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Modern Stack continue de se concentrer davantage sur les objectifs des spécialistes du marketing en entreprise et leur travail réel.\u003C/p\u003E\r\n","richText":true,":type":"snowflake-site/components/text"},"image":{"id":"image-72411079ac","src":"https://www.snowflake.com/adobe/dynamicmedia/deliver/dm-aid--25679668-d99d-48a6-ac83-8fc709679295/report-mmds-stack-diagram-r08-fr-1.png?preferwebp=true&quality=85","alt":"Diagram MMDS report FR","lazyEnabled":true,"height":"4267","width":"6000",":type":"snowflake-site/components/image"},"text_copy":{"id":"text-f936f501b8","additionalClasses":"list--blue-bullets","text":"\u003Cp\u003EDu point de vue du spécialiste marketing, un nouvel écosystème technologique émerge : \u003Cbr\u003E\r\n \u003C/p\u003E\r\n\u003Cul\u003E\r\n\u003Cli\u003E\u003Cp\u003EEntre construire et acheter, la question ne se pose plus. Les spécialistes du marketing abordent les données, l’IA et l’architecture selon leurs propres termes, en combinant des outils qu’ils 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étude avait pour objectif d’identifier les technologies qui contribuent au développement de l’importante base de clients actifs sur Snowflake. Elle s’est déroulée sur une période de 12 mois, alignée sur l’exercice fiscal 2025 de Snowflake, du 1er février 2024 au 31 janvier 2025, et a évalué les données d’utilisation et les tendances connexes sur plus de 11 100 clients Snowflake. Nous avons appliqué la démarche suivante :\u003C/p\u003E\r\n\u003Cp\u003E\u003Cb\u003EIdentification des technologies dans le Marketing Data Stack\u003C/b\u003E\u003C/p\u003E\r\n\u003Cul\u003E\r\n\u003Cli\u003E\u003Cp\u003ENous avons étudié les technologies de marketing utilisées par nos clients actifs sur Snowflake au cours de la période d’analyse.\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003C/ul\u003E\r\n\u003Cul\u003E\r\n\u003Cli\u003E\u003Cp\u003EPar définition, les clients actifs sont ceux qui :\u003C/p\u003E\r\n\u003Cul\u003E\r\n\u003Cli\u003E\u003Cp\u003EOnt conclu un contrat de capacité ou un contrat de 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correspondent à des fournisseurs dont les LLM sont disponibles dans l’AI Data Cloud de Snowflake via Snowflake Cortex AI et n’ont pas été évaluées par Snowflake pour le Modern Marketing Data Stack.\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003Cli\u003E\u003Cp\u003ELes fournisseurs de la catégorie Cloud marketing ont été évalués en fonction d’un certain nombre de facteurs, notamment leur utilisation sur Snowflake et leur présence dans le secteur et les marketing data stacks des clients.\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003C/ul\u003E\r\n\u003Cp\u003E\u003Cb\u003ECatégorisation des technologies en fonction de leur type d’utilisation sur Snowflake\u003C/b\u003E\u003C/p\u003E\r\n\u003Cp\u003ETandis que Snowflake continue à renforcer les capacités de sa plateforme et à offrir différents modèles de déploiement d’applications, les fournisseurs intègrent l’AI Data Cloud de différentes manières pour répondre à des objectifs divers et variés. Pour évaluer précisément leurs niveaux d’adoption et de leadership sur le marché du point de vue de notre base de clients, nous avons appliqué des indicateurs spécifiques en fonction du type d’utilisation sur Snowflake. Cette analyse a pris en compte les éléments suivants :\u003C/p\u003E\r\n\u003Cul\u003E\r\n\u003Cli\u003E\u003Cp\u003ELes technologies utilisant Snowflake à des fins d’intégration, de transformation et d’analyse de données.\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003Cli\u003E\u003Cp\u003ELes technologies utilisant les workloads de collaboration de Snowflake pour intégrer leurs offres de produits autres que des solutions de collaboration autour des données.\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003Cli\u003E\u003Cp\u003ELes technologies utilisant les workloads de collaboration de Snowflake pour fournir une offre de collaboration autour des données, associées à la catégorie « collaboration » de ce rapport.\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003C/ul\u003E\r\n\u003Cp\u003E\u003Cb\u003EIdentification des indicateurs clés pour mesurer le succès des outils de marketing\u003C/b\u003E\u003C/p\u003E\r\n\u003Cp\u003EPour mesurer avec précision l’adoption des outils de marketing dans chaque catégorie du stack, des indicateurs spécifiques ont été analysés, en fonction de la façon dont les technologies des partenaires exploitaient les capacités de Snowflake.\u003C/p\u003E\r\n\u003Cul\u003E\r\n\u003Cli\u003E\u003Cp\u003ELes indicateurs pour les technologies utilisant Snowflake à des fins d’intégration, de transformation et d’analyse des données étaient les suivants :\u003C/p\u003E\r\n\u003Cul\u003E\r\n\u003Cli\u003E\u003Cp\u003ENombre total de clients actifs utilisant la technologie\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003Cli\u003E\u003Cp\u003ENombre total de crédits consommés par la technologie sur Snowflake\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003Cli\u003E\u003Cp\u003ECroissance en pourcentage des deux catégories sur 12 mois par rapport aux 12 mois précédents\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003C/ul\u003E\r\n\u003C/li\u003E\r\n\u003Cli\u003E\u003Cp\u003ELes indicateurs pour les technologies qui exploitent les capacités de collaboration de Snowflake pour intégrer leurs offres de produits autres que des solutions de collaboration autour des données étaient les suivants :\u003C/p\u003E\r\n\u003Cul\u003E\r\n\u003Cli\u003E\u003Cp\u003ENombre total de périphéries stables qui incluent la technologie. Les périphéries stables désignent des relations de collaboration permanentes entre des fournisseurs de données et des consommateurs de données. Par définition, une périphérie stable est un partage de données qui, au cours de deux périodes successives de trois semaines, a produit au moins 20 transactions (sur chaque période) pour lesquelles des ressources de calcul ont été consommées et dont la consommation s’est traduite par des revenus comptabilisés pour le produit.\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003C/ul\u003E\r\n\u003C/li\u003E\r\n\u003C/ul\u003E\r\n\u003Cul\u003E\r\n\u003Cli\u003E\u003Cp\u003ENombre total de crédits consommés en raison de partages de données par la technologie utilisée sur Snowflake.\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003Cli\u003E\u003Cp\u003ECroissance de ces deux chiffres sur 12 mois par rapport aux 12 mois précédents.\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003Cli\u003E\u003Cp\u003ELes indicateurs pour les technologies exploitant les workloads de collaboration de Snowflake pour fournir une offre de collaboration autour des données, associées à la catégorie « collaboration » de ce rapport étaient les suivants :\u003C/p\u003E\r\n\u003Cul\u003E\r\n\u003Cli\u003E\u003Cp\u003ENombre total de périphéries stables qui incluent la technologie.\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003Cli\u003E\u003Cp\u003ENombre total de crédits consommés en raison de partages de données par la technologie utilisée sur Snowflake.\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003Cli\u003E\u003Cp\u003ENombre total d’utilisateurs uniques de la technologie de collaboration autour des données définie comme au moins une périphérie stable établie entre un fournisseur et un utilisateur.\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003C/ul\u003E\r\n\u003C/li\u003E\r\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EAnalyse de la croissance chiffrée\u003C/b\u003E\u003C/p\u003E\r\n\u003Cp\u003ENous avons inclus tous les clients actifs avec un contrat de capacité ou en libre‑service au 1er février 2024, ayant généré un chiffre d’affaires positif pour Snowflake au cours de l’année qui a suivi. Les pourcentages de croissance reflètent une utilisation accrue des outils de chaque catégorie sur 12 mois (entre le 1er février 2024 et le 31 janvier 2025), par rapport aux 12 mois précédents. En suivant cette méthodologie, notre objectif était d’identifier clairement les technologies gagnant de l’attractivité auprès des clients de Snowflake.\u003C/p\u003E\r\n\u003Cp\u003E\u003Cb\u003ECréation d’un indice de pénétration pour les technologies Snowflake\u003C/b\u003E\u003C/p\u003E\r\n\u003Cp\u003ENous avons développé un indice pour illustrer la pénétration du marché et la profondeur d’utilisation des technologies d’après leur interactivité avec Snowflake. Ce calcul s’appuie sur des critères pondérés, adaptés aux différents types d’utilisation de Snowflake :\u003C/p\u003E\r\n\u003Cul\u003E\r\n\u003Cli\u003E\u003Cp\u003ETechnologies utilisant Snowflake à des fins d’intégration, de transformation et d’analyse de données :\u003C/p\u003E\r\n\u003Cul\u003E\r\n\u003Cli\u003E\u003Cp\u003EAmpleur (40 %) : nombre de clients actifs utilisant la technologie sur Snowflake au cours de la période d’analyse de 12 mois\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003Cli\u003E\u003Cp\u003EProfondeur (40 %) : nombre total de crédits consommés par la technologie sur Snowflake au cours de la période d’analyse de 12 mois\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003Cli\u003E\u003Cp\u003ECroissance de l’ampleur et de la profondeur :\u003C/p\u003E\r\n\u003Cul\u003E\r\n\u003Cli\u003E\u003Cp\u003ECroissance en pourcentage du nombre total de clients actifs utilisant la technologie au cours des 12 mois par rapport aux 12 mois précédents (10 %)\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003Cli\u003E\u003Cp\u003ECroissance en pourcentage du nombre de crédits consommés par la technologie au cours des 12 mois par rapport aux 12 mois précédents (10 %)\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003C/ul\u003E\r\n\u003C/li\u003E\r\n\u003C/ul\u003E\r\n\u003C/li\u003E\r\n\u003Cli\u003E\u003Cp\u003ETechnologies utilisant les workloads de collaboration de Snowflake pour intégrer leurs offres de produits autres que des solutions de collaboration autour des données :\u003C/p\u003E\r\n\u003Cul\u003E\r\n\u003Cli\u003E\u003Cp\u003EAmpleur (40 %) : nombre de périphéries stables de la technologie sur Snowflake au cours de la période d’analyse de 12 mois\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003Cli\u003E\u003Cp\u003EProfondeur (40 %) : nombre total de crédits consommés par la technologie sur Snowflake au cours de la période d’analyse de 12 mois\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003Cli\u003E\u003Cp\u003ECroissance de l’ampleur et de la profondeur :\u003C/p\u003E\r\n\u003Cul\u003E\r\n\u003Cli\u003E\u003Cp\u003ECroissance en pourcentage du nombre total de périphéries stables de la technologie sur Snowflake au cours des 12 mois par rapport aux 12 mois précédents (10 %)\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003Cli\u003E\u003Cp\u003ECroissance en pourcentage de la consommation de la technologie au cours des 12 mois par rapport aux 12 mois précédents (10 %)\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003C/ul\u003E\r\n\u003C/li\u003E\r\n\u003C/ul\u003E\r\n\u003C/li\u003E\r\n\u003Cli\u003E\u003Cp\u003ETechnologies utilisant les workloads de collaboration de Snowflake pour proposer une offre de collaboration autour des données, associées à la catégorie « collaboration » de ce rapport :\u003C/p\u003E\r\n\u003Cul\u003E\r\n\u003Cli\u003E\u003Cp\u003EAmpleur (70 %) : \u003C/p\u003E\r\n\u003Cul\u003E\r\n\u003Cli\u003E\u003Cp\u003E(40 %) : nombre de périphéries stables de la technologie sur Snowflake au cours de la période d’analyse de 12 mois\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003Cli\u003E\u003Cp\u003E(30 %) : nombre d’utilisateurs intégrés grâce à la technologie proposée par le fournisseur\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003C/ul\u003E\r\n\u003C/li\u003E\r\n\u003Cli\u003E\u003Cp\u003EProfondeur (30 %) : nombre total de crédits consommés par la technologie sur Snowflake au cours de la période d’analyse de 12 mois\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003C/ul\u003E\r\n\u003C/li\u003E\r\n\u003Cli\u003E\u003Cp\u003ECet indice offre une visibilité complète à la fois sur la portée du marché et l’intensité de l’utilisation de la technologie dans l’écosystème de Snowflake.\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003C/ul\u003E\r\n\u003Cp\u003EClasser/sélectionner les technologies de marketing de 1 à N, respectivement de la meilleure position dans le classement aux moins favorables. Combiner la liste complète des technologies des deux groupes et normaliser ce classement de 0 à 100. (Une note de 100 correspondrait à la technologie en tête du classement pour chaque indicateur.)\u003C/p\u003E\r\n\u003Cul\u003E\r\n\u003Cli\u003E\u003Cp\u003ELes entreprises leaders correspondent à celles dont les technologies ont l’indice le plus élevé dans chaque catégorie. \u003Cspan style=\"font-family: adobe-clean, "Source Sans Pro", -apple-system, BlinkMacSystemFont, "Segoe UI", Roboto, Ubuntu, "Trebuchet MS", "Lucida Grande", sans-serif;\"\u003ENous classons parmi les leaders les fournisseurs qui répondent aux critères suivants :\u003C/span\u003E\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003C/ul\u003E\r\n\u003Cul\u003E\r\n\u003Cli\u003E\u003Cp\u003EToutes les catégories à l’exception de la collaboration :\u003C/p\u003E\r\n\u003Cul\u003E\r\n\u003Cli\u003E\u003Cp\u003EFournisseur classé parmi les trois premiers de sa catégorie.\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003Cli\u003E\u003Cp\u003EOu, l’indice de la technologie se situe dans les 87 % de l’indice moyen des trois premiers fournisseurs de sa catégorie.\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003C/ul\u003E\r\n\u003C/li\u003E\r\n\u003Cli\u003E\u003Cp\u003ECatégorie Collaboration :\u003C/p\u003E\r\n\u003Cul\u003E\r\n\u003Cli\u003E\u003Cp\u003EFournisseur classé parmi les trois premiers de sa catégorie.\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003Cli\u003E\u003Cp\u003EOu, l’indice de la technologie se situe dans les 94 % de l’indice moyen des trois premiers fournisseurs de sa catégorie.\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003C/ul\u003E\r\n\u003C/li\u003E\r\n\u003C/ul\u003E\r\n\u003C/li\u003E\r\n\u003Cli\u003E\u003Cp\u003ELes entreprises « à suivre » ont été sélectionnées en fonction de leur notoriété et en tenant compte de plusieurs autres facteurs. Par exemple, elles affichent depuis peu une forte dynamique sur le marché, ou elles proposent une technologie ou une approche innovante avec Snowflake, ou encore parce qu’elles ont récemment apporté la preuve de leurs solides capacités à répondre aux besoins de leurs clients.\u003C/p\u003E\r\n\u003C/li\u003E\r\n\u003C/ul\u003E\r\n","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-size-small"}}},":type":"snowflake-site/components/flexible-column-container","isBlogPage":false,"isActiveTOC":false}}}}}},":type":"wcm/foundation/components/responsivegrid"},"modal_container":{"layout":"SIMPLE","id":"container-14b2b95522",":type":"snowflake-site/components/modal/modal-container",":itemsOrder":[],":items":{}},"experiencefragment-footer":{"id":"experiencefragment-5ace7fd976","localizedFragmentVariationPath":"/content/experience-fragments/snowflake-site/language-masters/fr/site/footer/resource/jcr:content","configured":true,":type":"snowflake-site/components/experiencefragment",":itemsOrder":["root","cq:metadata"],"classNames":"aem-xf",":items":{"root":{"additionalClasses":"sf-footer","columnClassNames":{"markup_editor_copy_c":"aem-GridColumn aem-GridColumn--default--12","container_573483281_":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","layout":"RESPONSIVE_GRID","columnCount":12,"id":"container-5f7b4b9101",":type":"snowflake-site/components/container",":itemsOrder":["container_573483281_","markup_editor_copy_c"],":items":{"container_573483281_":{"additionalClasses":"sf-footer__bottom","columnClassNames":{"container_112062425":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","layout":"RESPONSIVE_GRID","columnCount":12,"id":"container-56b260edbd",":type":"snowflake-site/components/container",":itemsOrder":["container_112062425"],"appliedCssClassNames":"snowflake-responsive-container-inner-padding-none",":items":{"container_112062425":{"columnClassNames":{"flexible_column_cont":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","layout":"RESPONSIVE_GRID","columnCount":12,"id":"container-ea5ea0a50b",":type":"snowflake-site/components/container",":itemsOrder":["flexible_column_cont"],"appliedCssClassNames":"snowflake-container snowflake-responsive-container-inner-padding-small",":items":{"flexible_column_cont":{"id":"flexible-column-container-4a87d43a4f","type":"1-column","alignColumns":"top","containerMaxWidth":"extra-large","topPadding":"none","bottomPadding":"none","spaceBetween":"small","reverseOnMobile":false,"carouselOnMobile":false,"backgroundImageOption":"none","flexible_column_content_container_1":{"layout":"SIMPLE","id":"container-ac8edc9103",":type":"snowflake-site/components/flexible-column-container/flexible-column-content-container",":itemsOrder":["container"],":items":{"container":{"additionalClasses":"sf-footer__legal-container","columnClassNames":{"text_copy_copy_16360":"aem-GridColumn aem-GridColumn--default--12","markup_editor":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","layout":"RESPONSIVE_GRID","columnCount":12,"id":"container-bed424d837",":type":"snowflake-site/components/container",":itemsOrder":["text_copy_copy_16360","markup_editor"],"appliedCssClassNames":"snowflake-responsive-component-top-padding-extra-small snowflake-responsive-container-inner-padding-none",":items":{"text_copy_copy_16360":{"id":"text-14a3859fca","additionalClasses":"sf-footer__legal-links","text":"\u003Cul\u003E\r\n\u003Cli\u003E\u003Ca href=\"https://www.snowflake.com/fr/legal/privacy/privacy-policy/\"\u003EAvis de confidentialité\u003C/a\u003E\u003C/li\u003E\r\n\u003Cli\u003E\u003Ca href=\"https://www.snowflake.com/en/legal/snowflake-site-terms/\"\u003EConditions d’utilisation du site\u003C/a\u003E\u003C/li\u003E\r\n\u003Cli\u003E\u003Ca href=\"https://info.snowflake.com/2024-Preference-center.html\"\u003EPréférences de communication\u003C/a\u003E\u003C/li\u003E\r\n\u003Cli\u003E\u003Cbutton id=\"ot-sdk-btn\" class=\"ot-sdk-show-settings\"\u003EParamètres des cookies\u003C/button\u003E\u003C/li\u003E\r\n\u003Cli\u003E\u003Ca href=\"https://www.snowflake.com/fr/legal/privacy/privacy-policy/#12\"\u003ENe pas partager mes informations personnelles\u003C/a\u003E\u003C/li\u003E\r\n\u003Cli\u003E\u003Ca href=\"https://www.snowflake.com/fr/legal/\"\u003EDocuments légaux\u003C/a\u003E\u003C/li\u003E\r\n\u003Cli\u003E© 2026 Snowflake Inc. Tous droits réservés\u003C/li\u003E\r\n\u003C/ul\u003E\r\n","richText":true,":type":"snowflake-site/components/text","appliedCssClassNames":"text-size-small text-color-text-04 snowflake-responsive-component-top-padding-extra-small snowflake-responsive-component-bottom-padding-extra-small"},"markup_editor":{"id":"markup-editor-158b8f6d84","title":" ","htmlContent":"\u003Cdiv class=\"sf-footer__social\"\u003E\r\n\u003Cdiv data-testid=\"snowflake-footer-twitter\" class=\"snowflake-button-icon snowflake-button-white snowflake-footer-social-item\"\u003E\u003Cdiv class=\"snowflake-button-icon \"\u003E\u003Ca href=\"https://x.com/Snowflake\" data-testid=\"button-external\" aria-label=\"X (Twitter)\" role=\"button\" class=\"snowflake-button-container\" title=\"X (Twitter)\" tabindex=\"0\" target=\"_blank\" rel=\"noreferrer\"\u003E\u003Cdiv data-testid=\"button-icon-wrapper\"\u003E\u003Csvg xmlns=\"http://www.w3.org/2000/svg\" fill=\"none\" viewBox=\"0 0 59 53\" 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