{"id":232,"date":"2019-07-08T09:27:23","date_gmt":"2019-07-08T07:27:23","guid":{"rendered":"https:\/\/www.mixdata.com\/fr\/marketing-predictif-service-de-vos-ventes\/"},"modified":"2026-10-07T18:47:32","modified_gmt":"2026-10-07T16:47:32","slug":"marketing-predictif-service-de-vos-ventes","status":"publish","type":"post","link":"https:\/\/www.mixdata.com\/fr\/blog\/marketing-predictif-service-de-vos-ventes\/","title":{"rendered":"Le \u00ab marketing pr\u00e9dictif \u00bb au service de vos ventes"},"content":{"rendered":"<p>Vous n\u2019\u00eates pas Madame IRMA me direz-vous et pourtant les techniques de marketing pr\u00e9dictif permettent aujourd\u2019hui de d\u00e9terminer qui, au sein d\u2019un groupe homog\u00e8ne de clients, est \u00ab probablement \u00bb susceptible de commander plus !<\/p>\n<p><a href=\"https:\/\/www.mixdata.com\/fr\/wp-content\/uploads\/2026\/10\/Fotolia_181251375_XS.jpg\"><img decoding=\"async\" alt=\"marketing pr\u00e9dictif\" src=\"https:\/\/www.mixdata.com\/fr\/wp-content\/uploads\/2026\/10\/Fotolia_181251375_XS.jpg\"\/><\/a><\/p>\n<h5>Certains de vos clients pourraient consommer beaucoup plus, mais lesquels ?<\/h5>\n<h3>Le scoring de vos comptes<\/h3>\n<p>Le <strong>scoring de comptes<\/strong> est en effet tr\u00e8s \u00e0 la mode en ce moment et traduit la probabilit\u00e9 pour un client d\u2019acheter ou de commander plus.<br \/>Vous avez sans doute d\u00e9j\u00e0 fait des tentatives de segmentations de vos clients en Gold\/Silver\/Bronze ou plus simplement en Gros\/Moyens\/Petits ou encore selon la tr\u00e8s classique m\u00e9thode RFM (r\u00e9cence, fr\u00e9quence, montant), mais savez-vous \u00e0 l\u2019int\u00e9rieur de chacun des groupes lesquels pourraient probablement upgrader ?<br \/><strong>Connaissez-vous la proportion de clients \u00ab moyens \u00bb qui ont tous les attributs de vos \u00ab grands comptes \u00bb et qui justifieraient donc le plus d\u2019efforts et de ressources commerciales ?<\/strong><\/p>\n<p>L\u2019enjeu est simple : identifier les comptes les plus strat\u00e9giques et concentrer vos efforts sur les clients qui ont le potentiel de r\u00e9aliser plus de chiffre d\u2019affaires.<\/p>\n<h3>La smart data au c\u0153ur du dispositif de marketing pr\u00e9dictif<\/h3>\n<p>L\u2019\u00e9l\u00e9ment-cl\u00e9 du dispositif : le jeu de donn\u00e9es pr\u00e9par\u00e9 en entr\u00e9e.<br \/>En r\u00e9alit\u00e9 la richesse des variables ou des param\u00e8tres analys\u00e9s va d\u00e9terminer <strong>la qualit\u00e9 de la pr\u00e9diction<\/strong>. C\u2019est m\u00eame l\u2019\u00e9l\u00e9ment cl\u00e9 sur lequel reposera tout le syst\u00e8me. En effet les variables pr\u00e9pond\u00e9rantes dans un mod\u00e8le pr\u00e9disant l\u2019espace des entreprises au sein d\u2019un groupe ne sont pas toujours celles que l\u2019on cro\u00eet et la mod\u00e9lisation statistique met parfois en lumi\u00e8re des variables inconnues ou insoup\u00e7onn\u00e9es par nos clients. Encore faut-il avoir un jeu de donn\u00e9e en entr\u00e9e le plus riche possible !<\/p>\n<p>C\u2019est l\u00e0 que la smart-data de Mixdata prend tout son sens et c\u2019est cette richesse de donn\u00e9es qui fera vibrer nos datas scientists sur votre cas.<\/p>\n<h3>Augmentation de votre base de donnn\u00e9es<\/h3>\n<p>C\u2019est pour cette raison que <a href=\"https:\/\/www.mixdata.com\">Mixdata<\/a> va d\u2019abord passer au scanner vos clients et reconstituer toutes leurs caract\u00e9ristiques sous la forme d\u2019une fiche client compl\u00e8te, en utilisant ses <strong>900 crit\u00e8res<\/strong>. <strong>Donn\u00e9es l\u00e9gales, donn\u00e9es technologiques, donn\u00e9es li\u00e9es \u00e0 la nature des fonctions dans l\u2019entreprise ou \u00e0 sa maturit\u00e9 digitale<\/strong>, tout y passe.<br \/>Sans cette phase cruciale et pr\u00e9alable d\u2019enrichissement et d\u2019agr\u00e9gation du maximum de donn\u00e9es utiles relatives \u00e0 vos clients, il ne peut pas y avoir d\u2019analyse valable et donc encore moins de pr\u00e9vision valable.<\/p>\n<p>Une fois <strong>les mod\u00e8les ajust\u00e9s et la mod\u00e9lisation effectu\u00e9e<\/strong>, Mixdata vous livre une \u00e9tude compl\u00e8te ainsi qu\u2019un fichier final comportant toutes les donn\u00e9es agr\u00e9g\u00e9es ainsi que la probabilit\u00e9 de reclassement de chaque client dans le groupe sup\u00e9rieur. Du pain b\u00e9ni pour vos commerciaux !<\/p>\n<h2>Envie d\u2019en savoir plus ?<\/h2>\n<p> N\u2019h\u00e9sitez pas \u00e0 <a href=\"https:\/\/www.mixdata.com\/fr\/contact-mixdata\/\">prendre contact avec notre service commercial<\/a> \u2026<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mixdata a mis en place une m\u00e9thode pr\u00e9cise de marketing pr\u00e9dictif en s&rsquo;appuyant sur sa smart-data BtoB et des algorithmes boost\u00e9s !<\/p>\n","protected":false},"author":2,"featured_media":537,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mxd_chapo":"Vous n\u2019\u00eates pas Madame IRMA me direz-vous et pourtant les techniques de marketing pr\u00e9dictif permettent aujourd\u2019hui de d\u00e9terminer qui, au sein d\u2019un groupe homog\u00e8ne de clients, est \u00ab probablement \u00bb susceptible de commander plus ! Certains de vos clients pourraient consommer beaucoup plus, mais lesquels ?","_mxd_modifie":"2019-08-01T10:29:46","footnotes":""},"categories":[14],"tags":[20,27,18],"class_list":["post-232","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-science-b2b","tag-efficacite-commerciale-btobb2b","tag-generation-leads-b2b","tag-marketing-predictif"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le marketing pr\u00e9dictif par Mixdata, smart-data pour plus d&#039;efficacit\u00e9<\/title>\n<meta name=\"description\" content=\"Mixdata a mis en place une m\u00e9thode pr\u00e9cise de marketing pr\u00e9dictif en s&#039;appuyant sur sa smart-data BtoB et des algorithmes boost\u00e9s !\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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