Gestion et analyse personnalisées des demandes marketing. Cas de LCL-Le Crédit Lyonnais

In order to meet users’ needs, it is crucial to take into account their preferences, their profile, etc. ; in other words, "personalizing" the system. Through a collaboration with LCL-Le Crédit Lyonnais on the management and analysis of requests for local marketing, we were led to implement tools for personalization. First we proposed a solution for personalizing the management of these requests, based on user profiles, which is implemented in the platform MARKLOC (MARKeting LOCal). Then we have developed a solution for the analysis of these requests, based on an evolving data warehouse, taking into account individual users’ knowledge, in the platform WEDriK (datawarehouse Evolution Driven by Knowledge). MOTS-CLÉS : Personnalisation, utilisateur, base de données, entrepôt de données, profil.