{"id":104487,"date":"2025-09-22T06:38:22","date_gmt":"2025-09-22T06:38:22","guid":{"rendered":"https:\/\/laroyale.com\/?p=104487"},"modified":"2026-01-16T08:43:15","modified_gmt":"2026-01-16T08:43:15","slug":"repenser-le-retour-sur-investissement-marketing-a-lere-de-lia","status":"publish","type":"post","link":"https:\/\/laroyale.com\/fr\/repenser-le-retour-sur-investissement-marketing-a-lere-de-lia\/","title":{"rendered":"Repenser le retour sur investissement marketing \u00e0 l&rsquo;\u00e8re de l&rsquo;IA"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"104487\" class=\"elementor elementor-104487 elementor-104470\">\n\t\t\t\t<div class=\"wd-negative-gap elementor-element elementor-element-3e6ac16 e-flex e-con-boxed e-con e-parent\" data-id=\"3e6ac16\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-bb80783 elementor-widget elementor-widget-wd_text_block\" data-id=\"bb80783\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_text_block.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"wd-text-block reset-last-child text-left\">\n\t\t\t\n\t\t\t<p><span style=\"font-weight: 400;\">Pendant des ann\u00e9es, le retour sur investissement (ROI) marketing suivait une formule simple : d\u00e9penses, clics, conversions. Mais \u00e0 mesure que l'IA \u00e9volue, passant de simples chatbots \u00e0 des assistants de niveau professionnel capables de prendre des d\u00e9cisions autonomes tout au long du tunnel de conversion marketing, la question change :  <\/span><i><span style=\"font-weight: 400;\">Comment mesurer le succ\u00e8s ?<\/span><\/i><\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5e8d9bb elementor-widget elementor-widget-wd_text_block\" data-id=\"5e8d9bb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_text_block.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"wd-text-block reset-last-child text-left\">\n\t\t\t\n\t\t\t<p><span style=\"font-weight: 400;\">Dans cette nouvelle \u00e8re, le v\u00e9ritable retour sur investissement de l'IA va bien au-del\u00e0 de la vitesse ou de la r\u00e9duction des effectifs. La valeur r\u00e9elle r\u00e9side dans une prise de d\u00e9cision plus pr\u00e9cise, la conservation des connaissances, l'innovation et la pr\u00e9paration strat\u00e9gique, et pas seulement dans les mesures d'efficacit\u00e9. <\/span><\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"wd-negative-gap elementor-element elementor-element-76df922 e-flex e-con-boxed e-con e-parent\" data-id=\"76df922\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4dfe70c wd-width-100 elementor-widget elementor-widget-wd_title\" data-id=\"4dfe70c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"title-wrapper wd-set-mb reset-last-child wd-title-color-default wd-title-style-default wd-title-size-default text-left\">\n\n\t\t\t\n\t\t\t<div class=\"liner-continer\">\n\t\t\t\t<h4 class=\"woodmart-title-container title wd-fontsize-l\">De la productivit\u00e9 \u00e0 l'impact strat\u00e9gique<br \/>\n<\/h4> \n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b98fb36 elementor-widget elementor-widget-wd_text_block\" data-id=\"b98fb36\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_text_block.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"wd-text-block reset-last-child text-left\">\n\t\t\t\n\t\t\t<p><span style=\"font-weight: 400;\">Les premi\u00e8res entreprises \u00e0 adopter l'IA se sont concentr\u00e9es sur la rapidit\u00e9 : e-mails plus rapides, rapports plus rapides, offres automatis\u00e9es. Les gains de productivit\u00e9 \u00e9taient faciles \u00e0 suivre, mais ont rarement eu un impact significatif sur les r\u00e9sultats commerciaux fondamentaux. Sans alignement sur les objectifs strat\u00e9giques ou sans nouvelles sources de revenus, plus rapide ne signifie pas n\u00e9cessairement meilleur.  <\/span><\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-26111ba elementor-widget elementor-widget-wd_text_block\" data-id=\"26111ba\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_text_block.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"wd-text-block reset-last-child text-left\">\n\t\t\t\n\t\t\t<p><span style=\"font-weight: 400;\">Aujourd'hui, les sp\u00e9cialistes du marketing et les organisations s'interrogent sur des indicateurs plus complexes. <\/span><i><span style=\"font-weight: 400;\">Prenons-nous de meilleures d\u00e9cisions gr\u00e2ce \u00e0 l'IA ? Conservons-nous et r\u00e9utilisons-nous les informations acquises au fil du temps ? D\u00e9veloppons-nous notre r\u00e9silience face au changement et \u00e0 l'incertitude ?  <\/span><\/i><span style=\"font-weight: 400;\"> Ces r\u00e9ponses sont souvent plus pr\u00e9dictives d'un avantage \u00e0 long terme.<\/span><\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"wd-negative-gap elementor-element elementor-element-e00ae14 e-flex e-con-boxed e-con e-parent\" data-id=\"e00ae14\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-eaeb5cd wd-width-100 elementor-widget elementor-widget-wd_title\" data-id=\"eaeb5cd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"title-wrapper wd-set-mb reset-last-child wd-title-color-default wd-title-style-default wd-title-size-default text-left\">\n\n\t\t\t\n\t\t\t<div class=\"liner-continer\">\n\t\t\t\t<h4 class=\"woodmart-title-container title wd-fontsize-l\">Pourquoi les anciennes formules de calcul du retour sur investissement ne sont plus adapt\u00e9es<br \/>\n<\/h4> \n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f31203f elementor-widget elementor-widget-wd_text_block\" data-id=\"f31203f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_text_block.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"wd-text-block reset-last-child text-left\">\n\t\t\t\n\t\t\t<p><span style=\"font-weight: 400;\">Une campagne peut afficher des taux de clics \u00e9lev\u00e9s, mais l'IA qui la sous-tend peut prendre des raccourcis, en ignorant le contexte ou en optimisant l'engagement \u00e0 court terme plut\u00f4t que la valeur \u00e0 long terme. L'automatisation peut \u00e9galement cr\u00e9er un effet de halo sur l'ensemble des canaux. Se contenter de mesurer la vitesse ou les indicateurs superficiels risque de sous-estimer les informations plus approfondies fournies par l'IA.  <\/span><\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-901f2ea wd-width-100 elementor-widget elementor-widget-wd_title\" data-id=\"901f2ea\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"title-wrapper wd-set-mb reset-last-child wd-title-color-default wd-title-style-default wd-title-size-medium text-left\">\n\n\t\t\t\n\t\t\t<div class=\"liner-continer\">\n\t\t\t\t<h4 class=\"woodmart-title-container title wd-fontsize-xl\">Le succ\u00e8s de l'IA ne r\u00e9side pas dans le gain de temps. Il r\u00e9side dans la capacit\u00e9 \u00e0 saisir des informations, \u00e0 prendre de meilleures d\u00e9cisions et \u00e0 cr\u00e9er un avantage strat\u00e9gique pour l'avenir.  <\/h4> \n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"wd-negative-gap elementor-element elementor-element-a8302dd e-flex e-con-boxed e-con e-parent\" data-id=\"a8302dd\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7c41a40 wd-width-100 elementor-widget elementor-widget-wd_title\" data-id=\"7c41a40\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"title-wrapper wd-set-mb reset-last-child wd-title-color-default wd-title-style-default wd-title-size-default text-left\">\n\n\t\t\t\n\t\t\t<div class=\"liner-continer\">\n\t\t\t\t<h4 class=\"woodmart-title-container title wd-fontsize-l\">Cadres \u00e9mergents pour le marketing ax\u00e9 sur l'IA<\/h4> \n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d08f7e0 elementor-widget elementor-widget-wd_text_block\" data-id=\"d08f7e0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_text_block.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"wd-text-block reset-last-child text-left\">\n\t\t\t\n\t\t\t<p><span style=\"font-weight: 400;\">Plut\u00f4t que d'appliquer une seule formule de calcul du retour sur investissement \u00e0 chaque initiative, les entreprises alignent leurs mod\u00e8les de retour sur investissement sur la valeur qu'elles recherchent :<\/span><\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-318ab88 elementor-widget elementor-widget-wd_infobox\" data-id=\"318ab88\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_infobox.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"info-box-wrapper\">\n\t\t\t<div class=\"wd-info-box text-left box-icon-align-top box-style-base color-scheme-\">\n\t\t\t\t\n\t\t\t\t<div class=\"info-box-content\">\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<h4\t\t\t\t\t\tclass=\"info-box-title title box-title-style-default wd-fontsize-m\" data-elementor-setting-key=\"title\">\n\t\t\t\t\t\t\t\tRetour sur investissement financier :\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"info-box-inner reset-last-child\"data-elementor-setting-key=\"content\"><p><span style=\"font-weight: 400;\">Id\u00e9al pour les initiatives d'IA dont l'impact financier peut \u00eatre clairement d\u00e9montr\u00e9, non seulement en termes d'\u00e9conomies, mais aussi en termes de valeur vie client, de croissance de la valeur de la marque, d'agilit\u00e9 sur le march\u00e9, d'att\u00e9nuation des risques et d'efficacit\u00e9 globale des investissements.<\/span><\/p>\n<\/div>\n\n\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0db767f elementor-widget elementor-widget-wd_infobox\" data-id=\"0db767f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_infobox.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"info-box-wrapper\">\n\t\t\t<div class=\"wd-info-box text-left box-icon-align-top box-style-base color-scheme-\">\n\t\t\t\t\n\t\t\t\t<div class=\"info-box-content\">\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<h4\t\t\t\t\t\tclass=\"info-box-title title box-title-style-default wd-fontsize-m\" data-elementor-setting-key=\"title\">\n\t\t\t\t\t\t\t\tRetour sur investissement bas\u00e9 sur les r\u00e9sultats : \t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"info-box-inner reset-last-child\"data-elementor-setting-key=\"content\"><p><span style=\"font-weight: 400;\">Suivi des r\u00e9sultats commerciaux tels que la satisfaction client, la rapidit\u00e9 de prise de d\u00e9cision ou l'augmentation du chiffre d'affaires, ce qui le rend id\u00e9al pour les campagnes et les analyses optimis\u00e9es par l'IA.<br \/><\/span><\/p>\n<\/div>\n\n\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-96b1b39 elementor-widget elementor-widget-wd_infobox\" data-id=\"96b1b39\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_infobox.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"info-box-wrapper\">\n\t\t\t<div class=\"wd-info-box text-left box-icon-align-top box-style-base color-scheme-\">\n\t\t\t\t\n\t\t\t\t<div class=\"info-box-content\">\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<h4\t\t\t\t\t\tclass=\"info-box-title title box-title-style-default wd-fontsize-m\" data-elementor-setting-key=\"title\">\n\t\t\t\t\t\t\t\tRetour sur investissement strat\u00e9gique :\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"info-box-inner reset-last-child\"data-elementor-setting-key=\"content\"><p><span style=\"font-weight: 400;\">\u00c9value les avantages \u00e0 long terme tels que la r\u00e9tention des connaissances, l'engagement du personnel et le potentiel d'innovation. Pour les sp\u00e9cialistes du marketing, cela peut se traduire par la capacit\u00e9 \u00e0 s'adapter rapidement gr\u00e2ce \u00e0 de nouvelles informations sur le public ou \u00e0 prot\u00e9ger la valeur de la marque sur des march\u00e9s volatils. <br \/><\/span><\/p>\n<\/div>\n\n\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-65a267c elementor-widget elementor-widget-wd_infobox\" data-id=\"65a267c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_infobox.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"info-box-wrapper\">\n\t\t\t<div class=\"wd-info-box text-left box-icon-align-top box-style-base color-scheme-\">\n\t\t\t\t\n\t\t\t\t<div class=\"info-box-content\">\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<h4\t\t\t\t\t\tclass=\"info-box-title title box-title-style-default wd-fontsize-m\" data-elementor-setting-key=\"title\">\n\t\t\t\t\t\t\t\tInnovation ou retour sur investissement exploratoire :\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"info-box-inner reset-last-child\"data-elementor-setting-key=\"content\"><p>Capture les premiers signes de r\u00e9ussite dans les projets pilotes d'IA g\u00e9n\u00e9rative ou les mod\u00e8les exp\u00e9rimentaux \u00e9mergents o\u00f9 les mesures traditionnelles ne s'appliquent pas encore.<\/p>\n<\/div>\n\n\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"wd-negative-gap elementor-element elementor-element-bb50a32 e-flex e-con-boxed e-con e-parent\" data-id=\"bb50a32\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-401f9f4 wd-width-100 elementor-widget elementor-widget-wd_title\" data-id=\"401f9f4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"title-wrapper wd-set-mb reset-last-child wd-title-color-default wd-title-style-default wd-title-size-default text-left\">\n\n\t\t\t\n\t\t\t<div class=\"liner-continer\">\n\t\t\t\t<h4 class=\"woodmart-title-container title wd-fontsize-l\">Nouvelles mesures pour les syst\u00e8mes intelligents<\/h4> \n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7bde690 elementor-widget elementor-widget-wd_text_block\" data-id=\"7bde690\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_text_block.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"wd-text-block reset-last-child text-left\">\n\t\t\t\n\t\t\tLes agents IA avanc\u00e9s exigent une \u00e9valuation plus approfondie de la mani\u00e8re dont les r\u00e9sultats sont obtenus, et pas seulement de la r\u00e9alisation des t\u00e2ches. Les organisations tourn\u00e9es vers l'avenir testent actuellement des indicateurs tels que :\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-91f9d35 elementor-widget elementor-widget-wd_infobox\" data-id=\"91f9d35\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_infobox.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"info-box-wrapper\">\n\t\t\t<div class=\"wd-info-box text-left box-icon-align-top box-style-base color-scheme-\">\n\t\t\t\t\n\t\t\t\t<div class=\"info-box-content\">\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<h4\t\t\t\t\t\tclass=\"info-box-title title box-title-style-default wd-fontsize-m\" data-elementor-setting-key=\"title\">\n\t\t\t\t\t\t\t\tIndice d'efficacit\u00e9 des agents (AEI) : \t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"info-box-inner reset-last-child\"data-elementor-setting-key=\"content\"><p><span style=\"font-weight: 400;\">Compare les \u00e9tapes de l'IA \u00e0 un flux de travail id\u00e9al afin d'\u00e9valuer sa capacit\u00e9 d'adaptation et son intelligence.<br \/><\/span><\/p>\n<\/div>\n\n\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-29c67d8 elementor-widget elementor-widget-wd_infobox\" data-id=\"29c67d8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_infobox.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"info-box-wrapper\">\n\t\t\t<div class=\"wd-info-box text-left box-icon-align-top box-style-base color-scheme-\">\n\t\t\t\t\n\t\t\t\t<div class=\"info-box-content\">\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<h4\t\t\t\t\t\tclass=\"info-box-title title box-title-style-default wd-fontsize-m\" data-elementor-setting-key=\"title\">\n\t\t\t\t\t\t\t\tTaux d'utilisation de l'autonomie : \t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"info-box-inner reset-last-child\"data-elementor-setting-key=\"content\"><p><span style=\"font-weight: 400;\">Mesure la part des t\u00e2ches accomplies sans intervention humaine, ce qui est un indicateur d'automatisation \u00e9volutive.<\/span><\/p>\n<\/div>\n\n\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c7df86f elementor-widget elementor-widget-wd_infobox\" data-id=\"c7df86f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_infobox.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"info-box-wrapper\">\n\t\t\t<div class=\"wd-info-box text-left box-icon-align-top box-style-base color-scheme-\">\n\t\t\t\t\n\t\t\t\t<div class=\"info-box-content\">\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<h4\t\t\t\t\t\tclass=\"info-box-title title box-title-style-default wd-fontsize-m\" data-elementor-setting-key=\"title\">\n\t\t\t\t\t\t\t\tScore de conscience du contexte : <br \/>\n\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"info-box-inner reset-last-child\"data-elementor-setting-key=\"content\"><p><span style=\"font-weight: 400;\">\u00c9value dans quelle mesure l'IA int\u00e8gre le contexte pertinent, tel que l'historique du client, les signaux en temps r\u00e9el ou les directives de la marque.<\/span><\/p>\n<\/div>\n\n\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6b4cab0 elementor-widget elementor-widget-wd_infobox\" data-id=\"6b4cab0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_infobox.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"info-box-wrapper\">\n\t\t\t<div class=\"wd-info-box text-left box-icon-align-top box-style-base color-scheme-\">\n\t\t\t\t\n\t\t\t\t<div class=\"info-box-content\">\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<h4\t\t\t\t\t\tclass=\"info-box-title title box-title-style-default wd-fontsize-m\" data-elementor-setting-key=\"title\">\n\t\t\t\t\t\t\t\tTaux d'\u00e9cart : <br \/>\n\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"info-box-inner reset-last-child\"data-elementor-setting-key=\"content\"><p>Suivre la fr\u00e9quence \u00e0 laquelle l'IA s'\u00e9carte de son objectif ou de ses politiques, ce qui est essentiel dans les secteurs r\u00e9glement\u00e9s et pour la s\u00e9curit\u00e9 des marques.<\/p>\n<\/div>\n\n\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"wd-negative-gap elementor-element elementor-element-e57ed02 e-flex e-con-boxed e-con e-parent\" data-id=\"e57ed02\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7de9838 wd-width-100 elementor-widget elementor-widget-wd_title\" data-id=\"7de9838\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"title-wrapper wd-set-mb reset-last-child wd-title-color-default wd-title-style-default wd-title-size-default text-left\">\n\n\t\t\t\n\t\t\t<div class=\"liner-continer\">\n\t\t\t\t<h4 class=\"woodmart-title-container title wd-fontsize-l\">Mettre en place un cadre de mesure plus intelligent<br \/>\n<\/h4> \n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4451e3b elementor-widget elementor-widget-wd_text_block\" data-id=\"4451e3b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_text_block.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"wd-text-block reset-last-child text-left\">\n\t\t\t\n\t\t\t<p><span style=\"font-weight: 400;\">Pour les responsables marketing, la conception d'un syst\u00e8me de mesure du retour sur investissement est aussi cruciale que l'initiative d'IA elle-m\u00eame :<\/span><\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-38883a0 elementor-widget elementor-widget-wd_infobox\" data-id=\"38883a0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_infobox.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"info-box-wrapper\">\n\t\t\t<div class=\"wd-info-box text-left box-icon-align-left box-style-base color-scheme- wd-items-top\">\n\t\t\t\t\n\t\t\t\t<div class=\"info-box-content\">\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<h4\t\t\t\t\t\tclass=\"info-box-title title box-title-style-default wd-fontsize-m\" data-elementor-setting-key=\"title\">\n\t\t\t\t\t\t\t\t1. Cartographiez l'ensemble du tunnel de vente. \t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"info-box-inner reset-last-child\"data-elementor-setting-key=\"content\"><p><span style=\"font-weight: 400;\">Identifiez les domaines dans lesquels l'automatisation touche les clients et ceux dans lesquels la supervision humaine reste essentielle.<br \/><\/span><\/p>\n<\/div>\n\n\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-539e6ad elementor-widget elementor-widget-wd_infobox\" data-id=\"539e6ad\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_infobox.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"info-box-wrapper\">\n\t\t\t<div class=\"wd-info-box text-left box-icon-align-left box-style-base color-scheme- wd-items-top\">\n\t\t\t\t\n\t\t\t\t<div class=\"info-box-content\">\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<h4\t\t\t\t\t\tclass=\"info-box-title title box-title-style-default wd-fontsize-m\" data-elementor-setting-key=\"title\">\n\t\t\t\t\t\t\t\t2. Aligner les indicateurs sur les r\u00e9sultats. <br \/>\n\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"info-box-inner reset-last-child\"data-elementor-setting-key=\"content\"><p>D\u00e9finissez le succ\u00e8s en termes de qualit\u00e9 des revenus, de valeur de la marque ou de vision strat\u00e9gique, puis choisissez le mod\u00e8le de retour sur investissement appropri\u00e9.<\/p>\n<\/div>\n\n\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-13940ae elementor-widget elementor-widget-wd_infobox\" data-id=\"13940ae\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_infobox.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"info-box-wrapper\">\n\t\t\t<div class=\"wd-info-box text-left box-icon-align-left box-style-base color-scheme- wd-items-top\">\n\t\t\t\t\n\t\t\t\t<div class=\"info-box-content\">\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<h4\t\t\t\t\t\tclass=\"info-box-title title box-title-style-default wd-fontsize-m\" data-elementor-setting-key=\"title\">\n\t\t\t\t\t\t\t\t3. \u00c9quilibrez l'IA et le jugement. \t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"info-box-inner reset-last-child\"data-elementor-setting-key=\"content\"><p>Appliquez l'\u00e9valuation humaine aux campagnes \u00e0 enjeux \u00e9lev\u00e9s et aux impacts nuanc\u00e9s sur la marque.<\/p>\n<\/div>\n\n\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"wd-negative-gap elementor-element elementor-element-ddd3282 e-flex e-con-boxed e-con e-parent\" data-id=\"ddd3282\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1f9bdca wd-width-100 elementor-widget elementor-widget-wd_title\" data-id=\"1f9bdca\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"title-wrapper wd-set-mb reset-last-child wd-title-color-default wd-title-style-default wd-title-size-default text-left\">\n\n\t\t\t\n\t\t\t<div class=\"liner-continer\">\n\t\t\t\t<h4 class=\"woodmart-title-container title wd-fontsize-l\">La perspicacit\u00e9 comme avantage concurrentiel<\/h4> \n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-84653e8 elementor-widget elementor-widget-wd_text_block\" data-id=\"84653e8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_text_block.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"wd-text-block reset-last-child text-left\">\n\t\t\t\n\t\t\t<p><span style=\"font-weight: 400;\">Dans la course \u00e0 l'exploitation du potentiel de l'IA, ce n'est pas l'efficacit\u00e9 \u00e0 court terme qui fait la diff\u00e9rence, mais la perspicacit\u00e9. Les organisations qui investissent dans le contexte et la pr\u00e9paration strat\u00e9gique peuvent obtenir un retour sur investissement qui leur procure un avantage concurrentiel \u00e0 long terme.  <\/span><\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4062c62 elementor-widget elementor-widget-wd_text_block\" data-id=\"4062c62\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_text_block.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"wd-text-block reset-last-child text-left\">\n\t\t\t\n\t\t\t<p><span style=\"font-weight: 400;\">Le v\u00e9ritable retour sur investissement \u00e0 l'\u00e8re de l'IA am\u00e9liore les capacit\u00e9s humaines et la prise de d\u00e9cision, construit des infrastructures de m\u00e9moire organisationnelle et transforme les donn\u00e9es \u00e9ph\u00e9m\u00e8res en valeur durable. Se contenter de mesurer ce qui est le plus facile risque de faire passer \u00e0 c\u00f4t\u00e9 de ce qui importe le plus. Les organisations qui sont pr\u00eates \u00e0 repenser le retour sur investissement de l'IA aujourd'hui seront les mieux plac\u00e9es pour fa\u00e7onner l'avenir des entreprises intelligentes.   <\/span><\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"wd-negative-gap elementor-element elementor-element-ae44617 e-flex e-con-boxed e-con e-parent\" data-id=\"ae44617\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c155c07 wd-width-100 elementor-widget elementor-widget-wd_title\" data-id=\"c155c07\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"title-wrapper wd-set-mb reset-last-child wd-title-color-default wd-title-style-default wd-title-size-default text-left\">\n\n\t\t\t\n\t\t\t<div class=\"liner-continer\">\n\t\t\t\t<h4 class=\"woodmart-title-container title wd-fontsize-l\">\u00c0 propos du groupe La Royale <br \/>\n<\/h4> \n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d722717 elementor-widget elementor-widget-wd_text_block\" data-id=\"d722717\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"wd_text_block.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"wd-text-block reset-last-child text-left\">\n\t\t\t\n\t\t\t<p>Le groupe La Royale soutient les entreprises tourn\u00e9es vers l'avenir dans les secteurs \u00e0 forte croissance, en mettant l'accent sur les technologies financi\u00e8res. Forts d'une expertise approfondie et d'une vision strat\u00e9gique, nous nous associons \u00e0 des plateformes qui fa\u00e7onnent l'avenir des technologies financi\u00e8res. <\/p>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Pendant des ann\u00e9es, le retour sur investissement (ROI) marketing suivait une formule simple : d\u00e9penses, clics, conversions. Mais \u00e0 mesure<\/p>\n","protected":false},"author":1,"featured_media":106083,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[68],"tags":[],"class_list":["post-104487","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v26.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Repenser le retour sur investissement marketing \u00e0 l&#039;\u00e8re de l&#039;IA - La Royale Group<\/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:\/\/laroyale.com\/fr\/repenser-le-retour-sur-investissement-marketing-a-lere-de-lia\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Repenser le retour sur investissement marketing \u00e0 l&#039;\u00e8re de l&#039;IA\" \/>\n<meta property=\"og:description\" content=\"Pendant des ann\u00e9es, le retour sur investissement (ROI) marketing suivait une formule simple : d\u00e9penses, clics, conversions. 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