pour se concentrer sur des indicateurs qui d\u00e9montrent des r\u00e9sultats d\u2019affaires concrets, comme la valeur \u00e0 vie du client.\r\n\r\n"},{"tip_image":155040,"tip_title":"Une meilleure analyse vaut mieux que des tableaux de bord plus volumineux.","tip_content":"Les tableaux de bord expliquent le pass\u00e9, tandis que la science d\u00e9cisionnelle transforme les donn\u00e9es en orientations prospectives pour des d\u00e9cisions strat\u00e9giques plus \u00e9clair\u00e9es."},{"tip_image":155040,"tip_title":"L\u2019IA n\u2019est efficace que lorsque les donn\u00e9es parlent le m\u00eame langage.","tip_content":"Des jeux de donn\u00e9es bien structur\u00e9s et des couches s\u00e9mantiques sont essentiels pour tirer une r\u00e9elle valeur de l\u2019analytique aliment\u00e9e par l\u2019IA."},{"tip_image":155040,"tip_title":"IRIS active l\u2019intelligence conversationnelle.","tip_content":"IRIS, le syst\u00e8me d\u2019exploitation de DAC, combine donn\u00e9es structur\u00e9es, d\u00e9finitions s\u00e9mantiques et agents d\u2019IA pour produire des analyses strat\u00e9giques en temps r\u00e9el."},{"tip_image":155040,"tip_title":"Le changement porte ses fruits.","tip_content":"Aligner les \u00e9quipes autour de m\u00e9triques de valeur m\u00e8ne \u00e0 de meilleures performances \u00e0 long terme, incluant des gains mesurables comme une hausse de 15 % du ROAS."}]},"transcript":"<span data-contrast=\"auto\">Bienvenue \u00e0 Shift Happens \u2014\u00a0l\u2019art, la science et le chaos du marketing\u00a0moderne.<\/span>\r\n<span data-contrast=\"auto\">Chaque\u00a0\u00e9pisode\u00a0explore les forces qui\u00a0transforment\u00a0le marketing \u2014 de\u00a0l\u2019IA\u00a0et des donn\u00e9es \u00e0 la\u00a0confidentialit\u00e9, la\u00a0cr\u00e9ation\u00a0et la performance \u2014 et\u00a0donne\u00a0la parole \u00e0 des experts pour\u00a0comprendre\u00a0comment transformer la disruption\u00a0en\u00a0avantage\u00a0strat\u00e9gique.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Nasser<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Dans\u00a0ce\u00a0premier\u00a0\u00e9pisode, je suis\u00a0accompagn\u00e9\u00a0de Dan Temby, vice-pr\u00e9sident\u00a0principal,\u00a0technologie\u00a0et\u00a0analytique\u00a0chez DAC, pour\u00a0discuter\u00a0de la fa\u00e7on\u00a0dont\u00a0les\u00a0marketeurs\u00a0peuvent\u00a0passer des\u00a0m\u00e9triques\u00a0de\u00a0vanit\u00e9\u00a0\u00e0 des\u00a0m\u00e9triques\u00a0de\u00a0valeur,\u00a0afin\u00a0de\u00a0d\u00e9montrer\u00a0un\u00a0r\u00e9el\u00a0impact d\u2019affaires.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">R\u00e9cemment,\u00a0quelqu\u2019un\u00a0nous a\u00a0pos\u00e9\u00a0la question\u00a0suivante\u00a0: \u00ab Nous\u00a0avons\u00a0des tableaux de bord\u00a0remplis\u00a0de\u00a0m\u00e9triques.\u00a0Mais\u00a0comment savoir\u00a0si\u00a0tout\u00a0\u00e7a\u00a0g\u00e9n\u00e8re\u00a0r\u00e9ellement\u00a0des ventes? Ou\u00a0si\u00a0nous\u00a0faisons\u00a0simplement\u00a0le\u00a0suivi\u00a0de chiffres de\u00a0vanit\u00e9? \u00bb<\/span>\r\n<span data-contrast=\"auto\">C\u2019est\u00a0exactement\u00a0ce\u00a0que\u00a0nous\u00a0allons\u00a0explorer\u00a0aujourd\u2019hui\u00a0: comment passer de\u00a0m\u00e9triques\u00a0de\u00a0vanit\u00e9\u00a0\u00e0 des\u00a0indicateurs\u00a0de\u00a0valeur\u00a0qui\u00a0prouvent\u00a0un\u00a0v\u00e9ritable\u00a0impact d\u2019affaires. Et qui de\u00a0mieux\u00a0plac\u00e9\u00a0pour\u00a0en\u00a0parler\u00a0que\u00a0quelqu\u2019un\u00a0qui\u00a0conna\u00eet\u00a0bien le\u00a0sujet\u2026\u00a0mon\u00a0bon\u00a0ami\u00a0Dan.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Dan<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Je ne\u00a0m\u2019y\u00a0attendais\u00a0pas,\u00a0mais\u00a0\u00e7a\u00a0me\u00a0va.\u00a0J\u2019accepte.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Nasser<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Parfait.\u00a0Puisque\u00a0tu\u00a0l\u2019acceptes,\u00a0commen\u00e7ons\u00a0par\u00a0l\u00e0.\u00a0Pourquoi\u00a0les\u00a0marketeurs\u00a0restent-ils\u00a0encore\u00a0coinc\u00e9s\u00a0sur des\u00a0m\u00e9triques\u00a0de\u00a0vanit\u00e9,\u00a0comme\u00a0les impressions, par\u00a0exemple?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Dan<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Elles\u00a0racontent\u00a0une\u00a0histoire,\u00a0mais\u2026 les\u00a0m\u00e9triques\u00a0de\u00a0vanit\u00e9\u00a0sont\u00a0faciles\u00a0\u00e0\u00a0suivre\u00a0et\u00a0donnent\u00a0l\u2019impression\u00a0de\u00a0progresser, sans\u00a0n\u00e9cessairement\u00a0refl\u00e9ter\u00a0un\u00a0r\u00e9el\u00a0impact d\u2019affaires. Il y a\u00a0souvent\u00a0une\u00a0corr\u00e9lation,\u00a0mais\u00a0pas\u00a0toujours\u00a0de lien de\u00a0causalit\u00e9.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Il y\u00a0a\u00a0aussi\u00a0une\u00a0forme\u00a0d\u2019inertie\u00a0organisationnelle. Beaucoup\u00a0d\u2019entreprises\u00a0mesurent\u00a0ces\u00a0indicateurs\u00a0depuis\u00a0longtemps.\u00a0Ils\u00a0sont\u00a0pr\u00e9sents\u00a0autour\u00a0de la table du conseil\u00a0d\u2019administration\u00a0depuis\u00a0des\u00a0ann\u00e9es. Cette habitude\u00a0pousse\u00a0les organisations \u00e0 continuer de les\u00a0rapporter.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Encore\u00a0une\u00a0fois,\u00a0ce\u00a0sont\u00a0des\u00a0indicateurs\u00a0de\u00a0ce\u00a0qui se passe,\u00a0mais\u00a0ils\u00a0ne\u00a0sont\u00a0pas\u00a0directement\u00a0li\u00e9s\u00a0\u00e0 la\u00a0cr\u00e9ation\u00a0de\u00a0valeur.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Nasser<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">D\u2019accord.\u00a0Peux-tu\u00a0nous donner un\u00a0exemple\u00a0pour\u00a0illustrer\u00a0comment\u00a0cette\u00a0logique\u00a0s\u2019applique\u00a0ailleurs?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Dan<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">J\u2019ai\u00a0racont\u00e9\u00a0cette\u00a0histoire\u00a0r\u00e9cemment. Ma\u00a0conjointe\u00a0est\u00a0entra\u00eeneuse\u00a0personnelle,\u00a0comme\u00a0tu\u00a0le\u00a0sais, et\u00a0elle\u00a0r\u00e9primande\u00a0souvent\u00a0ses\u00a0clients\u00a0parce\u00a0qu\u2019ils\u00a0se\u00a0p\u00e8sent\u00a0tous\u00a0les\u00a0jours. Le\u00a0poids\u00a0n\u2019est\u00a0pas un bon\u00a0indicateur\u00a0de la condition physique. Les gens\u00a0veulent\u00a0\u00eatre\u00a0en\u00a0forme\u00a0et\u00a0en\u00a0sant\u00e9, et le\u00a0poids\u00a0n\u2019est\u00a0qu\u2019un\u00a0indicateur\u00a0parmi\u00a0d\u2019autres.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">On\u00a0peut\u00a0perdre\u00a0du muscle, voir le chiffre sur la balance\u00a0diminuer, et\u00a0pourtant\u00a0\u00eatre\u00a0moins\u00a0en\u00a0forme. \u00c0\u00a0l\u2019inverse, on\u00a0peut\u00a0prendre du\u00a0poids\u00a0en\u00a0gagnant\u00a0du muscle de\u00a0qualit\u00e9.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Je\u00a0l\u2019ai\u00a0m\u00eame\u00a0entendue\u00a0dire \u00e0\u00a0ses\u00a0clients\u00a0qu\u2019ils\u00a0devaient\u00a0manger\u00a0davantage\u00a0pour\u00a0\u00eatre\u00a0en\u00a0meilleure\u00a0sant\u00e9 et\u00a0perdre\u00a0du\u00a0poids\u00a0\u2014\u00a0ce\u00a0qui\u00a0semble\u00a0contre-intuitif.\u00a0C\u2019est\u00a0exactement\u00a0ce\u00a0qu\u2019on\u00a0observe\u00a0parfois\u00a0en\u00a0marketing :\u00a0il faut se\u00a0d\u00e9tacher\u00a0des\u00a0m\u00e9triques\u00a0qui\u00a0satisfont\u00a0un\u00a0besoin\u00a0imm\u00e9diat\u00a0et se\u00a0concentrer\u00a0sur des\u00a0indicateurs\u00a0plus\u00a0significatifs\u00a0\u00e0 long\u00a0terme.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Nasser<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Je me\u00a0sens\u00a0personnellement\u00a0vis\u00e9\u00a0par\u00a0cette\u00a0histoire.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Dan<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">J\u2019essayais\u00a0d\u2019\u00e9viter\u00a0\u00e7a\u2026\u00a0mais\u00a0tant\u00a0qu\u2019\u00e0\u00a0y\u00a0\u00eatre,\u00a0parlons-en!<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Nasser<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Merci.\u00a0Donc,\u00a0si\u00a0je\u00a0r\u00e9sume,\u00a0une\u00a0m\u00e9trique\u00a0de\u00a0vanit\u00e9\u00a0nous\u00a0dit\u00a0quelque chose,\u00a0mais\u00a0pas\u00a0n\u00e9cessairement\u00a0ce\u00a0qui\u00a0compte\u00a0vraiment?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Dan<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Exactement. Pas\u00a0toujours.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Nasser<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Alors,\u00a0si\u00a0les\u00a0clics\u00a0ne\u00a0m\u00e8nent\u00a0pas\u00a0forc\u00e9ment\u00a0\u00e0 des clients,\u00a0que\u00a0devrait-on\u00a0mesurer?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Dan<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Il faut se\u00a0concentrer\u00a0sur la\u00a0valeur, pas sur le volume. Ce\u00a0n\u2019est\u00a0pas simple. Le commerce\u00a0\u00e9lectronique\u00a0est\u00a0exigeant. On est\u00a0constamment\u00a0pouss\u00e9\u00a0\u00e0\u00a0g\u00e9n\u00e9rer\u00a0des ventes\u00a0imm\u00e9diatement. \u00c0\u00a0l\u2019approche\u00a0des F\u00eates, on\u00a0regarde\u00a0les chiffres \u00e0\u00a0l\u2019heure\u00a0pr\u00e8s \u2014 et\u00a0c\u2019est\u00a0compr\u00e9hensible.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Mais\u00a0lorsqu\u2019on\u00a0prend\u00a0du\u00a0recul\u00a0et\u00a0qu\u2019on\u00a0analyse la\u00a0strat\u00e9gie\u00a0globale, il faut\u00a0sortir\u00a0de\u00a0cette\u00a0logique. Nous\u00a0avons\u00a0r\u00e9cemment\u00a0travaill\u00e9\u00a0avec un\u00a0d\u00e9taillant\u00a0de\u00a0v\u00eatements\u00a0haut de\u00a0gamme. Nous\u00a0avons\u00a0d\u00e9plac\u00e9\u00a0le focus de\u00a0combien\u00a0de ventes\u00a0avons-nous\u00a0faites\u00a0vers\u00a0avons-nous\u00a0attir\u00e9\u00a0les bons clients, pour les bons\u00a0produits, au bon moment.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Lorsqu\u2019on\u00a0consid\u00e8re\u00a0la\u00a0valeur\u00a0\u00e0 vie du client, il est\u00a0souvent\u00a0plus\u00a0avantageux\u00a0d\u2019attirer\u00a0des clients qui\u00a0ach\u00e8teront\u00a0plus\u00a0fr\u00e9quemment\u00a0et\u00a0\u00e9volueront\u00a0vers des\u00a0produits\u00a0\u00e0 plus forte\u00a0valeur. \u00c0 court\u00a0terme,\u00a0cela\u00a0peut\u00a0contredire\u00a0les rapports\u00a0quotidiens,\u00a0mais\u00a0\u00e0 moyen et long\u00a0terme,\u00a0l\u2019histoire\u00a0racont\u00e9e\u00a0par la\u00a0valeur\u00a0totale\u00a0est beaucoup plus\u00a0solide.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Nasser<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Comment\u00a0amorce-t-on\u00a0ce\u00a0changement\u00a0de perspective?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Dan<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">C\u2019est\u00a0difficile. Il faut\u00a0une\u00a0\u00e9quipe\u00a0pr\u00eate\u00a0\u00e0\u00a0penser\u00a0autrement\u00a0et \u00e0\u00a0s\u2019\u00e9loigner\u00a0des\u00a0approches\u00a0traditionnelles. Dans\u00a0ce\u00a0cas-ci, nous\u00a0avons\u00a0analys\u00e9\u00a0le\u00a0parcours\u00a0produit, les codes\u00a0postaux\u00a0pour\u00a0comprendre\u00a0la\u00a0g\u00e9ographie, et\u00a0identifi\u00e9\u00a0des zones \u00e0\u00a0prioriser.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Cela a\u00a0transform\u00e9\u00a0notre\u00a0approche\u00a0en\u00a0mati\u00e8re\u00a0d\u2019ench\u00e8res\u00a0par\u00a0cat\u00e9gorie, de\u00a0ciblage\u00a0m\u00e9dia\u00a0et de\u00a0mesure\u00a0globale. Surtout,\u00a0cela\u00a0nous a\u00a0permis\u00a0de\u00a0mieux\u00a0relier\u00a0l\u2019activit\u00e9\u00a0num\u00e9rique aux ventes\u00a0en\u00a0magasin\u00a0\u00e0 forte\u00a0valeur.\u00a0\u00c7a\u00a0demande\u00a0de la collaboration, de la formation et\u00a0une\u00a0vision\u00a0partag\u00e9e\u00a0\u2014\u00a0mais\u00a0quand\u00a0tout\u00a0s\u2019aligne,\u00a0l\u2019impact\u00a0est puissant.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Nasser<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Justement,\u00a0quel\u00a0a\u00a0\u00e9t\u00e9\u00a0l\u2019impact\u00a0concret?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Dan<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Une augmentation\u00a0d\u2019environ\u00a015 % du ROAS sur\u00a0une\u00a0p\u00e9riode\u00a0donn\u00e9e. Sur\u00a0une\u00a0journ\u00e9e\u00a0isol\u00e9e, les\u00a0r\u00e9sultats\u00a0semblaient\u00a0parfois\u00a0moins\u00a0bons,\u00a0mais\u00a0sur un\u00a0trimestre, nous\u00a0\u00e9tions\u00a0nettement\u00a0en\u00a0avance\u00a0gr\u00e2ce \u00e0\u00a0cette\u00a0approche\u00a0ax\u00e9e\u00a0sur la\u00a0valeur\u00a0\u00e0 vie\u00a0plut\u00f4t\u00a0que\u00a0sur le \u00ab\u00a0qu\u2019as-tu\u00a0fait\u00a0hier\u00a0\u00bb.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Nasser<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Donc, les\u00a0clics\u00a0font du bruit, les conversions\u00a0ont\u00a0de\u00a0l\u2019impact,\u00a0mais\u00a0la\u00a0valeur\u00a0\u00e0 vie\u00a0oriente\u00a0la\u00a0strat\u00e9gie.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Dan<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Absolument.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Nasser<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Comment aide-t-on\u00a0alors\u00a0les clients \u00e0 passer des tableaux de bord aux\u00a0d\u00e9cisions?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Dan<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Les tableaux de bord\u00a0sont\u00a0importants. Tout le monde\u00a0veut\u00a0savoir\u00a0ce\u00a0qui\u00a0s\u2019est\u00a0pass\u00e9. Mais le\u00a0d\u00e9fi\u00a0en\u00a0analytique\u00a0est de transformer les donn\u00e9es\u00a0en\u00a0orientations futures.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Quand on parle de science des donn\u00e9es et de science\u00a0d\u00e9cisionnelle,\u00a0cela\u00a0ne\u00a0veut\u00a0pas\u00a0dire certitude\u00a0absolue. La science repose sur\u00a0l\u2019it\u00e9ration,\u00a0l\u2019exp\u00e9rimentation\u00a0et\u00a0l\u2019\u00e9limination\u00a0de\u00a0ce\u00a0qui ne\u00a0fonctionne\u00a0pas. Elle vise \u00e0\u00a0cr\u00e9er\u00a0suffisamment\u00a0de\u00a0confiance\u00a0pour prendre de\u00a0meilleures\u00a0d\u00e9cisions.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Investir\u00a0en\u00a0marketing,\u00a0c\u2019est\u00a0toujours\u00a0un pari. Mais plus on analyse les\u00a0signaux\u00a0du pass\u00e9, plus on\u00a0augmente\u00a0notre\u00a0niveau\u00a0de\u00a0confiance\u00a0pour\u00a0orienter\u00a0nos\u00a0choix.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Nasser<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Id\u00e9alement,\u00a0ce\u00a0pari\u00a0ressemble\u00a0plus au blackjack\u00a0qu\u2019\u00e0\u00a0la roulette\u2026<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Dan<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Exactement. On utilise les donn\u00e9es et les\u00a0math\u00e9matiques\u00a0pour guider le prochain\u00a0mouvement. Les tableaux de bord\u00a0fournissent\u00a0le carburant,\u00a0mais\u00a0la science\u00a0d\u00e9cisionnelle\u00a0permet\u00a0de\u00a0d\u00e9cider\u00a0quoi faire ensuite.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Nasser<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Comment\u00a0l\u2019analytique\u00a0\u00e9volue-t-elle, et \u00e0 quoi les\u00a0marketeurs\u00a0doivent-ils\u00a0se\u00a0pr\u00e9parer?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Dan<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Impossible\u00a0d\u2019\u00e9viter\u00a0le\u00a0sujet\u00a0:\u00a0l\u2019IA. Elle\u00a0permet\u00a0d\u2019analyser\u00a0beaucoup plus de donn\u00e9es, plus\u00a0rapidement. Mais donn\u00e9es et IA ne\u00a0produisent\u00a0pas de\u00a0magie\u00a0par\u00a0d\u00e9faut. Nous\u00a0l\u2019avons\u00a0appris\u00a0\u00e0\u00a0nos\u00a0d\u00e9pens.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Pour\u00a0que\u00a0l\u2019IA\u00a0fonctionne, il faut des donn\u00e9es\u00a0fiables,\u00a0connect\u00e9es\u00a0et bien\u00a0structur\u00e9es. Surtout, il faut des couches\u00a0s\u00e9mantiques\u00a0pour\u00a0que\u00a0les\u00a0mod\u00e8les\u00a0comprennent\u00a0le\u00a0contexte\u00a0d\u2019affaires.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Nasser<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">C\u2019est\u00a0ce\u00a0que\u00a0vous\u00a0appliquez\u00a0avec IRIS?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Dan<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Oui. IRIS est\u00a0notre\u00a0syst\u00e8me\u00a0d\u2019exploitation\u00a0d\u2019agence. Nous\u00a0avons\u00a0travaill\u00e9\u00a0\u00e9troitement\u00a0avec Snowflake et\u00a0nos\u00a0\u00e9quipes internes pour\u00a0b\u00e2tir\u00a0des\u00a0mod\u00e8les\u00a0d\u2019IA\u00a0aliment\u00e9s\u00a0par des donn\u00e9es bien\u00a0d\u00e9finies\u00a0et des couches\u00a0s\u00e9mantiques\u00a0solides.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Le\u00a0r\u00e9sultat,\u00a0c\u2019est\u00a0une\u00a0intelligence\u00a0conversationnelle\u00a0capable\u00a0d\u2019analyser, de\u00a0mod\u00e9liser\u00a0et de\u00a0formuler\u00a0des\u00a0recommandations\u00a0en\u00a0temps\u00a0r\u00e9el\u00a0\u2014\u00a0directement\u00a0dans les salles\u00a0o\u00f9\u00a0les\u00a0d\u00e9cisions\u00a0se\u00a0prennent.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Nasser<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Donc,\u00a0l\u2019IA\u00a0amplifie\u00a0la\u00a0strat\u00e9gie, \u00e0 condition\u00a0que\u00a0les donn\u00e9es\u00a0parlent\u00a0le\u00a0m\u00eame\u00a0langage.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Dan<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Exactement. Pour\u00a0aller\u00a0au-del\u00e0\u00a0des\u00a0m\u00e9triques\u00a0de\u00a0vanit\u00e9\u00a0et\u00a0soutenir\u00a0de\u00a0grandes\u00a0d\u00e9cisions\u00a0sur de grands budgets,\u00a0ces\u00a0\u00e9l\u00e9ments\u00a0doivent\u00a0\u00eatre\u00a0align\u00e9s.\u00a0L\u2019analytique\u00a0marketing de\u00a0demain\u00a0ne\u00a0pourra\u00a0pas\u00a0exister\u00a0sans\u00a0cette\u00a0fondation.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Nasser<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Voici\u00a0donc\u00a0le\u00a0changement\u00a0cl\u00e9\u00a0: les\u00a0m\u00e9triques\u00a0de\u00a0vanit\u00e9\u00a0rendent\u00a0les tableaux de bord\u00a0impressionnants,\u00a0mais\u00a0seules\u00a0les\u00a0m\u00e9triques\u00a0de\u00a0valeur\u00a0prouvent\u00a0l\u2019impact. Un marketing plus intelligent\u00a0mesure\u00a0ce\u00a0qui fait\u00a0r\u00e9ellement\u00a0avancer\u00a0l\u2019entreprise.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Merci, Dan, pour la discussion.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Dan<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Merci, Nasser.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>","contributing_experts":[{"expert_source":"dac-team","expert":3647},{"expert_source":"dac-team","expert":3644}],"external_links":{"youtube_link":"https:\/\/youtube.com\/@dacgroup?si=7dBKB6H4ULpQ5hnb","amazon_link":"https:\/\/podcasts.apple.com\/ca\/podcast\/inside-the-funnel\/id1533975355","apple_link":"https:\/\/podcasts.apple.com\/ca\/podcast\/inside-the-funnel\/id1533975355","spotify_link":"https:\/\/open.spotify.com\/show\/1v4DqfhwITITWFVpdLBE23"}},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>De la\u00a0vanit\u00e9\u00a0\u00e0 la\u00a0valeur\u00a0:\u00a0mesurer\u00a0l\u2019impact\u00a0r\u00e9el\u00a0du marketing\u00a0\u00a0 | DAC<\/title>\n<meta name=\"description\" content=\"Pourquoi les m\u00e9triques traditionnelles ne racontent plus toute l\u2019histoire? Cet \u00e9pisode de Shift Happens explore comment des indicateurs ax\u00e9s sur la valeur, soutenus par l\u2019IA et des donn\u00e9es structur\u00e9es, transforment la performance marketing.\" \/>\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.dacgroup.com\/fr-ca\/perspectives\/podcasts\/de-la-vanite-a-la-valeur-mesurer-limpact-reel-du-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"De la\u00a0vanit\u00e9\u00a0\u00e0 la\u00a0valeur\u00a0:\u00a0mesurer\u00a0l\u2019impact\u00a0r\u00e9el\u00a0du marketing\u00a0\u00a0 | DAC\" \/>\n<meta property=\"og:description\" content=\"Pourquoi les m\u00e9triques traditionnelles ne racontent plus toute l\u2019histoire? Cet \u00e9pisode de Shift Happens explore comment des indicateurs ax\u00e9s sur la valeur, soutenus par l\u2019IA et des donn\u00e9es structur\u00e9es, transforment la performance marketing.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/podcasts\/de-la-vanite-a-la-valeur-mesurer-limpact-reel-du-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"DAC\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DACGroup\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-30T14:13:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2025\/12\/ShiftHappens-Episode1-BlogBanner-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"875\" \/>\n\t<meta property=\"og:image:height\" content=\"438\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/09\/DAC-logo.svg\" \/>\n<meta name=\"twitter:site\" content=\"@DAC_group\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/podcasts\/de-la-vanite-a-la-valeur-mesurer-limpact-reel-du-marketing\/\",\"url\":\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/podcasts\/de-la-vanite-a-la-valeur-mesurer-limpact-reel-du-marketing\/\",\"name\":\"De la\u00a0vanit\u00e9\u00a0\u00e0 la\u00a0valeur\u00a0:\u00a0mesurer\u00a0l\u2019impact\u00a0r\u00e9el\u00a0du marketing\u00a0\u00a0 | DAC\",\"isPartOf\":{\"@id\":\"https:\/\/www.dacgroup.com\/fr-ca\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/podcasts\/de-la-vanite-a-la-valeur-mesurer-limpact-reel-du-marketing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/podcasts\/de-la-vanite-a-la-valeur-mesurer-limpact-reel-du-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2025\/12\/ShiftHappens-Episode1-BlogBanner-1.jpg\",\"datePublished\":\"2025-12-30T14:13:17+00:00\",\"dateModified\":\"2025-12-30T14:13:18+00:00\",\"description\":\"Pourquoi les m\u00e9triques traditionnelles ne racontent plus toute l\u2019histoire? 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