{"id":2225,"date":"2025-12-19T18:57:20","date_gmt":"2025-12-19T18:57:20","guid":{"rendered":"https:\/\/www.bytek.ai\/histoires\/la-revolution-des-donnees-diper-lia-predictive-pour-un-marketing-de-detail-plus-intelligent\/"},"modified":"2025-12-19T18:57:20","modified_gmt":"2025-12-19T18:57:20","slug":"la-revolution-des-donnees-diper-lia-predictive-pour-un-marketing-de-detail-plus-intelligent","status":"publish","type":"page","link":"https:\/\/www.bytek.ai\/fr\/histoires\/la-revolution-des-donnees-diper-lia-predictive-pour-un-marketing-de-detail-plus-intelligent\/","title":{"rendered":"La r\u00e9volution des donn\u00e9es d\u2019Iper : l\u2019IA pr\u00e9dictive pour un marketing de d\u00e9tail plus intelligent"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Iper, l\u2019une des principales cha\u00eenes de distribution en Italie, s\u2019est lanc\u00e9e dans une transformation ax\u00e9e sur les donn\u00e9es pour surmonter les limites des strat\u00e9gies marketing fond\u00e9es sur des donn\u00e9es fragment\u00e9es et principalement descriptives. Le d\u00e9fi \u00e9tait clair : unifier les donn\u00e9es en ligne et hors ligne, am\u00e9liorer la qualit\u00e9 de la r\u00e9solution d\u2019identit\u00e9 et faire passer les campagnes m\u00e9dia d\u2019une ex\u00e9cution bas\u00e9e sur le volume \u00e0 une optimisation ax\u00e9e sur la valeur. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">En partenariat avec Bytek, Iper a construit un <\/span><b>\u00e9cosyst\u00e8me pr\u00e9dictif natif de BigQuery<\/b><span style=\"font-weight: 400;\">, int\u00e9grant les donn\u00e9es de fid\u00e9lit\u00e9, de CRM, d\u2019e-commerce et de comportement num\u00e9rique dans une Vue Client Unique enrichie par des mod\u00e8les d\u2019IA pr\u00e9dictive. Cette architecture a permis \u00e0 Iper d\u2019activer des audiences \u00e0 haute valeur sur Google Ads et Meta, de mesurer les conversions en magasin via Google Store Sales et de remplacer la segmentation statique par une logique pr\u00e9dictive dynamique.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Les r\u00e9sultats incluent une <\/span><b>augmentation de +20 % du taux de correspondance sur les audiences de donn\u00e9es de premi\u00e8re main<\/b><span style=\"font-weight: 400;\">, <\/span><b>la mesure des conversions hors ligne pour 15 % des transactions \u00e9ligibles en magasin<\/b><span style=\"font-weight: 400;\">, une <\/span><b>am\u00e9lioration pr\u00e9dictive de +25 %<\/b><span style=\"font-weight: 400;\"> par rapport aux mod\u00e8les bas\u00e9s sur des r\u00e8gles, et l\u2019identification de <\/span><b>plus de 100 signaux d\u2019int\u00e9r\u00eat pr\u00e9dictifs<\/b><span style=\"font-weight: 400;\">.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span> <span style=\"font-weight: 400;\"> Ce cas d\u00e9montre comment une approche bas\u00e9e sur l\u2019IA pr\u00e9dictive et les donn\u00e9es de premi\u00e8re main peut am\u00e9liorer l\u2019efficacit\u00e9 m\u00e9dia, connecter les parcours en ligne et hors ligne, et jeter les bases de cas d\u2019utilisation avanc\u00e9s tels que la <\/span><b>Valeur Vie Pr\u00e9dictive<\/b><span style=\"font-weight: 400;\"> et la <\/span><b>mon\u00e9tisation des donn\u00e9es<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Iper, l\u2019une des principales cha\u00eenes de distribution en Italie, s\u2019est lanc\u00e9e dans une transformation ax\u00e9e sur les donn\u00e9es pour surmonter les limites des strat\u00e9gies marketing fond\u00e9es sur des donn\u00e9es fragment\u00e9es et principalement descriptives. Le d\u00e9fi \u00e9tait clair : unifier les donn\u00e9es en ligne et hors ligne, am\u00e9liorer la qualit\u00e9 de la r\u00e9solution d\u2019identit\u00e9 et faire [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2226,"parent":1986,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-templates\/page-case-study.php","meta":{"footnotes":""},"class_list":["post-2225","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00c9tude de cas Iper | +20 % de taux de correspondance avec la plateforme de pr\u00e9diction Bytek<\/title>\n<meta name=\"description\" content=\"Comment Iper s\u2019est associ\u00e9 \u00e0 Bytek pour unifier les donn\u00e9es en ligne et hors ligne dans BigQuery, am\u00e9liorer la r\u00e9solution d\u2019identit\u00e9 et activer un retail media bas\u00e9 sur la valeur. +20 % de 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