{"id":7941,"date":"2019-01-29T11:28:07","date_gmt":"2019-01-29T10:28:07","guid":{"rendered":"https:\/\/golem.ai\/blog\/interview-oussama-abbou-ia-marketing\/"},"modified":"2022-04-22T12:23:45","modified_gmt":"2022-04-22T10:23:45","slug":"interview-oussama-abbou-ia-marketing","status":"publish","type":"post","link":"https:\/\/miralia.ai\/fr\/blog\/interview-oussama-abbou-ia-marketing","title":{"rendered":"\u00ab\u00a0L\u2019IA permet des interpr\u00e9tations instantan\u00e9es des donn\u00e9es\u201d interview d\u2019Oussama Abbou"},"content":{"rendered":"<h3 dir=\"ltr\">A l\u2019occasion de la sortie du livre blanc de Golem.ai suite \u00e0 notre \u00e9tude&nbsp;\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<p dir=\"ltr\">\n<p dir=\"ltr\"><img decoding=\"async\" class=\"image-centre\" style=\"height: 250px; width: 250px;\" src=\"https:\/\/golem-ai-website-wordpress-prod.s3.fr-par.scw.cloud\/blog\/default\/0001\/01\/0c267ef75daf1bfe0b18427ebc6def12f161c98b.jpeg\" alt=\"\"><\/p>\n<p dir=\"ltr\">\n<p dir=\"ltr\">Aujourd\u2019hui, rencontre avec Oussama Abbou, fondateur de <a href=\"https:\/\/smartprospective.com\/\" target=\"_blank\" rel=\"noopener\">Smart Prospective<\/a> et ex-procurement innovation leader chez Allianz.<\/p>\n<p dir=\"ltr\">Retrouvez Oussama sur son compte <a href=\"https:\/\/twitter.com\/ABBOUOussama\" target=\"_blank\" rel=\"noopener\">Twitter<\/a> !<\/p>\n<p dir=\"ltr\">Dans l\u2019\u00e9tude on constate que les 3 premiers objectifs de l\u2019utilisation de l\u2019IA sont :<\/p>\n<p dir=\"ltr\">&#8211; &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Am\u00e9liorer l\u2019exp\u00e9rience client : 75%<\/p>\n<p dir=\"ltr\">&#8211; &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Personnaliser\/individualiser les messages : 70%<\/p>\n<p dir=\"ltr\">&#8211; &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Comprendre les comportements des consommateurs : 65%<\/p>\n<h2 dir=\"ltr\"><span style=\"color: #8f3b44;\"><strong>Pour vous \u00e0 quels objectifs doit r\u00e9pondre l\u2019utilisation de l\u2019IA en marketing ?<\/strong><\/span><\/h2>\n<p>Pour moi ces r\u00e9ponses paraissent \u00e9videntes, car ce sont les 3 sujets principaux pour lesquels les marketeurs ont peu de donn\u00e9es d\u2019une part et surtout dans lesquels <strong>il est tr\u00e8s difficile d\u2019interpr\u00e9ter la data<\/strong> s\u2019il y en a d\u2019autre part.<\/p>\n<p>Selon moi l\u2019IA doit r\u00e9pondre \u00e0 des probl\u00e9matiques d\u2019interpr\u00e9tation. En effet, bien que le secteur du marketing se d\u00e9veloppe tr\u00e8s rapidement et reste relativement dans l\u2019\u00e8re du temps, il appara\u00eet que ce dernier interpr\u00e8te la majorit\u00e9 de ses ph\u00e9nom\u00e8nes par des m\u00e9canismes conditionnels (ex : Si femme alors proposer un produit f\u00e9minin). L\u2019<strong>IA peut apporter des r\u00e9ponses plus appropri\u00e9es<\/strong> comme l\u2019interpr\u00e9tation de plusieurs donn\u00e9es, le d\u00e9gagement de tendances et surtout l\u2019apprentissage.<\/p>\n<p>De m\u00eame, l\u2019IA peut permettre des interpr\u00e9tations instantan\u00e9es des donn\u00e9es\/ informations et donc <strong>adapter le marketing en temps r\u00e9el<\/strong>. Le d\u00e9calage entre la collecte, l\u2019interpr\u00e9tation des donn\u00e9es, leur mise en \u0153uvre et la cr\u00e9ation de nouvelles m\u00e9caniques marketing est bient\u00f4t une pratique de papis !<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"fr\">\n<p dir=\"ltr\" lang=\"fr\">[ <a href=\"https:\/\/twitter.com\/hashtag\/chiffre?src=hash&amp;ref_src=twsrc%5Etfw\">#chiffre<\/a> du <a href=\"https:\/\/twitter.com\/hashtag\/jour?src=hash&amp;ref_src=twsrc%5Etfw\">#jour<\/a> ]<\/p>\n<p>Et vous comment proc\u00e9dez-vous pour <a href=\"https:\/\/twitter.com\/hashtag\/attirer?src=hash&amp;ref_src=twsrc%5Etfw\">#attirer<\/a> l&rsquo;attention de vos <a href=\"https:\/\/twitter.com\/hashtag\/clients?src=hash&amp;ref_src=twsrc%5Etfw\">#clients<\/a> ?<\/p>\n<p>D\u00e9couvrez nos solutions sur \u27a1\ufe0f<a href=\"https:\/\/t.co\/DdLjUNHgOw\">https:\/\/t.co\/DdLjUNHgOw<\/a> <a href=\"https:\/\/t.co\/em0KXLky1G\">pic.twitter.com\/em0KXLky1G<\/a><\/p>\n<p>\u2014 Smart Prospective (@SmartProspectiv) <a href=\"https:\/\/twitter.com\/SmartProspectiv\/status\/1055056055670136832?ref_src=twsrc%5Etfw\">24 octobre 2018<\/a><\/p><\/blockquote>\n<p><script async=\"\" src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<h2 dir=\"ltr\"><span style=\"color: #8f3b44;\"><strong>Avez-vous d\u00e9j\u00e0 impl\u00e9ment\u00e9 des solutions \u00e0 base d\u2019IA dans votre service ? Si oui lesquelles ? <\/strong><\/span><\/h2>\n<p>Oui ! Chez Smart Prospective nous avons mis en place chez plusieurs clients des syst\u00e8mes qui permettent de collecter les donn\u00e9es des individus dans un environnement et d&rsquo;<strong>afficher la publicit\u00e9 la plus adapt\u00e9e \u00e0 l\u2019instant t<\/strong> aux individus \u00e0 proximit\u00e9 d\u2019un affichage.<\/p>\n<p>Cela est uniquement possible gr\u00e2ce \u00e0 l\u2019IA. En effet, nous collectons les donn\u00e9es par des syst\u00e8mes comme la reconnaissance faciale, qui n\u2019est autre qu\u2019un r\u00e9seau neuronal. Nous analysons les donn\u00e9es par le biais d\u2019un algorithme de machine learning.<\/p>\n<p>Cette m\u00e9thode permet de faire gagner \u00e0 des services marketing et surtout d\u2019afficher la bonne publicit\u00e9, au bon moment, \u00e0 la personne ayant l\u2019app\u00e9tence \u00e0 l\u2019achat la plus \u00e9lev\u00e9e pour le produit affich\u00e9.<img decoding=\"async\" dir=\"ltr\" style=\"height: 286px; width: 800px;\" src=\"https:\/\/cdn.golem.ai\/images\/default\/0001\/01\/312cc700283900aa639ea30f51caf20f1553f410.png\" alt=\"\"><\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" style=\"height: 257px; width: 800px;\" src=\"https:\/\/cdn.golem.ai\/images\/default\/0001\/01\/a1446f4bf0476b4073aed6c90bbca0415df8e718.png\" alt=\"\"><\/p>\n<p style=\"text-align: center;\">Smart Prospective : le Smart Display comment \u00e7a marche ?<\/p>\n<h2 dir=\"ltr\"><span style=\"color: #8f3b44;\"><strong>Et pour r\u00e9pondre \u00e0 quels objectifs ? Quels b\u00e9n\u00e9fices en attendez-vous ?<\/strong><\/span><\/h2>\n<p>Les objectifs sont multiples mais les principaux sont les suivants :<\/p>\n<p>&#8211; Toucher le bon prospect au bon moment<\/p>\n<p>&#8211; Toucher plus de suspects, un affichage qui change en fonction de plusieurs param\u00e8tres sur un \u00e9cran permet de toucher plus de personnes qu\u2019une affiche imprim\u00e9e pour une cible unique<\/p>\n<p>&#8211; Conna\u00eetre les points de vente et leurs environnements pour am\u00e9liorer les r\u00e9f\u00e9rencements, les configurations<\/p>\n<p>&#8211; Augmenter le trafic<\/p>\n<p>&#8211; Am\u00e9liorer le ROI au m\u00b2<\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" style=\"height: 273px; width: 800px;\" src=\"https:\/\/cdn.golem.ai\/images\/default\/0001\/01\/198199a7c238d666055f84934835c33b759ed71e.png\" alt=\"\"><\/p>\n<p style=\"text-align: center;\">Smart Prospective : le Smart Ads comment \u00e7a marche ?<\/p>\n<h2 dir=\"ltr\"><span style=\"color: #8f3b44;\"><strong>Quelles seraient les premi\u00e8res solutions \u00e0 base d\u2019IA que vous mettriez en place ? <\/strong><\/span><\/h2>\n<p>Beaucoup, \u00e0 la d\u00e9couverte des outils utilisant de l\u2019IA en attendent beaucoup. Il faut rester factuel, ce sont des outils puissants mais qui doivent \u00eatre <strong>install\u00e9s de mani\u00e8re graduelle et revus en permanence pour les am\u00e9liorer<\/strong>.<\/p>\n<p>Ainsi, l\u2019objectif est de commencer par des fonctionnalit\u00e9s de base comme l\u2019uniformisation des parcs d\u2019affichages (\u00e9crans), la reconnaissance d\u2019\u00e2ge ou de genre avant de s\u2019attaquer \u00e0 des fonctionnalit\u00e9s plus larges qui utilisent le machine learning.<\/p>\n<p><a href=\"https:\/\/golem.ai\/fr\/ressources\/\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-12234 aligncenter\" src=\"https:\/\/golem-ai-website-wordpress-prod.s3.fr-par.scw.cloud\/wp-content\/uploads\/2022\/03\/26173514\/Contenus.png\" sizes=\"(max-width: 480px) 100vw, 480px\" srcset=\"https:\/\/golem-ai-website-wordpress-prod.s3.fr-par.scw.cloud\/wp-content\/uploads\/2022\/03\/26173514\/Contenus-300x169.png 300w, https:\/\/golem-ai-website-wordpress-prod.s3.fr-par.scw.cloud\/wp-content\/uploads\/2022\/03\/26173514\/Contenus-768x432.png 768w, https:\/\/golem-ai-website-wordpress-prod.s3.fr-par.scw.cloud\/wp-content\/uploads\/2022\/03\/26173514\/Contenus-18x10.png 18w, https:\/\/golem-ai-website-wordpress-prod.s3.fr-par.scw.cloud\/wp-content\/uploads\/2022\/03\/26173514\/Contenus.png 960w\" alt=\"\" width=\"480\" height=\"270\"><\/a><\/p>\n<h2 dir=\"ltr\"><span style=\"color: #8f3b44;\"><strong>Quels sont les outils \u00e0 base d\u2019IA qui sont le plus efficaces\/rentables dans votre service (chabot, IoT, analyse de texte \u2026) et pourquoi ?<\/strong><\/span><\/h2>\n<p dir=\"ltr\">Il y a plusieurs cas d\u2019usage, \u00e0 mon sens les plus rentables sont les outils qui permettent la simplification de t\u00e2ches \u00e0 faible VA. C\u2019est-\u00e0-dire tous <strong>les outils permettant de faire \u00e0 la place de l\u2019humain des t\u00e2ches chronophages et laborieuses<\/strong>. Ils permettent de se concentrer sur la substance. Pour moi c\u2019est vraiment incroyable.<\/p>\n<h2 dir=\"ltr\"><span style=\"color: #8f3b44;\"><strong>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<p>\u00c7a ne me surprend pas ! On reste dans une population dans les entreprises avec des diff\u00e9rences d\u2019\u00e2ge importantes. D\u2019autant plus que dans les grandes entreprises, la transformation digitale se met \u00e0 peine en place. Il y a <strong>un d\u00e9calage<\/strong> d\u2019un ou deux ans \u00e0 mon sens<strong> entre l\u2019\u00e9cosyst\u00e8me startups et leurs clients<\/strong>.<\/p>\n<p>De m\u00eame, il y a un <strong>manque de comp\u00e9tences<\/strong> sur le march\u00e9 qui n\u2019est pas n\u00e9gligeable par <strong>manque de formations et\/ou de profils<\/strong>. Cela implique donc un manque de veille, de tests et aussi une peur du nouveau.<\/p>\n<p>Le dernier facteur est le facteur humain, l\u2019IA a un impact sur les emplois. Si nous abordons le sujet avec recul, l\u2019IA cr\u00e9e des emplois mais les m\u00e9canismes impliquent la suppression de certains emplois qui d\u00e9sormais peuvent \u00eatre r\u00e9alis\u00e9s par les machines. Ce point de vue, est \u00e0 mon sens encore rare dans les entreprises.<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"fr\">\n<p dir=\"ltr\" lang=\"fr\">L&rsquo;<a href=\"https:\/\/twitter.com\/hashtag\/IA?src=hash&amp;ref_src=twsrc%5Etfw\">#IA<\/a> est un sujet d&rsquo;actualit\u00e9 dans 74% des entreprises mais plus de 70% des marketeurs avouent en avoir une connaissance moyenne ou insuffisante !<\/p>\n<p>Source : <a href=\"https:\/\/twitter.com\/golem_ai?ref_src=twsrc%5Etfw\">@golem_ai<\/a> &#8211; cc <a href=\"https:\/\/twitter.com\/CathCervoni?ref_src=twsrc%5Etfw\">@CathCervoni<\/a><br \/>\n&#8212;<a href=\"https:\/\/twitter.com\/hashtag\/MarketingDigital?src=hash&amp;ref_src=twsrc%5Etfw\">#MarketingDigital<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/AI?src=hash&amp;ref_src=twsrc%5Etfw\">#AI<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/IntelligenceArtificielle?src=hash&amp;ref_src=twsrc%5Etfw\">#IntelligenceArtificielle<\/a> <a href=\"https:\/\/t.co\/woXF8qnLHL\">pic.twitter.com\/woXF8qnLHL<\/a><\/p>\n<p>\u2014 Ludovic Salenne ???? (@LudoSLN) <a href=\"https:\/\/twitter.com\/LudoSLN\/status\/1052491168469188613?ref_src=twsrc%5Etfw\">17 octobre 2018<\/a><\/p><\/blockquote>\n<p><script async=\"\" src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<h2 dir=\"ltr\"><span style=\"color: #8f3b44;\"><strong>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<p>Il y a plusieurs impacts que nous remarquons d\u00e9j\u00e0 et d\u2019autres qui vont arriver tr\u00e8s vite. <strong>Le paysage \u00e9conomique actuel est tr\u00e8s dynamique<\/strong> et les politiques publiques qui tendent vers l\u2019entrepreneuriat, encouragent cette tendance.<\/p>\n<p>Cela encourage les initiatives de cr\u00e9ation d\u2019entreprise autour du secteur du marketing, car la majorit\u00e9 des cr\u00e9ateurs de startups viennent d\u2019\u00e9coles de commerce qui ces derni\u00e8res ann\u00e9es \u00e9taient tr\u00e8s orient\u00e9es marketing\/ communication.<\/p>\n<p>Ces startups touchent le c\u0153ur du sujet des deux entreprises \u00e0 savoir les deux axes d\u2019am\u00e9lioration strat\u00e9giques majeurs :<\/p>\n<p>&#8211; La baisse des co\u00fbts par l\u2019automatisation<\/p>\n<p>&#8211; L\u2019augmentation du ROI des campagnes<\/p>\n<p>Il est donc \u00e9vident que la premi\u00e8re vague sera une chasse aux co\u00fbts <strong>qui lib\u00e9reront les budgets pour donner des services focalis\u00e9s sur le ROI<\/strong> des op\u00e9rations comme nous l\u2019avons constat\u00e9 sur le web il y a quelques ann\u00e9es. J\u2019esp\u00e8re que nous allons assister \u00e0 la cr\u00e9ation de fleurons comme <a href=\"https:\/\/www.criteo.com\/fr\" target=\"_blank\" rel=\"noopener\">Crit\u00e9o<\/a>.<\/p>\n<h2 dir=\"ltr\"><span style=\"color: #8f3b44;\"><strong>Pensez-vous investir dans l\u2019IA dans les 3 ann\u00e9es qui viennent ? Pouvez-vous estimer quel pourcentage de votre budget marketing\/communication cela repr\u00e9sentera-t-il ?<\/strong><\/span><\/h2>\n<p dir=\"ltr\">Nous le faisons d\u00e9j\u00e0, le budget d\u00e9pend du ROI, nous sommes pr\u00eats \u00e0 aller sur des investissements importants si les retours y sont. Cela va du mail au service client.<\/p>\n<p style=\"text-align: center;\"><iframe src=\"https:\/\/www.youtube.com\/embed\/QYYlAvqH1lU\" width=\"560\" height=\"315\" frameborder=\"0\"><\/iframe><\/p>\n<p>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&nbsp;<strong><a href=\"https:\/\/golem.ai\/fr\/ressources\/\">pages ressources<\/a><\/strong>&nbsp;ci-dessous !<\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>Rencontre avec Oussama Abbou, fondateur de Smart Prospective et ex-procurement innovation leader chez Allianz pour notre s\u00e9rie de t\u00e9moignages de professionnels sur l\u2019IA et le marketing suite \u00e0 la parution de notre livre blanc.<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons 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