Analytics

In the B2B universe, time is a scarce resource and the sales cycle can stretch over several months. For the marketing departments of SMEs and mid-sized companies, the challenge is no longer just to generate leads, but to maintain contact with them until they are ready for the sales team. As we defined [...]

In a context where marketing departments have to manage a multitude of customer data scattered across different tools (CRM, ERP, emailing platforms, e-commerce, social networks, etc.), the issue of data centralisation and exploitation becomes crucial. The Customer Data Platform (CDP) meets this need by unifying data, making it exploitable [...]

In most marketing directions, the issue of customer knowledge is at the heart of strategic priorities. How can a reliable 360° view be obtained? How can this data be activated in effective and personalised campaigns? Traditionally, CRM has long been considered the central tool for this approach. But in recent years, another [...]

Over recent years, marketing departments have seen their technological ecosystems become more complex: CRM, ERP, campaign management tools, e-commerce platforms, social media, web analytics… Each channel generates a multitude of valuable customer data, but this data often remains dispersed and siloed. The result: it becomes difficult [...]

In our first article, we discovered what clustering is and how it can be useful for better segmenting data, particularly in marketing. In the second article, we explained how to implement a clustering approach. In this third part, we will present a concrete use case in the [..] sector.

In our previous article, we explored what clustering is and how it can be useful for better data segmentation, particularly in marketing. In this second part, we will detail the implementation of a clustering approach: algorithm choice, key steps in the process, and applications to customer segmentation. Reminder [...]

Clustering [1] is an unsupervised machine learning method aimed at grouping similar objects or observations without prior knowledge of the classes or categories to which they belong. The objective is to discover hidden structures within the data. To fully understand the concepts behind this term, as well as its practical applications, find [...]

In the era of Data Marketing, the quality of your customer database becomes paramount. To deploy your direct marketing campaigns, each incorrect, incomplete, or obsolete postal address represents not only a cost (wasted mail, return to sender) but also a missed opportunity for communication and conversion. Beyond the ability to send a campaign [...]