{"id":2433,"date":"2023-11-24T13:39:46","date_gmt":"2023-11-24T18:39:46","guid":{"rendered":"https:\/\/varibase.com\/blog\/?p=2433"},"modified":"2023-11-28T16:23:42","modified_gmt":"2023-11-28T21:23:42","slug":"loi-25-les-cles-strategie-marketing-efficace","status":"publish","type":"post","link":"https:\/\/varibase.com\/blog\/loi-25-les-cles-strategie-marketing-efficace\/","title":{"rendered":"Loi 25: les cl\u00e9s d&rsquo;une strat\u00e9gie marketing efficace"},"content":{"rendered":"<p>[et_pb_section fb_built=\u00a0\u00bb1&Prime; admin_label=\u00a0\u00bbHero Section\u00a0\u00bb _builder_version=\u00a0\u00bb4.16&Prime; custom_padding=\u00a0\u00bb0|0px|0px|0|false|false\u00a0\u00bb da_disable_devices=\u00a0\u00bboff|off|off\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb da_is_popup=\u00a0\u00bboff\u00a0\u00bb da_exit_intent=\u00a0\u00bboff\u00a0\u00bb da_has_close=\u00a0\u00bbon\u00a0\u00bb da_alt_close=\u00a0\u00bboff\u00a0\u00bb da_dark_close=\u00a0\u00bboff\u00a0\u00bb da_not_modal=\u00a0\u00bbon\u00a0\u00bb da_is_singular=\u00a0\u00bboff\u00a0\u00bb da_with_loader=\u00a0\u00bboff\u00a0\u00bb da_has_shadow=\u00a0\u00bbon\u00a0\u00bb][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1&Prime; 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_builder_version=\u00a0\u00bb4.16&Prime; custom_padding=\u00a0\u00bb40px|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.20.4&Prime; text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bbrgba(255,255,255,0.7)\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins|500|||||||\u00a0\u00bb header_font_size=\u00a0\u00bb44px\u00a0\u00bb header_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb min_height=\u00a0\u00bb100.2px\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h1><span style=\"color: #000000;\"><\/span><\/h1>\n<h1><span style=\"color: #000000;\"><span data-contrast=\"none\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW136862220 BCX0\"><span class=\"NormalTextRun SCXW136862220 BCX0\" data-ccp-parastyle=\"heading 1\"><\/span><\/span><\/span><\/h1>\n<h1><span style=\"color: #000000;\"><span data-contrast=\"none\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW136862220 BCX0\"><span class=\"NormalTextRun SCXW136862220 BCX0\" data-ccp-parastyle=\"heading 1\"><\/span><\/span><\/span><\/h1>\n<h1><span style=\"color: #000000;\"><span data-contrast=\"none\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW136862220 BCX0\"><span class=\"NormalTextRun SCXW136862220 BCX0\" data-ccp-parastyle=\"heading 1\"><\/span><\/span><\/span><\/h1>\n<h1><span style=\"color: #000000;\"><span data-contrast=\"none\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW136862220 BCX0\"><span class=\"NormalTextRun SCXW136862220 BCX0\" data-ccp-parastyle=\"heading 1\"><\/span><\/span><\/span><\/h1>\n<h1><span style=\"color: #000000;\"><span data-contrast=\"none\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW136862220 BCX0\"><span class=\"NormalTextRun SCXW136862220 BCX0\" data-ccp-parastyle=\"heading 1\"><span data-contrast=\"none\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW116685237 BCX0\"><span class=\"NormalTextRun SCXW116685237 BCX0\" data-ccp-parastyle=\"heading 1\">S&rsquo;adapter \u00e0 la Loi 25 : Les cl\u00e9s d&rsquo;une strat\u00e9gie marketing efficace<\/span><\/span>\u00a0<\/span><\/span><span class=\"EOP SCXW136862220 BCX0\" data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/span><br \/><span style=\"color: #000000;\"><\/span><\/h1>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_class=\u00a0\u00bb et_pb_row_fullwidth\u00a0\u00bb _builder_version=\u00a0\u00bb4.19.5&Prime; 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header_level=\u00a0\u00bbh2&Prime; header_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb header_text_align=\u00a0\u00bbleft\u00a0\u00bb header_text_color=\u00a0\u00bb#000000&Prime; header_letter_spacing=\u00a0\u00bb2px\u00a0\u00bb header_line_height=\u00a0\u00bb1.5em\u00a0\u00bb body_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb body_text_align=\u00a0\u00bbleft\u00a0\u00bb body_text_color=\u00a0\u00bb#6B6B6B\u00a0\u00bb body_font_size=\u00a0\u00bb16px\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb custom_padding=\u00a0\u00bb||6px|0px|false|false\u00a0\u00bb border_color_all=\u00a0\u00bb#ffffff\u00a0\u00bb border_color_all_image=\u00a0\u00bb#ffffff\u00a0\u00bb inline_fonts=\u00a0\u00bbCircular Book\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_blurb][et_pb_text _builder_version=\u00a0\u00bb4.20.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bb#6B6B6B\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins|500|||||||\u00a0\u00bb header_text_align=\u00a0\u00bbleft\u00a0\u00bb header_font_size=\u00a0\u00bb44px\u00a0\u00bb header_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_line_height=\u00a0\u00bb1.1em\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb custom_margin=\u00a0\u00bb0vw||0vw||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb||0px|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2 style=\"text-align: left;\"><span style=\"color: #000000;\">Commen\u00e7ons par un peu de contexte<\/span><\/h2>\n<p style=\"text-align: left;\"><span data-contrast=\"auto\"><span data-contrast=\"auto\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW35751534 BCX0\"><span class=\"NormalTextRun SCXW35751534 BCX0\">L&rsquo;int\u00e9gration de la Loi 25 au Qu\u00e9bec marque une \u00e9volution significative dans le domaine du marketing. Cette l\u00e9gislation, s&rsquo;inscrivant dans une d\u00e9cennie de libert\u00e9 peu contr\u00f4l\u00e9e en mati\u00e8re de collecte de donn\u00e9es, pose de nouveaux d\u00e9fis mais offre \u00e9galement des opportunit\u00e9s uniques pour les professionnels du marketing.<\/span><\/span><span class=\"EOP SCXW35751534 BCX0\" data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\"> <\/span><strong style=\"font-size: 18px;\"><span class=\"EOP SCXW1607099 BCX0\" data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/strong><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\"><\/span><\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.20.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bbrgba(255,255,255,0.7)\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb header_font_size=\u00a0\u00bb39px\u00a0\u00bb header_letter_spacing=\u00a0\u00bb4px\u00a0\u00bb header_line_height=\u00a0\u00bb1.5em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000&Prime; header_2_line_height=\u00a0\u00bb1.1em\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb min_height=\u00a0\u00bb227.9px\u00a0\u00bb custom_margin=\u00a0\u00bb2vw||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2 style=\"text-align: left;\"><span data-contrast=\"none\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW161009454 BCX0\"><span class=\"NormalTextRun SCXW161009454 BCX0\" data-ccp-parastyle=\"heading 2\">Dix ans de \u00ab\u00a0Far West\u00a0\u00bb en donn\u00e9es personnelles<\/span><\/span><\/h2>\n<p style=\"text-align: left;\">\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Les scandales de confidentialit\u00e9 tels que Cambridge Analytica et les fuites de donn\u00e9es majeures comme celle de Desjardins ont \u00e9veill\u00e9 la conscience publique sur l&rsquo;importance de la protection de la vie priv\u00e9e. La Loi C28 au Canada (aussi appel\u00e9e loi CASL ou loi anti-pourriel) et le RGPD en Europe ont pos\u00e9 des jalons importants en mati\u00e8re de r\u00e9glementation des donn\u00e9es personnelles pour r\u00e9pondre \u00e0 ces attentes.\u00a0\u00a0<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Parall\u00e8lement, Apple a vu une opportunit\u00e9. En annon\u00e7ant le bannissement des cookies tiers de son navigateur Safari en 2020, elle envoyait un message clair au march\u00e9\u202f: \u00ab\u202fChez Apple la protection des donn\u00e9es personnelles est importante\u202f\u00bb. Apr\u00e8s cette annonce, Google a \u00e9t\u00e9 contrainte de r\u00e9agir en annon\u00e7ant la fin des cookies de tiers en 2022, 2023 puis 2024!\u00a0<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">C\u2019est dans ce contexte que la loi 25 en n\u00e9e. Elle exige des entreprises qu&rsquo;elles obtiennent un consentement explicite pour la collecte de donn\u00e9es, limitent l&rsquo;utilisation des donn\u00e9es \u00e0 des fins sp\u00e9cifiques, et assurent une transparence accrue. <\/span><span style=\"font-size: 18px; color: #808080;\">\u00a0<\/span><\/p>\n<p style=\"text-align: left;\">\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.20.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bbrgba(255,255,255,0.7)\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb header_font_size=\u00a0\u00bb39px\u00a0\u00bb header_letter_spacing=\u00a0\u00bb4px\u00a0\u00bb header_line_height=\u00a0\u00bb1.5em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000&Prime; header_2_line_height=\u00a0\u00bb1.1em\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb min_height=\u00a0\u00bb227.9px\u00a0\u00bb custom_margin=\u00a0\u00bb2vw||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2 style=\"text-align: left;\">Inqui\u00e9tudes et opportunit\u00e9s pour les marketeurs<\/h2>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Face \u00e0 ces changements, une inqui\u00e9tude naturelle \u00e9merge chez les professionnels du marketing. En effet, la collecte de donn\u00e9es est un \u00e9l\u00e9ment central de nombreuses strat\u00e9gies marketing. Les principales craintes \u00e9voqu\u00e9es par les professionnels sont notamment\u202f:\u00a0<\/span><\/p>\n<ul style=\"text-align: left;\">\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"12\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:770,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span style=\"color: #808080;\">&#8211; Baisse du volume des donn\u00e9es collect\u00e9es\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"12\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:770,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span style=\"color: #808080;\">&#8211; Augmentation des co\u00fbts d&rsquo;acquisition.\u00a0\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"12\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:770,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span style=\"color: #808080;\">&#8211; Perte de fiabilit\u00e9 dans la mesure des indicateurs de performance\u00a0<\/span><\/li>\n<\/ul>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">M\u00eame si ces craintes sont l\u00e9gitimes en regardant de plus pr\u00e8s les enseignements de la mise en place de la Loi C28 au Canada et du RGPD en Europe, on s\u2019aper\u00e7oit qu\u2019il est possible de transformer ces d\u00e9fis en opportunit\u00e9s.\u00a0<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\"><\/span><\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.20.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bbrgba(255,255,255,0.7)\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb header_font_size=\u00a0\u00bb39px\u00a0\u00bb header_letter_spacing=\u00a0\u00bb4px\u00a0\u00bb header_line_height=\u00a0\u00bb1.5em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000&Prime; header_2_line_height=\u00a0\u00bb1.1em\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb min_height=\u00a0\u00bb227.9px\u00a0\u00bb custom_margin=\u00a0\u00bb2vw||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2 style=\"text-align: left;\"><span data-contrast=\"none\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW18598799 BCX0\"><span class=\"NormalTextRun SCXW18598799 BCX0\" data-ccp-parastyle=\"heading 2\"><span data-contrast=\"none\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW71854648 BCX0\"><span class=\"NormalTextRun SCXW71854648 BCX0\" data-ccp-parastyle=\"heading 2\">Apprentissages de la Loi C28 et du RGPD : Vers une Adaptation Strat\u00e9gique<\/span><\/span><\/span><span class=\"NormalTextRun SCXW18598799 BCX0\" data-ccp-parastyle=\"heading 2\">\u00a0<\/span><\/span><span class=\"EOP SCXW18598799 BCX0\" data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:40,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h2>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Apr\u00e8s l&rsquo;impl\u00e9mentation de la loi C28, les professionnels du marketing avaient une vision tr\u00e8s pessimiste de ses r\u00e9percussions (<a href=\"https:\/\/www.cyberimpact.com\/fr\/la-loi-c-28-est-efficace-mais-elle-nuit-aux-entreprises\/\" style=\"color: #808080;\">39% des entreprises<\/a> affirmaient que la loi C-28 nuisait \u00e0 leurs efforts de promotion). Aujourd\u2019hui, avec 10 ann\u00e9es de recul, on constate que le courriel est ressorti gagnant de la mise en place de cette loi. Il n\u2019est plus vu comme un pourriel, mais comme un outil efficace de la strat\u00e9gie de marketing num\u00e9rique.\u00a0\u00a0<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">De m\u00eame, l&rsquo;exp\u00e9rience du RGPD montre <a href=\"https:\/\/www.commandersact.com\/en\/blog\/privacy-barometer-2023\/\" style=\"color: #808080;\">que 65% des utilisateurs acceptent les cookies<\/a> lorsque bien inform\u00e9s, avec des variations selon l&rsquo;industrie et le type de banni\u00e8re utilis\u00e9e. On s\u2019attend \u00e0 avoir un ratio similaire au Qu\u00e9bec. Plut\u00f4t que de voir la Loi 25 comme un frein, elle peut \u00eatre per\u00e7ue comme un moteur d&rsquo;innovation et de qualit\u00e9 dans la collecte de donn\u00e9es.\u00a0<\/span><\/p>\n<p style=\"text-align: left;\">\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.20.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bbrgba(255,255,255,0.7)\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb header_font_size=\u00a0\u00bb39px\u00a0\u00bb header_letter_spacing=\u00a0\u00bb4px\u00a0\u00bb header_line_height=\u00a0\u00bb1.5em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000&Prime; header_2_line_height=\u00a0\u00bb1.1em\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb min_height=\u00a0\u00bb227.9px\u00a0\u00bb custom_margin=\u00a0\u00bb2vw||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2 style=\"text-align: left;\"><span data-contrast=\"none\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW169129627 BCX0\"><span class=\"NormalTextRun SCXW169129627 BCX0\" data-ccp-parastyle=\"heading 2\">La personnalisation peut se faire sans compromettre le respect de la vie priv\u00e9e<\/span><\/span><\/h2>\n<p style=\"text-align: left;\"><span data-contrast=\"none\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW169129627 BCX0\" style=\"color: #808080;\"><span class=\"NormalTextRun SCXW169129627 BCX0\" data-ccp-parastyle=\"heading 2\"><\/span><\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">\u00c0 1ere vue la loi 25, va nous priver de nombreuses donn\u00e9es et rendre plus difficile la personnalisation de l&rsquo;exp\u00e9rience client.\u202fMais en vous obligeant \u00e0 demander un consentement clair pour collecter des donn\u00e9es, la loi va vous permettre de :\u00a0<\/span><\/p>\n<ul>\n<li style=\"text-align: left;\"><span style=\"color: #808080;\">&#8211; Reprendre le contr\u00f4le de vos donn\u00e9es et de sortir de votre d\u00e9pendance au GAFAM en vous for\u00e7ant \u00e0 collecter vos propres donn\u00e9es propri\u00e9taires.\u00a0<\/span><\/li>\n<li style=\"text-align: left;\"><span style=\"color: #808080;\"><\/span><\/li>\n<li style=\"text-align: left;\"><span style=\"color: #808080;\">&#8211; B\u00e2tir une relation de confiance avec vos consommateurs gr\u00e2ce \u00e0 la transparence.\u00a0<\/span><\/li>\n<li style=\"text-align: left;\"><span style=\"color: #808080;\"><\/span><\/li>\n<li style=\"text-align: left;\"><span style=\"color: #808080;\">&#8211; Innover dans votre proposition de valeur : vous allez devoir convaincre les\u202futilisateurs que vous\u202fleur\u202fapporterez de la valeur en \u00e9change de leurs donn\u00e9es.\u00a0<\/span><\/li>\n<li style=\"text-align: left;\"><span style=\"color: #808080;\"><\/span><\/li>\n<li style=\"text-align: left;\"><span style=\"color: #808080;\">&#8211; G\u00e9n\u00e9raliser l&rsquo;utilisation des bonnes pratiques sur tous vos canaux de collecte.\u00a0<\/span><\/li>\n<\/ul>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Donc en vous obligeant \u00e0 obtenir un consentement, la loi vous donne l&rsquo;opportunit\u00e9 de repenser votre strat\u00e9gie de collecte de donn\u00e9es c\u2019est-\u00e0-dire de vous demander : Pourquoi et comment b\u00e2tir votre strat\u00e9gie de collecte ?\u202fEn d\u2019autres termes la loi vous donne l\u2019opportunit\u00e9 de b\u00e2tir une strat\u00e9gie\u202fde collecte qualitative.\u00a0<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\"><span data-contrast=\"auto\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW124646970 BCX0\"><span class=\"NormalTextRun SCXW124646970 BCX0\"><\/span><\/span><\/span><\/p>\n<blockquote><\/blockquote>\n<blockquote><\/blockquote>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.23.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bbrgba(255,255,255,0.7)\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb header_font_size=\u00a0\u00bb39px\u00a0\u00bb header_letter_spacing=\u00a0\u00bb4px\u00a0\u00bb header_line_height=\u00a0\u00bb1.5em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000&Prime; header_2_line_height=\u00a0\u00bb1.1em\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb min_height=\u00a0\u00bb247.9px\u00a0\u00bb custom_margin=\u00a0\u00bb2vw||||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb5px||||false|false\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0&Prime;]<\/p>\n<h2 style=\"text-align: left;\"><span data-contrast=\"none\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW228897316 BCX0\"><span class=\"NormalTextRun SCXW228897316 BCX0\" data-ccp-parastyle=\"heading 2\">Passez \u00e0 l&rsquo;action<\/span><\/span><\/h2>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\"><span class=\"NormalTextRun SCXW212176320 BCX0\"><span data-contrast=\"auto\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW123400878 BCX0\"><span class=\"NormalTextRun SCXW123400878 BCX0\">Choisissez la bonne plateforme de gestion du consentement (CMP) et d\u00e9terminez quelles donn\u00e9es sont essentielles pour votre strat\u00e9gie. Les moments cl\u00e9s du parcours client, comme l&rsquo;inscription \u00e0 une newsletter ou la cr\u00e9ation de compte, sont des occasions id\u00e9ales pour collecter des donn\u00e9es de premi\u00e8re et de z\u00e9ro partie.<\/span><span class=\"NormalTextRun SCXW123400878 BCX0\"> O<\/span><span class=\"NormalTextRun SCXW123400878 BCX0\">n voit trop souvent des <\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW123400878 BCX0\">popin<\/span><span class=\"NormalTextRun SCXW123400878 BCX0\"> d\u2019inscription \u00e0 l\u2019infolettre qui demande<\/span><span class=\"NormalTextRun SCXW123400878 BCX0\">nt<\/span><span class=\"NormalTextRun SCXW123400878 BCX0\"> uniquement le courriel en \u00e9change d\u2019un 10% de rabais. Pourtant pour obtenir ce rabais <\/span><span class=\"NormalTextRun SCXW123400878 BCX0\">un consommateur est<\/span><span class=\"NormalTextRun SCXW123400878 BCX0\"> capable de r\u00e9pondre \u00e0 une<\/span><span class=\"NormalTextRun SCXW123400878 BCX0\"> ou deux<\/span><span class=\"NormalTextRun SCXW123400878 BCX0\"> question<\/span><span class=\"NormalTextRun SCXW123400878 BCX0\">s<\/span><span class=\"NormalTextRun SCXW123400878 BCX0\"> suppl\u00e9mentaire<\/span><span class=\"NormalTextRun SCXW123400878 BCX0\">s.\u00a0<\/span><\/span><span class=\"EOP SCXW123400878 BCX0\" data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/span><\/span><span style=\"color: #808080;\"><span data-contrast=\"auto\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW100927766 BCX0\"><span class=\"NormalTextRun SCXW100927766 BCX0\">\u00a0<\/span><\/span><span class=\"EOP SCXW100927766 BCX0\" data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/span><\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.23.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bbrgba(255,255,255,0.7)\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb header_font_size=\u00a0\u00bb39px\u00a0\u00bb header_letter_spacing=\u00a0\u00bb4px\u00a0\u00bb header_line_height=\u00a0\u00bb1.5em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000&Prime; header_2_line_height=\u00a0\u00bb1.1em\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbjustified\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb min_height=\u00a0\u00bb227.9px\u00a0\u00bb custom_margin=\u00a0\u00bb1vw||||false|false\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0&Prime; text_letter_spacing=\u00a0\u00bb1px\u00a0\u00bb]<\/p>\n<p>&nbsp;<\/p>\n<h2 style=\"text-align: left;\"><span style=\"color: #000000;\">Le retour des donn\u00e9es <em>First et Zero Party<\/em><\/span><\/h2>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Pour une strat\u00e9gie qualitative, il est crucial de collecter des donn\u00e9es de z\u00e9ro partie, partag\u00e9es volontairement par les consommateurs. Ces informations peuvent \u00eatre obtenues via des sondages, des quiz, ou \u00e0 des moments cl\u00e9s du parcours client, et sont essentielles pour offrir une exp\u00e9rience client personnalis\u00e9e et efficace.\u00a0<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\">Un tr\u00e8s bon exemple de programme de fid\u00e9lit\u00e9 qui encourage la collecte de <i>zero party data<\/i> est celui de Sephora, je vous invite \u00e0 vous y inscrire. Sinon nous avons plein d\u2019autres exemple \u00e0 vous partager chez Varibase car nous avons cr\u00e9\u00e9 les mod\u00e8les d\u2019affaires de plus de 150 programmes de loyaut\u00e9 en 20 ans d\u2019exp\u00e9rience des 2 c\u00f4t\u00e9s de l\u2019Atlantique.\u00a0<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\"><span class=\"EOP SCXW123435909 BCX0\" data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\"><\/span><\/span><\/p>\n<div style=\"all: initial;\">\n<div style=\"position: fixed; z-index: 2147483647; inset: 16px; pointer-events: none; font-family: sans-serif;\"><\/div>\n<\/div>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.20.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bbrgba(255,255,255,0.7)\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb header_font_size=\u00a0\u00bb39px\u00a0\u00bb header_letter_spacing=\u00a0\u00bb4px\u00a0\u00bb header_line_height=\u00a0\u00bb1.5em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000&Prime; header_2_line_height=\u00a0\u00bb1.1em\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb min_height=\u00a0\u00bb227.9px\u00a0\u00bb custom_margin=\u00a0\u00bb2vw||||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb33px|||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2 style=\"text-align: left;\"><span data-contrast=\"none\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW228897316 BCX0\"><span class=\"NormalTextRun SCXW228897316 BCX0\" data-ccp-parastyle=\"heading 2\">Capitalisez su votre patrimoine de donn\u00e9es 1st party\u00a0<\/span><\/span><\/h2>\n<p aria-level=\"2\" style=\"text-align: left;\"><span style=\"color: #808080; font-size: 18px;\">En conclusion, posez-vous des questions strat\u00e9giques pour aligner votre marketing avec la Loi 25 et le monde sans cookies tiers. R\u00e9fl\u00e9chissez \u00e0 la valeur d&rsquo;\u00e9change des donn\u00e9es, aux objectifs de leur collecte, aux moyens de les obtenir, et \u00e0 la mani\u00e8re dont vous livrerez la promesse d&rsquo;une meilleure exp\u00e9rience client.\u00a0\u00a0<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"color: #808080;\"><b>La Loi 25, bien que pr\u00e9sentant des d\u00e9fis, offre une occasion unique de red\u00e9finir le marketing dans une approche plus centr\u00e9e sur le client et respectueuse de la vie priv\u00e9e. En se concentrant sur la qualit\u00e9 des donn\u00e9es et la transparence, les marketeurs peuvent non seulement se conformer \u00e0 la l\u00e9gislation, mais aussi b\u00e2tir une relation de confiance durable avec leur client\u00e8le.<\/b>\u00a0<\/span><\/p>\n<p style=\"text-align: left;\"><span data-contrast=\"auto\"><span style=\"color: #808080;\">C\u2019est le moment de trouver des fa\u00e7ons innovantes de capitaliser sur votre patrimoine de donn\u00e9es <em>1st party.<\/em><\/span><\/span><\/p>\n<p>[\/et_pb_text][et_pb_divider _builder_version=\u00a0\u00bb4.19.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_margin=\u00a0\u00bb1vw||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00a0\u00bb1_2,1_2&Prime; _builder_version=\u00a0\u00bb4.19.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bb#6cbfa2&Prime; custom_margin=\u00a0\u00bb0px||||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.19.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bb#000000&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_cta title=\u00a0\u00bbCurieux d&rsquo;en savoir plus sur le sujet?\u00a0\u00bb button_url=\u00a0\u00bb#contact\u00a0\u00bb button_text=\u00a0\u00bbContactez nos humains\u00a0\u00bb _builder_version=\u00a0\u00bb4.19.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_font_size=\u00a0\u00bb26px\u00a0\u00bb header_letter_spacing=\u00a0\u00bb1px\u00a0\u00bb header_line_height=\u00a0\u00bb1.1em\u00a0\u00bb background_color=\u00a0\u00bbRGBA(255,255,255,0)\u00a0\u00bb custom_margin=\u00a0\u00bb2vw||2vw||true|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px||||false|false\u00a0\u00bb link_option_url=\u00a0\u00bb#contact\u00a0\u00bb global_module=\u00a0\u00bb2152&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p>Pour consulter les experts de Varibase et discuter avec des vrais humains, communiquez avec nous<\/p>\n<p>[\/et_pb_cta][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.19.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bb#6cbfa2&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_cta title=\u00a0\u00bbUn sujet? \u00a0\u00bb button_text=\u00a0\u00bbProchain article : Hyper Personnalisation\u00a0\u00bb _builder_version=\u00a0\u00bb4.20.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_line_height=\u00a0\u00bb1.1em\u00a0\u00bb background_color=\u00a0\u00bbRGBA(255,255,255,0)\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p>N&rsquo;h\u00e9sitez pas \u00e0 remplir le formulaire de contact ci-dessous,\u00a0 si vous souhaitez approfondir un sujet en particulier<\/p>\n<p>[\/et_pb_cta][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1&Prime; admin_label=\u00a0\u00bbNewsletter Subscribe Section\u00a0\u00bb _builder_version=\u00a0\u00bb3.22.7&Prime; background_color=\u00a0\u00bb#6cbfa2&Prime; background_color_gradient_direction=\u00a0\u00bb90deg\u00a0\u00bb custom_padding=\u00a0\u00bb0|0px|21px|0px|false|false\u00a0\u00bb da_disable_devices=\u00a0\u00bboff|off|off\u00a0\u00bb global_module=\u00a0\u00bb673&Prime; saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb da_is_popup=\u00a0\u00bboff\u00a0\u00bb da_exit_intent=\u00a0\u00bboff\u00a0\u00bb da_has_close=\u00a0\u00bbon\u00a0\u00bb da_alt_close=\u00a0\u00bboff\u00a0\u00bb da_dark_close=\u00a0\u00bboff\u00a0\u00bb da_not_modal=\u00a0\u00bbon\u00a0\u00bb da_is_singular=\u00a0\u00bboff\u00a0\u00bb da_with_loader=\u00a0\u00bboff\u00a0\u00bb da_has_shadow=\u00a0\u00bbon\u00a0\u00bb][et_pb_row column_structure=\u00a0\u00bb2_3,1_3&Prime; _builder_version=\u00a0\u00bb4.16&Prime; custom_margin=\u00a0\u00bb|||\u00a0\u00bb custom_padding=\u00a0\u00bb0|0px|0|0px|false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb2_3&Prime; _builder_version=\u00a0\u00bb4.16&Prime; custom_padding=\u00a0\u00bb40px|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.16&Prime; text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bb#000000&Prime; text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.2em\u00a0\u00bb header_font=\u00a0\u00bb||||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#000000&Prime; header_2_font=\u00a0\u00bbPoppins|500|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000&Prime; header_2_font_size=\u00a0\u00bb38px\u00a0\u00bb header_2_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb1000px\u00a0\u00bb module_alignment=\u00a0\u00bbleft\u00a0\u00bb custom_margin=\u00a0\u00bb|||\u00a0\u00bb custom_padding=\u00a0\u00bb|||\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<h2>Soyez curieux !<\/h2>\n<p><span style=\"font-size: medium;\">Nous vous proposons r\u00e9guli\u00e8rement les meilleurs articles, livres blancs et infographies en lien avec le marketing relationnel, le parcours client, la donn\u00e9e et l&rsquo;analytique.<\/span><\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_3&Prime; 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