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Quand marketing et publicité seront pilotés par la donnée, serez-vous bien préparé ? Voici quelques questions pour le savoir : > Comment vont évoluer les métiers du marketing ? > La guerre entre le marketing et la publicité aura-t-elle lieu ? > Faut-il supprimer les silos au sein de l’entreprise ? > Comment garder le contrôle de vos données ? > Quelles étapes à suivre pour faire converger toutes vos données ? Sherlock Holmes a voulu répondre à ces questions, et a mené l’enquête sur le futur du marketing.

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Le social media listening, consistant à réaliser une étude d'opinion via les médias sociaux, existe depuis les début des réseaux sociaux et est utilisé par de nombreuses entreprises. Pourtant, cette pratique est biaisée pour plusieurs raisons que nous aborderons dans ce livre blanc. Aussi, nous avancerons des idées d'amélioration pour élaborer une écoute des médias sociaux qui soit la plus pertinente possible.

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