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L'Intelligence Compétitive 2.0 pour le pilotage des projets e-Marketing

Abstract : This research project has been introduced to optimize the measure and the control of the e-marketing performance in an evolving context related to the Web constant changes (social networks, Web 2.0...) and associated business models. It aims at identifying organizational and technological solutions to overcome the difficulties encountered by the e-marketing team of the interactive agency (group HighCo) while optimizing the efficiency and the profitability of the actions run for its customers. To this end, several investigations have been pursued. First of all and in order to review the whole subject, we studied the different possible notions on which the project has been based. Faced with the many definitions and approaches proposed, we have used the meta-analysis method for synthesizing the results. During this study, the concept of Web Analytics 2.0 which is meant to be a component of the e-marketing providing techniques and methods for measuring the different on-line communication vectors has been analyzed. This one partially encloses the Competitive Intelligence notion by limiting itself to the Business Intelligence aspects to explain the possible variations of the key performance indicators reported by the Web Analytics solutions. By means of the participative observation method, we have provided a review of the techniques and practices by listing the different expectations of the project. From these different results, we have been in measure to develop more precisely the Competitive Intelligence for the e-marketing through the proposal of KIM (Knowledge Internet Marketing) model. The project engineering led us to design a platform on the basis of a behavioural Open Source software from Web Analytics previously selected by means of the Capgemini OSMM (Open Source Maturity Model) method. To overcome some difficulties in apprehending the developments, we have integrated the Using Cases method to complete the functional study in order to precisely describe, test and document the different modules of the Competitive Intelligence device to be developed. Further to the strategic merging of the company, the functional spectrum of the project is now evolving and the project implies new professions and functionalities. The project reorientation is now contemplated, including thanks to its conceptualization based on the general Competitive Intelligence notion.
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Contributor : Toulon Scd <>
Submitted on : Wednesday, June 1, 2011 - 9:24:58 AM
Last modification on : Monday, October 12, 2020 - 10:27:48 AM
Long-term archiving on: : Friday, September 2, 2011 - 2:21:41 AM


  • HAL Id : tel-00597467, version 1


Sébastien Bruyère. L'Intelligence Compétitive 2.0 pour le pilotage des projets e-Marketing. Sciences de l'Homme et Société. Université du Sud Toulon Var, 2010. Français. ⟨tel-00597467⟩



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