{"id":7950,"date":"2019-01-08T15:04:49","date_gmt":"2019-01-08T14:04:49","guid":{"rendered":"https:\/\/golem.ai\/blog\/interview-veronique-milsant-ia-marketing\/"},"modified":"2022-04-22T14:03:08","modified_gmt":"2022-04-22T12:03:08","slug":"interview-veronique-milsant-ia-marketing","status":"publish","type":"post","link":"https:\/\/miralia.ai\/fr\/blog\/interview-veronique-milsant-ia-marketing","title":{"rendered":"\u201cC\u2019est le r\u00e9sultat et son ROI qui permet r\u00e9ellement de convaincre en interne\u201d interview de Veronique Milsant"},"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 Veronique Milsant, directrice marketing du Groupe Adecco<\/a>.
\nRetrouvez Veronique 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

Pour moi, l\u2019IA en marketing peut avoir diff\u00e9rents objectifs : collecter des datas pour analyser les comportements des consommateurs\/internautes puis personnaliser les messages en fonction des attentes et enfin am\u00e9liorer l\u2019exp\u00e9rience client (faciliter, guider\/accompagner, \u2026).<\/p>\n

Avez-vous d\u00e9j\u00e0 impl\u00e9ment\u00e9 des solutions \u00e0 base d\u2019IA dans votre service ? Si oui lesquelles ? Et pour r\u00e9pondre \u00e0 quels objectifs ? Quels b\u00e9n\u00e9fices en attendez-vous ?<\/strong><\/span><\/h2>\n

Adecco est le premier acteur de l\u2019emploi \u00e0 avoir un chatbot accessible depuis 3 plateformes de messagerie : Facebook Messenger, Google Assistant et le site internet de la marque ! Ce bot est un assistant virtuel \u00e0 la recherche d\u2019emploi. Bas\u00e9 sur un usage unique \u00e0 ce stade (faciliter la recherche d\u2019offres d\u2019emploi pour les candidats), nous capitalisons sur son impl\u00e9mentation et ses premiers succ\u00e8s pour enrichir ses fonctionnalit\u00e9s en 2019.<\/p>\n

Nous mettons en place un POC Intelligence data sur la collecte de donn\u00e9es pour comprendre le parcours omnicanal de nos candidats. Cette analyse comportementale \u00e0 des fins de meilleur ciblage et d\u2019acquisition cibl\u00e9e de candidatures.<\/p>\n

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

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

Le Chatbot Aloha d\u2019Adecco<\/a> a \u00e9t\u00e9 lanc\u00e9 en mai 2017, c\u2019est un outil efficace bas\u00e9 sur l\u2019exp\u00e9rience utilisateur. Il g\u00e9n\u00e8re 2000 conversations par jour, a conquis 350 000 utilisateurs uniques et nous permet de g\u00e9n\u00e9rer plus de 20000 candidatures. Il a \u00e9t\u00e9 prim\u00e9 Chatbot de l\u2019ann\u00e9e 2017 au grand prix social media<\/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

La p\u00e9dagogie est importante avec un discours simple et transparent mais c\u2019est le r\u00e9sultat et son ROI qui permet r\u00e9ellement de convaincre en interne. C\u00f4t\u00e9 marketing, la connaissance technologique est n\u00e9cessaire d\u2019o\u00f9 l\u2019importance de la veille individuelle, d\u2019assister \u00e0 des conf\u00e9rences, de benchmarker sur d\u2019autres secteurs au-del\u00e0 d\u2019une formation pure et dure.<\/p>\n

La m\u00e9thode agile avec l\u2019impl\u00e9mentation de POC (en open innovation) permet souvent de tester \u00e0 co\u00fbt raisonnable avant de s\u2019engager dans des process technologiques internes structurants et co\u00fbteux.<\/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 ?)<\/span><\/h2>\n

Faciliter l\u2019acc\u00e8s aux produits\/services des entreprises, prendre en charge des t\u00e2ches chronophages, optimiser le ciblage et les plans d\u2019acquisition digitale.<\/p>\n

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 ?<\/span><\/h2>\n

Nous allons investir mais via des POC, pas de pourcentage disponible \u00e0 communiquer.<\/p>\n

La semaine prochaine, retrouvez l’interview de Nathalie Ollier, responsable marketing relationnel r\u00e9seau boutiques et eshop \u00e0 la R\u00e9union des Mus\u00e9es Nationaux – Grand Palais.<\/em><\/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 Veronique Milsant, directrice marketing du Groupe Adecco pour notre s\u00e9rie de t\u00e9moignages de professionnels sur l\u2019IA et le marketing suite \u00e0 la parution de notre livre blanc.<\/p>\n","protected":false},"author":1,"featured_media":7952,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[68],"tags":[],"class_list":["post-7950","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"yoast_head":"\nInterview de Veronique Milsant 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 Veronique Milsant : d\u00e9couvrez sa vision et son exp\u00e9rience de l\u2019intelligence artificielle.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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