{"id":149654,"date":"2025-09-12T13:55:10","date_gmt":"2025-09-12T18:55:10","guid":{"rendered":"https:\/\/www.dacgroup.com\/insights\/white-papers\/generative-marketing-intelligence-a-new-way-for-innovative-brands-to-drive-efficiency-and-performance\/"},"modified":"2025-11-10T13:09:01","modified_gmt":"2025-11-10T18:09:01","slug":"intelligence-marketing-generative-une-nouvelle-approche-pour-les-marques-innovantes-alliant-performance-et-efficience","status":"publish","type":"whitepapers","link":"https:\/\/www.dacgroup.com\/fr\/perspectives\/livres-blancs\/intelligence-marketing-generative-une-nouvelle-approche-pour-les-marques-innovantes-alliant-performance-et-efficience\/","title":{"rendered":"Intelligence marketing\u00a0g\u00e9n\u00e9rative:Une nouvelle approche pour les marques innovantes, alliant performance et efficience"},"content":{"rendered":"\n<script>\n    document.addEventListener('DOMContentLoaded', function() {\n        window.addEventListener('whitepaper-download-event', function() {\n            const cta_button = document.querySelector('a[role=\"button\"]');\n            if (cta_button) {\n                cta_button.remove();\n            }\n        });\n    });\n<\/script>\n\n<section class=\"d-flex justify-content-center whitepapers-hero\" style=\"background-color: #171616;\">\n    <header data-role=\"events-hero\">\n        <div class=\"breadcrumb-nav\">\n            <a href=\"https:\/\/www.dacgroup.com\/fr\/\">DAC<\/a><img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/themes\/dac\/img\/chevron-right-white.svg\" alt=\"\" aria-hidden=\"true\"><a class=\"text-capitalize\" href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/\">Perspectives<\/a><img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/themes\/dac\/img\/chevron-right-white.svg\" alt=\"\" aria-hidden=\"true\"><a class=\"text-capitalize\" href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/livres-blancs\/\">Livres Blancs<\/a>        <\/div>\n\n        <div class=\"content-row\">\n            <div class=\"info-col\">\n                <span class=\"d-block title-decorator\">\n                    Livres blancs                <\/span>\n\n                <h1 class=\"title my-0\">\n                    Intelligence marketing\u00a0g\u00e9n\u00e9rative: Une nouvelle approche pour les marques innovantes, alliant performance et efficience                <\/h1>\n\n                \n                                        <div class=\"icon d-flex align-items-center\" style=\"gap: 13px;\">\n                            <svg width=\"23\" height=\"23\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                <path d=\"M23.9998 9.95742C23.9998 9.95024 23.9956 9.94409 23.9956 9.93588L23.9946 3.51572C23.9946 3.37111 23.9366 3.23163 23.8329 3.12906C23.7293 3.02648 23.5894 2.96906 23.4422 2.96906H19.9391V1.94348C19.938 0.870725 19.0602 0.00102395 17.9761 0H17.7646C16.6805 0.00102553 15.8016 0.870725 15.8006 1.94348V2.97011L8.94138 2.96909V1.94351C8.94034 0.869726 8.06145 0.00104861 6.97735 2.46633e-05H6.76592C5.68182 0.00105019 4.80292 0.869726 4.80189 1.94351V2.97014L0.552411 2.96911C0.247709 2.96911 0 3.21423 0 3.51574V19.9693C0.00103637 21.038 0.431156 22.0626 1.19501 22.8185C1.95782 23.5744 2.99424 23.999 4.07433 24H19.9215C21.0015 23.999 22.0369 23.5744 22.8008 22.8185C23.5647 22.0627 23.9938 21.0381 23.9948 19.9693V9.97897C23.9959 9.97077 23.9998 9.9646 23.9998 9.95742ZM16.9065 1.94357C16.9065 1.47384 17.2911 1.09437 17.7647 1.09335H17.9762C18.4498 1.09437 18.8333 1.47384 18.8343 1.94357V4.73632C18.8385 5.21015 18.454 5.59678 17.9762 5.60193H17.7647C17.2859 5.5968 16.9024 5.21015 16.9065 4.73632V1.94357ZM5.90795 1.94357C5.90795 1.47384 6.29246 1.09437 6.76612 1.09335H6.97755C7.45121 1.09437 7.83572 1.47384 7.83572 1.94357V4.73632C7.83987 5.21015 7.45535 5.59678 6.97755 5.60193H6.76612C6.28832 5.5968 5.90381 5.21015 5.90795 4.73632V1.94357ZM4.80206 4.06346V4.73625C4.79895 5.81415 5.67785 6.69 6.76609 6.69614H6.97752C8.06579 6.68999 8.94468 5.81412 8.94155 4.73625V4.06346H15.8008V4.73625C15.7977 5.81313 16.6766 6.69 17.7648 6.69614H17.9763C19.0645 6.68999 19.9434 5.8131 19.9392 4.73625V4.06346H22.8899V9.41084H1.10607V4.06346H4.80206ZM19.9215 22.9068H4.07427C2.43566 22.9047 1.10792 21.5909 1.10579 19.9693V10.5041H22.8897V19.9693C22.8876 21.5908 21.5602 22.9047 19.9215 22.9068Z\" fill=\"white\" \/>\n                            <\/svg>\n\n                            <p class=\"text-white\" style=\"font-size:14px; line-height:20px;\">15 septembre 2025<\/p>\n                        <\/div>\n                    \n                \n                        <div class=\"  \" data-role=\"cta\">\n\n                                                <a role=\"button\" data-scroll-to='#data-whitepapers-body' data-scroll-position='top' class=\"btn_primary-filled_black_hand smooth-scroll \"  >\n                        \n                        <div>T\u00e9l\u00e9chargez le livre blanc<\/div>\n\n                        \n                                \n                                        <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"24\" viewBox=\"0 0 24 24\">\n                                            <g clip-path=\"url(#clip0_2625_299)\">\n                                                <rect width=\"24\" height=\"24\" \/>\n                                                <path d=\"M21.7073 14.8912C21.6071 15.0021 21.4862 15.092 21.3517 15.1553C19.9543 15.7739 16.2814 17.4092 12.3524 19.2435C10.9313 19.9218 9.44711 20.454 7.92204 20.8317C6.90068 21.072 5.83695 21.0548 4.82359 20.7811C3.81023 20.5073 2.87806 19.9857 2.10855 19.2616C1.36839 18.5696 0.795336 17.7128 0.434438 16.7583C0.0735402 15.8038 -0.0654262 14.7769 0.0285021 13.7588L1.0952 2.9341C1.14142 2.46498 1.3752 2.03566 1.74173 1.74683C2.10826 1.4583 2.57494 1.3353 3.03302 1.40705C3.45703 1.47428 3.83986 1.70311 4.10416 2.04711C4.36817 2.39111 4.4938 2.82466 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3.75946ZM24.0264 15.7128L15.5459 9.14982L13.4602 10.423C13.3273 10.4924 13.1792 10.5286 13.0288 10.5286C12.8784 10.5286 12.7303 10.4924 12.5975 10.423L10.5073 9.13669L1.95119 15.6996L24.0264 15.7128ZM24.2443 13.8751V3.75946L16.9111 8.21788L24.2443 13.8751Z\" fill=\"#A8A8A8\" \/>\n                                <\/svg>\n                            <\/div>\n\n                        <\/div>\n                    <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n    <\/header>\n<\/section>\n\n\n<style>\n    \n    \n            #text-background-69df1528e7544 {\n            @media(max-width: 992px) {\r\n     padding: 44px 16px !important;\r\n}        }\n    <\/style>\n\n<section data-role=\"text-background\" id=\"text-background-69df1528e7544\" style=\"--componentTextColor: #171616; --componentBackgroundColor: #fcd48d;\">\n    <div class=\"text-content\">\n        <p style=\"text-align: left;\"><span class=\"TextRun SCXW234651419 BCX8\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW234651419 BCX8\">Dans l\u2019environnement marketing complexe d\u2019aujourd\u2019hui, les marques doivent faire face \u00e0 un niveau de changement sans pr\u00e9c\u00e9dent, port\u00e9 par des audiences de plus en plus diversifi\u00e9es, des \u00e9cosyst\u00e8mes m\u00e9diatiques fragment\u00e9s, des attentes consommateurs en constante hausse et une pression croissante sur l\u2019efficacit\u00e9.<\/span><\/span><span class=\"EOP SCXW234651419 BCX8\" data-ccp-props=\"{}\">\u00a0<\/span><span class=\"TextRun SCXW195047104 BCX8\" lang=\"FR-FR\" xml:lang=\"FR-FR\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW195047104 BCX8\">Ce livre blanc propose une perspective percutante sur la fa\u00e7on dont l\u2019intelligence marketing g\u00e9n\u00e9rative peut apporter une r\u00e9ponse transformative aux d\u00e9fis marketing d\u2019aujourd\u2019hui.<\/span><\/span><span class=\"EOP SCXW195047104 BCX8\" data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n    <\/div>\n<\/section>\n\n\n\n<section id=\"data-whitepapers-body\" data-whitepapers-body x-data=\"{isFormSubmitted: false, hasDownloadedFile: false}\">\n    <h2 class=\"title\">Vous y d\u00e9couvrirez :<\/h2>\n\n    <div class=\"inner-container\">\n\n        <div class=\"info-col\">\n\n                            <ul class=\"item-list\">\n                    \n                        <li class=\"list-item\">\n                            <div class=\"item-image-container\">\n                                <img decoding=\"async\" class=\"item-image\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2025\/09\/AdAge-GMI-WP-Icon1.png\" alt=\"\">\n                            <\/div>\n\n                            <div class=\"text-column\">\n                                <h3 class=\"title\"><\/h3>\n                                <p class=\"description\">S\u2019adapter \u00e0 des audiences vari\u00e9es en synth\u00e9tisant des donn\u00e9es issues \u00e0 la fois de sources propri\u00e9taires et publiques, afin de donner du sens aux insights localis\u00e9s et de d\u00e9velopper des strat\u00e9gies de ciblage plus fines et efficaces.<\/p>\n                            <\/div>\n\n                        <\/li>\n                    \n                        <li class=\"list-item\">\n                            <div class=\"item-image-container\">\n                                <img decoding=\"async\" class=\"item-image\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2025\/09\/AdAge-GMI-WP-Icon2.png\" alt=\"\">\n                            <\/div>\n\n                            <div class=\"text-column\">\n                                <h3 class=\"title\"><\/h3>\n                                <p class=\"description\">Cr\u00e9er des relations clients durables en orchestrant des exp\u00e9riences contextuelles, bas\u00e9es sur l\u2019intention, avec des contenus et des cr\u00e9ations personnalis\u00e9s 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livre blanc                                <\/a>\n                                Vous recevrez \u00e9galement un courriel sous peu contenant un lien pour le t\u00e9l\u00e9charger et le consulter ult\u00e9rieurement.                            <\/div>\n                        <\/div>\n\n                    <\/div>\n                <\/div>\n            <\/div>\n            <\/div>\n<\/section>\n\n\n    <section data-recent-posts-row class=\"whitepapers\">\n        <div class=\"inner-container\">\n            <h2 class=\"title\">\n                D\u00e9couvrez d&#8217;autres livres blancs            <\/h2>\n            <div class=\"cards-container\">\n                                    <div class=\"post-card\">\n                        <span class=\"post-card-title\" style=\"--header-background-color: #FABFBF; --header-text-color: #171616\">\n                            White paper                        <\/span>\n                                                    <div class=\"post-card-image\">\n                                <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/04\/SEO-vs-AI-Visibility-Quiz-875x438-Blog1-FR.jpg\" alt=\"Quiz \u00ab Visibilit\u00e9 SEO vs IA \u00bb : identifiez ce qui freine r\u00e9ellement vos performances\">\n                            <\/div>\n                        \n                        <div class=\"post-card-content\">\n                            <div class=\"post-card-content-column\">\n                                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/livres-blancs\/quiz-visibilite-seo-vs-ia-identifiez-ce-qui-freine-reellement-vos-performances\/\">\n                                    Quiz \u00ab Visibilit\u00e9 SEO vs IA \u00bb : identifiez ce qui freine r\u00e9ellement vos performances                                <\/a>\n\n                                                                    <!-- DATE ICON -->\n                                    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19.9693V9.97897C23.9959 9.97077 23.9998 9.9646 23.9998 9.95742ZM16.9065 1.94357C16.9065 1.47384 17.2911 1.09437 17.7647 1.09335H17.9762C18.4498 1.09437 18.8333 1.47384 18.8343 1.94357V4.73632C18.8385 5.21015 18.454 5.59678 17.9762 5.60193H17.7647C17.2859 5.5968 16.9024 5.21015 16.9065 4.73632V1.94357ZM5.90795 1.94357C5.90795 1.47384 6.29246 1.09437 6.76612 1.09335H6.97755C7.45121 1.09437 7.83572 1.47384 7.83572 1.94357V4.73632C7.83987 5.21015 7.45535 5.59678 6.97755 5.60193H6.76612C6.28832 5.5968 5.90381 5.21015 5.90795 4.73632V1.94357ZM4.80206 4.06346V4.73625C4.79895 5.81415 5.67785 6.69 6.76609 6.69614H6.97752C8.06579 6.68999 8.94468 5.81412 8.94155 4.73625V4.06346H15.8008V4.73625C15.7977 5.81313 16.6766 6.69 17.7648 6.69614H17.9763C19.0645 6.68999 19.9434 5.8131 19.9392 4.73625V4.06346H22.8899V9.41084H1.10607V4.06346H4.80206ZM19.9215 22.9068H4.07427C2.43566 22.9047 1.10792 21.5909 1.10579 19.9693V10.5041H22.8897V19.9693C22.8876 21.5908 21.5602 22.9047 19.9215 22.9068Z\" fill=\"#171616\" \/>\n                                        <\/svg>\n\n                                        <p class=\"text-white\" style=\"font-size:14px; line-height:20px;\">\n                                            15 septembre 2025                                        <\/p>\n                                    <\/div>\n                                                            <\/div>\n\n                            <div class=\"post-card-content-inner\">\n                                                                    \n\n\n\n\n\n\n\n\n\n\n\n                                                            <\/div>\n                        <\/div>\n                    <\/div>\n                                    <div class=\"post-card\">\n                        <span class=\"post-card-title\" style=\"--header-background-color: #FABFBF; --header-text-color: #171616\">\n                            White paper                        <\/span>\n                                 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toute marque multi-sites doit r\u00e9pondre pour r\u00e9ussir                                <\/a>\n\n                                                                    <!-- DATE ICON -->\n                                    <div class=\"icon d-flex align-items-center\" style=\"gap: 13px;\">\n                                        <svg width=\"16\" height=\"16\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <path d=\"M23.9998 9.95742C23.9998 9.95024 23.9956 9.94409 23.9956 9.93588L23.9946 3.51572C23.9946 3.37111 23.9366 3.23163 23.8329 3.12906C23.7293 3.02648 23.5894 2.96906 23.4422 2.96906H19.9391V1.94348C19.938 0.870725 19.0602 0.00102395 17.9761 0H17.7646C16.6805 0.00102553 15.8016 0.870725 15.8006 1.94348V2.97011L8.94138 2.96909V1.94351C8.94034 0.869726 8.06145 0.00104861 6.97735 2.46633e-05H6.76592C5.68182 0.00105019 4.80292 0.869726 4.80189 1.94351V2.97014L0.552411 2.96911C0.247709 2.96911 0 3.21423 0 3.51574V19.9693C0.00103637 21.038 0.431156 22.0626 1.19501 22.8185C1.95782 23.5744 2.99424 23.999 4.07433 24H19.9215C21.0015 23.999 22.0369 23.5744 22.8008 22.8185C23.5647 22.0627 23.9938 21.0381 23.9948 19.9693V9.97897C23.9959 9.97077 23.9998 9.9646 23.9998 9.95742ZM16.9065 1.94357C16.9065 1.47384 17.2911 1.09437 17.7647 1.09335H17.9762C18.4498 1.09437 18.8333 1.47384 18.8343 1.94357V4.73632C18.8385 5.21015 18.454 5.59678 17.9762 5.60193H17.7647C17.2859 5.5968 16.9024 5.21015 16.9065 4.73632V1.94357ZM5.90795 1.94357C5.90795 1.47384 6.29246 1.09437 6.76612 1.09335H6.97755C7.45121 1.09437 7.83572 1.47384 7.83572 1.94357V4.73632C7.83987 5.21015 7.45535 5.59678 6.97755 5.60193H6.76612C6.28832 5.5968 5.90381 5.21015 5.90795 4.73632V1.94357ZM4.80206 4.06346V4.73625C4.79895 5.81415 5.67785 6.69 6.76609 6.69614H6.97752C8.06579 6.68999 8.94468 5.81412 8.94155 4.73625V4.06346H15.8008V4.73625C15.7977 5.81313 16.6766 6.69 17.7648 6.69614H17.9763C19.0645 6.68999 19.9434 5.8131 19.9392 4.73625V4.06346H22.8899V9.41084H1.10607V4.06346H4.80206ZM19.9215 22.9068H4.07427C2.43566 22.9047 1.10792 21.5909 1.10579 19.9693V10.5041H22.8897V19.9693C22.8876 21.5908 21.5602 22.9047 19.9215 22.9068Z\" fill=\"#171616\" \/>\n                                        <\/svg>\n\n                                        <p class=\"text-white\" style=\"font-size:14px; line-height:20px;\">\n                                            15 septembre 2025                                        <\/p>\n                                    <\/div>\n                                                            <\/div>\n\n                            <div class=\"post-card-content-inner\">\n                                                                    \n\n\n\n\n\n\n\n\n\n\n\n                                                            <\/div>\n                        <\/div>\n                    <\/div>\n                            <\/div>\n        <\/div>\n    <\/section>\n\n\n\n\n\n<section data-role=\"discover-more-insights-events\" class=\"d-flex justify-content-center\">\n    <div class=\"content\" class=\"w-100\">\n        <div class=\"header\">\n            <h2>\n                D\u00e9couvrez davantage d\u2019analyses de DAC            <\/h2>\n            \n            <a class=\"button-to-discover d-none d-lg-flex\" href=\"https:\/\/www.dacgroup.com\/fr\/decouvrir\/\">\n                <span>\n                    EXPLOREZ TOUTES LES PERSPECTIVES                <\/span>\n                <span>\n                    \n        <svg width=\"24\" height=\"17\" viewBox=\"0 0 24 17\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n            <path d=\"M19.7303 9.46276L14.8759 14.7137C14.5429 15.074 14.5429 15.6298 14.876 15.99C15.2481 16.3924 15.8842 16.3924 16.2563 15.9899L23.1809 8.49991L16.2563 1.00988C15.8842 0.607416 15.2481 0.607379 14.876 1.0098C14.5429 1.37001 14.5429 1.92582 14.8759 2.28607L19.7303 7.53683H0.962963C0.431133 7.53683 0 7.96796 0 8.49979C0 9.03162 0.431133 9.46276 0.962963 9.46276H19.7303Z\" fill=\"#171616\"\/>\n        <\/svg>\n                    <\/span>\n            <\/a>\n        <\/div>\n\n        <div class=\"items-content\">\n            <div data-identity=\"insight-item-1\" class=\"item\">\n                <div class=\"image-container\">\n                                            \n        <svg width=\"55\" height=\"51\" viewBox=\"0 0 55 51\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n            <path d=\"M41.6 23.6V8.75M41.6 23.6L48.0146 17.1854C48.1969 17.0031 48.4948 17.0109 48.6673 17.2025L52.1144 21.0327C52.2745 21.2106 52.2673 21.4827 52.0981 21.6519L28.55 45.2M41.6 23.6L23.8628 41.3372M23.6 41.6H2.45C2.20147 41.6 2 41.3985 2 41.15V8.75M23.6 41.6L21.2887 47.7635C21.1469 48.1415 21.5363 48.5006 21.9017 48.3286L28.55 45.2M23.6 41.6L23.8628 41.3372M2 8.75V2.45C2 2.20147 2.20147 2 2.45 2H23.6M2 8.75H23.6M41.6 8.75V2.45C41.6 2.20147 41.3985 2 41.15 2H32.6M41.6 8.75H32.6M23.6 8.75V2M23.6 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