{"id":911,"date":"2016-06-28T06:20:00","date_gmt":"2016-06-28T06:20:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2016\/06\/28\/segmentaciones-inutiles-e-ineficientes-10-elementos-imprescindibles-para-evitarlo\/"},"modified":"2025-12-02T09:46:05","modified_gmt":"2025-12-02T09:46:05","slug":"segmentaciones-inutiles-e-ineficientes-10-elementos-imprescindibles-para-evitarlo","status":"publish","type":"post","link":"https:\/\/hamilton.global\/fr\/segmentaciones-inutiles-e-ineficientes-10-elementos-imprescindibles-para-evitarlo\/","title":{"rendered":"Segmentation inutile et inefficace : 10 \u00e9l\u00e9ments essentiels pour l&#039;\u00e9viter"},"content":{"rendered":"<div style=\"text-align: left;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Lors de conversations avec des responsables marketing, des directions g\u00e9n\u00e9rales et des PDG, j&#039;ai r\u00e9alis\u00e9 qu&#039;il y avait encore un long chemin \u00e0 parcourir pour parvenir \u00e0 une strat\u00e9gie de segmentation conforme \u00e0 l&#039;information du consommateur ou de l&#039;acheteur qui peut \u00eatre obtenue aujourd&#039;hui avec des outils aussi puissants dont nous disposons.<o:p><\/o:p><\/span><\/div>\n<div style=\"text-align: left;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<p><\/p>\n<div style=\"text-align: left;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Il existe une s\u00e9rie de crit\u00e8res au-del\u00e0 des crit\u00e8res classiques d\u2019actionnabilit\u00e9, de diff\u00e9rentiabilit\u00e9 et de pouvoir discriminant, qui doivent \u00eatre pris en compte lors de l\u2019analyse de la segmentation de l\u2019utilit\u00e9 et de l\u2019efficacit\u00e9.<o:p><\/o:p><\/span><\/div>\n<div style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div style=\"margin-bottom: 0.0001pt;\"><\/div>\n<ol>\n<li><span style=\"font-family: Arial, Helvetica, sans-serif;\">La segmentation doit \u00eatre un outil utile aux fins pour lesquelles elle est destin\u00e9e, qu&#039;il s&#039;agisse de fid\u00e9liser, d&#039;attirer ou de consolider des affaires.<\/span><\/li>\n<li><span style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Il ne devrait pas y avoir une seule segmentation dans l\u2019entreprise. Il doit y avoir au moins deux typologies, une pour la communication (message, marque et positionnement) et une autre pour le d\u00e9veloppement de solutions (produits et services).<\/span><\/span><\/li>\n<li><span style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">\u00c9liminez le syndrome des \u00ab surnoms color\u00e9s \u00bb ou de la segmentation PowerPoint, beaux sur le papier mais inutiles en strat\u00e9gie. Ces segments qui parlent de \u00ab libert\u00e9 \u00bb, \u00ab d\u2019individualit\u00e9 \u00bb, \u00ab d\u2019aspirationnalit\u00e9 \u00bb. C\u2019est la marque elle-m\u00eame qui refl\u00e8te cet ADN dans la strat\u00e9gie, et non chez les consommateurs.<\/span><\/span><\/li>\n<li><span style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Il faut surmonter la barri\u00e8re des sp\u00e9cialistes des sciences sociales, des mod\u00e8les psychographiques ferm\u00e9s, comme VALS, Censydiam, etc.<\/span><\/span><\/li>\n<li><span style=\"font-family: Arial, Helvetica, sans-serif;\"><span style=\"text-align: justify;\">Une segmentation doit \u00eatre dynamique et non statique, modelable dans le temps et sp\u00e9cifique \u00e0 chaque march\u00e9. Il faut fuir les segmentations qui servent \u00e9galement un march\u00e9<\/span><span style=\"text-align: justify;\">&nbsp; <\/span><span style=\"text-align: justify;\">bancaire que pour la consommation de masse que pour la technologie. Je les ai vus et ils ne fonctionnent pas.<\/span><\/span><\/li>\n<li><span style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">L\u2019essentiel est de comprendre les besoins et le mod\u00e8le relationnel d\u2019un march\u00e9 ou d\u2019une cat\u00e9gorie avec le consommateur.<\/span><\/span><\/li>\n<li><span style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Les nouvelles technologies sont l\u00e0 pour aider \u00e0 d\u00e9finir des mod\u00e8les de comportement pertinents pour l&#039;entreprise.<\/span><\/span><\/li>\n<li><span style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Les segments trouv\u00e9s doivent expliquer \u00e0 eux seuls les motivations, les besoins et les solutions couvertes et d\u00e9couvertes d&#039;un consommateur avec son march\u00e9 ou sa cat\u00e9gorie. C&#039;est de l\u00e0 que viennent les opportunit\u00e9s.<\/span><\/span><\/li>\n<li><span style=\"text-align: justify;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Il est essentiel d&#039;\u00e9tablir un profil au-del\u00e0 des \u00e9l\u00e9ments sociod\u00e9mographiques ou socio-\u00e9conomiques, car ceux-ci sont obsol\u00e8tes par rapport aux exigences actuelles en mati\u00e8re d&#039;impact sur le consommateur.<\/span><\/span><\/li>\n<li><span style=\"font-family: Arial, Helvetica, sans-serif;\"><span style=\"line-height: 115%; text-align: justify;\">Les travailleurs ind\u00e9pendants, les millennials ou les connaisseurs ne sont pas un segment, ils sont une partie de la population qui en elle-m\u00eame peut \u00eatre segment\u00e9e.<\/span><span style=\"line-height: 115%; text-align: justify;\">&nbsp; <\/span><span style=\"line-height: 115%; text-align: justify;\">Tous les millennials ne pensent pas, ne se comportent pas ou n\u2019ont pas les m\u00eames besoins et ne recherchent pas les m\u00eames solutions. C&#039;est une erreur de parler d&#039;eux comme d&#039;un ensemble unique.<\/span><\/span><\/li>\n<\/ol>\n<div style=\"text-align: left;\"><span style=\"line-height: 16.8667px;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/span><\/div>\n<p><\/p>\n<div style=\"margin-bottom: 0.0001pt; text-align: left;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Et \u00e0 partir de l\u00e0, de quoi avons-nous besoin pour la strat\u00e9gie, une segmentation motivationnelle ? par besoins ou \u00e9tats de besoin ? pour des solutions ? pour les t\u00e2ches ? par moments de consommation ? pour les attitudes ? <o:p><\/o:p><\/span><\/div>\n<div style=\"margin-bottom: 0.0001pt;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><o:p><\/o:p><\/span><\/div>\n<div style=\"text-align: justify;\">\n<div style=\"margin-bottom: 0.0001pt; text-align: left;\"><\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: left;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Et surtout, aucun d\u2019entre eux n\u2019est exclusif, tout d\u00e9pend de l\u2019angle sous lequel on l\u2019analyse.<\/span><o:p><\/o:p><\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: left;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div style=\"margin-bottom: 0.0001pt;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div style=\"margin-bottom: 0.0001pt;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div style=\"margin-bottom: 0.0001pt;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">Jordi Crespo<\/span><\/div>\n<\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: justify;\"><o:p><\/o:p><\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: justify;\"><o:p><\/o:p><\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: justify;\"><o:p><\/o:p><\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: justify;\"><o:p><\/o:p><\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: justify;\"><o:p><\/o:p><\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: justify;\"><o:p><\/o:p><\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: justify;\"><o:p><\/o:p><\/div>\n<div style=\"margin-bottom: 0.0001pt; text-align: justify;\"><o:p><\/o:p><\/div>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Lors de mes \u00e9changes avec des responsables marketing, des directeurs g\u00e9n\u00e9raux et des PDG, j&#039;ai r\u00e9alis\u00e9 qu&#039;il restait encore beaucoup \u00e0 faire pour d\u00e9velopper une strat\u00e9gie de segmentation adapt\u00e9e aux donn\u00e9es consommateurs et acheteurs disponibles aujourd&#039;hui gr\u00e2ce aux puissants outils \u00e0 notre disposition. Il y a [\u2026]<\/p>","protected":false},"author":2,"featured_media":0,"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":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Segmentaciones in\u00fatiles e ineficientes: 10 elementos imprescindibles para evitarlo -<\/title>\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\/segmentaciones-inutiles-e-ineficientes-10-elementos-imprescindibles-para-evitarlo\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Segmentaciones in\u00fatiles e ineficientes: 10 elementos imprescindibles para evitarlo -\" \/>\n<meta property=\"og:description\" content=\"En conversaciones con responsables de marketing, de direcci\u00f3n general y CEOs me he dado cuenta que todav\u00eda hace falta un largo recorrido en la consecuci\u00f3n de una&nbsp;estrategia de segmentaci\u00f3n acorde a la informaci\u00f3n de consumidor o comprador que se puede obtener hoy en d\u00eda con las herramientas tan potentes de las que disponemos. 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