{"id":1730,"date":"2025-07-31T13:02:53","date_gmt":"2025-07-31T12:02:53","guid":{"rendered":"https:\/\/www.volve.be\/des-donnees-fragmentees-a-une-vision-unique-du-client-voici-comment-rendre-les-informations-promotionnelles-exploitables\/"},"modified":"2025-08-05T11:52:38","modified_gmt":"2025-08-05T10:52:38","slug":"des-donnees-fragmentees-a-une-vision-unique-du-client-voici-comment-rendre-les-informations-promotionnelles-exploitables","status":"publish","type":"post","link":"https:\/\/www.volve.be\/fr\/des-donnees-fragmentees-a-une-vision-unique-du-client-voici-comment-rendre-les-informations-promotionnelles-exploitables\/","title":{"rendered":"Des donn\u00e9es fragment\u00e9es \u00e0 une vision unique du client &#8211; voici comment rendre les informations promotionnelles exploitables"},"content":{"rendered":"\n\n<section class=\"b-hero-blog-detail \">\n  <div class=\"container b-hero-blog-detail__container\">\n    <div class=\"b-hero-blog-detail__head\">\n              <h1 class=\"heading-heading-600\">Van versnipperde data naar \u00e9\u00e9n klantbeeld \u2013 zo maak je promotie-inzichten werkbaar<\/h1>\n                    <span class=\"sub-heading-400\"><p>La r\u00e9alit\u00e9 pour de nombreux producteurs du secteur des sciences de la vie : des donn\u00e9es sur les ventes dans SAP, des rapports sporadiques sur les ventes dans Excel, des donn\u00e9es sur les points de vente provenant d&#8217;un d\u00e9taillant dans un format diff\u00e9rent, et des r\u00e9sultats promotionnels que personne ne peut relier. R\u00e9sultat ? Des \u00e9quipes qui passent des heures \u00e0 faire de l&#8217;arch\u00e9ologie de donn\u00e9es au lieu de prendre des d\u00e9cisions strat\u00e9giques. Les plateformes de donn\u00e9es modernes changent radicalement la donne, sans qu&#8217;il soit n\u00e9cessaire de r\u00e9volutionner les technologies de l&#8217;information.   <\/p>\n<\/span>\n          <\/div>\n\n          \n<picture>\n  \n  \n  \n  \n  \n  <img decoding=\"async\" src=\"https:\/\/www.volve.be\/wp-content\/uploads\/2025\/07\/getty-images-czOqkkQP6GI-unsplash-1600x0-c-default.webp\" alt=\"\"  class=\"b-hero-blog-detail__image\">\n<\/picture>\n        \n  <\/div>\n<\/section>\n\n\n\n<section class=\"b-breadcrumbs b-breadcrumbs--background-biege \">\n  <div class=\"container\">\n\n\n    <nav class=\"b-breadcrumbs__nav\">\n        <ol class=\"b-breadcrumbs__items\" itemtype=\"https:\/\/schema.org\/BreadcrumbList\" itemscope>\n        <!-- Breadcrumb NavXT 7.3.0 -->\n<span property=\"itemListElement\" typeof=\"ListItem\"><a property=\"item\" typeof=\"WebPage\" title=\"Go to Volve.\" href=\"https:\/\/www.volve.be\/fr\/\" class=\"home\" ><svg width=\"21\" height=\"20\" viewBox=\"0 0 21 20\">\r\n<path d=\"M11.0273 1.46094L20.3086 9.33594C20.6602 9.65234 20.6953 10.1797 20.4141 10.5312C20.0977 10.8828 19.5703 10.918 19.2188 10.6367L18.375 9.89844V16.4375C18.375 18.0195 17.1094 19.25 15.5625 19.25H5.4375C3.85547 19.25 2.625 18.0195 2.625 16.4375V9.89844L1.74609 10.6367C1.39453 10.918 0.867188 10.8828 0.550781 10.5312C0.269531 10.1797 0.304688 9.65234 0.65625 9.33594L9.9375 1.46094C10.2539 1.21484 10.7109 1.21484 11.0273 1.46094ZM4.3125 16.4375C4.3125 17.0703 4.80469 17.5625 5.4375 17.5625H7.125V12.2188C7.125 11.4453 7.72266 10.8125 8.53125 10.8125H12.4688C13.2422 10.8125 13.875 11.4453 13.875 12.2188V17.5625H15.5625C16.1602 17.5625 16.6875 17.0703 16.6875 16.4375V8.45703L10.5 3.21875L4.3125 8.45703V16.4375ZM8.8125 17.5625H12.1875V12.5H8.8125V17.5625Z\" fill=\"black\" \/><\/svg><\/a><meta property=\"position\" content=\"1\"><\/span><svg width=\"16\" height=\"20\" viewBox=\"0 0 16 20\">\r\n<path d=\"M12.4648 11.2852C12.7109 11.5586 12.7109 11.9688 12.4648 12.2148L7.21484 17.4648C6.94141 17.7383 6.53125 17.7383 6.28516 17.4648C6.01172 17.2188 6.01172 16.8086 6.28516 16.5625L11.0703 11.7773L6.28516 6.96484C6.01172 6.71875 6.01172 6.30859 6.28516 6.0625C6.53125 5.78906 6.94141 5.78906 7.1875 6.0625L12.4648 11.2852Z\" fill=\"#A3A1AD\" \/>\r\n<\/svg><span property=\"itemListElement\" typeof=\"ListItem\"><a property=\"item\" typeof=\"WebPage\" title=\"Go to Blog.\" href=\"https:\/\/www.volve.be\/fr\/blog\/\" class=\"post post-page\" ><span property=\"name\">Blog<\/span><\/a><meta property=\"position\" content=\"2\"><\/span><svg width=\"16\" height=\"20\" viewBox=\"0 0 16 20\">\r\n<path d=\"M12.4648 11.2852C12.7109 11.5586 12.7109 11.9688 12.4648 12.2148L7.21484 17.4648C6.94141 17.7383 6.53125 17.7383 6.28516 17.4648C6.01172 17.2188 6.01172 16.8086 6.28516 16.5625L11.0703 11.7773L6.28516 6.96484C6.01172 6.71875 6.01172 6.30859 6.28516 6.0625C6.53125 5.78906 6.94141 5.78906 7.1875 6.0625L12.4648 11.2852Z\" fill=\"#A3A1AD\" \/>\r\n<\/svg><span property=\"itemListElement\" typeof=\"ListItem\"><a property=\"item\" typeof=\"WebPage\" title=\"Go to Articles.\" href=\"https:\/\/www.volve.be\/fr\/blog\/articles\/\" class=\"post-root post post-post\" aria-current=\"page\"><span property=\"name\">Articles<\/span><\/a><meta property=\"position\" content=\"3\"><\/span>\n        <\/ol>\n      <\/div>\n    <\/nav>\n  \n      <\/div>\n<\/section>\n\n\n<section class=\"b-text \">\n  <div class=\"container\">\n    <div class=\"b-text__prose\">\n      <h3>Du chaos au contr\u00f4le : ce que fait une plateforme de donn\u00e9es intelligente<\/h3>\n<p>1. Harmonisation automatique des donn\u00e9es<\/br><br \/>\nLe probl\u00e8me : chaque partenaire fournit des donn\u00e9es dans un format diff\u00e9rent. Les grossistes envoient des fichiers CSV hebdomadaires, les d\u00e9taillants partagent des relev\u00e9s Excel mensuels et les cha\u00eenes de pharmacies ont leurs propres portails avec des structures diff\u00e9rentes. <\/br><\/p>\n<p>La solution : une plateforme de donn\u00e9es moderne reconna\u00eet et harmonise automatiquement ces formats.  <\/p>\n<ul>\n<li>Les codes des produits sont automatiquement mis en correspondance (EAN, CNK, codes internes).<\/li>\n<li>Diff\u00e9rentes p\u00e9riodes sont normalis\u00e9es<\/li>\n<li>Les donn\u00e9es manquantes sont compl\u00e9t\u00e9es de mani\u00e8re intelligente<\/li>\n<\/ul>\n<p>\u00c9tude de cas : Un fabricant de vitamines a re\u00e7u des donn\u00e9es sur les ventes provenant de 15 sources diff\u00e9rentes. La plateforme a automatiquement reconnu que &#8220;VIT-D3-2000&#8221; dans le syst\u00e8me A \u00e9tait le m\u00eame produit que &#8220;043521&#8221; chez le d\u00e9taillant B. Ce qui \u00e9tait auparavant un travail manuel se fait d\u00e9sormais en temps r\u00e9el. <\/br><\/p>\n<p>2. Une vision omnicanale, enfin<\/br><br \/>\nDe la frustration des silos \u00e0 la vision \u00e0 360\u00b0 !<\/p>\n<p>Sans plateforme :<\/p>\n<ul>\n<li>Le service des ventes ne voit que les commandes des partenaires directs<\/li>\n<li>Le marketing ne conna\u00eet la part de march\u00e9 que par l&#8217;interm\u00e9diaire d&#8217;IQVIA<\/li>\n<li>Les services financiers ont du mal \u00e0 r\u00e9concilier les marges<\/li>\n<li>Personne n&#8217;a une vue d&#8217;ensemble<\/li>\n<\/ul>\n<p>Avec plateforme :<\/p>\n<ul>\n<li>Performance du canal : Le canal des pharmacies en vue directe g\u00e9n\u00e8re des ventes 40 % plus \u00e9lev\u00e9es que le canal de la vente au d\u00e9tail.<\/li>\n<li>Impact de la promotion : suivi en temps r\u00e9el pour savoir si la promotion 2+1 chez Medimarket attire de nouveaux clients ou si elle ne fait qu&#8217;augmenter les stocks.<\/li>\n<li>Mod\u00e8les r\u00e9gionaux : D\u00e9couvrez que les suppl\u00e9ments se vendent deux fois mieux dans le Brabant flamand qu&#8217;\u00e0 Bruxelles.<\/li>\n<li>Perspectives saisonni\u00e8res : Le pic de vitamine D est atteint en octobre, et non en janvier comme le laissait supposer la vente en solde<\/li>\n<\/ul>\n<p>3. Du regard en arri\u00e8re \u00e0 la direction vers l&#8217;avant<\/br><br \/>\nL&#8217;analyse pr\u00e9dictive pour des d\u00e9cisions pratiques. Des applications peuvent \u00eatre cr\u00e9\u00e9es sur la plateforme, par exemple pour g\u00e9n\u00e9rer des rapports automatiquement ou pour pr\u00e9dire des mod\u00e8les sur la base de donn\u00e9es historiques et de donn\u00e9es externes : <\/p>\n<ul>\n<li>Quelles sont les promotions les plus efficaces par canal ?<\/li>\n<li>Niveaux de stock optimaux par distributeur<\/li>\n<li>Retour sur investissement attendu des investissements en marketing commercial<\/li>\n<\/ul>\n<p>Exemple concret : un fabricant d&#8217;OTC a d\u00e9couvert que les promotions dans les pharmacies ne fonctionnaient que lorsqu&#8217;elles \u00e9taient combin\u00e9es \u00e0 des campagnes en ligne. En utilisant ces informations, il a consid\u00e9rablement augment\u00e9 le retour sur investissement de ses promotions. <\/p>\n<h3>La transformation en pratique<\/h3>\n<p>Tout commence par le regroupement des donn\u00e9es :<\/p>\n<ul>\n<li>Mise en place de la plateforme sur la base de nos mod\u00e8les<\/li>\n<li>Connexions automatiques aux syst\u00e8mes de distribution<\/li>\n<li>T\u00e9l\u00e9charger les donn\u00e9es historiques (Excel, CSV, tout ce que vous avez)<\/li>\n<li>Premiers tableaux de bord en ligne<\/li>\n<\/ul>\n<p>Les motifs deviennent visibles<\/p>\n<ul>\n<li>&#8220;Attendez, Multipharma vend 70% dans seulement 15 magasins ?&#8221;<\/li>\n<li>&#8220;Cette promotion co\u00fbteuse des gondoles ne fonctionne que dans les villes universitaires ?&#8221;<\/li>\n<li>&#8220;Notre meilleur produit est moins performant \u00e0 Bruxelles ?<\/li>\n<\/ul>\n<p>Changements strat\u00e9giques<\/p>\n<ul>\n<li>R\u00e9affectation du budget commercial aux canaux les plus performants<\/li>\n<li>Calendrier promotionnel bas\u00e9 sur les mod\u00e8les de vente r\u00e9els<\/li>\n<li>Actions cibl\u00e9es<\/li>\n<\/ul>\n<h3>Qu&#8217;est-ce qui fait de la plate-forme de donn\u00e9es un &#8220;poids plume&#8221; ?<\/h3>\n<p>De nombreuses entreprises h\u00e9sitent \u00e0 prendre des initiatives en mati\u00e8re de donn\u00e9es. \u00c0 juste titre : les projets de BI traditionnels prennent des mois et co\u00fbtent des tonnes d&#8217;argent. Heureusement, les plateformes de donn\u00e9es modernes fonctionnent diff\u00e9remment !  <\/br><\/p>\n<p>Tout fonctionne dans le nuage, de sorte que vous n&#8217;avez pas \u00e0 g\u00e9rer vos propres serveurs ni \u00e0 proc\u00e9der \u00e0 une installation technique. Nous commen\u00e7ons \u00e0 petite \u00e9chelle, par exemple avec les donn\u00e9es d&#8217;un distributeur, et nous ajoutons progressivement d&#8217;autres canaux ou sources de donn\u00e9es lorsque vous \u00eates pr\u00eat. Les informations de base sont rapidement disponibles et, \u00e0 partir de l\u00e0, vous pouvez passer \u00e0 des analyses plus avanc\u00e9es. Vous n&#8217;avez pas non plus besoin d&#8217;une \u00e9quipe BI interne : la plateforme est con\u00e7ue pour \u00eatre accessible aux profils commerciaux, avec des tableaux de bord conviviaux et des KPI concrets pertinents pour le marketing et les ventes. Par la suite, tout est extensible \u00e0 d&#8217;autres cas d&#8217;utilisation. En bref : vous payez pour ce dont vous avez besoin et vous \u00e9voluez avec votre entreprise.     <\/p>\n<h3>Des avantages inattendus<\/h3>\n<p>1. Les ventes et le marketing parlent enfin le m\u00eame langage<\/br><br \/>\nAvec les tableaux de bord partag\u00e9s, les discussions classiques disparaissent. &#8220;Pour la premi\u00e8re fois, lors de la revue mensuelle, nous pouvons d\u00e9montrer par des faits les activit\u00e9s qui fonctionnent. Les ventes voient les m\u00eames donn\u00e9es. La dynamique a compl\u00e8tement chang\u00e9. <\/br><\/p>\n<p>2. Meilleur pouvoir de n\u00e9gociation<\/br><br \/>\nLes d\u00e9taillants respectent les fournisseurs dont les donn\u00e9es sont en ordre. &#8220;Nous pouvons d\u00e9sormais n\u00e9gocier sur la base des faits en ce qui concerne l&#8217;espace en rayon et les promotions, ce qui se traduit par de meilleures conditions. Cela se traduit par de meilleures conditions. <\/br><\/p>\n<p>3. Des cycles d&#8217;innovation plus rapides<\/br><br \/>\nGr\u00e2ce au retour d&#8217;information en temps r\u00e9el sur le lancement de nouveaux produits, les entreprises peuvent proc\u00e9der \u00e0 des ajustements plus rapides. Le nouveau compl\u00e9ment ne fonctionne pas dans les pharmacies, mais il fonctionne dans les drogueries ? Ajustez la mise sur le march\u00e9 en quelques semaines, et non en quelques trimestres.  <\/br><\/p>\n<h3>Les inconv\u00e9nients de la transparence<\/h3>\n<p>Ce qui est juste est juste : la transparence totale des donn\u00e9es n&#8217;est pas toujours confortable. Vous d\u00e9couvrirez peut-\u00eatre : <\/p>\n<ul>\n<li>Des ann\u00e9es d&#8217;investissement dans des canaux peu performants<\/li>\n<li>Des promotions populaires qui co\u00fbtent de l&#8217;argent au lieu d&#8217;en rapporter<\/li>\n<li>Les diff\u00e9rences r\u00e9gionales bouleversent votre strat\u00e9gie<\/li>\n<\/ul>\n<p>Mais est-il pr\u00e9f\u00e9rable de ne pas savoir ? Le march\u00e9 devient de plus en plus comp\u00e9titif. Les d\u00e9taillants sont de plus en plus ax\u00e9s sur les donn\u00e9es. Les consommateurs attendent des exp\u00e9riences pertinentes. Naviguer \u00e0 l&#8217;aveuglette n&#8217;est plus une option.    <\/p>\n<h3>De la connaissance \u00e0 l&#8217;impact : les premi\u00e8res \u00e9tapes<\/h3>\n<ul>\n<li>Commencez modestement : choisissez un distributeur et deux indicateurs de performance cl\u00e9s.<\/li>\n<li>Impliquez l&#8217;\u00e9quipe : il ne s&#8217;agit pas d&#8217;un projet informatique mais d&#8217;une transformation de l&#8217;entreprise.<\/li>\n<li>C\u00e9l\u00e9brer les succ\u00e8s rapides : partager les r\u00e9ussites pour cr\u00e9er une dynamique<\/li>\n<li>It\u00e9rer rapidement : les donn\u00e9es parfaites n&#8217;existent pas, une pr\u00e9cision de 80 % est suffisante pour commencer.<\/li>\n<\/ul>\n<p>Les entreprises du secteur des sciences de la vie qui investissent aujourd&#8217;hui dans la visibilit\u00e9 des ventes \u00e0 l&#8217;ext\u00e9rieur se dotent d&#8217;un avantage concurrentiel qui ne fera que cro\u00eetre. Chaque mois suppl\u00e9mentaire de donn\u00e9es se traduit par de meilleurs mod\u00e8les, des informations plus pr\u00e9cises et des d\u00e9cisions plus intelligentes.<br \/>\n&nbsp;<\/p>\n\n    <\/div>\n  <\/div>\n<\/section>\n\n\n<section class=\"b-contact b-contact_biege \">\n  <div class=\"container b-contact__container\">\n    <div class=\"b-contact__info\">\n      <div class=\"b-contact__top\">\n                  <h2 class=\"heading-heading-600\">CONTACTEZ-NOUS<\/h2>\n                <div class=\"b-contact__contact-inner\">\n                      <span class=\"sub-heading-500 body-bold\">Volve Belgique<\/span>\n                    <div class=\"b-contact__contact-list\">\n                                                  <a class=\"b-contact__contact-item\" href=\"https:\/\/maps.app.goo.gl\/Ta5cTMyj8NuKiEk98\" target=\"_blank\">\n                \n  <div class=\"icon \"\n    style=\"width: 14px; height: 14px\">\n    <svg width=\"16\" height=\"15\" viewBox=\"0 0 16 15\" 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