{"id":6435,"date":"2025-03-07T15:35:02","date_gmt":"2025-03-07T14:35:02","guid":{"rendered":"https:\/\/www.editions-eni.fr\/blog\/?p=6435"},"modified":"2025-03-07T15:36:59","modified_gmt":"2025-03-07T14:36:59","slug":"segmentation-client-attention-a-la-discrimination","status":"publish","type":"post","link":"https:\/\/www.editions-eni.fr\/blog\/segmentation-client-attention-a-la-discrimination\/","title":{"rendered":"Segmentation client\u00a0: attention \u00e0 la discrimination"},"content":{"rendered":"\n[et_pb_section fb_built=”1″ _builder_version=”4.16″ _module_preset=”default” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]

Pratique courante dans le monde du marketing, la segmentation client peut conduire \u00e0 des formes de discrimination. Outre leur impact sur l\u2019image d\u2019une soci\u00e9t\u00e9, elles sont surtout contre-productives pour l\u2019entreprise et parfois m\u00eame\u2026 ill\u00e9gales\u00a0! <\/strong><\/p>\n

Comment les \u00e9viter ? Et comment adopter une approche \u00e9thique et responsable ? C\u2019est tout le sujet de l’article de Magali Trelohan sur la Biblioth\u00e8que Num\u00e9rique ENI (pour les particuliers <\/a><\/strong>; pour les professionnels<\/a>). Nous vous en d\u00e9voilons une partie\u2026<\/strong><\/p>[\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]

Comme vous le savez, nous proposons sur la Biblioth\u00e8que Num\u00e9rique ENI<\/strong>, en plus des livres, vid\u00e9os et eformations (uniquement sur ENI elearning), de nombreux autres types de contenus et notamment des articles \u00e9crits par nos experts. Vous y retrouvez les grandes th\u00e9matiques de l\u2019IT, de la bureautique mais aussi du marketing comme avec ce r\u00e9cent article, plut\u00f4t de saison (avec #Noel), sur lequel nous faisons le focus dans ce nouveau num\u00e9ro de Ctrl Tech\u00a0: \u00ab\u00a0La segmentation client : un outil de marketing strat\u00e9gique ou de discrimination ?\u00a0\u00bb par Magali Trelohan.<\/p>\n

Fid\u00e8le \u00e0 l\u2019approche p\u00e9dagogique d\u2019ENI, l\u2019enseignante-chercheure \u00e0 l’ESC Troyes revient tout d\u2019abord sur les d\u00e9finitions autour de la segmentation client\u00a0: principes, m\u00e9thodes, avantages\u2026<\/p>\n

\u00ab\u00a0En somme, la segmentation client, lorsqu\u2019elle est bien ex\u00e9cut\u00e9e, peut engendrer une relation gagnant-gagnant entre entreprises et consommateurs, en cr\u00e9ant de la valeur des deux c\u00f4t\u00e9s.\u00a0\u00bb<\/p>[\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]

Les analyses comportementales et psychographiques comme approches de segmentation<\/strong><\/h2>\n

Comme on a malheureusement pu le voir \u00e0 l\u2019approche de No\u00ebl, Magali Trelohan explique ensuite que la \u00ab\u00a0fronti\u00e8re entre personnalisation et discrimination dans la segmentation client est particuli\u00e8rement fine et d\u00e9licate\u00a0\u00bb. En construisant les strat\u00e9gies, en \u00e9tablissant des personnas, il est facile de tomber dans le(s) clich\u00e9(s)\u00a0: les facteurs pris en compte dans la segmentation peuvent en effet induire des biais ou pire des inexactitudes qui perp\u00e9tuent ou construisent des discriminations entre clients.<\/p>\n

Les rayons jouets des enfants en ont souvent \u00e9t\u00e9 les t\u00e9moins comme le souligne notre experte qui a contrario illustre la lutte contre l\u2019\u00e2gisme dans son article.<\/p>[\/et_pb_text][et_pb_testimonial _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]

\u00ab Face \u00e0 ces risques, les marques sont donc appel\u00e9es \u00e0 adopter une approche plus nuanc\u00e9e et respectueuse, en privil\u00e9giant les crit\u00e8res comportementaux qui refl\u00e8tent les int\u00e9r\u00eats, les habitudes d\u2019achat et les pr\u00e9f\u00e9rences des consommateurs, ind\u00e9pendamment de leurs caract\u00e9ristiques socio-d\u00e9mographiques. Cette approche permet non seulement de personnaliser l\u2019offre de mani\u00e8re plus pertinente, mais aussi de r\u00e9duire le risque de discrimination en se concentrant sur ce que les consommateurs font r\u00e9ellement, plut\u00f4t que sur qui ils sont suppos\u00e9s \u00eatre. \u00bb souligne Magali Trelohan.<\/strong><\/em><\/p>[\/et_pb_testimonial][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]

L\u2019analyse comportementale est un des outils qui permet de d\u00e9velopper une approche plus \u00e9thique et responsable.<\/p>[\/et_pb_text][et_pb_code _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_code][et_pb_testimonial _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]

\u00ab En outre, l\u2019approche psychographique, qui examine les valeurs, les opinions et les attitudes des consommateurs, peut offrir une dimension suppl\u00e9mentaire \u00e0 la segmentation, \u00e0 condition qu\u2019elle soit utilis\u00e9e avec prudence. \u00bb<\/em><\/strong><\/p>[\/et_pb_testimonial][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]

Et de souligner \u00e9galement l\u2019\u00e9vident respect des normes l\u00e9gales, finalement pas toujours aussi \u00e9vident que cela\u2026\u00a0! Mais c\u2019est bien en adoptant une approche \u00e9thique et responsable que les services marketing r\u00e9ussiront \u00e0 renforcer leur lien avec les consommateurs. Ce qui est, in fine, l\u2019objectif de la segmentation client.<\/p>[\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]

Pour en savoir plus sur le sujet, retrouvez l\u2019article complet de Magali Trelohan dans la Biblioth\u00e8que Num\u00e9rique, pour les particuliers et les professionnels, ainsi que son ouvrage \u00ab Marketing pr\u00e9dictif – Data, machine learning et statistiques appliqu\u00e9s au marketing \u00bb<\/a>.<\/p>[\/et_pb_text][et_pb_image src=”https:\/\/www.editions-eni.fr\/blog\/wp-content\/uploads\/2025\/03\/livre3d_marketing_predictif.webp” alt=”Livre Marketing pr\u00e9dictif – Data, machine learning et statistiques appliqu\u00e9s au marketing” title_text=”Livre Marketing pr\u00e9dictif – Data, machine learning et statistiques appliqu\u00e9s au marketing” url=”https:\/\/www.editions-eni.fr\/livre\/marketing-predictif-data-machine-learning-et-statistiques-appliques-au-marketing-9782409036798″ url_new_window=”on” align=”center” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][et_pb_code _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_code][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” box_shadow_style=”preset1″ global_colors_info=”{}” theme_builder_area=”post_content”]

D\u00e9couvrez l’article int\u00e9gral dans la Biblioth\u00e8que Num\u00e9rique pour les professionnels<\/a>.<\/strong><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.16″ _module_preset=”default” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row _builder_version=”4.16″ _module_preset=”default” custom_padding=”||27px|||” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.16″ text_font=”||||||||” text_line_height=”1.8em” header_font=”||||||||” header_2_font=”Overpass|300|||||||” header_2_font_size=”35px” header_2_line_height=”1.5em” custom_margin=”||0px||false|false” header_2_font_size_tablet=”30px” header_2_font_size_phone=”20px” header_2_font_size_last_edited=”on|phone” border_color_all=”#1a0a38″ global_colors_info=”{}” theme_builder_area=”post_content”]

Pour aller plus loin<\/span><\/h2>[\/et_pb_text][et_pb_divider color=”#3BB6D5″ divider_position=”center” divider_weight=”3px” _builder_version=”4.16″ max_width=”90px” max_width_tablet=”13%” max_width_last_edited=”off|desktop” custom_margin=”5px||||false|false” custom_padding=”|||” locked=”off” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_4,1_4,1_4,1_4″ _builder_version=”4.24.3″ _module_preset=”default” global_colors_info=”{}” custom_css_main_element_last_edited=”on|phone” custom_css_main_element_tablet=”display:flex;” custom_css_main_element_phone=”display:inherit;” theme_builder_area=”post_content”][et_pb_column type=”1_4″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/www.editions-eni.fr\/blog\/wp-content\/uploads\/2024\/09\/la-redaction-web-creez-votre-strategie-de-contenu-et-boostez-votre-referencement-sur-google-9782409028717_XL.webp” alt=”Scratch et Raspberry Pi Projets maker pour s’initier \u00e0 l’\u00e9lectronique et \u00e0 la robotique” title_text=”scratch-et-raspberry-pi-projets-maker-pour-s-initier-a-l-electronique-et-a-la-robotique-2e-edition-9782409027901_M” url=”https:\/\/www.editions-eni.fr\/livre\/la-redaction-web-creez-votre-strategie-de-contenu-et-boostez-votre-referencement-sur-google-9782409028717″ url_new_window=”on” _builder_version=”4.27.4″ _module_preset=”default” width_tablet=”85%” width_phone=”” width_last_edited=”on|tablet” custom_margin=”6px||10px||false|false” custom_margin_tablet=”||||false|false” custom_margin_phone=”” custom_margin_last_edited=”on|desktop” custom_padding_tablet=”||||false|false” custom_padding_phone=”” custom_padding_last_edited=”on|tablet” border_radii_last_edited=”off|desktop” box_shadow_style=”preset3″ global_colors_info=”{}” transform_styles__hover_enabled=”on|hover” transform_scale__hover_enabled=”on|hover” transform_translate__hover_enabled=”on|desktop” transform_rotate__hover_enabled=”on|desktop” transform_skew__hover_enabled=”on|desktop” transform_origin__hover_enabled=”on|desktop” transform_scale__hover=”105%|105%” theme_builder_area=”post_content”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_font=”||||||||” text_text_color=”#3BB6D5″ background_color=”RGBA(0,0,0,0)” custom_margin=”||5px||false|false” custom_margin_tablet=”” custom_margin_phone=”” custom_margin_last_edited=”on|desktop” custom_padding=”||||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]

Livre<\/p>[\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” custom_padding_tablet=”|10px|||false|false” custom_padding_phone=”|0px|||false|false” custom_padding_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”]La r\u00e9daction web<\/strong>\nCr\u00e9ez votre strat\u00e9gie de contenu et boostez votre r\u00e9f\u00e9rencement sur Google[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/www.editions-eni.fr\/blog\/wp-content\/uploads\/2025\/03\/referencement-de-votre-site-web-7e-edition-intelligence-artificielle-et-outils-google-pour-optimiser-le-seo-9782409045585_XL.webp” alt=”Flutter D\u00e9veloppez vos applications mobiles multiplateformes avec Dart” title_text=”flutter-developpez-vos-applications-mobiles-multiplateformes-avec-dart-9782409025273_M (1)” url=”https:\/\/www.editions-eni.fr\/livre\/referencement-de-votre-site-web-7e-edition-intelligence-artificielle-et-outils-google-pour-optimiser-le-seo-9782409045585″ url_new_window=”on” src_tablet=”” src_phone=”https:\/\/www.editions-eni.fr\/blog\/wp-content\/uploads\/2024\/01\/le-cloud-prive-avec-openstack-guide-pratique-pour-l-architecture-l-administration-et-l-implementation-9782409038693_XL.jpg” src_last_edited=”on|phone” _builder_version=”4.27.4″ _module_preset=”default” width_tablet=”85%” width_phone=”” width_last_edited=”on|tablet” custom_margin=”||10px||false|false” custom_margin_tablet=”||||false|false” custom_margin_phone=”” custom_margin_last_edited=”on|desktop” box_shadow_style=”preset3″ global_colors_info=”{}” transform_styles__hover_enabled=”on|hover” transform_scale__hover=”105%|105%” transform_scale__hover_enabled=”on|hover” transform_translate__hover_enabled=”on|desktop” transform_rotate__hover_enabled=”on|desktop” transform_skew__hover_enabled=”on|desktop” transform_origin__hover_enabled=”on|desktop” theme_builder_area=”post_content”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_font=”||||||||” text_text_color=”#3BB6D5″ background_color=”RGBA(0,0,0,0)” custom_margin=”||5px||false|false” custom_margin_tablet=”” custom_margin_phone=”” custom_margin_last_edited=”on|phone” custom_padding=”||||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]

Livre<\/p>[\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” custom_padding_tablet=”|10px|||false|false” custom_padding_phone=”|0px|||false|false” custom_padding_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”]R\u00e9f\u00e9rencement de votre site web<\/strong>\nIntelligence artificielle et outils Google pour optimiser le SEO[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/www.editions-eni.fr\/blog\/wp-content\/uploads\/2025\/03\/google-analytics-4-pilotez-la-performance-de-votre-site-avec-ga4-et-google-tag-manager-9782409047763_XL.webp” alt=”Flutter D\u00e9veloppez vos applications mobiles multiplateformes avec Dart” title_text=”presentiel-web” url=”https:\/\/www.editions-eni.fr\/livre\/google-analytics-4-pilotez-la-performance-de-votre-site-avec-ga4-et-google-tag-manager-9782409047763″ url_new_window=”on” _builder_version=”4.27.4″ _module_preset=”default” width=”100%” width_tablet=”85%” width_phone=”” width_last_edited=”on|tablet” custom_margin=”||10px||false|false” custom_margin_tablet=”||||false|false” custom_margin_phone=”” custom_margin_last_edited=”on|desktop” box_shadow_style=”preset3″ global_colors_info=”{}” transform_styles__hover_enabled=”on|hover” transform_scale__hover=”105%|105%” transform_scale__hover_enabled=”on|hover” transform_translate__hover_enabled=”on|desktop” transform_rotate__hover_enabled=”on|desktop” transform_skew__hover_enabled=”on|desktop” transform_origin__hover_enabled=”on|desktop” theme_builder_area=”post_content”][\/et_pb_image][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_font=”||||||||” text_text_color=”#3BB6D5″ background_color=”RGBA(0,0,0,0)” custom_margin=”||5px||false|false” custom_margin_tablet=”” custom_margin_phone=”” custom_margin_last_edited=”on|phone” custom_padding=”0px||||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]

Livre<\/p>[\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” custom_padding_tablet=”|10px|||false|false” custom_padding_phone=”|0px|||false|false” custom_padding_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”]Google Analytics 4<\/strong>\nPilotez la performance de votre site avec GA4 et Google Tag Manager[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/www.editions-eni.fr\/blog\/wp-content\/uploads\/2024\/09\/les-outils-du-marketing-digital-outils-traditionnels-et-intelligence-artificielle-au-service-du-marketing-9782409042454_XL.webp” alt=”Flutter D\u00e9veloppez vos applications mobiles multiplateformes avec Dart” title_text=”elearning-graphisme” url=”https:\/\/www.editions-eni.fr\/livre\/les-outils-du-marketing-digital-outils-traditionnels-et-intelligence-artificielle-au-service-du-marketing-9782409042454″ url_new_window=”on” _builder_version=”4.27.4″ _module_preset=”default” width_tablet=”85%” width_phone=”” width_last_edited=”on|tablet” custom_margin=”||10px||false|false” custom_margin_tablet=”||||false|false” custom_margin_phone=”” custom_margin_last_edited=”on|desktop” box_shadow_style=”preset3″ global_colors_info=”{}” transform_styles__hover_enabled=”on|hover” transform_scale__hover=”105%|105%” transform_scale__hover_enabled=”on|hover” transform_translate__hover_enabled=”on|desktop” transform_rotate__hover_enabled=”on|desktop” transform_skew__hover_enabled=”on|desktop” transform_origin__hover_enabled=”on|desktop” theme_builder_area=”post_content”][\/et_pb_image][et_pb_text _builder_version=”4.24.3″ _module_preset=”default” text_font=”||||||||” text_text_color=”#3BB6D5″ background_color=”RGBA(0,0,0,0)” custom_margin=”||5px||false|false” custom_margin_tablet=”” custom_margin_phone=”” custom_margin_last_edited=”on|desktop” custom_padding=”||||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]

Livre<\/p>[\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” custom_padding_tablet=”|10px|||false|false” custom_padding_phone=”|0px|||false|false” custom_padding_last_edited=”on|phone” global_colors_info=”{}” theme_builder_area=”post_content”]Les outils du Marketing Digital<\/strong>\nOutils traditionnels et intelligence artificielle au service du marketing[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.16″ _module_preset=”default” custom_margin=”0px||0px||false|false” custom_padding=”0px||50px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row _builder_version=”4.16″ _module_preset=”default” background_color=”#7ebec5″ custom_margin=”40px||||false|false” custom_padding=”20px||0px|20px|false|false” border_radii=”off|20px|20px||” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.16″ text_font=”||||||||” text_line_height=”1.8em” header_font=”||||||||” header_2_font=”Overpass|300|||||||” header_2_font_size=”35px” header_2_line_height=”1.5em” header_3_line_height=”1.8em” custom_margin=”0px||0px||false|false” custom_padding=”0px||0px||false|false” header_2_font_size_tablet=”30px” header_2_font_size_phone=”20px” header_2_font_size_last_edited=”on|phone” border_color_all=”#1a0a38″ global_colors_info=”{}” theme_builder_area=”post_content”]

POUR LES ENTREPRISES<\/span><\/h3>[\/et_pb_text][et_pb_text _builder_version=”4.16″ text_font=”||||||||” text_text_color=”#000000″ text_line_height=”1em” header_font=”||||||||” header_2_font=”Overpass|300|||||||” header_2_font_size=”35px” header_2_line_height=”1.5em” header_3_line_height=”1.8em” custom_margin=”0px||20px||false|false” header_2_font_size_tablet=”30px” header_2_font_size_phone=”20px” header_2_font_size_last_edited=”on|phone” border_color_all=”#1a0a38″ global_colors_info=”{}” theme_builder_area=”post_content”]

D\u00e9couvrez nos solutions de formation pour vos \u00e9quipes et apprenants :<\/span><\/h4>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,1_3,1_3″ _builder_version=”4.16″ _module_preset=”default” background_color=”#7ebec5″ custom_padding=”|30px|30px|30px|false|false” border_radii=”off|||20px|20px” border_color_all=”#3BB6D5″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”1_3″ _builder_version=”4.16″ _module_preset=”default” border_color_all=”#3BB6D5″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/www.editions-eni.fr\/blog\/wp-content\/uploads\/2021\/06\/reflechir.jpg” alt=”R\u00e9fl\u00e9chir en amont” title_text=”reflechir” _builder_version=”4.16″ _module_preset=”default” border_color_all=”#000000″ box_shadow_style=”preset1″ global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/www.editions-eni.fr\/blog\/wp-content\/uploads\/2021\/10\/iconeElearning.png” alt=”elearning” title_text=”iconeElearning” align=”center” _builder_version=”4.16″ _module_preset=”default” custom_margin=”10px||||false|false” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][et_pb_text _builder_version=”4.16″ _module_preset=”default” header_4_text_color=”#FFFFFF” global_colors_info=”{}” theme_builder_area=”post_content”]

En e-learning avec
notre offre pour les professionnels<\/h4>[\/et_pb_text][et_pb_button button_url=”https:\/\/www.eni-elearning.com\/fr\/” url_new_window=”on” button_text=”En savoir plus” button_alignment=”center” _builder_version=”4.16″ _module_preset=”default” custom_button=”on” button_text_color=”#EEEEEE” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_button][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/www.editions-eni.fr\/blog\/wp-content\/uploads\/2021\/10\/iconeFormateur.png” alt=”formateur” title_text=”iconeFormateur” align=”center” _builder_version=”4.16″ _module_preset=”default” custom_margin=”10px||||false|false” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][et_pb_text _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]

Avec un formateur, en pr\u00e9sentiel ou \u00e0 distance<\/span><\/h4>[\/et_pb_text][et_pb_button button_url=”https:\/\/www.eni-service.fr\/” url_new_window=”on” button_text=”En savoir plus” button_alignment=”center” _builder_version=”4.16″ _module_preset=”default” custom_button=”on” button_text_color=”#FFFFFF” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]\n","protected":false},"excerpt":{"rendered":"

Pratique courante dans le monde du marketing, la segmentation client peut conduire \u00e0 des formes de discrimination. Outre leur impact sur l\u2019image d\u2019une soci\u00e9t\u00e9, elles sont surtout contre-productives pour l\u2019entreprise et parfois m\u00eame\u2026 ill\u00e9gales\u00a0! Comment les \u00e9viter ? Et comment adopter une approche \u00e9thique et responsable ? C\u2019est tout le sujet de l’article de Magali […]<\/p>\n","protected":false},"author":8,"featured_media":6436,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[9],"tags":[],"genre":[41],"class_list":["post-6435","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-webmarketing","genre-webmarketing"],"acf":[],"yoast_head":"\nSegmentation client\u00a0: attention \u00e0 la discrimination - Eni Blog<\/title>\n<meta name=\"description\" content=\"Personnalisation ou discrimination ? La fronti\u00e8re est mince en marketing. D\u00e9couvrez comment segmenter vos clients de mani\u00e8re responsable.\" \/>\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.editions-eni.fr\/blog\/segmentation-client-attention-a-la-discrimination\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Segmentation client\u00a0: attention \u00e0 la discrimination - Eni Blog\" \/>\n<meta property=\"og:description\" content=\"Personnalisation ou discrimination ? La fronti\u00e8re est mince en marketing. D\u00e9couvrez comment segmenter vos clients de mani\u00e8re responsable.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.editions-eni.fr\/blog\/segmentation-client-attention-a-la-discrimination\/\" \/>\n<meta property=\"og:site_name\" content=\"Eni Blog\" \/>\n<meta property=\"article:published_time\" content=\"2025-03-07T14:35:02+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-03-07T14:36:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.editions-eni.fr\/blog\/wp-content\/uploads\/2025\/03\/segmentation_blog.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1058\" \/>\n\t<meta property=\"og:image:height\" content=\"375\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Denis Poillerat\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Denis Poillerat\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.editions-eni.fr\/blog\/segmentation-client-attention-a-la-discrimination\/\",\"url\":\"https:\/\/www.editions-eni.fr\/blog\/segmentation-client-attention-a-la-discrimination\/\",\"name\":\"Segmentation client\u00a0: attention \u00e0 la discrimination - Eni Blog\",\"isPartOf\":{\"@id\":\"https:\/\/www.editions-eni.fr\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.editions-eni.fr\/blog\/segmentation-client-attention-a-la-discrimination\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.editions-eni.fr\/blog\/segmentation-client-attention-a-la-discrimination\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.editions-eni.fr\/blog\/wp-content\/uploads\/2025\/03\/segmentation_blog.webp\",\"datePublished\":\"2025-03-07T14:35:02+00:00\",\"dateModified\":\"2025-03-07T14:36:59+00:00\",\"author\":{\"@id\":\"https:\/\/www.editions-eni.fr\/blog\/#\/schema\/person\/a6d10ff07aa69cb7c10371334bbe60f6\"},\"description\":\"Personnalisation ou discrimination ? La fronti\u00e8re est mince en marketing. D\u00e9couvrez comment segmenter vos clients de mani\u00e8re responsable.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.editions-eni.fr\/blog\/segmentation-client-attention-a-la-discrimination\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.editions-eni.fr\/blog\/segmentation-client-attention-a-la-discrimination\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/www.editions-eni.fr\/blog\/segmentation-client-attention-a-la-discrimination\/#primaryimage\",\"url\":\"https:\/\/www.editions-eni.fr\/blog\/wp-content\/uploads\/2025\/03\/segmentation_blog.webp\",\"contentUrl\":\"https:\/\/www.editions-eni.fr\/blog\/wp-content\/uploads\/2025\/03\/segmentation_blog.webp\",\"width\":1058,\"height\":375,\"caption\":\"Illustration segmentation client\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.editions-eni.fr\/blog\/segmentation-client-attention-a-la-discrimination\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.editions-eni.fr\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Segmentation client\u00a0: attention \u00e0 la discrimination\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.editions-eni.fr\/blog\/#website\",\"url\":\"https:\/\/www.editions-eni.fr\/blog\/\",\"name\":\"Eni Blog\",\"description\":\"Blog des Editions ENI\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.editions-eni.fr\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.editions-eni.fr\/blog\/#\/schema\/person\/a6d10ff07aa69cb7c10371334bbe60f6\",\"name\":\"Denis Poillerat\",\"url\":\"https:\/\/www.editions-eni.fr\/blog\/author\/dpoillerat\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Segmentation client\u00a0: attention \u00e0 la discrimination - Eni Blog","description":"Personnalisation ou discrimination ? La fronti\u00e8re est mince en marketing. D\u00e9couvrez comment segmenter vos clients de mani\u00e8re responsable.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.editions-eni.fr\/blog\/segmentation-client-attention-a-la-discrimination\/","og_locale":"fr_FR","og_type":"article","og_title":"Segmentation client\u00a0: attention \u00e0 la discrimination - Eni Blog","og_description":"Personnalisation ou discrimination ? La fronti\u00e8re est mince en marketing. D\u00e9couvrez comment segmenter vos clients de mani\u00e8re responsable.","og_url":"https:\/\/www.editions-eni.fr\/blog\/segmentation-client-attention-a-la-discrimination\/","og_site_name":"Eni Blog","article_published_time":"2025-03-07T14:35:02+00:00","article_modified_time":"2025-03-07T14:36:59+00:00","og_image":[{"width":1058,"height":375,"url":"https:\/\/www.editions-eni.fr\/blog\/wp-content\/uploads\/2025\/03\/segmentation_blog.webp","type":"image\/webp"}],"author":"Denis Poillerat","twitter_card":"summary_large_image","twitter_misc":{"\u00c9crit par":"Denis Poillerat","Dur\u00e9e de lecture estim\u00e9e":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.editions-eni.fr\/blog\/segmentation-client-attention-a-la-discrimination\/","url":"https:\/\/www.editions-eni.fr\/blog\/segmentation-client-attention-a-la-discrimination\/","name":"Segmentation client\u00a0: attention \u00e0 la discrimination - Eni Blog","isPartOf":{"@id":"https:\/\/www.editions-eni.fr\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.editions-eni.fr\/blog\/segmentation-client-attention-a-la-discrimination\/#primaryimage"},"image":{"@id":"https:\/\/www.editions-eni.fr\/blog\/segmentation-client-attention-a-la-discrimination\/#primaryimage"},"thumbnailUrl":"https:\/\/www.editions-eni.fr\/blog\/wp-content\/uploads\/2025\/03\/segmentation_blog.webp","datePublished":"2025-03-07T14:35:02+00:00","dateModified":"2025-03-07T14:36:59+00:00","author":{"@id":"https:\/\/www.editions-eni.fr\/blog\/#\/schema\/person\/a6d10ff07aa69cb7c10371334bbe60f6"},"description":"Personnalisation ou discrimination ? La fronti\u00e8re est mince en marketing. D\u00e9couvrez comment segmenter vos clients de mani\u00e8re responsable.","breadcrumb":{"@id":"https:\/\/www.editions-eni.fr\/blog\/segmentation-client-attention-a-la-discrimination\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.editions-eni.fr\/blog\/segmentation-client-attention-a-la-discrimination\/"]}]},{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/www.editions-eni.fr\/blog\/segmentation-client-attention-a-la-discrimination\/#primaryimage","url":"https:\/\/www.editions-eni.fr\/blog\/wp-content\/uploads\/2025\/03\/segmentation_blog.webp","contentUrl":"https:\/\/www.editions-eni.fr\/blog\/wp-content\/uploads\/2025\/03\/segmentation_blog.webp","width":1058,"height":375,"caption":"Illustration segmentation client"},{"@type":"BreadcrumbList","@id":"https:\/\/www.editions-eni.fr\/blog\/segmentation-client-attention-a-la-discrimination\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.editions-eni.fr\/blog\/"},{"@type":"ListItem","position":2,"name":"Segmentation client\u00a0: attention \u00e0 la discrimination"}]},{"@type":"WebSite","@id":"https:\/\/www.editions-eni.fr\/blog\/#website","url":"https:\/\/www.editions-eni.fr\/blog\/","name":"Eni Blog","description":"Blog des Editions ENI","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.editions-eni.fr\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-FR"},{"@type":"Person","@id":"https:\/\/www.editions-eni.fr\/blog\/#\/schema\/person\/a6d10ff07aa69cb7c10371334bbe60f6","name":"Denis Poillerat","url":"https:\/\/www.editions-eni.fr\/blog\/author\/dpoillerat\/"}]}},"_links":{"self":[{"href":"https:\/\/www.editions-eni.fr\/blog\/wp-json\/wp\/v2\/posts\/6435","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.editions-eni.fr\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.editions-eni.fr\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.editions-eni.fr\/blog\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/www.editions-eni.fr\/blog\/wp-json\/wp\/v2\/comments?post=6435"}],"version-history":[{"count":5,"href":"https:\/\/www.editions-eni.fr\/blog\/wp-json\/wp\/v2\/posts\/6435\/revisions"}],"predecessor-version":[{"id":6444,"href":"https:\/\/www.editions-eni.fr\/blog\/wp-json\/wp\/v2\/posts\/6435\/revisions\/6444"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.editions-eni.fr\/blog\/wp-json\/wp\/v2\/media\/6436"}],"wp:attachment":[{"href":"https:\/\/www.editions-eni.fr\/blog\/wp-json\/wp\/v2\/media?parent=6435"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.editions-eni.fr\/blog\/wp-json\/wp\/v2\/categories?post=6435"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.editions-eni.fr\/blog\/wp-json\/wp\/v2\/tags?post=6435"},{"taxonomy":"genre","embeddable":true,"href":"https:\/\/www.editions-eni.fr\/blog\/wp-json\/wp\/v2\/genre?post=6435"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}