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Data Breakfast : La transformation digitale à l'heure de la data

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Converteo vous présente le support de communication de son Data Breakfast, le RDV dédié à la transformation digitale à l'heure de la data. La matinée est composée de trois tables rondes incluant le retour d'expérience d'entreprises engagées dans leur transformation data sur :
- La démocratisation de la data
- L'achat média à l'heure de la data
- Les vrais apports du Big Data entreprise

Publié dans : Marketing
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Data Breakfast : La transformation digitale à l'heure de la data

  1. 1. #DataBreakfast2016#DataBreakfast2016 #DataBreakfast2016
  2. 2. SMART DIGITAL & DATA CONSULTANTS #DataBreakfast2016 SMART DATA Collecte etingénierie Analyticset DataScience Activationet automatisation SMART ORGANISATION Expertiseet culturedigital&data Conduite agile du changement Gouvernance etprocessus SMART MARKETING Parcours client cross-canal Media&audiencemanagement Offre produitsetservices Collecte etingénierie Analyticset DataScience Activationet automatisation
  3. 3. #DataBreakfast2016#DataBreakfast2016 2 31
  4. 4. #DataBreakfast2016#DataBreakfast2016 Véronique Chupin Consultante Web Analytics – Direction Marketing Digital Matthieu Ruault Directeur Solutions Marketing Digital & Smart Data Damien Bigot Responsable Data et Outils Marketing La démocratisation de la data Table ronde animée par : Raphaël Fétique - Directeur Associé (Converteo)
  5. 5. #DataBreakfast2016#DataBreakfast2016 Voyages-SNCF.com en quelques chiffres
  6. 6. #DataBreakfast2016#DataBreakfast2016 Votre position au sein de l’organisation ? Rattaché à ? Profils des équipes ? Interaction avec ? Outils ?
  7. 7. #DataBreakfast2016#DataBreakfast2016 Quel intérêt de démocratiser la data ? Collecte / Traitement / Accès / Analyse / Modélisation
  8. 8. #DataBreakfast2016#DataBreakfast2016 Le mouvement est en marche / Chiffres à l’appui ! • 1 214 tickets JIRA traités • + de 100 personnes formées • 245 comptes Adobe actifs en 2016 • 30 000 pages trackées • + de 100 tags actifs sur Eulerian • 425 litres de café et 37 paquets de schoko-bons
  9. 9. #DataBreakfast2016#DataBreakfast2016 La méthode agile au service de la data ? Pourquoi ? Compatibilité ? Nécessaire ?
  10. 10. #DataBreakfast2016#DataBreakfast2016 Le projet data democratizator Prise besoin métier Plan de marquage + création du ticket JIRA Evaluation et priorisation du ticket Rédaction des specs et développements Recette préliminaire Développements Recette avant MEP MEP MEP Recette post MEPWebana Métier Feature Team Webana Technique Accompagnement métier Développements Support lors de la recette MEP Support recette post MEP Webana Métier Feature Team Webana Technique
  11. 11. #DataBreakfast2016#DataBreakfast2016 Le travail sur la formation
  12. 12. #DataBreakfast2016#DataBreakfast2016 Et le travail d’évangélisation Les campagnes Display s’appuient sur les critères comportementaux collectés par Eulerian et transmis à la DMP Eulerian
  13. 13. #DataBreakfast2016#DataBreakfast2016 Mettre à disposition la donnée aux utilisateurs métiers pour qu’ils s’approprient sa visualisation
  14. 14. #DataBreakfast2016#DataBreakfast2016 Repenser le rôle de chacun et le travail multidisciplinaire
  15. 15. #DataBreakfast2016#DataBreakfast2016 Quel rôle pour la DG dans la démocratisation de la data ? http://www.lefigaro.fr/societes/2015/04/22/20005-20150422ARTFIG00339-comment-la-sncf-compte-attirer-les-touristes-etrangers-en-france.php
  16. 16. #DataBreakfast2016#DataBreakfast2016 2 31
  17. 17. #DataBreakfast2016#DataBreakfast2016 L’achat média à l’heure de la data Aline Ducret Responsable E-Business Sophie Guillot Responsable Acquisition & Data E-Commerce Bintou Mariko Quattara Responsable Acquisition de Trafic Digital Table ronde animée par : Frédéric Marty-Debat, Manager (Converteo)
  18. 18. #DataBreakfast2016#DataBreakfast2016 Les exemples 18 Agence Organisation Outils L’achat média à l’heure de la data Votre écosystème média actuel ?
  19. 19. #DataBreakfast2016#DataBreakfast2016 Les exemples 19 1st 2nd 3rd L’achat média à l’heure de la data Quelle data pour votre écosystème?
  20. 20. #DataBreakfast2016#DataBreakfast2016 Les exemples L’achat média à l’heure de la data Intégrer le CRM dans l’achat Média ? Scénarii Avec ou Sans DMP ?
  21. 21. #DataBreakfast2016#DataBreakfast2016 Les exemples L’achat média à l’heure de la data GAFAS juge et partie ? Challenger les outils Connaissance Client & Ressource Interne
  22. 22. #DataBreakfast2016#DataBreakfast2016 Les exemples L’achat média à l’heure de la data Confiance & Transparence? Interne Partenaires Clients
  23. 23. #DataBreakfast2016#DataBreakfast2016
  24. 24. #DataBreakfast2016#DataBreakfast2016 Retours d’expérience sur les vrais apports du Big Data en entreprise Adrien Bouhot Consultant Big Data Table ronde animée par : Thomas Faivre-Duboz, Co-fondateur (Converteo) Julien Ribourt Manager
  25. 25. #DataBreakfast2016#DataBreakfast2016 25 La technologie au service de la libération des contraintes traditionnelles associées à la gestion des actifs data des organisations Possibilité de traitements et d’exploitation Volumes de stockage & Variété des données Coûts de stockage & de calcul Temps Silos #DataBreakfast2016
  26. 26. #DataBreakfast2016#DataBreakfast2016
  27. 27. #DataBreakfast2016#DataBreakfast2016 Des architectures scalables permettant de stocker toutes les données accessibles au plus grand nombre
  28. 28. #DataBreakfast2016#DataBreakfast2016 28 Des données capables d’être processées en temps réél
  29. 29. #DataBreakfast2016#DataBreakfast2016 29 Le nouvel écosystème Big Data permet aussi de diminuer les coûts
  30. 30. #DataBreakfast2016#DataBreakfast2016 Désiloter la donnée ne signifie pas la mettre au même endroit !
  31. 31. #DataBreakfast2016#DataBreakfast2016 Retravailler et documenter ses données pour pouvoir les exploiter #DataBreakfast2016
  32. 32. #DataBreakfast2016#DataBreakfast2016 Suiveurs Conservateurs Observateurs Meneur Copier Les concurrents et acteurs étrangers Améliorer Produits, services, études, procédés Créer Réunion de créativité, brainstorming Adapter Les innovations d’autres secteurs Rapide à mettre en place Générateur de valeur
  33. 33. #DataBreakfast2016#DataBreakfast2016 Les exemples 33 “Notre client connait chaque année des périodes de pic d’activité. Afin de staffer au mieux les équipes logistiques, un algorithme de prévision des ventes a été créé pour mieux anticiper la demande.” Google BigQuery Les données issues de différentes sources (transactions, analytics, plan commercial, etc.) ont été centralisées et processées par Google BigQuery (+1TB total) Prediction Un modéle “maison” basé sur les séries temporelles a été construit en R afin de prévoir les ventes selon 5 catégories produits pour plus de 6 pays Small team Une équipe restreinte autour de 2 consultants Converteo a permis de rapidement délivrer le projet. Au total, moins de 10 personnes différentes sont intervenues Value Le projet a permis de disposer d’un outil permettant d’ajuster au mieux les effectifs en entrepôt en fonction de l’activité réélle Sales Forecast #DataBreakfast2016
  34. 34. #DataBreakfast2016#DataBreakfast2016 Les exemples 34 “Notre client souhaitait croiser ses données provenant de différentes sources (analytics, crm, survey, …). Un datalake basé sur Amazon a permis de répondre à leurs attentes.” AWS Redshift Utilisation du stack AWS d’Amazon afin de constituer un socle de données pour le décisionnel Visualisation Les dashboards ont été construits sur Qlikview qui se nourrit directement des données issues du socle Redshift Python Python a permis de récupérer, structurer et diffuser les données à travers les différents outils. Il fait désormais partie du nouveau socle “Data Science” Value La nouvelle infrastructure permet de désiloter les données et de disposer d’un puissant outil capable de processer d’importantes volumétries de données DataLake #DataBreakfast2016
  35. 35. #DataBreakfast2016#DataBreakfast2016 Les exemples 35 Google Speech API Utilisation de la Google API Speech afin de transcrire les échanges téléphoniques en texte NLP Analyse textuel des retranscriptions afin d’identifier des arguments clés parmi les meilleurs vendeurs “Notre client cherchait à rendre les campagnes marketing plus performantes. Avec Converteo, un outil permettant d’extraire le meilleur argumentaire à partir des conversations a été construit.” 2 mois C’est un projet qui peut être mis en place sous deux mois, de la phase de conception à la phase d’implémentation Value Meilleures formations des opérateurs et compréhension des attentes des clients par rapport au produit proposé Speech Analysis #DataBreakfast2016
  36. 36. #DataBreakfast2016#DataBreakfast2016 Merci

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