{"id":16429,"date":"2022-08-11T23:22:29","date_gmt":"2022-08-11T21:22:29","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=184216"},"modified":"2024-11-22T08:39:52","modified_gmt":"2024-11-22T07:39:52","slug":"was-bedeutet-eigentlich-lakehouse","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2022-08-11\/was-bedeutet-eigentlich-lakehouse\/","title":{"rendered":"Au fait, que signifie... \"Lakehouse\" ?"},"content":{"rendered":"<p><img class=\"alignnone wp-image-158930 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2021\/10\/kolumne_pnp_wasnedeuteteigentlich.jpg\" sizes=\"(max-width: 1200px) 100vw, 1200px\" srcset=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2021\/10\/kolumne_pnp_wasnedeuteteigentlich.jpg 1200w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2021\/10\/kolumne_pnp_wasnedeuteteigentlich-300x200.jpg 300w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2021\/10\/kolumne_pnp_wasnedeuteteigentlich-1024x684.jpg 1024w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2021\/10\/kolumne_pnp_wasnedeuteteigentlich-768x513.jpg 768w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2021\/10\/kolumne_pnp_wasnedeuteteigentlich-18x12.jpg 18w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2021\/10\/kolumne_pnp_wasnedeuteteigentlich-262x175.jpg 262w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2021\/10\/kolumne_pnp_wasnedeuteteigentlich-524x350.jpg 524w, https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2021\/10\/kolumne_pnp_wasnedeuteteigentlich-920x614.jpg 920w\" alt=\"Marketing de l&#039;entrep\u00f4t de donn\u00e9es\" width=\"1200\" height=\"801\" \/><\/p>\r\n<p>Maintenant que tout le monde est de retour dans le monde du travail, apr\u00e8s des vacances d'\u00e9t\u00e9 qui semblent interminables, on pourrait facilement c\u00e9der \u00e0 la tentation et rejeter le nouveau mot \u00e0 la mode \"Lakehouse\" comme un souvenir ou un r\u00e9cit de vacances - mais attention, ce n'est pas le cas.<\/p>\r\n<p>M\u00eame si, dans le monde des agences et du marketing suisse, les vacances d'\u00e9t\u00e9 commencent \u00e0 prendre des dimensions fran\u00e7aises, telles que l'auteur Fr\u00e9d\u00e9ric Beigbeder les avait d\u00e9crites de mani\u00e8re si magnifiquement sarcastique dans son roman \"99 francs\" paru en 2001 (lecture obligatoire pour les jeunes publicitaires), et qu'elles durent d\u00e9sormais de d\u00e9but juillet \u00e0 d\u00e9but septembre : on ne peut pas r\u00e9server une Lakehouse sur Airbnb, mais cela va (esp\u00e9rons-le) fondamentalement changer le marketing dans les ann\u00e9es \u00e0 venir.<\/p>\r\n<h2><strong>Si le marketing s'associait enfin \u00e0 la technique<\/strong><\/h2>\r\n<p>Un entrep\u00f4t de donn\u00e9es est une architecture de gestion des donn\u00e9es qui combine les avantages d'un entrep\u00f4t de donn\u00e9es traditionnel et d'un entrep\u00f4t de donn\u00e9es. Les entrep\u00f4ts de donn\u00e9es ont \u00e9t\u00e9 d\u00e9velopp\u00e9s d\u00e8s les ann\u00e9es 1980 en tant que niveaux de stockage tr\u00e8s performants, qui soutenaient la Business Intelligence (BI) et les analyses ind\u00e9pendamment d'une base de donn\u00e9es transactionnelle op\u00e9rationnelle. Les data lakes sont ensuite devenus \u00e0 la mode dans les ann\u00e9es 0, car ils constituaient un niveau de stockage \u00e9conomique pour les donn\u00e9es non structur\u00e9es et semi-structur\u00e9es.<\/p>\r\n<p>Un entrep\u00f4t de donn\u00e9es offre d\u00e9sormais une aide gr\u00e2ce \u00e0 un acc\u00e8s facile et \u00e0 la prise en charge des analyses d'entreprise que l'on trouve dans les entrep\u00f4ts de donn\u00e9es, et ce avec la flexibilit\u00e9 et le co\u00fbt relativement faible d'un entrep\u00f4t de donn\u00e9es. Tout est clair ?<\/p>\r\n<p>Si ce n'est pas le cas, ils font partie de la majorit\u00e9 des marketeurs suisses. Et c'est pr\u00e9cis\u00e9ment le probl\u00e8me qui fait que la Suisse est encore un pays en d\u00e9veloppement en ce qui concerne la technologie du marketing (Martech). C'est dommage, car l'utilisation correcte des Martech offre non seulement des possibilit\u00e9s infinies de cr\u00e9ativit\u00e9, mais elle permet aussi de convertir cette cr\u00e9ativit\u00e9 en r\u00e9sultats commerciaux pertinents pour les clients.<\/p>\r\n<p>Notre secteur gagnerait donc \u00e0 ce que les strat\u00e8ges d'agence, les CMO et les CIO \u00e9courtent peut-\u00eatre un peu leurs vacances d'\u00e9t\u00e9 l'ann\u00e9e prochaine et r\u00e9fl\u00e9chissent plut\u00f4t ensemble \u00e0 un Data Lakehouse. Ainsi, les solutions technologiques existantes seraient enfin comprises, ce qui aiderait \u00e0 exploiter les nombreuses possibilit\u00e9s \u00e0 des fins de marketing : des plateformes de gestion des ressources num\u00e9riques et d'automatisation du marketing aux chatbots et aux outils de surveillance des m\u00e9dias sociaux. La gestion de syst\u00e8mes s\u00e9par\u00e9s, comme c'est malheureusement encore le cas dans de nombreuses entreprises, implique non seulement des co\u00fbts d'investissement, mais aussi des frais d'exploitation courants exorbitants de part et d'autre, sans m\u00eame parler de l'administration de deux syst\u00e8mes. Et cela, personne ne peut plus se le permettre. Un Lakehouse, en revanche, peut le faire.<\/p>\r\n<hr \/>\r\n<p><em>*\u00a0<strong>Benno Maggi\u00a0<\/strong>est cofondateur et CEO de Partner &amp; Partner. Il \u00e9coute depuis plus de 30 ans dans le secteur et d\u00e9couvre ainsi pour nous des mots et des expressions qui peuvent \u00eatre utilis\u00e9s soit pour small talk, soit pour faire l'important, soit pour s'\u00e9nerver, soit pour jouer au Scrabble, soit tout simplement pour le plaisir.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Jetzt, wo langsam alle wieder eintrudeln in die Arbeitswelt, nach gef\u00fchlt endlosen Sommerferien, k\u00f6nnte man leicht der Verf\u00fchrung nachgeben und das neue Buzzword \u00abLakehouse\u00bb als Ferienerinnerung oder -erz\u00e4hlung abtun \u2013 aber Obacht, ist es nicht. Auch wenn Sommerferien in der Schweizer Agentur- und Marketingwelt langsam franz\u00f6sische Dimensionen annehmen, wie sie der Autor Fr\u00e9d\u00e9ric Beigbeder in [\u2026]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Data Lakehouse Marketing","_yoast_wpseo_metadesc":"Ein Data Lakehouse kombiniert Data Warehouse und Data Lake und k\u00f6nnte das Marketing revolutionieren. Erfahren Sie mehr!","articlekey":"","footnotes":""},"categories":[29],"tags":[705,4780,4781,339,475],"class_list":["post-16429","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-analyse","tag-data","tag-lakehouse","tag-marketing","tag-technologie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Was bedeutet eigentlich\u2026 \u00abLakehouse\u00bb? - Organisator<\/title>\n<meta name=\"description\" content=\"Ein Data Lakehouse kombiniert Data Warehouse und Data Lake und k\u00f6nnte das Marketing revolutionieren. 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