{"id":5673,"date":"2026-07-24T14:26:35","date_gmt":"2026-07-24T13:26:35","guid":{"rendered":"https:\/\/imagino.com\/fr\/?post_type=resources&#038;p=5673"},"modified":"2026-07-24T16:04:39","modified_gmt":"2026-07-24T15:04:39","slug":"alternative-hightouch","status":"publish","type":"resources","link":"https:\/\/imagino.com\/fr\/resource\/alternative-hightouch\/","title":{"rendered":"Alternative \u00e0 Hightouch : pourquoi choisir imagino ?"},"content":{"rendered":"<\/div><\/div><\/div>\n<section id=\"banner-short-6a8343237133a\" 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>De l&rsquo;activation technique \u00e0 l&rsquo;autonomie m\u00e9tier : pourquoi pr\u00e9f\u00e9rer imagino \u00e0 Hightouch ? <\/h1>\n                <\/div>\n\n                <!-- to do $content[\"subtitle\"]                     -->\n                                    <div class=\"description\">\n                        Interview avec Arthur Lacroix, Product Marketing Manager chez imagino                    <\/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-6a834323732af\" 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>Aujourd\u2019hui, l&rsquo;objectif des marketeurs n&rsquo;est plus seulement de centraliser la donn\u00e9e client dans un Data Warehouse (comme Snowflake), mais d\u2019augmenter la transformation de cette donn\u00e9e brute en revenus.<\/p>\n<p>Deux visions s&rsquo;opposent alors. D&rsquo;un c\u00f4t\u00e9, des solutions \u00ab\u00a0Warehouse-native\u00a0\u00bb comme Hightouch, n\u00e9es du reverse ETL, qui se concentrent sur l&rsquo;activation technique de la donn\u00e9e vers les canaux. De l&rsquo;autre, <a href=\"https:\/\/imagino.com\/fr\/nos-solutions\/customer-engagement-platform\/\">la plateforme d&rsquo;engagement client (CEP) imagino<\/a>, con\u00e7ue nativement pour offrir une agilit\u00e9 m\u00e9tier imm\u00e9diate et piloter l&rsquo;int\u00e9gralit\u00e9 du cycle de vie client gr\u00e2ce \u00e0 l&rsquo;Intelligence Artificielle.<\/p>\n<p><strong>Arthur Lacroix, Product Marketing Manager chez imagino, d\u00e9crypte pour nous les diff\u00e9rences fondamentales entre une couche d&rsquo;activation technique et une v\u00e9ritable plateforme d&rsquo;engagement souveraine.<\/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><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6a8343237391c\" 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>Marketeur vs Data Engineer : qui d\u00e9tient les r\u00eanes ?<\/h2>\n<p>C&rsquo;est l\u00e0 que r\u00e9side la grande diff\u00e9rence philosophique. <strong>Hightouch s&rsquo;adresse avant tout aux profils techniques (Data Engineers, Growth Engineers).<\/strong> C&rsquo;est une solution o\u00f9 la cr\u00e9ation d&rsquo;audiences complexes n\u00e9cessite souvent de ma\u00eetriser le SQL. Cela cr\u00e9e in\u00e9vitablement ce que nous pouvons appeler une taxe marketing : pour chaque nouvelle initiative, le marketing doit ouvrir un ticket IT et attendre.<\/p>\n<p><strong>\u00c0 l&rsquo;inverse, imagino a \u00e9t\u00e9 pens\u00e9 pour l&rsquo;autonomie totale du marketeur.<\/strong> Gr\u00e2ce \u00e0 notre Business Catalog, la donn\u00e9e technique est traduite en concepts m\u00e9tier intelligibles. Les \u00e9quipes marketing peuvent utiliser des agr\u00e9gats param\u00e9tr\u00e9s (par exemple \u00ab\u00a0d\u00e9penses totales sur les 30 derniers jours\u00a0\u00bb) et modifier leurs segments via une interface intuitive, sans jamais solliciter l&rsquo;IT ni \u00e9crire une ligne de code.<\/p>\n<p>&nbsp;<br \/>\n<strong><em>\u00ab\u00a0L&rsquo;agilit\u00e9 marketing est impossible sans une d\u00e9sinterm\u00e9diation de la donn\u00e9e. \u00c0 partir du moment o\u00f9 le marketing d\u00e9pend d&rsquo;un Data Engineer pour ex\u00e9cuter une campagne au quotidien, vous perdez votre v\u00e9locit\u00e9 commerciale.\u00a0\u00bb<\/em><\/strong><br \/>\n&nbsp;<\/p>\n<h2>Au-del\u00e0 de l&rsquo;activation : la boucle d&rsquo;engagement<\/h2>\n<p>Hightouch fonctionne tr\u00e8s bien pour du one-shot : prendre une donn\u00e9e et l&rsquo;envoyer vers une destination (comme Meta ou Google). <strong>Mais l&rsquo;engagement client moderne ne s&rsquo;arr\u00eate pas \u00e0 l&rsquo;export d&rsquo;une liste.<\/strong> Avec imagino, nous g\u00e9rons l&rsquo;int\u00e9gralit\u00e9 de la boucle d&rsquo;engagement : d\u00e9couverte, design, activation, amplification, et gouvernance. Surtout, nous le faisons gr\u00e2ce \u00e0 <strong><a href=\"\/\/imagino.com\/fr\/resource\/cep-ia\/\">une Intelligence Artificielle int\u00e9gr\u00e9e nativement<\/a><\/strong>, elle n\u2019a pas \u00e9t\u00e9 ajout\u00e9e a posteriori.<\/p>\n<p>Et c\u2019est notamment gr\u00e2ce \u00e0 elle que nous pouvons accompagner le m\u00e9tier et cr\u00e9er un AI-Powered Marketer, capable de prendre de meilleures d\u00e9cisions gr\u00e2ce \u00e0 une IA qui recommande, explique et optimise en continu. <strong>Notre IA Imogen a en effet \u00e9t\u00e9 pens\u00e9e pour \u00eatre la couche d\u2019intelligence qui orchestre toute la plateforme imagino, et facilite grandement la prise de d\u00e9cisions.<\/strong><\/p>\n<p>Par exemple, gr\u00e2ce \u00e0 l&rsquo;impl\u00e9mentation du protocole MCP (Model Context Protocol), un marketeur peut interagir avec la plateforme imagino en langage naturel. <strong>Vous n&rsquo;avez plus besoin de configurer manuellement un workflow complexe : vous fournissez un brief, et notre IA Imogen cr\u00e9e automatiquement le parcours client (email, SMS, push) directement sur le canvas.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<h2>Souverainet\u00e9 et gouvernance : le choix strat\u00e9gique europ\u00e9en face au mod\u00e8le am\u00e9ricain<\/h2>\n<p>La souverainet\u00e9 num\u00e9rique est devenue un moteur de transformation majeur, particuli\u00e8rement en France et en Europe. Les DSI investissent d\u00e9sormais dans des infrastructures de confiance et cherchent des solutions logicielles capables de s&rsquo;y greffer sans compromettre la s\u00e9curit\u00e9.<\/p>\n<p><strong>Hightouch est un acteur am\u00e9ricain, tr\u00e8s orient\u00e9 vers l&rsquo;Ad-Tech US (et actuellement en lice pour racheter les activit\u00e9s d&rsquo;identit\u00e9 de LiveRamp, ce qui peut soulever des questions de neutralit\u00e9 vis-\u00e0-vis de votre stack).<\/strong><\/p>\n<p>imagino est un \u00e9diteur fran\u00e7ais, avec une R&amp;D fran\u00e7aise, nativement compatible avec les Clouds souverains (comme OVHcloud). Comme Hightouch, <strong><a href=\"https:\/\/imagino.com\/fr\/resource\/essor-zero-copy\/\">notre approche Z\u00e9ro-Copy<\/a><\/strong> garantit que vos donn\u00e9es restent dans votre environnement, mais notre agnosticisme technologique vous laisse en plus la libert\u00e9 de connecter le mod\u00e8le d&rsquo;IA de votre choix (comme le fran\u00e7ais Mistral). Enfin, nous int\u00e9grons nativement les exigences de la CNIL et du RGPD au c\u0153ur de vos campagnes, l\u00e0 o\u00f9 d&rsquo;autres solutions n&rsquo;offrent qu&rsquo;une gouvernance basique.<\/p>\n<p>&nbsp;<br \/>\n<strong><em>\u00ab\u00a0La v\u00e9ritable souverainet\u00e9 r\u00e9side dans la libert\u00e9 technologique. Avec imagino, vous \u00e9vitez tout verrouillage : vous choisissez votre cloud, vos donn\u00e9es et votre mod\u00e8le d&rsquo;IA pour piloter votre engagement client en toute ind\u00e9pendance.\u00a0\u00bb<\/em><\/strong><br \/>\n&nbsp;<\/p>\n<h2>De la donn\u00e9e \u00e0 la valeur : calcul du ROI<\/h2>\n<p>Le co\u00fbt d&rsquo;une licence logicielle est un indicateur parfois trompeur : ce qui compte pour une direction marketing, c&rsquo;est le d\u00e9lai de rentabilit\u00e9 (Time-to-Value) et le co\u00fbt d&rsquo;exploitation r\u00e9el.<\/p>\n<p><strong>Avec l&rsquo;approche de Hightouch, l&rsquo;investissement initial ne repr\u00e9sente que la partie visible de l&rsquo;iceberg.<\/strong> Puisque la solution requiert une construction manuelle de chaque d\u00e9finition d&rsquo;audience et de chaque mod\u00e8le via des requ\u00eates SQL, le d\u00e9lai de d\u00e9ploiement peut s&rsquo;\u00e9tirer sur plusieurs mois. Le lancement des campagnes reste bloqu\u00e9 par l&rsquo;ach\u00e8vement de l&rsquo;infrastructure technique.<\/p>\n<p><strong>\u00c0 l&rsquo;inverse, imagino est con\u00e7u pour l&rsquo;agilit\u00e9 et la v\u00e9locit\u00e9 commerciale.<\/strong> En s&rsquo;appuyant sur des mod\u00e8les d&rsquo;engagement et des workflows pr\u00e9-construits qui s&rsquo;adaptent nativement \u00e0 la r\u00e9alit\u00e9 m\u00e9tier, le d\u00e9lai de mise sur le march\u00e9 se compte en jours, et non en mois. La plateforme permet de d\u00e9livrer des r\u00e9sultats business mesurables en moins de 30 jours, \u00e9liminant ainsi les co\u00fbts cach\u00e9s de d\u00e9veloppement interne et permettant de <a href=\"https:\/\/imagino.com\/fr\/resource\/aller-plus-loin-avec-sa-cdp-de-la-performance-marketing-a-laugmentation-de-la-satisfaction-client-et-des-ventes\/\">g\u00e9n\u00e9rer des revenus beaucoup plus rapidement<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<h2>imagino vs Hightouch, 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><div class=\"container\"><div class=\"page-text mx-auto \">\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>Hightouch<\/h3><\/td><\/tr><tr><td><strong>Utilisateur cible et Philosophie<\/strong><\/td><td>Pens\u00e9 pour le marketing : autonomie totale, interface intuitive, cr\u00e9ation d&rsquo;agr\u00e9gats sans code (No-SQL).<\/td><td>Pens\u00e9 pour les Data Engineers : interface technique, forte d\u00e9pendance \u00e0 l&rsquo;IT et au SQL (Marketing Tax).<\/td><\/tr><tr><td><strong>Profondeur de l&rsquo;engagement<\/strong><\/td><td>Boucle compl\u00e8te : Orchestration de parcours complexes (BtoC, Retail, Finance), gestion de la pression, optimisation continue.<\/td><td>Couche d&rsquo;activation efficace sur le ciblage \u00ab\u00a0one-shot\u00a0\u00bb et l&rsquo;export vers les plateformes publicitaires.<\/td><\/tr><tr><td><strong>Intelligence Artificielle<\/strong><\/td><td>IA Native (Imogen) &amp; MCP : Cr\u00e9ation de parcours complets via le langage naturel, assistant m\u00e9tier pouss\u00e9 (AI-Powered).<\/td><td>Agents d&rsquo;ex\u00e9cution : Agents IA orient\u00e9s sur l&rsquo;assistance \u00e0 l&rsquo;ex\u00e9cution de t\u00e2ches sur les donn\u00e9es brutes.<\/td><\/tr><tr><td><strong>Souverainet\u00e9 et gouvernance<\/strong><\/td><td>Souverainet\u00e9 europ\u00e9enne : \u00c9diteur fran\u00e7ais, compatible Clouds Souverains, IA agnostique (Mistral, etc.), conformit\u00e9 CNIL native.<\/td><td>H\u00e9bergement et gouvernance standards am\u00e9ricains. Questions de neutralit\u00e9 (acquisitions).<\/td><\/tr><tr><td><strong>D\u00e9lai de rentabilit\u00e9 (Time-to-Value)<\/strong><\/td><td>Quelques jours : Mod\u00e8les d&rsquo;engagement pr\u00e9construits s&rsquo;adaptant \u00e0 la r\u00e9alit\u00e9 m\u00e9tier. ROI imm\u00e9diat.<\/td><td>Plusieurs mois : N\u00e9cessite de coder sur mesure chaque segment et chaque mod\u00e8le d&rsquo;audience.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n<\/div><\/div><\/div>\r\n<section id=\"cta-panel-6a8343237408e\" class=\"speak-expert-section section-padding\">\r\n    <div class=\"container-large\">\r\n        <div class=\"speak-expert-container u-gradient--blue-blue--light 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\">\r\n                        <source type=\"video\/webm\"\r\n                            src=\"https:\/\/imagino.com\/fr\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-3.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\">Pr\u00eat \u00e0 reprendre le contr\u00f4le de votre architecture marketing et \u00e0 acc\u00e9l\u00e9rer votre ROI\u00a0?<\/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-pink\">\n                        D\u00e9couvrez la CEP imagino        <\/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 \">\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Interview. D\u00e9couvrez pourquoi la CEP d\u2019imagino offre plus d&rsquo;autonomie, de profondeur et de souverainet\u00e9 que la solution d&rsquo;activation Hightouch. <\/p>\n","protected":false},"featured_media":5675,"template":"","meta":{"_acf_changed":true},"resources_category":[92,88],"resources_sector":[],"class_list":["post-5673","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 v28.1 (Yoast SEO v28.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Alternative \u00e0 Hightouch : pourquoi choisir imagino ?<\/title>\n<meta name=\"description\" content=\"Interview. 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