jeudi 26 juin 2014

Big data : un accélérateur pour les constructeurs automobiles

A lire sur: http://business-analytics-info.fr/archives/6191/big-data%C2%A0-un-accelerateur-pour-les-constructeurs-automobiles/

14/06/2014 

Les constructeurs automobiles sont entrés dans l’ère des big data. Conception des véhicules, préférences des acheteurs, maintenance, aide à la conduite, consommation énergétique, etc. des millions de données sont désormais analysées au quotidien pour permettre aux constructeurs d’innover. C’est le cas de Ford, qui analyse les réseaux sociaux afin de personnaliser ses voitures en tenant compte de l’avis des futurs acheteurs.
data auto
Jusqu’à maintenant, la plupart des programmes analytiques des constructeurs automobiles se cantonnaient à une dimension commerciale : meilleur ciblage publicitaire, fidélité client et bien sûr vente en ligne. C’est désormais au long du cycle de vie du véhicule que l’analyse de données creuse son sillon : de la conception à la maintenance, de la conduite assistée à la recherche d’un itinéraire ou d’une place de parking, les big data font désormais partie intégrante des processus opérationnels des constructeurs. Par ailleurs, la voiture devient un objet connecté et à ce titre, une source de données très précieuse, notamment pour les problématiques de maintenance ou de conduite assistée.

Chez Ford, au-delà des améliorations apportées grâce à un ordinateur de bord connecté et intelligent, capable de réagir face à tel ou tel événement, l’analytique est devenue une discipline stratégique, notamment dans la conception de ses véhicules. Les commentaires des utilisateurs sur les réseaux sociaux sont ainsi passés au crible pour améliorer différents aspects de la conception. A la différence des sondages et des « focus groups » utilisés dans le passé, les réseaux sociaux permettent aux utilisateurs d’expliquer leur point de vue, ce qui offre une compréhension plus profonde de leurs besoins.
Selon le data scientist en chef de Ford, si les travaux d’analyse sont centrés sur le client, leurs interlocuteurs privilégiés sont les dirigeants de l’entreprise. Ainsi l’analytique permet de comprendre l’industrie automobile dans son ensemble et de dégager une connaissance à multiples facettes qui sera utilisée ensuite dans différents aspects du métier de constructeur automobile. Mais si les data scientists gagnent en pouvoir dans ce secteur, ils doivent aussi apporter la preuve de l’efficacité de leurs analyses pour bénéficier du soutien de leur direction  générale. C’est à cette condition que « les données remplacent les opinions et imposent l’objectivité ».



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