{"id":1292,"date":"2020-10-20T09:51:55","date_gmt":"2020-10-20T09:51:55","guid":{"rendered":"https:\/\/www.data-ia.fr\/?p=1292"},"modified":"2020-10-20T10:07:48","modified_gmt":"2020-10-20T10:07:48","slug":"interview-serge-lara","status":"publish","type":"post","link":"https:\/\/www.data-ia.fr\/index.php\/2020\/10\/20\/interview-serge-lara\/","title":{"rendered":"Interview  Serge LARA"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"background-color: rgba(255,255,255,0);background-position: center center;background-repeat: no-repeat;border-width: 0px 0px 0px 0px;border-color:#eae9e9;border-style:solid;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start\" style=\"max-width:1216.8px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;padding: 0px 0px 0px 0px;\"><style type=\"text\/css\">@media only screen and (max-width:800px) {.fusion-title.fusion-title-1{margin-top:0px!important; margin-right:0px!important;margin-bottom:0px!important;margin-left:0px!important;}}@media only screen and (max-width:640px) {.fusion-title.fusion-title-1{margin-top:0px!important; margin-right:0px!important;margin-bottom:20px!important; margin-left:0px!important;}}<\/style><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-center fusion-title-text fusion-title-size-one\" style=\"margin-top:0px;margin-right:0px;margin-bottom:0px;margin-left:0px;\"><h1 class=\"title-heading-center fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:58;line-height:0.83;\"><h2 style=\"text-align: center;\">Interview Serge LARA<\/h2><\/h1><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:20px;margin-bottom:20px;width:100%;\"><div class=\"fusion-separator-border sep-double\" style=\"border-color:#e0dede;border-top-width:1px;border-bottom-width:1px;\"><\/div><\/div><div class=\"fusion-text fusion-text-1\"><h3 style=\"text-align: left;\">Pr\u00e9sident ETIC DATA<\/h3>\n<\/div><\/div><style type=\"text\/css\">.fusion-body .fusion-builder-column-0{width:100% !important;margin-top : 0px;margin-bottom : 0px;}.fusion-builder-column-0 > .fusion-column-wrapper {padding-top : 0px !important;padding-right : 0px !important;margin-right : 1.92%;padding-bottom : 0px !important;padding-left : 0px !important;margin-left : 1.92%;}@media only screen and (max-width:800px) {.fusion-body .fusion-builder-column-0{width:100% !important;}.fusion-builder-column-0 > .fusion-column-wrapper {margin-right : 1.92%;margin-left : 1.92%;}}@media only screen and (max-width:640px) {.fusion-body .fusion-builder-column-0{width:100% !important;}.fusion-builder-column-0 > .fusion-column-wrapper {margin-right : 1.92%;margin-left : 1.92%;}}<\/style><\/div><\/div><style type=\"text\/css\">.fusion-body .fusion-flex-container.fusion-builder-row-1{ padding-top : 0px;margin-top : 0px;padding-right : 0px;padding-bottom : 0px;margin-bottom : 0px;padding-left : 0px;}<\/style><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"background-color: rgba(255,255,255,0);background-position: center center;background-repeat: no-repeat;border-width: 0px 0px 0px 0px;border-color:#eae9e9;border-style:solid;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start\" style=\"max-width:1216.8px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-flex-column\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;padding: 0px 0px 0px 0px;\"><div class=\"fusion-text fusion-text-2\"><p><em>La solution d\u2019ETIC DATA est reconnue comme l\u2019une des\u00a0<a href=\"https:\/\/etic-data.com\/presse\/\">7 innovations les plus prometteuses<\/a>\u00a0du salon e-marketing 2018. Lors de cet \u00e9v\u00e8nement, l\u2019\u00e9quipe d\u2019ETIC DATA a en effet pr\u00e9sent\u00e9 sa nouvelle plateforme d\u2019analyse pr\u00e9dictive en version b\u00eata lors d\u2019un atelier produit d\u00e9di\u00e9 \u00e0 la connaissance client dont le th\u00e8me \u00e9tait : \u00ab\u00a0Comment pr\u00e9dire et prescrire l\u2019app\u00e9tence client sans \u00eatre data scientist\u00a0?\u00a0\u00bb.<\/em><\/p>\n<\/div><\/div><style type=\"text\/css\">.fusion-body .fusion-builder-column-1{width:100% !important;margin-top : 0px;margin-bottom : 20px;}.fusion-builder-column-1 > .fusion-column-wrapper {padding-top : 0px !important;padding-right : 0px !important;margin-right : 1.92%;padding-bottom : 0px !important;padding-left : 0px !important;margin-left : 1.92%;}@media only screen and (max-width:800px) {.fusion-body .fusion-builder-column-1{width:100% !important;order : 0;}.fusion-builder-column-1 > .fusion-column-wrapper {margin-right : 1.92%;margin-left : 1.92%;}}@media only screen and (max-width:640px) {.fusion-body .fusion-builder-column-1{width:100% !important;order : 0;}.fusion-builder-column-1 > .fusion-column-wrapper {margin-right : 1.92%;margin-left : 1.92%;}}<\/style><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_1 1_1 fusion-flex-column\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;padding: 0px 0px 0px 0px;\"><div class=\"fusion-text fusion-text-3\"><section class=\"ffb-id-22vo2sf4 fg-section fg-text-dark\">\n<div class=\"fg-container container fg-container-large fg-container-lvl--1 \">\n<div class=\"fg-row row \">\n<div class=\"ffb-id-22vo2sf5 fg-col col-xs-12 col-md-12 fg-text-dark\">\n<h3><strong>Pouvez-vous nous pr\u00e9senter ETIC DATA en quelques mots ?<\/strong><\/h3>\n<div class=\"ffb-id-22vqph0c fg-paragraph ff-richtext text-left fg-text-dark\">\n<p style=\"color: #132c66; font-size: 15px; line-height: 20px;\">ETIC DATA est une start-up cr\u00e9\u00e9e en 2016 \u00e0 Montpellier. Elle appartient au Groupe ETIC. ETIC DATA se positionne comme le \u00ab pure player \u00bb de l\u2019analyse pr\u00e9dictive des comportements clients utilisant l\u2019IA et les Big Data.<br \/>\nNotre solution s\u2019adresse \u00e0 toutes les directions Marketing et Commerciales soucieuses de mettre en \u0153uvre un dispositif client \u00ab data driven \u00bb gr\u00e2ce \u00e0 une connaissance client enrichie et ayant pour objectif d\u2019acc\u00e9l\u00e9rer l\u2019engagement client. Pour cela, ETIC DATA a con\u00e7u des algorithmes sp\u00e9cifiques de Machine Learning de type for\u00eats d\u2019arbres qui sont le fruit de 10 ann\u00e9es de R&amp;D. Depuis 4 ans maintenant, ce programme se trouve renforc\u00e9 par un partenariat avec l\u2019Institut Montpelli\u00e9rain Alexander Grothendieck. L\u2019IMAG est une unit\u00e9 de recherche commune au CNRS et \u00e0 l\u2019Universit\u00e9 de Montpellier regroupant des chercheurs et des doctorants en Probabilit\u00e9s et Statistique (EPS). L\u2019institut f\u00e9d\u00e8re l\u2019essentiel des acteurs de la recherche en math\u00e9matiques de la r\u00e9gion Occitanie.<\/p>\n<\/div>\n<h3><strong>Vous nous parlez d\u2019IA et de Machine Learning, mais pouvez-vous nous dire quelles sont les 3 principales sp\u00e9cificit\u00e9s des algorithmes \u00e0 l\u2019origine des mod\u00e8les d\u2019ETIC DATA ?<\/strong><\/h3>\n<div class=\"ffb-id-22vr2flu fg-paragraph ff-richtext text-left fg-text-dark\">\n<p style=\"color: #132c66; font-size: 15px; line-height: 20px;\">La premi\u00e8re sp\u00e9cificit\u00e9 de nos algorithmes r\u00e9side dans notre processus d\u2019enrichissement intelligent, qui nous distingue des enrichissements classiques. Gr\u00e2ce \u00e0 cette nouvelle architecture de data-frame \u00ab \u00e9volutif \u00bb, nous avons d\u00e9velopp\u00e9 des algorithmes capables de g\u00e9rer de la mani\u00e8re la plus pertinente possible ces nouveaux flux de donn\u00e9es \u00ab vivantes \u00bb, g\u00e9n\u00e9r\u00e9s par l\u2019enrichissement.<br \/>\nAu total, cette phase d\u2019enrichissement permet d\u2019ajouter \u00e0 la base de donn\u00e9es propri\u00e9taire, bien plus de variables que les solutions existantes. Ces variables reconstituent de mani\u00e8re tr\u00e8s fine, le profil d\u2019un individu selon son environnement, sa CSP, etc&#8230; Gr\u00e2ce \u00e0 notre processus d\u2019enrichissement, les donn\u00e9es \u00ab First Party \u00bb n\u00e9cessaires \u00e0 la cr\u00e9ation d\u2019un mod\u00e8le sont minimes : 5000 lignes minimum avec 6 champs : nom, pr\u00e9nom, adresse, code postal, ville et adresse mail. Sans oublier la variable cible.<\/p>\n<p>La seconde sp\u00e9cificit\u00e9 de nos algorithmes se situe dans la phase de pr\u00e9traitement des donn\u00e9es, permettant de s\u00e9lectionner pour chaque mod\u00e8le, parmi l\u2019ensemble des variables disponibles, uniquement les plus pertinentes. Nous obtenons alors des mod\u00e8les robustes dont la fiabilit\u00e9 se mesure au travers des r\u00e9sultats concrets obtenus par nos clients : en moyenne nos mod\u00e8les ont des taux de bonne classification apr\u00e8s apprentissage, sup\u00e9rieurs \u00e0 80%.<\/p>\n<p>La troisi\u00e8me sp\u00e9cificit\u00e9 de nos algorithmes tient dans le fait qu\u2019ils ne se contentent pas uniquement de pr\u00e9dire les comportements d\u2019achats, mais vont bien plus loin gr\u00e2ce au processus d\u2019inflexion du comportement, dans un contexte dynamique et en temps r\u00e9el. Cette offre technologique unique cr\u00e9e de la valeur en proposant des recommandations automatis\u00e9es ultra-personnalis\u00e9es permettant ainsi d\u2019augmenter l\u2019attrait des individus \u00e0 faibles app\u00e9tences, ceux qui sont habituellement mis de c\u00f4t\u00e9 par les services marketing.<\/p>\n<\/div>\n<h3><strong>Quels sont les grands projets d&rsquo;ETIC DATA ?<br \/>\n<\/strong><\/h3>\n<p style=\"color: #132c66; font-size: 15px; line-height: 20px;\">A la rentr\u00e9e prochaine, nous lan\u00e7ons officiellement la 1\u00e8re plateforme d\u2019analyse pr\u00e9dictive en mode SaaS. Celle-ci permettra d\u2019explorer et d\u2019automatiser les mod\u00e8les comportementaux les plus pertinents compl\u00e9tant ainsi la chaine de valeur des Directions Marketing \u00ab data driven \u00bb. L\u2019un de ses points forts est son accessibilit\u00e9 prix qui permet de mesurer rapidement le ROI des actions marketing. Il faut savoir qu\u2019un mod\u00e8le pr\u00e9dictif est factur\u00e9 uniquement s\u2019il est valid\u00e9, c\u2019est-\u00e0-dire si ses pr\u00e9dictions sont bonnes \u00e0 70% minimum. Pour d\u00e9couvrir en avant-premi\u00e8re notre plateforme, notre \u00e9quipe organise des web d\u00e9mos.<\/p>\n<p>Le deuxi\u00e8me grand projet c\u2019est la cr\u00e9ation d\u2019un laboratoire de R&amp;D \u00ab ETIC DATA Search \u00bb pour le premier trimestre 2019. Il permettra de travailler sur les \u00e9volutions de la technologie utilis\u00e9e par nos \u00e9quipes, mais \u00e9galement de progresser sur les cas qui n\u00e9cessite des approfondissements technologiques, pour garder un temps d\u2019avance.<\/p>\n<h3><strong>Comment l\u2019entr\u00e9e en vigueur de la r\u00e9glementation RGPD impacte votre solution ?<br \/>\n<\/strong><\/h3>\n<p style=\"color: #132c66; font-size: 15px; line-height: 20px;\">Nous sommes \u00ab RGPD Compliant \u00bb. En effet toutes les donn\u00e9es \u00ab First-Party \u00bb que nous utilisons pour nos mod\u00e9lisations peuvent \u00eatre anonymis\u00e9es sans r\u00e9percussion sur la fiabilit\u00e9 de nos mod\u00e8les. Pour ce qui est des donn\u00e9es utilis\u00e9es lors de la phase d\u2019enrichissement, celles-ci sont collect\u00e9es en accord avec les r\u00e8glementations en vigueur.<\/p>\n<p>Il est aussi important de souligner que les donn\u00e9es clients ne font l\u2019objet d\u2019aucun traitement de notre c\u00f4t\u00e9, elles sont restitu\u00e9es en int\u00e9gralit\u00e9 \u00e0 la soci\u00e9t\u00e9 propri\u00e9taire \u00e0 la fin de la mod\u00e9lisation et cela est clairement sp\u00e9cifi\u00e9e dans le contrat de confidentialit\u00e9 que nous signons avant tout d\u00e9marrage de projet.<\/p>\n<h3><strong>O\u00f9 pouvons-nous rencontrer l&rsquo;\u00e9quipe d&rsquo;ETIC DATA en 2018 ?<br \/>\n<\/strong><\/h3>\n<p style=\"color: #132c66; font-size: 15px; line-height: 20px;\">Elle sera pr\u00e9sente les 11 et 12 Juin au Salon AI Paris 2018 et animera 2 ateliers sur le th\u00e8me de \u00ab l\u2019enrichissement intelligent \u00bb mis au service de la connaissance client. La pr\u00e9sentation sera illustr\u00e9e par des clients avec des r\u00e9sultats business concrets. Vous pourrez \u00e9galement nous retrouver les 7 et 8 Novembre au Salon Customer Relationship &amp; Marketing \u00e0 Cannes.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<\/div><\/div><style type=\"text\/css\">.fusion-body .fusion-builder-column-2{width:100% !important;margin-top : 0px;margin-bottom : 20px;}.fusion-builder-column-2 > .fusion-column-wrapper {padding-top : 0px !important;padding-right : 0px !important;margin-right : 1.92%;padding-bottom : 0px !important;padding-left : 0px !important;margin-left : 1.92%;}@media only screen and (max-width:800px) {.fusion-body .fusion-builder-column-2{width:100% !important;order : 0;}.fusion-builder-column-2 > .fusion-column-wrapper {margin-right : 1.92%;margin-left : 1.92%;}}@media only screen and (max-width:640px) {.fusion-body .fusion-builder-column-2{width:100% !important;order : 0;}.fusion-builder-column-2 > .fusion-column-wrapper {margin-right : 1.92%;margin-left : 1.92%;}}<\/style><\/div><\/div><style type=\"text\/css\">.fusion-body 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