{"id":16809,"date":"2022-09-04T15:53:28","date_gmt":"2022-09-04T13:53:28","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=185511"},"modified":"2024-11-22T07:29:09","modified_gmt":"2024-11-22T06:29:09","slug":"managed-audience-coop-met-ses-competences-donnees-a-disposition","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2022-09-04\/managed-audience-coop-stellt-seine-datenkompetenz-zur-verfuegung\/","title":{"rendered":"Managed Audience : Coop met \u00e0 disposition ses comp\u00e9tences en mati\u00e8re de donn\u00e9es"},"content":{"rendered":"

\"CoopJeudi dernier, Coop a accueilli au Centre des congr\u00e8s de B\u00e2le plus de 270 partenaires commerciaux et repr\u00e9sentants d'agences \u00e0 l'occasion du \"Coop Retail Media Update 2022\". Avec cette manifestation, Coop a voulu faire conna\u00eetre aux personnes pr\u00e9sentes son vaste portefeuille d'offres dans le domaine des Retail Media. \"De tr\u00e8s nombreuses campagnes num\u00e9riques sont aujourd'hui diffus\u00e9es via des agences, c'est pourquoi il est important que celles-ci voient tout ce qu'il est possible de faire chez nous et comment nous pensons\", explique Thomas Schwetje, responsable Marketing et Services num\u00e9riques chez Coop.<\/p>\r\n

En tant que l'un des grands sp\u00e9cialistes du marketing m\u00e9dia en Suisse, Coop veut organiser cet \u00e9v\u00e9nement tous les deux ou trois ans \u00e0 l'avenir. Lors du premier \"Coop Retail Media Update\", le d\u00e9taillant b\u00e2lois a \u00e9galement pr\u00e9sent\u00e9 une nouveaut\u00e9. Avec le produit \"Managed Audience\", Coop souhaite d\u00e8s \u00e0 pr\u00e9sent fournir \u00e0 ses partenaires les \"meilleurs groupes cibles\". \"Avec nos magasins et nos univers en ligne, nous sommes tr\u00e8s proches du comportement des consommateurs\", explique Schwetje, le dirigera la nouvelle direction \"Digital & Customer\" \u00e0 partir de 2023<\/a>.<\/p>\r\n

Un nouveau ciblage<\/strong><\/h3>\r\n

Si, par exemple, un client comme Feldschl\u00f6sschen souhaite s'adresser, pour une campagne sur un portail m\u00e9dia, uniquement aux personnes qui ont r\u00e9cemment achet\u00e9 de la bi\u00e8re ou qui ont regard\u00e9 un jus d'orge en ligne chez Coop, le d\u00e9taillant peut d\u00e8s \u00e0 pr\u00e9sent fournir de telles donn\u00e9es, de mani\u00e8re anonyme et conforme \u00e0 la protection des donn\u00e9es. \"Nous avons par exemple aussi des informations sur un groupe cible v\u00e9g\u00e9tarien ou nous savons tout sur les acheteurs de couches-culottes\", explique le chef du marketing chez Coop. Au total, le d\u00e9taillant disposerait d'informations de fond sur plus de 5,4 millions de personnes.<\/p>\r\n

Pour ce produit, Coop s'appuie sur sa vaste infrastructure marketing. \"Nous avons tout d\u00e9velopp\u00e9 nous-m\u00eames\", r\u00e9v\u00e8le Schwetje \u00e0 Werbewoche.<\/p>\r\n

Avec \"Managed Audience\", les donn\u00e9es d'un groupe cible souhait\u00e9 et pr\u00e9cis\u00e9ment d\u00e9fini au pr\u00e9alable sont mises \u00e0 la disposition de l'agence m\u00e9dia d'un partenaire de Coop de mani\u00e8re anonyme. Ainsi, ce groupe particulier de personnes peut, \u00e0 l'aide d'une publicit\u00e9 adapt\u00e9e, \u00eatre directement affich\u00e9 sur les portails m\u00e9dias, par exemple de Watson<\/em>, 20 minutes<\/em> et Vue<\/em>mais aussi via Youtube et d'autres plates-formes num\u00e9riques. Pour ce faire, une coop\u00e9ration a \u00e9t\u00e9 mise en place avec diff\u00e9rentes entreprises de m\u00e9dias. Le nouveau produit a \u00e9t\u00e9 test\u00e9 avec diff\u00e9rents partenaires.<\/p>\r\n

Au d\u00e9but, \"Managed Audience\" ne sera disponible que pour les entreprises qui ont au moins un produit r\u00e9f\u00e9renc\u00e9 chez Retailer. Thomas Schwetje peut toutefois s'imaginer proposer \u00e0 l'avenir cette innovation \u00e0 d'autres entreprises externes, comme des banques ou des assurances.<\/p>\r\n

Fusion des comp\u00e9tences en mati\u00e8re de donn\u00e9es hors ligne avec le monde num\u00e9rique<\/strong><\/h3>\r\n

\"Nous comptons ici sur une demande consid\u00e9rable de la part de nos partenaires\", d\u00e9clare l'homme de 52 ans. Google et Facebook disposent de certaines donn\u00e9es de recherche et d'utilisation de leurs clients, mais Coop dispose d'informations beaucoup plus compl\u00e8tes sur la client\u00e8le stationnaire et connect\u00e9e, notamment sur le comportement d'achat concret. \"Nous avons une connaissance tr\u00e8s compl\u00e8te de nos clients\", r\u00e9v\u00e8le Adrian Steiger, responsable des services num\u00e9riques chez Coop. Nous nous basons d'une part sur les achats effectu\u00e9s dans les magasins Coop. D'autre part, nous enregistrons 130 millions de sessions par an via coop.ch et l'application Supercard, ce qui nous permet d'avoir un aper\u00e7u complet du comportement d'utilisation en ligne.<\/p>\r\n

\"Managed Audience\" n'est certes pas la plus grande innovation de produit depuis la cr\u00e9ation de Coop, \"mais c'est quelque chose dont nous sommes tr\u00e8s fiers\", sourit Steiger. Il s'agit d'une nouvelle possibilit\u00e9 de s'adresser \u00e0 des groupes cibles dans l'environnement num\u00e9rique. Il s'agit exclusivement de pertinence, souligne l'expert en analyse de donn\u00e9es. Tout le monde profiterait de cette nouveaut\u00e9 : Les clients, car ils ne verront \u00e0 l'avenir que les choses qui sont vraiment pertinentes pour eux, mais aussi les partenaires commerciaux, qui pourraient ainsi utiliser leurs budgets de mani\u00e8re beaucoup plus efficace. \"Au fond, il s'agit de fusionner la comp\u00e9tence en mati\u00e8re de donn\u00e9es hors ligne avec le monde num\u00e9rique\", r\u00e9sume l'homme de 43 ans de Coop \"Managed Audience\".<\/p>","protected":false},"excerpt":{"rendered":"

Im Basler Congress Center hat Coop am Donnerstag \u00fcber 270 Gesch\u00e4ftspartner und Agenturvertreter zum \u00abCoop Retail Media Update 2022\u00bb begr\u00fcsst. Mit dieser Veranstaltung wollte Coop den Anwesenden sein grosses Angebotsportfolio im Bereich Retail Media n\u00e4herbringen. \u00abSehr viele digitale Kampagnen werden heute via Agenturen ausgespielt, weshalb es wichtig ist, dass diese sehen, was man bei uns [\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":"Coop Retail Media","_yoast_wpseo_metadesc":"Coop pr\u00e4sentiert Managed Audience: Pr\u00e4zise Zielgruppenansprache durch umfassende Kundendaten. Gro\u00dfe Nachfrage erwartet.","articlekey":"","footnotes":""},"categories":[29],"tags":[3368,3369,3370],"class_list":["post-16809","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-20-minuten","tag-blick","tag-managed-audience"],"acf":[],"yoast_head":"\nManaged Audience: Coop stellt seine Datenkompetenz zur Verf\u00fcgung - Organisator<\/title>\n<meta name=\"description\" content=\"Coop pr\u00e4sentiert Managed Audience: Pr\u00e4zise Zielgruppenansprache durch umfassende Kundendaten. 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