{"id":7947,"date":"2019-01-15T14:43:30","date_gmt":"2019-01-15T13:43:30","guid":{"rendered":"https:\/\/golem.ai\/blog\/interview-nathalie-ollier-ia-marketing\/"},"modified":"2022-04-22T14:03:02","modified_gmt":"2022-04-22T12:03:02","slug":"interview-nathalie-ollier-ia-marketing","status":"publish","type":"post","link":"https:\/\/miralia.ai\/en\/blog\/interview-nathalie-ollier-ia-marketing","title":{"rendered":"\u201cL\u2019IA est la technique au service de l\u2019humain\u201d interview de Nathalie Ollier"},"content":{"rendered":"

A l\u2019occasion de la sortie du livre blanc de Golem.ai suite \u00e0 notre \u00e9tude \u00ab IA et marketing \u00bb relatant les attentes des marketeurs envers l\u2019IA, nos \u00e9quipes ont interview\u00e9 des professionnels pour recueillir leur exp\u00e9rience et leur vision de l\u2019IA dans leur m\u00e9tier.<\/h3>\n

\n

\"\"<\/p>\n

\n

Aujourd\u2019hui, rencontre avec Nathalie Ollier, responsable marketing relationnel pour les activit\u00e9s retail de la Rmn-Grand Palais.<\/p>\n

Retrouvez Nathalie sur son compte Twitter<\/a> !<\/p>\n

Dans l\u2019\u00e9tude on constate que les 3 premiers objectifs de l\u2019utilisation de l\u2019IA sont :<\/p>\n

–          Am\u00e9liorer l\u2019exp\u00e9rience client : 75%<\/p>\n

–          Personnaliser\/individualiser les messages : 70%<\/p>\n

–          Comprendre les comportements des consommateurs : 65%<\/p>\n

Pour vous \u00e0 quels objectifs doit r\u00e9pondre l\u2019utilisation de l\u2019IA en marketing ?<\/strong><\/span><\/h2>\n

Un savant m\u00e9lange de ces 3 items, auxquels je rajouterais, \u00e9viter les t\u00e2ches r\u00e9p\u00e9titives \u00e0 faible valeur ajout\u00e9e, et donc, travailler mieux. Paradoxalement, mettre l’humain au c\u0153ur de la relation client et du marketing via l’IA.  A mon sens l’IA est \u00ab\u00a0La technique au service de l’humain\u00a0\u00bb.<\/p>\n

Avez-vous d\u00e9j\u00e0 impl\u00e9ment\u00e9 des solutions \u00e0 base d\u2019IA dans votre service ? Si non : pourquoi ? <\/strong><\/span><\/h2>\n

Il nous reste des basiques \u00e0 mettre en place d’un point de vue technique. Par ailleurs cela ne correspond pas encore \u00e0 la culture d’entreprise.<\/p>\n

Quelles seraient les premi\u00e8res solutions \u00e0 base d\u2019IA que vous mettriez en place ? <\/strong><\/span><\/h2>\n

Le chatbot, assez simple \u00e0 mettre en place et peu co\u00fbteux par rapport \u00e0 d’autres chantiers me semblerait int\u00e9ressant pour un 1er test, c\u00f4t\u00e9 client et c\u00f4t\u00e9 entreprise. Cot\u00e9 client : disposer d’une r\u00e9ponse \u00e0 tout moment et c\u00f4t\u00e9 entreprise, \u00eatre r\u00e9actif, gagner en satisfaction client et se concentrer sur des t\u00e2ches \u00e0 plus forte valeur ajout\u00e9e.<\/p>\n

\"\"<\/a><\/p>\n

L\u2019\u00e9tude r\u00e9v\u00e8le que le 1er frein au d\u00e9veloppement de l\u2019IA est la culture d\u2019entreprise. Quel est votre avis sur le sujet ? Avez-vous pu identifier d\u2019autres freins ? Si oui lesquels (co\u00fbts, connaissances technologiques \u2026) ?<\/strong><\/span><\/h2>\n

Je partage compl\u00e8tement ce point de vue. L\u2019investissement financier, qui est r\u00e9el et requiert d’\u00eatre instruit mais aussi l’\u00e9volution des m\u00e9thodes de travail sont \u00e0 mon sens trop fr\u00e9quemment utilis\u00e9s, pour cacher la vraie raison, celle de la non-croyance en l’IA par m\u00e9connaissance du sujet et par peur.<\/p>\n

Comme tous les projets structurants, l’IA doit \u00eatre port\u00e9e par la Direction. Il faut accompagner, acculturer et former aux changements des fa\u00e7ons de travailler.<\/p>\n

A votre avis quels seront les principaux impacts de l\u2019IA dans le marketing (vous lib\u00e9rez de t\u00e2ches \u00e0 faible valeur ajout\u00e9e, am\u00e9liorer le ciblage, cr\u00e9er de nouveaux produits et services \u2026) ?<\/strong><\/span><\/h2>\n

Les leviers sont nombreux : lib\u00e9rer des t\u00e2ches r\u00e9p\u00e9titives, travailler plus vite et mieux. Pouvoir se concentrer sur son m\u00e9tier de marketeur, avoir une meilleure connaissance de ses clients, pouvoir mieux les adresser, personnaliser et avoir des outils comme les chatbots pour assurer un service 24h\/24.<\/p>\n

Avez-vous un exemple d\u2019outil IA dont l\u2019impl\u00e9mentation a \u00e9t\u00e9 une r\u00e9ussite ou au contraire un \u00e9chec dans votre entreprise ? Quels ont \u00e9t\u00e9 les facteurs de cette r\u00e9ussite ou de cet \u00e9chec ? En cas de r\u00e9ussite quels b\u00e9n\u00e9fices concrets en avez-vous tir\u00e9 ?<\/strong><\/span><\/h2>\n

En termes de services clients, les chatbots sont un succ\u00e8s dans bon nombre d’entreprises m\u00eame s’il faut du temps pour qu’ils soient op\u00e9rationnels. Comme je le soulignais pr\u00e9c\u00e9demment, cela permet d’am\u00e9liorer le service et la satisfaction client avec une pr\u00e9sence constante et une forte r\u00e9activit\u00e9. C\u00f4t\u00e9 entreprise, cela permet de gagner du temps sur des t\u00e2ches \u00e0 faible valeur ajout\u00e9e.<\/p>\n

Dans la m\u00eame mani\u00e8re, les algorithmes pour traiter les bases de donn\u00e9es sont tr\u00e8s puissants et engendre un bon ROI.<\/p>\n

Pour plus d\u2019informations sur les cas d\u2019usages, les b\u00e9n\u00e9fices et les limites de l\u2019IA dans le marketing, consultez directement nos pages ressources<\/a><\/strong> ci-dessous !<\/p>\n","protected":false},"excerpt":{"rendered":"

Rencontre avec Nathalie Ollier, responsable marketing relationnel pour les activit\u00e9s retail de la Rmn-Grand Palais pour notre s\u00e9rie de t\u00e9moignages de professionnels sur l\u2019IA et le marketing suite \u00e0 la parution de notre livre blanc.<\/p>","protected":false},"author":1,"featured_media":7949,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[68],"tags":[],"class_list":["post-7947","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"yoast_head":"\nInterview de Nathalie Ollier sur l\u2019IA et le marketing<\/title>\n<meta name=\"description\" content=\"Suite \u00e0 notre \u00e9tude sur l\u2019IA et le marketing nous avons interrog\u00e9 Nathalie Ollier : d\u00e9couvrez sa vision et son exp\u00e9rience de l\u2019intelligence artificielle.\" \/>\n<meta name=\"robots\" content=\"index, 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