{"id":2917,"date":"2014-07-03T11:01:00","date_gmt":"2014-07-03T11:01:00","guid":{"rendered":"https:\/\/www.spot-hit.fr\/ressources\/?p=2917"},"modified":"2024-01-27T11:28:48","modified_gmt":"2024-01-27T11:28:48","slug":"segmenter-base-de-donnees-clients","status":"publish","type":"post","link":"https:\/\/www.spot-hit.fr\/ressources\/segmenter-base-de-donnees-clients","title":{"rendered":"Pourquoi est-il essentiel de segmenter votre base de donn\u00e9es clients ?"},"content":{"rendered":"\n
<\/div>\n\n\n\n

L’emailing, le sms, ou encore le message vocal sont autant de piliers essentiels \u00e0 une campagne marketing efficace. Encore faut-il s’adresser aux bonnes personnes si on veut \u00e9viter toute mauvaise surprise ; car la grande majorit\u00e9 de votre trafic n’a pas forc\u00e9ment l’intention d’acheter vos produits ou services, ou du moins, pas dans l’imm\u00e9diat.<\/p>\n\n\n\n

Il est donc indispensable de s’int\u00e9resser \u00e0 sa cible<\/strong>, \u00e0 ce qu’elle aime, \u00e0 son \u00e2ge, \u00e0 ses revenus et plus encore afin de personnaliser le message que vous allez lui adresser !<\/p>\n\n\n\n

<\/div>\n\n\n\n

Envoyer le bon message, au bon destinataire et au bon moment !<\/h2>\n\n\n\n
<\/div>\n\n\n\n

Une segmentation marketing permet de r\u00e9partir ses clients sous plusieurs crit\u00e8res<\/strong>, et ainsi segmenter votre offre en fonction des profils. A chacun de ces groupes, on associera des traits particuliers, ce qui permettra de mieux comprendre les diff\u00e9rents groupes de client\u00e8le, et ainsi raffiner ses offres et ses contenus.<\/p>\n\n\n\n

Un simple ‘bonjour’ suivi du pr\u00e9nom de votre destinataire et votre message gagne en pertinence. Le destinataire se sent alors \u00e0 part et non au milieu d’un panel de millions de clients.<\/p>\n\n\n\n

Les avantages ?<\/p>\n\n\n\n

    \n
  • Valeur importante<\/strong> vis \u00e0 vis de vos clients gr\u00e2ce \u00e0 une personnalisation plus juste des communications;<\/li>\n\n\n\n
  • Accroissement du recrutement<\/strong> gr\u00e2ce \u00e0 une d\u00e9clinaison des offres, chacune mieux adapt\u00e9e aux profils de vos clients.<\/li>\n<\/ul>\n\n\n\n
    <\/div>\n\n\n\n

    Analyser et segmenter !<\/h2>\n\n\n\n
    <\/div>\n\n\n\n

    Au fil du temps, votre base de donn\u00e9es prend du volume et vous commencez \u00e0 conna\u00eetre vos clients<\/strong> en accumulant bon nombre d’informations sur eux : les go\u00fbts, les habitudes, le sexe, l’\u00e2ge, le nombre de personnes dans le foyer ou encore les paniers en ligne.<\/p>\n\n\n\n

    Ce dernier point est int\u00e9ressant car un panier r\u00e9alis\u00e9 sur votre site par M. X vous indique ce qu’il aime, ce qu’il envisageait d’acheter. Vous savez donc \u00e0 ce moment que vous pouvez le relancer sur quelque chose qu’il aimera \u00e0 coup s\u00fbr.
    Dans ce cas, vous pourriez tr\u00e8s bien relancer M. X par email d\u00e8s le lendemain pour lui rappeler qu’il a regard\u00e9 tel ou tel produit, v\u00eatement, espace \u00e0 louer etc. et qu’il n’a pas valid\u00e9 sa commande. Une information proche est une information pertinente<\/strong>.<\/p>\n\n\n\n

    Il est possible de pousser le raisonnement encore plus loin et de r\u00e9aliser exactement la m\u00eame chose avec les donn\u00e9es de navigation r\u00e9colt\u00e9es par exemple.<\/p>\n\n\n\n

    <\/div>\n\n\n\n

    Quelles donn\u00e9es avez vous ? De quoi avez-vous besoin ?<\/h3>\n\n\n\n
    <\/div>\n\n\n\n

    Commencez donc par analyser votre base de donn\u00e9es<\/strong> en regardant de pr\u00e8s quelles sont les informations que vous avez r\u00e9colt\u00e9 jusqu’\u00e0 pr\u00e9sent.
    Dans un second temps, demandez-vous quelles sont les informations manquantes<\/strong> pour votre prochaine campagne.<\/p>\n\n\n\n

    <\/div>\n\n\n\n

    Segmentation<\/h3>\n\n\n\n
    <\/div>\n\n\n\n

    Segmentez votre base de donn\u00e9es en fonction de plusieurs crit\u00e8res<\/strong> :
    \u00e2ge, sexe, localisation, date de consultation, fr\u00e9quence d’achat, budget, fid\u00e9lit\u00e9 dernier email ouvert, nombre de cliques, pages visit\u00e9es, centre d’inter\u00eats, consultations, projets, etc.<\/p>\n\n\n\n

    <\/div>\n\n\n\n

    Quelques cl\u00e9s de segmentation<\/h2>\n\n\n\n
    <\/div>\n\n\n\n
      \n
    • Le nombre de segments doit \u00eatre limit\u00e9<\/strong>. Il faut pouvoir s’y retrouver facilement et pouvoir atteindre un certain nombre de personnes tout de m\u00eame. Avoir 50 segments ne sert \u00e0 rien.<\/li>\n<\/ul>\n\n\n\n
      <\/div>\n\n\n\n
        \n
      • Les clients d’un m\u00eame segment doivent fortement se ressembler<\/strong> dans les crit\u00e8res de s\u00e9lection. Les \u00e9carts-types doivent \u00eatre faibles.<\/li>\n<\/ul>\n\n\n\n
        <\/div>\n\n\n\n
          \n
        • A l’inverse, les clients de segments diff\u00e9rents doivent \u00eatre fortement diff\u00e9rents<\/strong>.<\/li>\n<\/ul>\n\n\n\n
          <\/div>\n\n\n\n
            \n
          • Pensez \u00e9galement \u00e0 croiser vos donn\u00e9es r\u00e9colt\u00e9es de fa\u00e7on \u00e0 r\u00e9aliser des classes. Par exemple, Tr\u00e8s bons clients – Bons clients – Clients moyens – Clients occasionnels.<\/li>\n<\/ul>\n\n\n\n
            <\/div>\n\n\n\n

            En croisant le montant de leurs achats \u00e0 la fr\u00e9quence de leurs achats vous serez en mesure de proposer les offres les plus pertinentes \u00e0 chaque segment et ainsi convertir un maximum de prospects tout en gardant une forte image aupr\u00e8s de vos clients d\u00e9j\u00e0 fid\u00e8les. Quatre points peuvent ainsi \u00e9merger :<\/p>\n\n\n\n

            <\/div>\n\n\n\n
              \n
            • Clients fid\u00e8les et fort panier<\/li>\n<\/ul>\n\n\n\n
              <\/div>\n\n\n\n
                \n
              • Clients fid\u00e8les et petit panier<\/li>\n<\/ul>\n\n\n\n
                <\/div>\n\n\n\n
                  \n
                • Clients peu fid\u00e8les et fort panier<\/li>\n<\/ul>\n\n\n\n
                  <\/div>\n\n\n\n
                    \n
                  • Clients peu fid\u00e8les et petit panier<\/li>\n<\/ul>\n\n\n\n
                    <\/div>\n\n\n\n
                    <\/div>\n\n\n\n

                    On retrouve ici quatre segments diff\u00e9rents. Il est donc plus facile de proposer l’offre la mieux adapt\u00e9e aux besoins de ses cibles.<\/p>\n\n\n\n

                    Encore une fois il s’agit d’un exemple. Trouvez vos propres segments, choisissez vos propres croisements et tirez-en vos propres cons\u00e9quences toujours dans le m\u00eame objectif, proposer une information la plus pertinente possible et ainsi convertir le maximum de tentatives.<\/p>\n\n\n\n

                    On aurait tr\u00e8s bien pu choisir : Les clients de la semaine – Les clients du mois – Les clients de l’ann\u00e9e – Les clients potentiels<\/p>\n\n\n\n

                    <\/div>\n\n\n\n

                    Pour les grands et les petits<\/h2>\n\n\n\n
                    <\/div>\n\n\n\n

                    L’\u00e8re du webmarketing indiff\u00e9renci\u00e9 est r\u00e9volue<\/strong>. A l’heure du webmarketing, la segmentation<\/strong> est primordiale.
                    Ne vous arr\u00eatez pas \u00e0 l’id\u00e9e que la segmentation est r\u00e9serv\u00e9e aux grandes entreprises. M\u00eame avec une petite base de donn\u00e9es, une segmentation est importante. Inutile de se br\u00fbler les ailes en d\u00e9goutant quelqu’un qui vient d’acheter une voiture par exemple en lui envoyant un email par semaine sur la voiture qu’il a d\u00e9j\u00e0… Cela aura l’effet inverse et le client risque de s’en aller.<\/p>\n","protected":false},"excerpt":{"rendered":"

                    L’emailing, le sms, ou encore le message vocal sont autant de piliers essentiels \u00e0 une campagne marketing efficace. Encore faut-il s’adresser aux bonnes personnes si on veut \u00e9viter toute mauvaise surprise ; car la grande majorit\u00e9 de votre trafic n’a pas forc\u00e9ment l’intention d’acheter vos produits ou services, ou du moins, pas dans l’imm\u00e9diat. Il […]<\/p>\n","protected":false},"author":2,"featured_media":3055,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19],"tags":[],"class_list":["post-2917","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"\nPourquoi est-il essentiel de segmenter votre base de donn\u00e9es clients ? - Spot-Hit<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.spot-hit.fr\/ressources\/segmenter-base-de-donnees-clients\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pourquoi est-il essentiel de segmenter votre base de donn\u00e9es clients ? - Spot-Hit\" \/>\n<meta property=\"og:description\" content=\"L’emailing, le sms, ou encore le message vocal sont autant de piliers essentiels \u00e0 une campagne marketing efficace. 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Encore faut-il s’adresser aux bonnes personnes si on veut \u00e9viter toute mauvaise surprise ; car la grande majorit\u00e9 de votre trafic n’a pas forc\u00e9ment l’intention d’acheter vos produits ou services, ou du moins, pas dans l’imm\u00e9diat. 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