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Les big data et la relation client

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  • Jean-Sébastien Vayre

    (Techniques, Relations, Actions, Marché, Espace public - CERTOP - Centre d'Etude et de Recherche Travail Organisation Pouvoir - UT2J - Université Toulouse - Jean Jaurès - UT - Université de Toulouse - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique, CERTOP - Centre d'Etude et de Recherche Travail Organisation Pouvoir - UT2J - Université Toulouse - Jean Jaurès - UT - Université de Toulouse - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique)

Abstract

Together with the shift of trade towards digitalisation, the consumers are led to produce a large amount of digital traces (ie: big data) which are the signs of their consumption practices. These big data occure to be an important source of information that can potentially improve the performance of merchants' predictions about consumers behaviors. These digital traces must allow the merchants to better understand and guide the customers' activities. Thus, are the big data not acting as a force of control and prescription? To answer this question, we propose to explore how big data organizing practices of actors are involved in market exchange. The objective of this article is less to demystify power handling often attributed to these data than to update their power documentation.

Suggested Citation

  • Jean-Sébastien Vayre, 2013. "Les big data et la relation client," Post-Print hal-00911765, HAL.
    • Handle: RePEc:hal:journl:hal-00911765
    Note: View the original document on HAL open archive server: https://hal.science/hal-00911765
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