{"id":38689,"date":"2025-06-05T08:45:10","date_gmt":"2025-06-05T06:45:10","guid":{"rendered":"https:\/\/www.markt-kom.com\/?p=235685"},"modified":"2025-06-05T08:40:48","modified_gmt":"2025-06-05T06:40:48","slug":"marketing-tech-monitor-2025-fortschritt-stockt-trotz-wachsender-einsicht","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2025-06-05\/marketing-tech-monitor-2025-fortschritt-stockt-trotz-wachsender-einsicht\/","title":{"rendered":"Marketing Tech Monitor 2025 : les progr\u00e8s s'arr\u00eatent malgr\u00e9 une prise de conscience croissante"},"content":{"rendered":"
\"\"<\/a>\r\n
Degr\u00e9 de maturit\u00e9 dans l'utilisation de l'informatique dans l'entreprise au niveau du marketing, des ventes et du service. (Graphique : Marketing Tech Lab)<\/figcaption>\r\n<\/figure>\r\n

Le Marketing Tech Lab de Hambourg a pr\u00e9sent\u00e9 mercredi les r\u00e9sultats de son dernier Marketing Tech Monitor. L'\u00e9tude met en lumi\u00e8re l'\u00e9tat de la maturit\u00e9 technologique dans le marketing, la vente et le service dans la r\u00e9gion DACH. Il en ressort que seules 3 % des entreprises interrog\u00e9es atteignent un haut niveau d'int\u00e9gration de leur infrastructure MarTech.<\/p>\r\n

Les entreprises \u00e0 maturit\u00e9 \u00e9lev\u00e9e se distinguent par des strat\u00e9gies d\u00e9finies, des proc\u00e9dures de projet structur\u00e9es et une collaboration interfonctionnelle. Ces soi-disant \"leaders\" travaillent avec des feuilles de route, analysent syst\u00e9matiquement les parcours clients et utilisent des syst\u00e8mes CRM et CX avanc\u00e9s. A l'oppos\u00e9, on trouve des \"laggards\" qui \u00e9chouent en raison de responsabilit\u00e9s mal d\u00e9finies, de l'absence d'objectifs et d'une trop grande diversit\u00e9 d'outils.<\/p>\r\n

Des projets entre jeu de pouvoir et passion<\/h3>\r\n

Outre les obstacles techniques et organisationnels, l'\u00e9tude aborde \u00e9galement les tensions interpersonnelles comme pierre d'achoppement de la transformation num\u00e9rique. Dans plus de 60 % des projets qui ont \u00e9chou\u00e9, il manquait soit des chefs de projet exp\u00e9riment\u00e9s, soit une documentation claire des exigences. Les conflits de pouvoir entre les d\u00e9partements sont identifi\u00e9s comme un obstacle central. \"Une transformation r\u00e9ussie a moins besoin de 'romantisme PowerPoint' que de m\u00e9thodes et de contenus solides\", peut-on lire dans le rapport.<\/p>\r\n

La gestion des donn\u00e9es, une mine d'or<\/h3>\r\n

Dans le domaine de la gestion des donn\u00e9es, on constate toujours d'importants d\u00e9ficits. Seules quelques entreprises ont mis en place des structures de donn\u00e9es consolid\u00e9es. Le manque d'int\u00e9gration, la qualit\u00e9 insuffisante et l'acc\u00e8s limit\u00e9 freinent les progr\u00e8s de la personnalisation et de l'utilisation de l'IA. Les entreprises ayant un degr\u00e9 de maturit\u00e9 plus \u00e9lev\u00e9 investissent de mani\u00e8re cibl\u00e9e dans les Data Lakes, l'assurance qualit\u00e9 et les concepts d'acc\u00e8s.<\/p>\r\n

CX comme priorit\u00e9 commerciale, mise en \u0153uvre de l'IA au point mort<\/h3>\r\n

Bien que l'importance de l'exp\u00e9rience client soit reconnue, la mise en \u0153uvre reste souvent fragment\u00e9e. Seul un tiers environ adopte une approche syst\u00e9matique et multicanale. Le rapport souligne que les initiatives CX ne sont efficaces que si elles s'appuient sur une base de donn\u00e9es solide et un syst\u00e8me d'objectifs clair.<\/p>\r\n

Et le tableau est \u00e9galement mitig\u00e9 en ce qui concerne l'intelligence artificielle : certes, plus de 50 pour cent des entreprises disposent d'une feuille de route en mati\u00e8re d'IA, mais les mises en \u0153uvre op\u00e9rationnelles sont rares. Seuls 11 pour cent utilisent activement l'IA, et ce principalement dans les domaines de la gestion de contenu et de l'IA conversationnelle. Les applications \u00e0 plus forte valeur ajout\u00e9e comme l'IA causale ou la mod\u00e9lisation du marketing mix restent l'exception. Le d\u00e9veloppement de comp\u00e9tences internes est consid\u00e9r\u00e9 comme une condition pr\u00e9alable - mais n'est abord\u00e9 en priorit\u00e9 que par environ 2 pour cent des personnes interrog\u00e9es.<\/p>\r\n

\"Notre analyse de cette ann\u00e9e montre clairement qu'en l'absence de donn\u00e9es propres, de responsabilit\u00e9s claires et d'une feuille de route bien pens\u00e9e, les projets d'interaction avec les clients ax\u00e9s sur les donn\u00e9es se transforment en jeu de hasard\", d\u00e9clare le Dr Ralf Strauss, directeur du Marketing Tech Lab. \"Mais ceux qui pensent de mani\u00e8re strat\u00e9gique et placent l'\u00eatre humain au centre peuvent r\u00e9ussir leur transformation num\u00e9rique\".<\/p>","protected":false},"excerpt":{"rendered":"

L'actuel Marketing Tech Monitor le montre : Alors que la complexit\u00e9 technologique augmente, de nombreuses entreprises manquent de structures et de comp\u00e9tences claires. Seule une minorit\u00e9 atteint un haut niveau de maturit\u00e9 dans l'int\u00e9gration des solutions MarTech.<\/p>","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":"Marketing Tech Monitor","_yoast_wpseo_metadesc":"Gem\u00e4ss Marketing Tech Monitor 2025 erreicht nur eine Minderheit einen hohen Reifegrad in der Integration von MarTech-L\u00f6sungen.","articlekey":"","footnotes":""},"categories":[29],"tags":[4861,4343,459],"class_list":["post-38689","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-commtech","tag-markom","tag-studie"],"acf":[],"yoast_head":"\nMarketing Tech Monitor 2025: Fortschritt stockt trotz wachsender Einsicht - Organisator<\/title>\n<meta name=\"description\" content=\"Gem\u00e4ss Marketing Tech Monitor 2025 erreicht nur eine Minderheit einen hohen Reifegrad in der Integration von MarTech-L\u00f6sungen.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.organisator.ch\/fr\/marketing\/2025-06-05\/marketing-tech-monitor-2025-fortschritt-stockt-trotz-wachsender-einsicht\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing Tech Monitor 2025: Fortschritt stockt trotz wachsender Einsicht - 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