{"id":93586,"date":"2022-06-23T13:29:56","date_gmt":"2022-06-23T13:29:56","guid":{"rendered":"https:\/\/www.xmpie.com\/the-democratization-of-variable-data-print\/"},"modified":"2023-10-24T07:42:15","modified_gmt":"2023-10-24T07:42:15","slug":"the-democratization-of-variable-data-print","status":"publish","type":"post","link":"https:\/\/www.xmpie.com\/fr\/the-democratization-of-variable-data-print\/","title":{"rendered":"D\u00e9mocratisation de l\u2019impression de donn\u00e9es variables"},"content":{"rendered":" \n

Jacob Aizikowitz, fondateur de XMPie et PDG de XMPie jusqu’\u00e0 <\/em>retirement<\/em><\/a> mi-2019, a r\u00e9cemment publi\u00e9 un White Paper<\/a> cexplorant l’\u00e9volution et l’impact de l’impression de donn\u00e9es variables (VDP) moderne sur le secteur de l’impression et l’int\u00e9gration des m\u00e9dias imprim\u00e9s et num\u00e9riques dans des exp\u00e9riences client multicanaux individualis\u00e9es.<\/em><\/p> \n \n

Fort de ses exp\u00e9riences chez Scitex (1996-1999) et XMPie (1999-2019), Jacob raconte le d\u00e9veloppement de l\u2019impression de donn\u00e9es variables moderne, les fondements r\u00e9volutionnaires sur lesquels la plateforme XMPie a \u00e9t\u00e9 construite. Il explore \u00e9galement comment ils ont d\u00e9mocratis\u00e9 la pratique de la VDP en d\u00e9tournant le contr\u00f4le des programmeurs et des \u00e9quipes informatiques pour amener celle-ci \u00e0 destination des graphistes, des responsables marketings et des agences de communication.<\/em><\/p> \n \n

Bien que la VDP moderne existe depuis la fin des ann\u00e9es 1990 et soit utilis\u00e9e r\u00e9guli\u00e8rement par des milliers de designers, imprimeurs, agences et entreprises, de nombreux praticiens n\u2019appr\u00e9cient pas pleinement sa nature r\u00e9volutionnaire et distinctive. Ils ne connaissent pas l\u2019historique et la fa\u00e7on dont la technologie a \u00e9volu\u00e9 pour leur permettre de rivaliser sur les march\u00e9s importants et en forte croissance de l\u2019automatisation du marketing, de la gestion de l\u2019exp\u00e9rience client (CXM) et, plus r\u00e9cemment, du domaine croissant de la gestion de l\u2019exp\u00e9rience de service (SXM).<\/p> \n\r\n

\u00a0<\/div>\r\n \n
VDP moderne<\/strong><\/h5> \n \n

\u00a0<\/p> \n \n

La VDP \u00ab moderne \u00bb a chang\u00e9 la donne pour les entreprises qui cherchent \u00e0 maximiser l\u2019engagement client avec moins de ressources marketing. Ce processus a d\u00e9mocratis\u00e9 et transform\u00e9 le workflow VDP, rigide et laborieux dans l\u2019espace transactionnel, en une pratique de communications variables hautement cr\u00e9ative accessible \u00e0 de nombreux utilisateurs.<\/p> \n \n

La VDP moderne applique les principes de la PAO (selon lesquels un concepteur g\u00e8re l\u2019ensemble du processus de mise en page et de conception des pages sur un ordinateur de bureau) au monde de l\u2019impression de donn\u00e9es variables. Gr\u00e2ce \u00e0 cette technologie, une personne peut cr\u00e9er un fichier avec une variabilit\u00e9 sans contrainte \u2013 images, textes, graphiques, styles, etc. variant d\u2019une page \u00e0 l\u2019autre \u2013 et g\u00e9n\u00e9rer automatiquement plusieurs versions du m\u00eame mod\u00e8le pendant le processus de composition ; tout cela en utilisant sa cr\u00e9ativit\u00e9, une compr\u00e9hension de la fa\u00e7on de conduire un design avec des donn\u00e9es et de la logique, et une d\u00e9termination strat\u00e9gique \u00e0 traiter chaque personne dans une campagne comme un individu. La VDP moderne a donn\u00e9 aux imprimeurs, aux agences et m\u00eame aux petites entreprises la possibilit\u00e9 de tirer parti des avantages de l\u2019impression de donn\u00e9es variables sans avoir besoin de poss\u00e9der une presse \u00e9crite ou d\u2019\u00eatre parfaitement familiaris\u00e9 avec son fonctionnement interne.<\/p> \n \n

La VDP moderne est presque l\u2019antith\u00e8se du processus auquel Jacob fait r\u00e9f\u00e9rence dans son article, \u00e0 savoir la \u00ab Legacy VDP \u00bb (h\u00e9rit\u00e9e, ou existante).<\/p> \n\r\n

\u00a0<\/div>\r\n \n
Legacy VDP<\/strong><\/h5> \n \n

\u00a0<\/p> \n \n

Pour g\u00e9rer le flux de production Legacy VDP, une \u00e9quipe plus importante \u00e9tait n\u00e9cessaire pour cr\u00e9er le travail VDP et essentiellement \u00ab programmer \u00bb le flux d\u2019impression. \u00c0 l\u2019aide d\u2019une technologie d\u2019impression offset ou similaire, l\u2019arri\u00e8re-plan de la page \u00e9tait imprim\u00e9 par lots avant que les donn\u00e9es variables ne soient calcul\u00e9es, positionn\u00e9es et imprim\u00e9es par-dessus dans les zones d\u00e9sign\u00e9es.<\/p> \n \n

Cette approche a \u00e9t\u00e9 invent\u00e9e pour r\u00e9pondre aux besoins des entreprises qui exigeaient la production rapide de documents commerciaux personnalis\u00e9s. La r\u00e9ussite de la mise en \u0153uvre d\u00e9pendait de l\u2019expertise de ceux qui savaient comment r\u00e9cup\u00e9rer des donn\u00e9es \u00e0 partir de mainframes et les fusionner au bon endroit sur le document. L\u2019ensemble du processus \u00e9tait purement textuel, et seuls certains types de documents \u2013 principalement transactionnels \u2013 convenaient. Injecter les donn\u00e9es dans un bloc de texte pour affecter la mise en page, un processus que nous tenons pour acquis aujourd\u2019hui, \u00e9tait impossible.<\/p> \n \n

Pourtant, de nombreux concepteurs ignorent le potentiel de la VDP moderne et continuent d\u2019utiliser les outils de fusion de donn\u00e9es de type VDP existants. La formation \u00e0 la pratique de l\u2019impression de donn\u00e9es variables est terriblement inad\u00e9quate ou compl\u00e8tement absente dans de nombreux cours de conception graphique, et cette lacune repr\u00e9sente un \u00e9norme d\u00e9fi pour l\u2019industrie de l\u2019impression. La VDP peut \u00eatre tr\u00e8s lucrative pour les concepteurs, mais ce sont avant tout des cr\u00e9atifs, peut-\u00eatre moins int\u00e9ress\u00e9s par le fonctionnement interne de la technologie ou s\u2019ils utilisent les pratiques les plus efficientes et efficaces.<\/p> \n \n

Comme Jacob l\u2019a soulign\u00e9, non seulement les concepteurs ont \u00e9t\u00e9 aveugles au potentiel de la VDP, mais les marketeurs ont \u00e9galement \u00e9t\u00e9 lents \u00e0 remettre en question les workflows de type VDP existants. M\u00eame lorsque la technologie d\u2019impression a \u00e9volu\u00e9 vers l\u2019impression num\u00e9rique pleine page et que de nombreuses perc\u00e9es dans l\u2019impression num\u00e9rique ont frapp\u00e9 le march\u00e9, y compris celles qui pourraient changer chaque partie de chaque page, peu ont remis en question le statu quo.<\/p> \n\r\n

\u00a0<\/div>\r\n \n
La naissance de XMPie<\/strong><\/h5> \n \n

\u00a0<\/p> \n \n

Jacob, ses coll\u00e8gues de Scitex, ainsi que les \u00e9quipes d\u2019Adobe, ont figur\u00e9 parmi ces challengers cherchant \u00e0 d\u00e9mocratiser profond\u00e9ment le march\u00e9, et avec leurs innovations, l\u2019impression est pour la premi\u00e8re fois devenue un acteur de premier plan, au m\u00eame titre que les m\u00e9dias num\u00e9riques. Les sp\u00e9cialistes du marketing avaient l\u2019option d\u2019affiner leur message dans des conceptions hautement cr\u00e9atives et de tirer parti de l\u2019ensemble complet des capacit\u00e9s modernes de l\u2019impression num\u00e9rique couleur ; l’exp\u00e9rience client compl\u00e8te organis\u00e9e et personnalis\u00e9e pour chaque individu tout en restant \u00e9volutive pour des milliers, voire des millions de personnes.<\/p> \n \n

Ces avanc\u00e9es technologiques ont conduit \u00e0 la naissance de la plateforme XMPie et sont devenues essentielles pour produire les exp\u00e9riences client modernes et cr\u00e9atives sur lesquelles nos clients comptent. Dans tous les secteurs, les concepteurs, les sp\u00e9cialistes du marketing et les communicateurs utilisent du contenu personnalis\u00e9 pour piloter la conception d\u2019imprim\u00e9s, d\u2019objets imprim\u00e9s, d\u2019emballages, d\u2019\u00e9tiquettes, etc., le tout int\u00e9gr\u00e9 avec des points de contact num\u00e9riques pour impressionner le public et le motiver \u00e0 r\u00e9agir.<\/p> \n \n

Jacob se penche \u00e9galement sur la fa\u00e7on dont les \u00e9diteurs de logiciels comme XMPie investissent leurs efforts pour aider les communicateurs \u00e0 tirer parti des prochaines perc\u00e9es VDP avec de nouvelles automatisations bas\u00e9es sur le Machine Learning (ML) et l\u2019Intelligence Artificielle (IA). N\u00e9anmoins, il avertit que, quelle que soit la direction dans laquelle la VDP \u00e9voluera \u00e0 l\u2019avenir, elle devra continuer \u00e0 refl\u00e9ter les avanc\u00e9es de l\u2019espace num\u00e9rique dans lequel la personnalisation est la norme. Sans cette synchronisation, les marketeurs seront r\u00e9ticents \u00e0 continuer \u00e0 int\u00e9grer les points de contact imprim\u00e9s dans leurs campagnes.<\/p> \n \n

Que vous soyez un designer, un imprimeur, un marketeur ou toute personne ayant besoin de communiquer avec un public en utilisant des canaux imprim\u00e9s ou num\u00e9riques, nous vous encourageons \u00e0 vous lancer e download<\/a>. Certaines parties proposent une analyse d\u00e9taill\u00e9e de la technologie, n\u2019h\u00e9sitez pas \u00e0 les ignorer ou \u00e0 vous en tenir aux r\u00e9sum\u00e9s, \u00e0 l\u2019arri\u00e8re-plan et \u00e0 l\u2019annexe si vous \u00eates plus int\u00e9ress\u00e9 par le c\u00f4t\u00e9 impact commercial de l\u2019histoire. Quoi qu\u2019il en soit, pour en savoir plus sur le contexte et le destin de l\u2019une des technologies les plus perturbatrices de l\u2019industrie de l\u2019impression, read Jacob\u2019s full White Paper here<\/a>.<\/p> \n","protected":false},"excerpt":{"rendered":"

Discover how Jacob Aizikowitz and other innovators democratized the practice of VDP by diverting control from the programmers, and IT teams to the designers, marketers, and communicators.<\/p>\n","protected":false},"author":12,"featured_media":93355,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[426],"tags":[],"class_list":["post-93586","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-posts-fr"],"acf":[],"yoast_head":"\nD\u00e9mocratisation de l\u2019impression de donn\u00e9es variables - XMPie<\/title>\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\/the-democratization-of-variable-data-print\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"D\u00e9mocratisation de l\u2019impression de donn\u00e9es variables\" \/>\n<meta property=\"og:description\" content=\"Discover how Jacob Aizikowitz and other innovators democratized the practice of VDP by diverting control from the programmers, and IT teams to the designers, marketers, and communicators.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.xmpie.com\/fr\/the-democratization-of-variable-data-print\/\" \/>\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=\"2022-06-23T13:29:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-24T07:42:15+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.xmpie.com\/wp-content\/uploads\/2022\/06\/Democratization-of-Variable-Data-Print.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=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.xmpie.com\/fr\/the-democratization-of-variable-data-print\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.xmpie.com\/fr\/the-democratization-of-variable-data-print\/\"},\"author\":{\"name\":\"Josie Stein\",\"@id\":\"https:\/\/www.xmpie.com\/fr\/#\/schema\/person\/92727884f05b38a45c2de1354334588f\"},\"headline\":\"D\u00e9mocratisation de l\u2019impression de donn\u00e9es variables\",\"datePublished\":\"2022-06-23T13:29:56+00:00\",\"dateModified\":\"2023-10-24T07:42:15+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.xmpie.com\/fr\/the-democratization-of-variable-data-print\/\"},\"wordCount\":1289,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.xmpie.com\/fr\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.xmpie.com\/fr\/the-democratization-of-variable-data-print\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.xmpie.com\/wp-content\/uploads\/2022\/06\/Democratization-of-Variable-Data-Print.png\",\"articleSection\":[\"Messages de blog\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.xmpie.com\/fr\/the-democratization-of-variable-data-print\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.xmpie.com\/fr\/the-democratization-of-variable-data-print\/\",\"url\":\"https:\/\/www.xmpie.com\/fr\/the-democratization-of-variable-data-print\/\",\"name\":\"D\u00e9mocratisation de l\u2019impression de donn\u00e9es variables - 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