{"id":5633,"date":"2026-06-30T12:29:30","date_gmt":"2026-06-30T11:29:30","guid":{"rendered":"https:\/\/imagino.com\/fr\/?post_type=resources&#038;p=5633"},"modified":"2026-11-04T10:56:31","modified_gmt":"2026-11-04T10:56:31","slug":"alternative-adobe-campaign","status":"publish","type":"resources","link":"https:\/\/imagino.com\/fr\/resource\/alternative-adobe-campaign\/","title":{"rendered":"Pourquoi imagino s&rsquo;impose comme la meilleure alternative \u00e0 Adobe Campaign?"},"content":{"rendered":"\n<section id=\"banner-short-6aee89da492f1\" class=\"hero-legal-section u-gradient--yellow-orange 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-3.mp4\">\n                <source type=\"video\/webm\"\n                    src=\"https:\/\/imagino.com\/fr\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-3.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>Pourquoi imagino s&rsquo;impose comme la meilleure alternative \u00e0 Adobe Campaign?<\/h1>\n                <\/div>\n\n                <!-- to do $content[\"subtitle\"]                     -->\n                                    <div class=\"description\">\n                        Interview avec Adrien Paul, Group Product Manager chez imagino                    <\/div>\n                \n                            <\/div>\n\n        <\/div>\n    <\/div>\n<\/section>\n\n\n<section id=\"text-section-6aee89da4b321\" 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 pass\u00e9 des ann\u00e9es \u00e0 construire vos campagnes, \u00e0 former vos \u00e9quipes et \u00e0 affiner votre mod\u00e8le de donn\u00e9es sur Adobe Campaign Classic (ACC), Adobe Campaign Standard (ACS) ou Adobe Campaign Managed Cloud Services (ACMCS). <strong>Et aujourd&rsquo;hui, le couperet tombe : il va falloir migrer vers la nouvelle solution de l&rsquo;\u00e9diteur, Adobe Journey Optimizer (AJO). <\/strong>Une simple \u00e9volution d\u2019Adobe Campaign ? Non, il s\u2019agit d\u2019une refonte totale. <strong>Face \u00e0 ce mur technique et financier, de nombreuses marques s&rsquo;interrogent alors : quitte \u00e0 devoir tout r\u00e9impl\u00e9menter, n&rsquo;est-ce pas le moment id\u00e9al pour chercher une v\u00e9ritable alternative \u00e0 Adobe Campaign? <\/strong><\/p>\n<p>Adrien Paul, Group Product Manager chez imagino, l\u00e8ve le voile sur les co\u00fbts cach\u00e9s de l&rsquo;\u00e9cosyst\u00e8me Adobe et nous explique comment faire le choix d&rsquo;une alternative \u00e0 Adobe Campaign avec <strong><a href=\"https:\/\/imagino.com\/fr\/nos-solutions\/customer-engagement-platform\/\">la plateforme d\u2019engagement client imagino.<\/a><\/strong><\/p>\n<p>&nbsp;<br \/>\n<strong><em>\u00ab\u00a0Rester dans l&rsquo;\u00e9cosyst\u00e8me Adobe pour passer \u00e0 AJO demande le m\u00eame niveau de temps, d&rsquo;effort et de budget que de changer d&rsquo;\u00e9diteur, avec en plus le risque de s&rsquo;\u00e9puiser \u00e0 migrer un syst\u00e8me existant plut\u00f4t que de saisir l&rsquo;opportunit\u00e9 de se r\u00e9inventer. C&rsquo;est le moment de se poser les bonnes questions.\u00a0\u00bb<\/em><\/strong><\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section>\n\n\n<section id=\"text-section-6aee89da4b770\" 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><strong>Quelles sont les raisons qui pourraient pousser une entreprise ayant lourdement investi dans Adobe Campaign \u00e0 envisager une migration vers un autre \u00e9diteur ? <\/strong><\/h2>\n<p>Le principal d\u00e9clencheur, c&rsquo;est la fin de ce que l&rsquo;on appelle l&rsquo;upgrade path. Ce qui veut dire qu\u2019il n&rsquo;y a pas de chemin de mise \u00e0 jour simple entre ACC (ou ACS) et AJO. <strong>L&rsquo;architecture technique est totalement diff\u00e9rente et migrer vers AJO implique une r\u00e9impl\u00e9mentation compl\u00e8te : il faut reformer les \u00e9quipes sur une nouvelle interface, repenser les mod\u00e8les et g\u00e9rer un projet de migration lourd.<\/strong> Puisque l&rsquo;investissement en temps et en budget sera le m\u00eame qu&rsquo;avec un nouvel \u00e9diteur, il semble judicieux de lancer un appel d&rsquo;offres (RFP).<\/p>\n<p>D&rsquo;autant plus que rester chez Adobe entra\u00eene souvent une fragmentation co\u00fbteuse des licences. L\u00e0 o\u00f9 imagino propose une approche plateforme unique, Adobe exige de cumuler plusieurs licences complexes et on\u00e9reuses, comme AJO pour<a href=\"https:\/\/imagino.com\/fr\/resource\/cdp-temps-reel\/\"> l&rsquo;engagement et RTCDP (Real Time CDP) <\/a>pour g\u00e9rer la donn\u00e9e ou activer les m\u00e9dias.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>Est-ce qu\u2019une migration avec imagino est plus risqu\u00e9e qu&rsquo;une transition interne chez Adobe ? <\/strong><\/h2>\n<p><strong>C&rsquo;est tout l&rsquo;inverse.<\/strong> Chez Adobe, la migration implique un passage oblig\u00e9 vers leur format propri\u00e9taire (XDM), ce qui force une bascule brutale et la n\u00e9cessit\u00e9 de remanier int\u00e9gralement ses donn\u00e9es. Avec imagino, nous ne for\u00e7ons pas le \u00ab\u00a0Rip and Replace\u00a0\u00bb (tout casser pour tout remplacer). <strong>Notre architecture ouverte nous permet de proposer des connecteurs natifs avec Adobe Campaign. <\/strong>Concr\u00e8tement, un client peut d\u00e9ployer la brique CEP d&rsquo;imagino, s&rsquo;y connecter, tout en continuant \u00e0 router ses emails via ACC dans un premier temps. La migration se fait en douceur, cas d&rsquo;usage par cas d&rsquo;usage, sans aucune interruption de service pour les \u00e9quipes marketing.<\/p>\n<p>Prenons l\u2019exemple d\u2019un groupe de luxe pr\u00e9sent sur plusieurs march\u00e9s. Il peut choisir de conserver temporairement Adobe Campaign pour l\u2019envoi de ses campagnes, tout en utilisant imagino pour r\u00e9concilier les donn\u00e9es issues des boutiques, du e-commerce et du CRM. La transition doit \u00e9galement pr\u00e9server les r\u00e8gles de consentement, la gouvernance centrale et l\u2019autonomie des \u00e9quipes locales. Autant de crit\u00e8res \u00e0 prendre en compte pour faire \u00e9voluer sa <a href=\"\/fr\/plateforme-engagement-luxe\/\">plateforme d\u2019engagement client dans le luxe<\/a> sans bouleverser l\u2019ensemble de son architecture marketing<\/p>\n<p>&nbsp;<br \/>\n<strong><em>\u00ab\u00a0imagino n\u2019a pas vocation \u00e0 remplacer tous vos outils du jour au lendemain. Il s&rsquo;ins\u00e8re dans votre architecture pour une transition en douceur, \u00e0 votre rythme et sans risque pour r\u00e9-imaginer votre engagement client.\u00a0\u00bb<\/em><\/strong><\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section>\n\n\n<section id=\"text-section-6aee89da4bada\" 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><strong>Qu&rsquo;est-ce qu\u2019imagino peut offrir de plus aux \u00e9quipes marketing qu&rsquo;un g\u00e9ant comme Adobe ? <\/strong><\/h2>\n<p><strong>La r\u00e9ponse tient en un mot : l&rsquo;autonomie.<\/strong> La profondeur fonctionnelle d&rsquo;Adobe s&rsquo;accompagne d&rsquo;une telle complexit\u00e9 technique que les clients finissent souvent par d\u00e9pendre d&rsquo;int\u00e9grateurs externes ou d&rsquo;agences. Le marketeur imagine la campagne sur un tableau blanc, mais il est incapable de l&rsquo;ex\u00e9cuter seul dans l&rsquo;outil. <strong>Avec imagino, <a href=\"https:\/\/imagino.com\/fr\/accompagnement\/marketeurs\/\">les \u00e9quipes marketing reprennent la main.<\/a><\/strong>\u00a0La plateforme a \u00e9t\u00e9 pens\u00e9e pour leur usage quotidien.<\/p>\n<p><strong>Il y a \u00e9galement la question de la proximit\u00e9.<\/strong> La premi\u00e8re ligne de support d&rsquo;Adobe est souvent centralis\u00e9e \u00e0 l&rsquo;\u00e9tranger, ce qui cr\u00e9e de la distance. <strong>Chez imagino, nous offrons un accompagnement privil\u00e9gi\u00e9 et un support expert localis\u00e9 en fran\u00e7ais, pour \u00eatre au plus pr\u00e8s des enjeux quotidiens de nos clients. <\/strong><\/p>\n<p>&nbsp;<br \/>\n<strong><em>\u00ab\u00a0\u00c0 partir du moment o\u00f9 vous d\u00e9pendez d&rsquo;un partenaire externe pour ex\u00e9cuter vos campagnes au quotidien, vous avez perdu votre agilit\u00e9.\u00a0\u00bb<\/em><\/strong><br \/>\n&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Pourquoi attendre la maturit\u00e9 compl\u00e8te d&rsquo;Adobe Journey Optimizer est-il un calcul risqu\u00e9 financi\u00e8rement ?<\/strong><\/h2>\n<p>AJO est une solution qui performe sur l&rsquo;activation en temps r\u00e9el, mais il lui manque encore des fonctionnalit\u00e9s avanc\u00e9es d&rsquo;automatisation et de segmentation multi-\u00e9tapes qui faisaient la force d&rsquo;ACC. <strong>Ces fonctions historiques sont en cours de reconstruction chez Adobe.<\/strong> Le r\u00e9sultat ? Pour avoir une couverture fonctionnelle compl\u00e8te aujourd&rsquo;hui, les clients sont contraints de maintenir et de payer deux licences en parall\u00e8le (ACC + AJO) jusqu&rsquo;en 2027. <strong>Attendre, c&rsquo;est non seulement accuser un retard technologique, mais c&rsquo;est surtout un gouffre financier.<\/strong> De son c\u00f4t\u00e9, imagino offre une plateforme p\u00e9renne dont le ROI se mesure en quelques mois, avec un p\u00e9rim\u00e8tre de co\u00fbts ma\u00eetris\u00e9.<\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section>\n\n\n<section id=\"text-section-6aee89da4be54\" 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><strong>Copie de donn\u00e9es vs z\u00e9ro-copy : quel est l&rsquo;impact r\u00e9el sur la performance des campagnes ?<\/strong><\/h2>\n<p>L&rsquo;impact se voit sur la performance technique et financi\u00e8re. <strong>Adobe impose de copier et de formater vos donn\u00e9es dans son propre format pour \u00eatre compatible avec son \u00e9cosyst\u00e8me.<\/strong> Or, d\u00e8s l&rsquo;instant o\u00f9 vous bougez la data, vous perdez en r\u00e9activit\u00e9, vous cr\u00e9ez des silos et vous introduisez des lenteurs. <strong><a href=\"https:\/\/imagino.com\/fr\/resource\/essor-zero-copy\/\">L&rsquo;approche z\u00e9ro-copy d&rsquo;imagino <\/a>\u00a0s&rsquo;affranchit de ces contraintes.<\/strong> Notre solution se connecte directement l\u00e0 o\u00f9 r\u00e9side votre donn\u00e9e (comme<strong><a href=\"https:\/\/imagino.com\/fr\/nos-solutions\/snowflake-native-app\/\"> Snowflake<\/a> <\/strong>ou Google Big Query par exemple) sans jamais la dupliquer. <strong>Vous exploitez une information toujours \u00e0 jour, sans les goulots d&rsquo;\u00e9tranglement li\u00e9s aux transferts. <\/strong><\/p>\n<p>Par exemple, imagino a permis \u00e0 des clients comme <strong><a href=\"https:\/\/imagino.com\/fr\/resource\/temoignage-hachette-livre\/\">Hachette Livre<\/a> <\/strong>de migrer avec succ\u00e8s leur stack vieillissante ACC en seulement 6 mois, d&rsquo;am\u00e9liorer leurs segmentations (atteignant 45% de taux d&rsquo;ouverture) et de d\u00e9ployer plus de 250 parcours automatis\u00e9s, le tout en r\u00e9duisant leurs co\u00fbts cach\u00e9s de maintenance.<\/p>\n<p>&nbsp;<br \/>\n<strong><em>\u00ab\u00a0Si vous bougez vos donn\u00e9es pour les adapter \u00e0 un format propri\u00e9taire, vous perdez la course du temps r\u00e9el. L&rsquo;approche z\u00e9ro-copy est la seule approche viable pour une entreprise data-driven.\u00a0\u00bb<\/em><\/strong><br \/>\n&nbsp;<\/p>\n<h2>imagino vs Adobe Campaign, la synth\u00e8se<\/h2>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><h3>Crit\u00e8res<\/h3><\/td><td><h3>imagino<\/h3><\/td><td><h3>Adobe (ACC \/ AJO)<\/h3><\/td><\/tr><tr><td><strong>Approche de migration<\/strong><\/td><td><strong>Transition en douceur et progressive,<\/strong> cas d&rsquo;usage par cas d&rsquo;usage, sans interruption de service.<\/td><td><strong>Refonte totale (\u00ab Rip and Replace \u00bb)<\/strong>, n\u00e9cessitant une lourde migration pour passer \u00e0 AJO.<\/td><\/tr><tr><td><strong>Gestion de la donn\u00e9e<\/strong><\/td><td><strong>Z\u00e9ro-copy <\/strong>: connexion directe \u00e0 vos bases (ex: Snowflake) sans jamais dupliquer la donn\u00e9e. Temps r\u00e9el garanti.<\/td><td><strong>Copie et formatage obligatoires<\/strong> vers un format propri\u00e9taire (XDM), cr\u00e9ant silos et lenteurs.<\/td><\/tr><tr><td><strong>Autonomie m\u00e9tier<\/strong><\/td><td><strong>Prise en main par les marketeurs<\/strong>, interface intuitive con\u00e7ue pour un usage quotidien en toute ind\u00e9pendance.<\/td><td><strong>Forte d\u00e9pendance technique<\/strong> aux int\u00e9grateurs externes ou agences pour ex\u00e9cuter les campagnes.<\/td><\/tr><tr><td><strong>Co\u00fbts et licences<\/strong><\/td><td><strong>Plateforme unique et p\u00e9renne,<\/strong> co\u00fbts de maintenance r\u00e9duits et ROI mesurable en quelques mois.<\/td><td><strong>Licences fragment\u00e9es et complexes<\/strong> (AJO + RTCDP), risque de double facturation (ACC + AJO) jusqu&rsquo;en 2027.<\/td><\/tr><tr><td><strong>Support client<\/strong><\/td><td><strong>Support expert localis\u00e9 en fran\u00e7ais<\/strong>, accompagnement de proximit\u00e9 privil\u00e9gi\u00e9.<\/td><td><strong>Support standardis\u00e9,<\/strong> souvent centralis\u00e9 \u00e0 l&rsquo;\u00e9tranger.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\r\n<section id=\"cta-panel-6aee89da4ca97\" class=\"speak-expert-section section-padding\">\r\n    <div class=\"container-large\">\r\n        <div class=\"speak-expert-container u-gradient--yellow-orange gradient-vertical swirl-green-blue\">\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-3.mp4\">\n                        <source type=\"video\/webm\"\r\n                            src=\"https:\/\/imagino.com\/fr\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-3.webm\">\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\">Pr\u00eat \u00e0 reprendre le contr\u00f4le de votre architecture marketing et \u00e0 acc\u00e9l\u00e9rer votre ROI ?<\/h2>\r\n                \r\n                <!-- button -->\r\n                                        <div class=\"control js-animate animate__fadeInUp\">\r\n                                    <a href=\"https:\/\/imagino.com\/fr\/nos-solutions\/customer-engagement-platform\/\" target=\"\" class=\"btn--icon-left btn btn--gradient-blue-light\">\n            <span class=\"image\"><img decoding=\"async\" src=\"https:\/\/imagino.com\/fr\/wp-content\/uploads\/sites\/7\/2025\/04\/Activate-data.svg\" alt=\"\"><\/span>            En savoir plus        <\/a>\n                        <\/div>\r\n                        \r\n                <!--  dropdown -->\r\n                \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Interview. Pourquoi la CEP imagino s&rsquo;impose comme une alternative plus performante, agile et moins co\u00fbteuse qu\u2019ACC ? <\/p>\n","protected":false},"featured_media":5677,"template":"","meta":{"_acf_changed":true},"resources_category":[92,88],"resources_sector":[],"class_list":["post-5633","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 v28.8 (Yoast SEO v28.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Alternative Adobe Campaign Classic (ACC) : migrer vers imagino ?<\/title>\n<meta name=\"description\" content=\"Interview. 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