{"id":5354,"date":"2025-10-16T12:11:18","date_gmt":"2025-10-16T12:11:18","guid":{"rendered":"https:\/\/hamilton.global\/?p=5354"},"modified":"2026-04-22T10:17:33","modified_gmt":"2026-04-22T10:17:33","slug":"libro-jordi-aymerich-consumer-intelligence","status":"publish","type":"post","link":"https:\/\/hamilton.global\/fr\/libro-jordi-aymerich-consumer-intelligence\/","title":{"rendered":"Consumer Intelligence : Lib\u00e9rez le pouvoir des consommateurs"},"content":{"rendered":"<h2><b><span data-contrast=\"auto\">Le nouveau livre de Jordi Aymerich d\u00e9fend une vision humaine et pratique de l&#039;analyse des consommateurs \u00e0 l&#039;\u00e8re du big data et de l&#039;IA.<\/span><\/b><span data-ccp-props=\"{&quot;335551550&quot;:2,&quot;335551620&quot;:2}\">\u00a0<\/span><\/h2>\n<p>&nbsp;<\/p>\n<p><span data-contrast=\"auto\"><img decoding=\"async\" class=\"size-full wp-image-5355 alignright\" src=\"https:\/\/hamilton.global\/wp-content\/uploads\/2025\/10\/51Uqd5lx41L._SY342_.jpg\" alt=\"\" width=\"384\" height=\"342\" srcset=\"https:\/\/hamilton.global\/wp-content\/uploads\/2025\/10\/51Uqd5lx41L._SY342_.jpg 384w, https:\/\/hamilton.global\/wp-content\/uploads\/2025\/10\/51Uqd5lx41L._SY342_-300x267.jpg 300w, https:\/\/hamilton.global\/wp-content\/uploads\/2025\/10\/51Uqd5lx41L._SY342_-13x12.jpg 13w\" sizes=\"(max-width: 384px) 100vw, 384px\" \/><\/span><span data-contrast=\"auto\">Nous vivons une transformation sans pr\u00e9c\u00e9dent. <\/span>Le Big Data et l&#039;intelligence artificielle (IA) ont transform\u00e9 la mani\u00e8re dont les marques observent, mesurent et interagissent avec leurs consommateurs. Mais tout ne repose pas sur les algorithmes. La qualit\u00e9 de l&#039;information, une analyse statistique rigoureuse (de base et avanc\u00e9e) et, surtout, l&#039;interpr\u00e9tation humaine pour transformer les donn\u00e9es en d\u00e9cisions sont tout aussi cruciales.<\/p>\n<p><strong>Le livre <\/strong><span data-contrast=\"auto\"><strong>\u00ab\u00a0Intelligence du consommateur\u00a0\u00bb<\/strong> C&#039;est une invitation \u00e0 <\/span><b><span data-contrast=\"auto\">Comprendre le consommateur au-del\u00e0 des tableaux de bord et des tendances<\/span><\/b><span data-contrast=\"auto\">Elle propose une feuille de route tr\u00e8s op\u00e9rationnelle pour <\/span>Collecter, analyser et interpr\u00e9ter les informations issues de m\u00e9thodes primaires et secondaires, qu&#039;il s&#039;agisse d&#039;enqu\u00eates, de donn\u00e9es qualitatives ou de sources num\u00e9riques telles que les m\u00e9dias sociaux ou l&#039;historique des achats.<\/p>\n<p><span data-contrast=\"auto\">Il <strong>but<\/strong> Il est clair: <\/span><b><span data-contrast=\"auto\">r\u00e9duire les risques<\/span><\/b><span data-contrast=\"auto\"> et <\/span><b><span data-contrast=\"auto\">prendre de meilleures d\u00e9cisions<\/span><\/b><span data-contrast=\"auto\">tant sur le plan strat\u00e9gique que sur le plan op\u00e9rationnel (produit, prix, marque, exp\u00e9rience client, etc.).<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b><span data-contrast=\"auto\">L&#039;IA, oui, mais avec des crit\u00e8res.<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p>&nbsp;<\/p>\n<p><span data-contrast=\"auto\">Aymerich<\/span><span data-contrast=\"auto\"> Elle reconna\u00eet l\u2019impact actuel et croissant de l\u2019IA sur nos pratiques professionnelles\u00a0:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\">Donn\u00e9es synth\u00e9tiques pour la recherche lorsque l&#039;\u00e9chantillon est limit\u00e9.<\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\">Automatisation de l&#039;extraction d&#039;informations.<\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\">Am\u00e9liorations en programmation statistique<span data-contrast=\"auto\"> pour acc\u00e9l\u00e9rer les temps d&#039;analyse.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Cela souligne n\u00e9anmoins un point essentiel auquel nous croyons fermement : <\/span><b><span data-contrast=\"auto\">Les march\u00e9s ne sont pas uniquement r\u00e9gis par des algorithmes, mais aussi par des personnes anim\u00e9es de v\u00e9ritables motivations.<\/span><\/b><span data-contrast=\"auto\">L&#039;IA multiplie la vitesse et la profondeur de l&#039;analyse\u00a0; <\/span>interpr\u00e9tation humaine<span data-contrast=\"auto\"> Il fournit le contexte et l&#039;\u00e9thique.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b><span data-contrast=\"auto\">Points cl\u00e9s :<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p>&nbsp;<\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Un cadre critique et humain<\/span><\/b><span data-contrast=\"auto\"> qui combine <\/span>analyse statistique, recherche qualitative et perspectives actualis\u00e9es telles que les \u00e9tats des besoins.<\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Conseils pour appliquer des approches utiles telles que <\/span><b><span data-contrast=\"auto\">Mod\u00e8le EST<\/span><\/b><span data-contrast=\"auto\"> et <\/span><b><span data-contrast=\"auto\">outils d&#039;IA<\/span><\/b><span data-contrast=\"auto\"> sans perdre en rigueur.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\">Cas pratiques et lignes directrices<span data-contrast=\"auto\"> pour <\/span><b><span data-contrast=\"auto\">passer des donn\u00e9es aux d\u00e9cisions<\/span><\/b><span data-contrast=\"auto\">Comment hi\u00e9rarchiser les sources, \u00e9viter les biais et relier les r\u00e9sultats aux actions commerciales.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">UN <\/span><b><span data-contrast=\"auto\">guide pratique et \u00e0 jour<\/span><\/b><span data-contrast=\"auto\"> pour les professionnels qui souhaitent <\/span>maximiser le potentiel des donn\u00e9es<span data-contrast=\"auto\">travailler avec du \u00ab petit \u00bb ou avec du \u00ab grand \u00bb.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><b><span data-contrast=\"auto\">\u00c0 qui est-il destin\u00e9 ?<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p>&nbsp;<\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">D\u00e9partements Marketing et \u00c9tudes<\/span><\/b><span data-contrast=\"auto\"> qui cherchent \u00e0 am\u00e9liorer la qualit\u00e9 de leurs d\u00e9cisions.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">\u00c9quipes de donn\u00e9es\/d&#039;analyse<\/span><\/b><span data-contrast=\"auto\"> qui souhaitent mieux connecter leurs mod\u00e8les \u00e0 l&#039;entreprise.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"4\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Responsables de produits, de l&#039;exp\u00e9rience client et de la marque<\/span><\/b><span data-contrast=\"auto\"> qui n\u00e9cessitent de la vitesse sans perdre en profondeur.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><a href='https:\/\/www.amazon.es\/-\/en\/Jordi-Aymerich\/dp\/8409723085\/ref=sr_1_1?crid=30WL53M2D2GEU&#038;dib=eyJ2IjoiMSJ9.q5RqfCS7w6l2lcxvi-foZQ.17S5vAnFTCRApEHikiRq895aFcUsXOybkrHWp3fklCo&#038;dib_tag=se&#038;keywords=consumer+intelligence+jordi+aymerich&#038;qid=1759311232&#038;sprefix=consumer+intelligence%2Caps%2C63&#038;sr=8-1' class='small-button smallblue' target=\"_blank\">ACHETER LE LIVRE<\/a><\/p>\n<p>&nbsp;<\/p>\n<p><em>Jordi Aymerich Mart\u00ednez\u00a0\u00a0<\/em><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/jordi-aymerich-martinez-997349\/\"><em>Fondateur et associ\u00e9 majoritaire chez Hamilton | Professeur \u00e0 l&#039;Universit\u00e9 de Barcelone (doctorat)\u00a0<\/em><\/a><\/p>\n<p><em>Octobre 2025\u00a0<\/em><\/p>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Le nouveau livre de Jordi Aymerich d\u00e9fend une approche humaine et pragmatique de l&#039;analyse des consommateurs \u00e0 l&#039;\u00e8re du big data et de l&#039;IA. Nous vivons une transformation sans pr\u00e9c\u00e9dent. Le big data et l&#039;intelligence artificielle (IA) ont boulevers\u00e9 la mani\u00e8re dont les marques observent, mesurent et interagissent avec leurs consommateurs. Mais ce n&#039;est pas tout\u2026<\/p>","protected":false},"author":4,"featured_media":5359,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[130,212,215,214],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u201cConsumer Intelligence\u201d: libera el poder de los consumidore<\/title>\n<meta name=\"description\" content=\"El nuevo libro de Jordi Aymerich reivindica una visi\u00f3n humana y pr\u00e1ctica del an\u00e1lisis de consumidores en tiempos de big data e IA.\u00a0\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hamilton.global\/fr\/libro-jordi-aymerich-consumer-intelligence\/\" \/>\n<meta property=\"og:locale\" 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