{"id":5178,"date":"2026-04-09T11:07:07","date_gmt":"2026-04-09T10:07:07","guid":{"rendered":"https:\/\/imagino.com\/fr\/?post_type=resources&#038;p=5178"},"modified":"2026-04-10T09:29:36","modified_gmt":"2026-04-10T08:29:36","slug":"rmc-bfm-unifier-donnee","status":"publish","type":"resources","link":"https:\/\/imagino.com\/fr\/resource\/rmc-bfm-unifier-donnee\/","title":{"rendered":"RMC BFM transforme la donn\u00e9e en engagement"},"content":{"rendered":"<\/div><\/div><\/div>\n<section id=\"banner-short-69e6364a71cc7\" class=\"hero-legal-section u-gradient--pink-purple u-mb-20\">\n    <!--         todo class   -->    <div class=\"hero-legal-container__img\">\n        <!--            todo video line content-->\n        <div class=\"video-line video-blue-purple-thick\">\n            <video muted=\"\" playsinline=\"\" preload=\"metadata\" data-loading=\"lazy\">\n                <source type=\"video\/mp4; codecs=hvc1\"\n                    src=\"https:\/\/imagino.com\/fr\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.mp4\">\n                <source type=\"video\/webm\"\n                    src=\"https:\/\/imagino.com\/fr\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.webm\">\n            <\/video>\n        <\/div>\n    <\/div>\n    <div class=\"container\">\n        <div class=\"hero-legal-container\">\n                            <div class=\"hero-container__breadcrumbs\">\n                    <p id=\"breadcrumbs\" ><span><span><a href=\"https:\/\/imagino.com\/fr\/\">imagino<\/a><\/span><\/span><\/p>                <\/div>\n                            <div class=\"hero-legal-container__text\">\n                <div class=\"tl\">\n                    <h1>Comment RMC BFM a am\u00e9lior\u00e9 l&rsquo;engagement de ses audiences en unifiant ses donn\u00e9es ?<\/h1>\n                <\/div>\n\n                <!-- to do $content[\"subtitle\"]                     -->\n                                    <div class=\"description\">\n                        Cas d&rsquo;usages de la plateforme imagino par RMC BFM                    <\/div>\n                \n                            <\/div>\n\n        <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69e6364a74a9b\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <p>Vous avez des donn\u00e9es. Beaucoup de donn\u00e9es. Des donn\u00e9es sur vos lecteurs, vos auditeurs, vos t\u00e9l\u00e9spectateurs. Des donn\u00e9es de navigation, des donn\u00e9es CRM, des donn\u00e9es d&rsquo;application.<\/p>\n<p>Le probl\u00e8me ? Elles ne se parlent pas. Et tant qu&rsquo;elles ne se parlent pas, elles ne valent pas grand-chose.<\/p>\n<p><a href=\"https:\/\/rmc.bfmtv.com\/presse\/rentree-2024-2025-rmc-la-radio-qui-performe-sur-tous-les-supports_AN-202411140548.html\" target=\"_blank\" rel=\"noopener\">RMC BFM<\/a> en a fait l&rsquo;exp\u00e9rience : 16 environnements digitaux, 4 stacks techniques diff\u00e9rentes &#8211; des \u00e9quipes marketing sans vision commune de leurs audiences. Une richesse de donn\u00e9es th\u00e9orique, une capacit\u00e9 d&rsquo;activation tr\u00e8s limit\u00e9e dans les faits. Le groupe a d\u00e9cid\u00e9 d&rsquo;y rem\u00e9dier en adoptant notre <a href=\"https:\/\/imagino.com\/fr\/nos-solutions\/customer-engagement-platform\/\">Customer Engagement Platform<\/a>.<\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69e6364a75062\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <h2>Passer d\u2019une audience fragment\u00e9e \u00e0 une audience activable<\/h2>\n<p>Les donn\u00e9es utilisateurs de RMC BFM \u00e9taient r\u00e9parties entre plusieurs outils et \u00e9cosyst\u00e8mes (CRM, Analytics, emailing, applications, etc.). Chaque outil avait sa propre lecture de l&rsquo;audience. Il \u00e9tait difficile de croiser les comportements de navigation avec les profils CRM, de piloter les newsletters avec des segments fiables, ou de mesurer la pression marketing globale exerc\u00e9e sur un m\u00eame utilisateur.<\/p>\n<p>Trois chantiers ont \u00e9t\u00e9 identifi\u00e9s comme prioritaires avec notre partenaire int\u00e9grateur <a href=\"https:\/\/www.cartelis.com\/\" target=\"_blank\" rel=\"noopener\">Cartelis<\/a> :<\/p>\n<ul>\n<li>Obtenir une vue unifi\u00e9e des comportements sur web, app et CTV<\/li>\n<li>Structurer un programme relationnel pour fid\u00e9liser l\u2019audience<\/li>\n<li>Valoriser la donn\u00e9e First-Party pour r\u00e9duire la d\u00e9pendance aux cookies tiers<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69e6364a75482\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n            <div class=\"row-item\">\r\n                <div class=\"item\">\r\n                                            <div class=\"item__header u-max-width-fit-content js-animate animate__fadeIn\">\r\n                                                            <h2 class=\"tl\"><span class=\"text-gradient--purple\"><cite>\u00ab La vraie question n&rsquo;\u00e9tait pas &lsquo;comment mieux cibler&rsquo;, mais sur quelles donn\u00e9es on travaille&rsquo;. Une base propre, c&rsquo;est la condition de tout le reste. \u00bb<\/cite><\/span><\/h2>\r\n                                                                                        <h3 class=\"subtl\"><a href=\"https:\/\/www.linkedin.com\/in\/baptiste-haentjens-ba9b7167\/\">Baptiste Haentjens<\/a>, directeur marketing num\u00e9rique, RMC BFM.<\/h3>\r\n                                                    <\/div>\r\n                                        <\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69e6364a759c5\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <h2>Une migration pens\u00e9e \u00e0 partir de cas d\u2019usage<\/h2>\n<p>Plut\u00f4t que de d\u00e9ployer une solution globale d&#8217;embl\u00e9e, le projet a \u00e9t\u00e9 structur\u00e9 autour de cas d&rsquo;usage \u00e0 valeur imm\u00e9diate avec des it\u00e9rations courtes et une mont\u00e9e en puissance progressive.<\/p>\n<p>Concr\u00e8tement :<\/p>\n<ul>\n<li>d\u00e9finir d&rsquo;abord les segments les plus utiles aux \u00e9quipes m\u00e9tier,<\/li>\n<li>aligner la collecte et le consentement sur ces besoins,<\/li>\n<li>construire le socle technique en parall\u00e8le.<\/li>\n<\/ul>\n<p>Une approche qui permet de livrer de la valeur rapidement, sans attendre que l&rsquo;infrastructure soit parfaite.<\/p>\n<p>&nbsp;<br \/>\n<em>\u00ab L&rsquo;approche it\u00e9rative, c&rsquo;est ce qui permet de voir le retour sur investissement rapidement. Chaque \u00e9tape d\u00e9livre de la valeur avant de passer \u00e0 la suivante. Les \u00e9quipes le voient, et \u00e7a change tout \u00e0 l&rsquo;engagement du projet. \u00bb<\/em> Alexandre Teixeira, directeur associ\u00e9, Cartelis<\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69e6364a75bd7\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n            <div class=\"row-item\">\r\n                <div class=\"item\">\r\n                                            <div class=\"item__header u-max-width-fit-content js-animate animate__fadeIn\">\r\n                                                            <h2 class=\"tl\"><span class=\"\">R\u00e9concilier CRM et donn\u00e9es web : les premiers cas d\u2019usage<\/span><\/h2>\r\n                                                                                <\/div>\r\n                                        <\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\r\n<section id=\"unify-section-69e6364a76ef8\" class=\"unify-section section-padding \">\r\n    <div class=\"container\">\r\n                <div class=\"unify-container-bb\">\r\n            <div class=\"item item--right\">\r\n                <div class=\"text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\r\n                                                                <div class=\"description\">\r\n                            <h3>Unifier son audience pour mieux comprendre et mieux engager<\/h3>\n<p>En r\u00e9conciliant les donn\u00e9es online avec la base CRM, RMC BFM a pu consolider la connaissance de ses audiences et piloter ses newsletters sans modifier les habitudes des \u00e9quipes \u00e9ditoriales.<\/p>\n<p>R\u00e9sultats :<\/p>\n<ul>\n<li><a href=\"https:\/\/imagino.com\/fr\/resource\/segmentation-client-marketing\/\">Des segments clairs et directement activables<\/a><\/li>\n<li>Une base client mieux comprise et mieux exploit\u00e9e par les \u00e9quipes<\/li>\n<li>Un programme relationnel plus structur\u00e9 pour fid\u00e9liser l\u2019audience<\/li>\n<\/ul>\n                        <\/div>\r\n                                    <\/div>\r\n                <div\r\n                    class=\"image image--container js-animate image--container animate__fadeInLeft\">\r\n                    <div id=\"img-unify-section-69e6364a76efe\" class=\"image__inner u-gradient--blue-blue--light\">\r\n\r\n                                <img decoding=\"async\" class=\"\" src=\"https:\/\/imagino.com\/fr\/wp-content\/uploads\/sites\/7\/2026\/04\/RMC-BFM-1-1500x559.png\" alt=\"RMC BFM - Cas 1 - Audience unifi\u00e9e : Mieux conna\u00eetre, mieux segmenter, mieux interagir\">\n    \r\n                    <\/div>\r\n\r\n\r\n\r\n\r\n                <\/div>\r\n\r\n\r\n            <\/div>\r\n\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\r\n<section id=\"unify-section-69e6364a77d4d\" class=\"unify-section section-padding \">\r\n    <div class=\"container\">\r\n                <div class=\"unify-container-bb\">\r\n            <div class=\"item \">\r\n                <div class=\"text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\r\n                                                                <div class=\"description\">\r\n                            <h3>Acc\u00e9l\u00e9rer la personnalisation gr\u00e2ce \u00e0 une vision consolid\u00e9e du trafic<\/h3>\n<p>La centralisation des donn\u00e9es de navigation a permis de g\u00e9n\u00e9rer des cibles intentionnistes et d\u2019aligner la lecture du trafic entre les outils marketing et analytics.<\/p>\n<p>R\u00e9sultats :<\/p>\n<ul>\n<li>Une meilleure compr\u00e9hension des audiences activables<\/li>\n<li>Une base solide pour acc\u00e9l\u00e9rer les projets login, apps et CTV personnalis\u00e9es<\/li>\n<li>Des activations plus pertinentes et plus rapides<\/li>\n<\/ul>\n                        <\/div>\r\n                                    <\/div>\r\n                <div\r\n                    class=\"image image--container js-animate animate__fadeInRight\">\r\n                    <div id=\"img-unify-section-69e6364a77d53\" class=\"image__inner u-gradient--blue-blue--light\">\r\n\r\n                                <img decoding=\"async\" class=\"\" src=\"https:\/\/imagino.com\/fr\/wp-content\/uploads\/sites\/7\/2026\/04\/RMC-BFM-2-921x1500.png\" alt=\"RMC BFM 2\">\n    \r\n                    <\/div>\r\n\r\n\r\n\r\n\r\n                <\/div>\r\n\r\n\r\n            <\/div>\r\n\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\r\n<section id=\"unify-section-69e6364a78a78\" class=\"unify-section section-padding \">\r\n    <div class=\"container\">\r\n                <div class=\"unify-container-bb\">\r\n            <div class=\"item item--right\">\r\n                <div class=\"text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\r\n                                                                <div class=\"description\">\r\n                            <h3>Renforcer la qualit\u00e9 de la base CRM et la d\u00e9livrabilit\u00e9<\/h3>\n<p>En structurant la collecte des consentements et en ma\u00eetrisant la pression marketing, le groupe a am\u00e9lior\u00e9 la qualit\u00e9 de sa base et la performance de ses communications.<\/p>\n<p>R\u00e9sultats :<\/p>\n<ul>\n<li>Une r\u00e9duction significative du volume d\u2019opt-ins non qualifi\u00e9s<\/li>\n<li>Une d\u00e9livrabilit\u00e9 port\u00e9e \u00e0 98 %<\/li>\n<li>Une meilleure ma\u00eetrise de l\u2019engagement et de la notori\u00e9t\u00e9<\/li>\n<\/ul>\n                        <\/div>\r\n                                    <\/div>\r\n                <div\r\n                    class=\"image image--container js-animate image--container animate__fadeInLeft\">\r\n                    <div id=\"img-unify-section-69e6364a78a7f\" class=\"image__inner u-gradient--blue-blue--light\">\r\n\r\n                                <img decoding=\"async\" class=\"\" src=\"https:\/\/imagino.com\/fr\/wp-content\/uploads\/sites\/7\/2026\/04\/RMC-BFM-3.png\" alt=\"98% de d\u00e9livrabilit\u00e9\">\n    \r\n                    <\/div>\r\n\r\n\r\n\r\n\r\n                <\/div>\r\n\r\n\r\n            <\/div>\r\n\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69e6364a78d90\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n            <div class=\"row-item\">\r\n                <div class=\"item\">\r\n                                            <div class=\"item__header u-max-width-fit-content js-animate animate__fadeIn\">\r\n                                                            <h2 class=\"tl\"><span class=\"text-gradient--purple\"><cite>\u00ab imagino nous a donn\u00e9 ce qu&rsquo;on cherchait : une vraie connaissance de nos audiences. Mieux les comprendre, c&rsquo;est la condition pour mieux les engager.&nbsp;\u00bb<\/cite><\/span><\/h2>\r\n                                                                                        <h3 class=\"subtl\">Baptiste Haentjens.<\/h3>\r\n                                                    <\/div>\r\n                                        <\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69e6364a79251\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <p>L&rsquo;<a href=\"https:\/\/imagino.com\/fr\/resource\/blog-de-la-fragmentation-a-lunification-reprenez-le-controle-de-vos-donnees-clients\/\">unification de la donn\u00e9e n&rsquo;est pas un projet IT<\/a>. C&rsquo;est un projet m\u00e9tier, qui commence par des questions simples : quels segments ont de la valeur pour mes \u00e9quipes ? Quelles donn\u00e9es me manquent-il pour les construire ? Comment aligner collecte et activation ?<\/p>\n<p>RMC BFM a r\u00e9pondu \u00e0 ces questions et dispose aujourd&rsquo;hui d&rsquo;une architecture data activable, extensible, et ind\u00e9pendante des cookies tiers.<\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\r\n<section id=\"cta-panel-69e6364a79b6a\" class=\"speak-expert-section section-padding\">\r\n    <div class=\"container-large\">\r\n        <div class=\"speak-expert-container u-gradient--pink-purple gradient-vertical swirl-blue-purple-thick\">\r\n            <div class=\"speak-expert-container__img\">\r\n                <div class=\"video-line video-blue-purple-thick\">\r\n                    <video muted=\"\" playsinline=\"\" preload=\"metadata\" data-loading=\"lazy\">\r\n                        <source type=\"video\/mp4; codecs=hvc1\"\r\n                            src=\"https:\/\/imagino.com\/fr\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.mp4\">\r\n                        <source type=\"video\/webm\"\r\n                            src=\"https:\/\/imagino.com\/fr\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.webm\">\r\n                    <\/video>\r\n                <\/div>\r\n            <\/div>\r\n\r\n            \r\n            <div class=\"speak-expert-container__text\">\r\n                                    <h2 class=\"tl js-animate animate__fadeIn\">Vous aussi activez une donn\u00e9e unifi\u00e9e avec notre Customer Engagement Platform. <\/h2>\r\n                \r\n                <!-- button -->\r\n                                        <div class=\"control js-animate animate__fadeInUp\">\r\n                                    <a href=\"https:\/\/imagino.com\/fr\/contactez-nous\/\" target=\"\" class=\"btn--icon-left btn btn--gradient-pink\">\n                        Demandez une d\u00e9mo         <\/a>\n                        <\/div>\r\n                        \r\n                <!--  dropdown -->\r\n                \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">","protected":false},"excerpt":{"rendered":"<p>D\u00e9couvrez comment RMC BFM a unifi\u00e9 ses donn\u00e9es CRM et digitales pour mieux comprendre ses audiences et am\u00e9liorer l\u2019engagement.<\/p>\n","protected":false},"featured_media":5189,"template":"","meta":{"_acf_changed":false},"resources_category":[92,88],"resources_sector":[],"class_list":["post-5178","resources","type-resources","status-publish","has-post-thumbnail","hentry","resources_category-articles-de-blog","resources_category-contenus"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Mieux engager ses audience en unifiant la donn\u00e9e. 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