{"id":122488,"date":"2026-05-19T11:11:59","date_gmt":"2026-05-19T11:11:59","guid":{"rendered":"https:\/\/www.xmpie.com\/au-dela-du-design-comment-les-donnees-determinent-la-valeur-reelle-du-publipostage-19-mai-2026\/"},"modified":"2026-07-15T11:16:23","modified_gmt":"2026-07-15T11:16:23","slug":"au-dela-du-design-comment-les-donnees-determinent-la-valeur-reelle-du-publipostage-19-mai-2026","status":"publish","type":"post","link":"https:\/\/www.xmpie.com\/fr\/au-dela-du-design-comment-les-donnees-determinent-la-valeur-reelle-du-publipostage-19-mai-2026\/","title":{"rendered":"Au-del\u00e0 du design : comment les donn\u00e9es d\u00e9terminent la valeur r\u00e9elle du publipostage &#8211; 19 mai 2026"},"content":{"rendered":"<p>Dans le publipostage, la cr\u00e9ativit\u00e9 n&rsquo;est pas une simple d\u00e9coration. C&rsquo;est <span class=\"outlook-search-highlight\" data-markjs=\"true\">ce qui fait la<\/span> diff\u00e9rence entre une r\u00e9ponse et <span class=\"outlook-search-highlight\" data-markjs=\"true\">la<\/span> poubelle.<\/p>\n<p>Mais sans donn\u00e9es solides, m\u00eame une excellente cr\u00e9ation n&rsquo;aura jamais sa chance. Le ciblage de l&rsquo;audience et la qualit\u00e9 des donn\u00e9es d\u00e9terminent les performances bien avant que <span class=\"outlook-search-highlight\" data-markjs=\"true\">le message <\/span>ne soit lu.<\/p>\n<p>Au cours de cette session, nous allons examiner <span class=\"outlook-search-highlight\" data-markjs=\"true\">les<\/span> fondements en mati\u00e8re de donn\u00e9es qui sous-tendent l&rsquo;efficacit\u00e9 du publipostage, ainsi que <span class=\"outlook-search-highlight\" data-markjs=\"true\">leur<\/span>incidence directe sur les co\u00fbts, le taux de r\u00e9ponse et le retour sur investissement :<\/p>\n<ul>\n<li><strong>Cibler <span class=\"outlook-search-highlight\" data-markjs=\"true\">les<\/span> bons destinataires pour chaque campagne<\/strong>, afin que vos meilleures cr\u00e9ations ne soient pas gaspill\u00e9es sur <span class=\"outlook-search-highlight\" data-markjs=\"true\">une<\/span> liste inadapt\u00e9e \u2014 et que ce soit la pertinence qui stimule les r\u00e9ponses,<span class=\"outlook-search-highlight\" data-markjs=\"true\">plut\u00f4t<\/span>que le volume qui engendre le gaspillage.<\/li>\n<li><strong>D\u00e9couvrir ce qui caract\u00e9rise r\u00e9ellement des donn\u00e9es de qualit\u00e9<\/strong>, depuis la s\u00e9lection strat\u00e9gique des publics jusqu\u2019\u00e0 la qualit\u00e9 des adresses, en passant par la validation, le CASS, le NCOA et le pr\u00e9-tri USPS : tout cela expliqu\u00e9 par <span class=\"outlook-search-highlight\" data-markjs=\"true\">les<\/span> \u00e9quipes qui travaillent quotidiennement avec ces donn\u00e9es.<\/li>\n<li><strong>Prot\u00e9ger vos budgets d&rsquo;affranchissement et de production<\/strong> en identifiant <span class=\"outlook-search-highlight\" data-markjs=\"true\">les<\/span>probl\u00e8mes <span class=\"outlook-search-highlight\" data-markjs=\"true\">li\u00e9s aux donn\u00e9es<\/span>qui, \u00e0 l&rsquo;insu de tous, sont \u00e0 l&rsquo;origine des retours, des r\u00e9impressions, des pertes d&rsquo;efficacit\u00e9 et de la baisse du taux de r\u00e9ponse.<\/li>\n<li><strong>Veiller \u00e0 la qualit\u00e9 des donn\u00e9es <span class=\"outlook-search-highlight\" data-markjs=\"true\">jusqu\u2019\u00e0 la<\/span> mise en page<\/strong>, afin que chaque exemplaire soit imprim\u00e9 \u00e0 partir des donn\u00e9es actuelles, et non de celles export\u00e9es la semaine derni\u00e8re.<\/li>\n<li><strong>Respecter les exigences de l&rsquo;USPS<\/strong> et \u00e9viter les probl\u00e8mes \u00e9vitables qui ont une incidence sur les livraisons, les d\u00e9lais, les remises et les d\u00e9penses.<\/li>\n<li><strong>Utiliser les retours d&rsquo;information post-envoi, les r\u00e9ponses, les donn\u00e9es d&rsquo;enrichissement et celles issues du programme \u00ab Parrainez un ami \u00bb<\/strong> pour affiner le ciblage et veiller \u00e0 ce que chaque campagne renforce l&rsquo;efficacit\u00e9 <span class=\"outlook-search-highlight\" data-markjs=\"true\">de la<\/span> suivante.<\/li>\n<li><strong>Comprendre la place qu&rsquo;occupe XMPie<\/strong>, en tant que <span class=\"outlook-search-highlight\" data-markjs=\"true\">point<\/span><span class=\"outlook-search-highlight\" data-markjs=\"true\">de convergence entre<\/span>des donn\u00e9es de qualit\u00e9 et une cr\u00e9ation de qualit\u00e9, sans aucun compromis.<\/li>\n<\/ul>\n<p>Nous accueillons aujourd\u2019hui <span class=\"outlook-search-highlight\" data-markjs=\"true\">l\u2019\u00e9quipe<\/span> de <strong>BCC Software<\/strong>, dont les outils sont au <span class=\"outlook-search-highlight\" data-markjs=\"true\">c\u0153ur<\/span> du processus permettant aux exp\u00e9diteurs nord-am\u00e9ricains de transformer des listes brutes en audiences pr\u00eates \u00e0 \u00eatre trait\u00e9es par l\u2019USPS.<span class=\"outlook-search-highlight\" data-markjs=\"true\">En collaboration<\/span>avec <strong>Scott Houck<\/strong> et <strong>David Baldaro<\/strong> de XMPie, nous allons passer en revue <span class=\"outlook-search-highlight\" data-markjs=\"true\">l\u2019ensemble du<\/span> parcours des donn\u00e9es derri\u00e8re une campagne de publipostage, notamment ce \u00e0 quoi ressemblent des donn\u00e9es de qualit\u00e9, ce que cela vous co\u00fbte lorsqu\u2019elles ne le sont pas, et comment un flux de travail moderne garantit leur bon fonctionnement <span class=\"outlook-search-highlight\" data-markjs=\"true\">jusqu\u2019\u00e0<\/span> <span class=\"outlook-search-highlight\" data-markjs=\"true\">la<\/span> bo\u00eete aux lettres.<\/p>\n<p><span class=\"outlook-search-highlight\" data-markjs=\"true\">Que<\/span>vous soyez un professionnel du marketing cherchant \u00e0 am\u00e9liorer le taux de r\u00e9ponse, un <span class=\"outlook-search-highlight\" data-markjs=\"true\">graphiste<\/span>lass\u00e9 de devoir deviner <span class=\"outlook-search-highlight\" data-markjs=\"true\">les r\u00e9sultats<\/span>, ou un prestataire de services de marketing (MSP) dont les frais d&rsquo;envoi d\u00e9pendent enti\u00e8rement <span class=\"outlook-search-highlight\" data-markjs=\"true\">des<\/span> donn\u00e9es, vous ressortirez de cette session avec une vision bien plus claire de <span class=\"outlook-search-highlight\" data-markjs=\"true\">cet<\/span> aspect du publipostage que la plupart des \u00e9quipes continuent de n\u00e9gliger.<\/p>\n<p><strong>Cette session s&rsquo;adresse tout particuli\u00e8rement \u00e0 :<\/strong><\/p>\n<ul>\n<li>Responsables marketing charg\u00e9s du taux de r\u00e9ponse au publipostage et du retour sur investissement des campagnes<\/li>\n<li>Les agences et les \u00e9quipes cr\u00e9atives dont le travail d\u00e9pend de <span class=\"outlook-search-highlight\" data-markjs=\"true\">la<\/span> qualit\u00e9 de <span class=\"outlook-search-highlight\" data-markjs=\"true\">la liste <\/span><\/li>\n<li>Les prestataires de services postaux dont les co\u00fbts d&rsquo;affranchissement et de production sont pris en compte dans <span class=\"outlook-search-highlight\" data-markjs=\"true\">les donn\u00e9es <\/span><\/li>\n<li>Responsables des op\u00e9rations, des donn\u00e9es et des listes travaillant dans le domaine de la conformit\u00e9 et du ciblage pour l&rsquo;USPS<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Dans le publipostage, la cr\u00e9ativit\u00e9 n&rsquo;est pas une simple d\u00e9coration. C&rsquo;est ce qui fait la diff\u00e9rence entre une r\u00e9ponse et la poubelle. Mais sans donn\u00e9es solides, m\u00eame une excellente cr\u00e9ation n&rsquo;aura jamais sa&#8230;<\/p>\n","protected":false},"author":12,"featured_media":121725,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[444],"tags":[],"class_list":["post-122488","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-webinars-fr","language-english-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Au-del\u00e0 du design : comment les donn\u00e9es d\u00e9terminent la valeur r\u00e9elle du publipostage - 19 mai 2026 - XMPie<\/title>\n<meta name=\"description\" content=\"Regardez l&#039;enregistrement de ce webinaire pour d\u00e9couvrir comment le ciblage, la qualit\u00e9 des donn\u00e9es et la conformit\u00e9 aux normes de l&#039;USPS influencent le taux de r\u00e9ponse, le co\u00fbt et le retour sur investissement du publipostage, et comment optimiser ces aspects gr\u00e2ce \u00e0 BCC Software et XMPie.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.xmpie.com\/fr\/au-dela-du-design-comment-les-donnees-determinent-la-valeur-reelle-du-publipostage-19-mai-2026\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Au-del\u00e0 du design : comment les donn\u00e9es d\u00e9terminent la valeur r\u00e9elle du publipostage - 19 mai 2026\" \/>\n<meta property=\"og:description\" content=\"Regardez l&#039;enregistrement de ce webinaire pour d\u00e9couvrir comment le ciblage, la qualit\u00e9 des donn\u00e9es et la conformit\u00e9 aux normes de l&#039;USPS influencent le taux de r\u00e9ponse, le co\u00fbt et le retour sur investissement du publipostage, et comment optimiser ces aspects gr\u00e2ce \u00e0 BCC Software et XMPie.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.xmpie.com\/fr\/au-dela-du-design-comment-les-donnees-determinent-la-valeur-reelle-du-publipostage-19-mai-2026\/\" \/>\n<meta property=\"og:site_name\" content=\"XMPie\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/xmpie\" \/>\n<meta property=\"article:published_time\" content=\"2026-05-19T11:11:59+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-07-15T11:16:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.xmpie.com\/wp-content\/uploads\/2026\/05\/Beyond-the-Design.png\" \/>\n\t<meta property=\"og:image:width\" content=\"750\" \/>\n\t<meta property=\"og:image:height\" content=\"375\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Josie Stein\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@XMPie\" \/>\n<meta name=\"twitter:site\" content=\"@XMPie\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Josie Stein\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.xmpie.com\\\/fr\\\/au-dela-du-design-comment-les-donnees-determinent-la-valeur-reelle-du-publipostage-19-mai-2026\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.xmpie.com\\\/fr\\\/au-dela-du-design-comment-les-donnees-determinent-la-valeur-reelle-du-publipostage-19-mai-2026\\\/\"},\"author\":{\"name\":\"Josie Stein\",\"@id\":\"https:\\\/\\\/www.xmpie.com\\\/fr\\\/#\\\/schema\\\/person\\\/92727884f05b38a45c2de1354334588f\"},\"headline\":\"Au-del\u00e0 du design : comment les donn\u00e9es d\u00e9terminent la valeur r\u00e9elle du publipostage &#8211; 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