{"id":13971,"date":"2025-12-16T15:52:52","date_gmt":"2025-12-16T14:52:52","guid":{"rendered":"https:\/\/www.optimalways.com\/?p=13971"},"modified":"2026-01-30T15:57:08","modified_gmt":"2026-01-30T14:57:08","slug":"13971","status":"publish","type":"post","link":"https:\/\/www.optimalways.com\/fr\/2025\/12\/13971\/","title":{"rendered":"R\u00e9trospective 2025 : ce que 30 conf\u00e9rences nous ont appris sur l\u2019analytics, l\u2019e-commerce et le retail"},"content":{"rendered":"<p id=\"ember1199\" class=\"ember-view reader-text-block__paragraph\">En 2025, l\u2019\u00e9quipe d\u2019<strong>Optimal Ways<\/strong> a particip\u00e9 \u00e0 <strong>30 conf\u00e9rences et \u00e9v\u00e9nements diff\u00e9rents<\/strong>, en France et en Europe. Retail, e-commerce, digital analytics, data, IA, privacy, RSE\u2026 rarement une ann\u00e9e n\u2019aura \u00e9t\u00e9 aussi dense, aussi riche, et aussi r\u00e9v\u00e9latrice des mutations \u00e0 l\u2019\u0153uvre.<\/p>\n<p id=\"ember1200\" class=\"ember-view reader-text-block__paragraph\">Au-del\u00e0 de la quantit\u00e9, cette immersion continue nous a permis de capter <strong>des signaux faibles<\/strong>, de confronter les discours aux <strong>r\u00e9alit\u00e9s terrain<\/strong>, et de d\u00e9gager des convictions fortes pour 2026.<\/p>\n<h2 id=\"ember1201\" class=\"ember-view reader-text-block__heading-2\">\ud83d\udccd 30 \u00e9v\u00e9nements, un m\u00eame fil rouge : passer de la promesse \u00e0 l\u2019ex\u00e9cution<\/h2>\n<p id=\"ember1202\" class=\"ember-view reader-text-block__paragraph\">Ces \u00e9v\u00e9nements couvrent :<\/p>\n<ul>\n<li><strong>7 \u00e9ditions distinctes de La Retail Tech<\/strong>,<\/li>\n<li>des rendez-vous majeurs comme <strong>NRF Retail\u2019s Big Show Europe<\/strong>, <strong>Tech for Retail<\/strong>, <strong>FEVAD<\/strong>, <strong>RetailGo<\/strong>, <strong>Connect Lille<\/strong>,<\/li>\n<li>les grandes conf\u00e9rences <strong>analytics &amp; data<\/strong> (MeasureCamp, Superweek, Adobe Summit, Piano Academy\u2026),<\/li>\n<li>et des formats plus cibl\u00e9s sur la <strong>first-party data, la privacy, l\u2019acquisition et l\u2019activation<\/strong> (Contentsquare, Didomi, Commanders Act, Cap Digital\u2026).<\/li>\n<\/ul>\n<p id=\"ember1204\" class=\"ember-view reader-text-block__paragraph\">\ud83d\udc49 Un panorama complet des transformations du commerce, vu \u00e0 travers <strong>ceux qui testent, d\u00e9ploient et arbitrent au quotidien<\/strong>.<\/p>\n<h2 id=\"ember1205\" class=\"ember-view reader-text-block__heading-2\">\ud83e\udde0 Analytics 2025 : la fin de l\u2019\u00e8re \u201creporting\u201d, le d\u00e9but de l\u2019\u00e8re \u201cd\u00e9cision\u201d<\/h2>\n<h3 id=\"ember1206\" class=\"ember-view reader-text-block__heading-3\">L\u2019IA devient copilote\u2026 pas pilote automatique<\/h3>\n<p id=\"ember1207\" class=\"ember-view reader-text-block__paragraph\">En 2025, l\u2019analytics bascule clairement :<\/p>\n<ul>\n<li>de la production de dashboards,<\/li>\n<li>vers l\u2019<strong>aide \u00e0 la d\u00e9cision en temps r\u00e9el<\/strong>.<\/li>\n<\/ul>\n<p id=\"ember1209\" class=\"ember-view reader-text-block__paragraph\">Agents IA, analyse guid\u00e9e, d\u00e9tection d\u2019anomalies, explicabilit\u00e9, prompts analytiques\u2026 Les outils progressent vite, mais un constat revient partout : <strong>sans donn\u00e9es fiables, contextualis\u00e9es et gouvern\u00e9es, l\u2019IA amplifie surtout le bruit<\/strong>.<\/p>\n<h3 id=\"ember1210\" class=\"ember-view reader-text-block__heading-3\">Data quality &amp; gouvernance : le vrai diff\u00e9renciateur<\/h3>\n<p id=\"ember1211\" class=\"ember-view reader-text-block__paragraph\">Les organisations les plus matures ne parlent plus de \u201ctracking\u201d mais de :<\/p>\n<ul>\n<li>monitoring continu,<\/li>\n<li>validation automatis\u00e9e,<\/li>\n<li>documentation,<\/li>\n<li>ownership partag\u00e9 entre data, produit, m\u00e9tier et DPO.<\/li>\n<\/ul>\n<p id=\"ember1213\" class=\"ember-view reader-text-block__paragraph\">\ud83d\udc49 En 2025, <strong>la qualit\u00e9 des donn\u00e9es est redevenue un sujet strat\u00e9gique<\/strong>, pas technique.<\/p>\n<h2 id=\"ember1214\" class=\"ember-view reader-text-block__heading-2\">\ud83d\udecd\ufe0f E-commerce 2025 : l\u2019omnicanal, un sujet d\u2019ex\u00e9cution avant tout<\/h2>\n<h3 id=\"ember1215\" class=\"ember-view reader-text-block__heading-3\">Unified commerce &gt; empilement d\u2019outils<\/h3>\n<p id=\"ember1216\" class=\"ember-view reader-text-block__paragraph\">OMS, stock, livraison, retours, marketplace, paiement\u2026 Les marques performantes ne sont pas celles qui ajoutent des briques, mais celles qui :<\/p>\n<ul>\n<li><strong>simplifient leur stack<\/strong>,<\/li>\n<li>fluidifient les parcours,<\/li>\n<li>rendent l\u2019omnicanal <strong>op\u00e9rationnel pour les \u00e9quipes terrain<\/strong>.<\/li>\n<\/ul>\n<h3 id=\"ember1218\" class=\"ember-view reader-text-block__heading-3\">Personnalisation : pertinence, cadence, non-intrusion<\/h3>\n<p id=\"ember1219\" class=\"ember-view reader-text-block__paragraph\">Le message entendu partout : \u201cParlez-moi de moi\u2026 mais pas trop.\u201d<\/p>\n<p id=\"ember1220\" class=\"ember-view reader-text-block__paragraph\">La personnalisation fonctionne quand elle est :<\/p>\n<ul>\n<li>fond\u00e9e sur la <strong>first-party data<\/strong>,<\/li>\n<li>orchestr\u00e9e intelligemment (canal, moment, pression),<\/li>\n<li>mesur\u00e9e dans la dur\u00e9e (incr\u00e9mentalit\u00e9, valeur r\u00e9elle).<\/li>\n<\/ul>\n<h2 id=\"ember1222\" class=\"ember-view reader-text-block__heading-2\">\ud83c\udfec Retail 2025 : proximit\u00e9, IA utile et magasins augment\u00e9s<\/h2>\n<h3 id=\"ember1223\" class=\"ember-view reader-text-block__heading-3\">Le magasin devient un actif strat\u00e9gique (\u00e0 nouveau)<\/h3>\n<p id=\"ember1224\" class=\"ember-view reader-text-block__paragraph\">Formats de proximit\u00e9, services locaux, franchis\u00e9s mieux outill\u00e9s, retail media in-store\u2026 Le magasin redevient :<\/p>\n<ul>\n<li>un <strong>lieu d\u2019exp\u00e9rience<\/strong>,<\/li>\n<li>un <strong>m\u00e9dia<\/strong>,<\/li>\n<li>un <strong>levier de connaissance client<\/strong>.<\/li>\n<\/ul>\n<h3 id=\"ember1226\" class=\"ember-view reader-text-block__heading-3\">IA \u201c\u00e0 hauteur humaine\u201d<\/h3>\n<p id=\"ember1227\" class=\"ember-view reader-text-block__paragraph\">Les cas les plus convaincants ne cherchent pas \u00e0 remplacer mais \u00e0 <strong>lib\u00e9rer du temps<\/strong> pour les vendeurs, managers et \u00e9quipes support.<\/p>\n<p id=\"ember1228\" class=\"ember-view reader-text-block__paragraph\">\ud83d\udc49 L\u2019IA utile en retail est celle qui simplifie, explique et alerte \u2014 pas celle qui complexifie.<\/p>\n<h2 id=\"ember1229\" class=\"ember-view reader-text-block__heading-2\">\ud83e\udd16 2025, l\u2019ann\u00e9e o\u00f9 l\u2019agentic commerce devient concret<\/h2>\n<p id=\"ember1230\" class=\"ember-view reader-text-block__paragraph\">Un th\u00e8me transversal \u00e0 de nombreux \u00e9v\u00e9nements : <strong>et si demain, l\u2019achat se faisait sans passer par le site ?<\/strong><\/p>\n<p id=\"ember1231\" class=\"ember-view reader-text-block__paragraph\">Assistants d\u2019achat, agents autonomes, recommandations conversationnelles\u2026 Cela pose une question cl\u00e9 pour les marques : \ud83d\udc49 <strong>Comment rester visible, recommandable et choisie par une IA ?<\/strong><\/p>\n<p id=\"ember1232\" class=\"ember-view reader-text-block__paragraph\">Les r\u00e9ponses convergent :<\/p>\n<ul>\n<li>donn\u00e9es structur\u00e9es,<\/li>\n<li>contenus utiles,<\/li>\n<li>avis &amp; preuves d\u2019ex\u00e9cution,<\/li>\n<li>exposition technique propre (flux, API, qualit\u00e9 catalogue).<\/li>\n<\/ul>\n<p id=\"ember1234\" class=\"ember-view reader-text-block__paragraph\">Le SEO reste essentiel\u2026 mais <strong>le GEO (visibility in generative engines)<\/strong> ouvre un nouveau chantier strat\u00e9gique.<\/p>\n<h2 id=\"ember1235\" class=\"ember-view reader-text-block__heading-2\">\ud83d\udd1a Ce que 2025 laisse \u00e0 2026 : nos convictions<\/h2>\n<p id=\"ember1236\" class=\"ember-view reader-text-block__paragraph\">Apr\u00e8s <strong>30 \u00e9v\u00e9nements<\/strong>, une certitude s\u2019impose :<\/p>\n<ul>\n<li>L\u2019IA n\u2019est plus un sujet d\u2019innovation, mais <strong>un sujet d\u2019organisation<\/strong>.<\/li>\n<li>La performance passe par la <strong>qualit\u00e9 des fondations data<\/strong>, pas par la surench\u00e8re d\u2019outils.<\/li>\n<li>Le commerce gagne quand il reste <strong>simple, proche, humain\u2026 et bien mesur\u00e9<\/strong>.<\/li>\n<li>Les entreprises qui avanceront vite seront celles qui <strong>testent, mesurent, apprennent et documentent<\/strong>.<\/li>\n<\/ul>\n<p id=\"ember1238\" class=\"ember-view reader-text-block__paragraph\"><strong>2026 ne sera pas l\u2019ann\u00e9e de plus d\u2019IA. Ce sera l\u2019ann\u00e9e de la meilleure ex\u00e9cution.<\/strong><\/p>\n<p id=\"ember1240\" class=\"ember-view reader-text-block__paragraph\"><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/company\/adobe\/\" data-test-app-aware-link=\"\">Adobe<\/a><\/p>\n<ul>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/retour-sur-ladobe-club-data-mars-2025-%25C3%25A0-paris-optimal-ways-kvroe\" target=\"_self\" data-test-app-aware-link=\"\">Adobe Club Data<\/a> (Paris, mars 2025)<\/li>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/premi%25C3%25A8re-%25C3%25A9dition-de-ladobe-summit-%25C3%25A0-paris-lintelligence-artificielle-8ysne\" target=\"_self\" data-test-app-aware-link=\"\">Adobe Summit Paris<\/a> (Paris, octobre 2025)<\/li>\n<\/ul>\n<p id=\"ember1242\" class=\"ember-view reader-text-block__paragraph\"><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/company\/back-from\/\" data-test-app-aware-link=\"\">Back From<\/a><\/p>\n<ul>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/points-cl%25C3%25A9s-de-back-from-nrf-2025-%25C3%25A0-lille-optimal-ways-r6wae\" target=\"_self\" data-test-app-aware-link=\"\">Retour sur les grandes tendances de la NRF<\/a> (Lille, janvier 2025)<\/li>\n<\/ul>\n<p id=\"ember1244\" class=\"ember-view reader-text-block__paragraph\"><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/company\/cap-digital\/\" data-test-app-aware-link=\"\">Cap Digital<\/a> &amp; <a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/company\/euratechnologies\/\" data-test-app-aware-link=\"\">EuraTechnologies, Hub de startups et d&rsquo;innovation<\/a><\/p>\n<ul>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/retailgo-2025-linnovation-au-service-dun-retail-plus-agile-b8xge\/\" target=\"_self\" data-test-app-aware-link=\"\">RetailGo 2025 : l\u2019innovation au service d\u2019un retail plus agile et plus humain<\/a> (Lille, novembre 2025)<\/li>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/cap-coffee-lacquisition-augment%25C3%25A9e-par-lintelligence-artificielle-utpwe\" target=\"_self\" data-test-app-aware-link=\"\">Cap &amp; Coffee \u2013 Acquisition augment\u00e9e par l\u2019IA<\/a> (Lille, d\u00e9cembre 2025)<\/li>\n<\/ul>\n<p id=\"ember1246\" class=\"ember-view reader-text-block__paragraph\"><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/company\/commandersact\/\" data-test-app-aware-link=\"\">Commanders Act<\/a><\/p>\n<ul>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/edition-dhiver-du-first-party-tour-2025-par-commandersact-xedqe\" target=\"_self\" data-test-app-aware-link=\"\">First party Tour Lille<\/a> (Lille, f\u00e9vrier 2025)<\/li>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7387110518651797504\" target=\"_self\" data-test-app-aware-link=\"\">First Party Data in Action<\/a> (Lille, novembre 2025)<\/li>\n<\/ul>\n<p id=\"ember1248\" class=\"ember-view reader-text-block__paragraph\"><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/company\/contentsquare\/\" data-test-app-aware-link=\"\">Contentsquare<\/a><\/p>\n<ul>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/points-cl%25C3%25A9s-du-petit-d%25C3%25A9jeuner-retail-contentsquare-avril-deeje\" target=\"_self\" data-test-app-aware-link=\"\">Petit d\u00e9jeuner Retail<\/a> (Paris, avril 2025)<\/li>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/retour-sur-le-digital-experience-summit-2025-de-contentsquare-scbie\/\" target=\"_self\" data-test-app-aware-link=\"\">Digital Experience Summit 2025<\/a> (Paris, juin 2025)<\/li>\n<\/ul>\n<p id=\"ember1250\" class=\"ember-view reader-text-block__paragraph\"><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/company\/didomi\/\" data-test-app-aware-link=\"\">Didomi<\/a><\/p>\n<ul>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/didomi-breakfast-sur-les-tendances-cl%25C3%25A9s-et-innovations-optimal-ways-cddce\/\" target=\"_self\" data-test-app-aware-link=\"\">Didomi Breakfast sur les tendances cl\u00e9s et innovations<\/a> (Paris, janvier 2025)<\/li>\n<\/ul>\n<p id=\"ember1252\" class=\"ember-view reader-text-block__paragraph\"><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/company\/fevad\/\" data-test-app-aware-link=\"\">FEVAD<\/a><\/p>\n<ul>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/18%25C3%25A8me-%25C3%25A9dition-du-grand-prix-favori-e-commerce-de-la-fevad-ysuxe\/\" target=\"_self\" data-test-app-aware-link=\"\">18\u00e8me \u00e9dition du Grand Prix Favor&rsquo;i e-commerce de la FEVAD<\/a> (Paris, mars 2025)<\/li>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/points-cl%25C3%25A9s-de-l%25C3%25A9v%25C3%25A9nement-fevad-%25C3%25A0-quoi-ressemblera-le-commerce-41mye\" target=\"_self\" data-test-app-aware-link=\"\">Quel commerce en 2035 ?<\/a> (Paris, juin 2025)<\/li>\n<\/ul>\n<p id=\"ember1254\" class=\"ember-view reader-text-block__paragraph\"><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/company\/measurecamp\/\" data-test-app-aware-link=\"\">MeasureCamp<\/a><\/p>\n<ul>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/takeaways-from-measurecamp-amsterdam-2025-nicolas-malo-xqbve\/\" target=\"_self\" data-test-app-aware-link=\"\">Takeaways from MeasureCamp Amsterdam 2025<\/a> (Amsterdam, avril 2025)<\/li>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/generative-ai-end-digital-analyst-takeaways-from-my-session-malo-v29le\/\" target=\"_self\" data-test-app-aware-link=\"\">Is Generative AI the End of the Digital Analyst?<\/a> (Paris, juin 2025)<\/li>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/measurecamp-london-2025-under-sign-octopus-nicolas-malo-vxuhe\/\" target=\"_self\" data-test-app-aware-link=\"\">MeasureCamp London 2025 \u2013 Under the Sign of the Octopus<\/a> (London, septembre 2025)<\/li>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/takeaways-from-measurecamp-brussels-its-time-ride-ai-wave-malo-klcde\/\" target=\"_self\" data-test-app-aware-link=\"\">Takeaways from MeasureCamp Brussels 2025: It\u2019s Time to Ride the AI Wave Now<\/a> (Bruxelles, novembre 2025)<\/li>\n<\/ul>\n<p id=\"ember1256\" class=\"ember-view reader-text-block__paragraph\"><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/company\/meet-magento-france\/\" data-test-app-aware-link=\"\">Meet Magento France<\/a><\/p>\n<ul>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/points-cl%25C3%25A9s-de-meet-magento-france-2025-optimal-ways-crwbe\" target=\"_self\" data-test-app-aware-link=\"\">Premi\u00e8re \u00e9dition<\/a> (Paris, mars 2025)<\/li>\n<\/ul>\n<p id=\"ember1258\" class=\"ember-view reader-text-block__paragraph\"><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/company\/laretailtech\/\" data-test-app-aware-link=\"\">La Retail Tech<\/a><\/p>\n<ul>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/retour-sur-l%25C3%25A9dition-de-mars-2025-des-jeudis-la-retail-tech-huzhe\" target=\"_self\" data-test-app-aware-link=\"\">Edition sp\u00e9ciale Retail Media<\/a> (Paris, mars 2025)<\/li>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/retour-sur-l%25C3%25A9dition-davril-2025-des-jeudis-de-la-retail-tech-wirde\" target=\"_self\" data-test-app-aware-link=\"\">Edition sp\u00e9ciale intelligence artificielle<\/a> (Paris, avril 2025)<\/li>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/construire-le-retail-de-demain-par-la-rse-enseignements-cl%25C3%25A9s-qplwe\" target=\"_self\" data-test-app-aware-link=\"\">Edition sp\u00e9ciale RSE<\/a> (Paris, mai 2025)<\/li>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/retour-sur-l%25C3%25A9dition-sp%25C3%25A9ciale-lille-de-la-retail-tech-juin-hwyoe\" target=\"_self\" data-test-app-aware-link=\"\">Edition sp\u00e9ciale Lille<\/a> (Lille, juin 2025)<\/li>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/le-checkout-du-futur-est-d%25C3%25A9j%25C3%25A0-l%25C3%25A0-ce-quil-faut-retenir-de-hwsme\" target=\"_self\" data-test-app-aware-link=\"\">Edition sp\u00e9ciale checkout du futur<\/a> (Paris, octobre 2025)<\/li>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/le-choc-du-agentic-commerce-ce-quil-faut-retenir-de-l%25C3%25A9dition-q7jge\" target=\"_self\" data-test-app-aware-link=\"\">Edition sp\u00e9ciale agentic commerce<\/a> (Paris, novembre 2025)<\/li>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/comprendre-le-consommateur-2025-pour-fa%C3%A7onner-commerce-de-ivpee\/\" target=\"_self\" data-test-app-aware-link=\"\">Edition sp\u00e9ciale retrospective 2025<\/a> (Paris, d\u00e9cembre 2025)<\/li>\n<\/ul>\n<p id=\"ember1260\" class=\"ember-view reader-text-block__paragraph\"><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/company\/nrfeurope\/\" data-test-app-aware-link=\"\">NRF Retail&rsquo;s Big Show Europe<\/a><\/p>\n<ul>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/nrf-europe-notre-aventure-dans-le-startup-hub-de-la-retail-zdxre\/\" target=\"_self\" data-test-app-aware-link=\"\">NRF Europe : notre aventure dans le Startup Hub de La Retail Tech<\/a> (septembre 2025)<\/li>\n<\/ul>\n<p id=\"ember1262\" class=\"ember-view reader-text-block__paragraph\"><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/company\/piano-io\/\" data-test-app-aware-link=\"\">Piano<\/a><\/p>\n<ul>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/partner-breakfast-piano-h1-2025-%25C3%25A0-paris-optimal-ways-hu7le\/\" target=\"_self\" data-test-app-aware-link=\"\">Partner Breakfast Piano H1 2025<\/a> (Paris, f\u00e9vrier 2025)<\/li>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/retour-sur-les-temps-forts-du-media-workshop-piano-%25C3%25A0-paris-kciye\" target=\"_self\" data-test-app-aware-link=\"\">Media Workshop Piano<\/a> (Paris, mai 2025)<\/li>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/plong%25C3%25A9e-au-c%25C5%2593ur-de-la-piano-academy-live-2025-enseignements-tyqne\" target=\"_self\" data-test-app-aware-link=\"\">Plong\u00e9e au coeur de Piano Academy Live 2025 : les temps forts et enseignements cl\u00e9s de la premi\u00e8re journ\u00e9e<\/a> (Paris, octobre 2025)<\/li>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/au-c%25C5%2593ur-de-piano-academy-live-2025-les-moments-forts-et-insights-hoobe\" target=\"_self\" data-test-app-aware-link=\"\">De la piste de danse aux datas : temps forts du deuxi\u00e8me jour de la Piano Academy Live \u00e0 Paris<\/a> (Paris, octobre 2025)<\/li>\n<\/ul>\n<p id=\"ember1264\" class=\"ember-view reader-text-block__paragraph\"><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/showcase\/republik-retail\/\" data-test-app-aware-link=\"\">R\u00e9publik Retail<\/a><\/p>\n<ul>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/connect-lille-2025-quand-la-data-lia-redonnent-confiance-vlqwe\/\" target=\"_self\" data-test-app-aware-link=\"\">Connect Lille 2025 : quand la data &amp; l\u2019IA redonnent confiance au retail<\/a> (novembre 2025)<\/li>\n<\/ul>\n<p id=\"ember1266\" class=\"ember-view reader-text-block__paragraph\"><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/company\/superweek\/\" data-test-app-aware-link=\"\">Superweek Analytics Summit<\/a><\/p>\n<ul>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/superweek-analytics-summit-2025-day-1-nicolas-malo-8mwue\/\" target=\"_self\" data-test-app-aware-link=\"\">Jour 1<\/a> (Hongrie, 27 janvier 2025)<\/li>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/superweek-analytics-summit-2025-day-2-nicolas-malo-o5yxe\/\" target=\"_self\" data-test-app-aware-link=\"\">Jour 2<\/a> (Hongrie, 28 janvier 2025)<\/li>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/superweek-analytics-summit-day-3-nicolas-malo-bxmdf\/\" target=\"_self\" data-test-app-aware-link=\"\">Jour 3<\/a> (Hongrie, 29 janvier 2025)<\/li>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/superweek-analytics-summit-day-4-nicolas-malo-b7p2f\/\" target=\"_self\" data-test-app-aware-link=\"\"><strong>Jour 4<\/strong><\/a> (Hongrie, 30 janvier 2025)<\/li>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/superweek-analytics-summit-day-5-nicolas-malo-ftzue\/\" target=\"_self\" data-test-app-aware-link=\"\"><strong>Jour 5<\/strong><\/a> (Hongrie, 31 janvier 2025)<\/li>\n<\/ul>\n<p id=\"ember1268\" class=\"ember-view reader-text-block__paragraph\"><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/company\/techforretail\/\" data-test-app-aware-link=\"\">Tech for Retail<\/a><\/p>\n<ul>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/tech-retail-2025-une-premi%25C3%25A8re-journ%25C3%25A9e-qui-illustre-la-transformation-s3n2e\/\" target=\"_self\" data-test-app-aware-link=\"\">Tech for Retail 2025 : une premi\u00e8re journ\u00e9e qui illustre la transformation historique du commerce port\u00e9e par l\u2019IA<\/a> (Paris, novembre 2025)<\/li>\n<li><a class=\"SZOzBJrCZwbbbHzPXHSuEhpWgpxqIuwE \" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/pulse\/tech-retail-2025-une-deuxi%25C3%25A8me-journ%25C3%25A9e-port%25C3%25A9e-par-la-proximit%25C3%25A9-dryje\/\" target=\"_self\" data-test-app-aware-link=\"\">Tech for Retail 2025 : une deuxi\u00e8me journ\u00e9e port\u00e9e par la proximit\u00e9, l\u2019agilit\u00e9, la Gen Z et la mont\u00e9e des nouveaux formats de commerce<\/a> (Paris, novembre 2025)<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>En 2025, l\u2019\u00e9quipe d\u2019Optimal Ways a particip\u00e9 \u00e0 30 conf\u00e9rences et \u00e9v\u00e9nements diff\u00e9rents, en France et en Europe. Retail, e-commerce, digital analytics, data, IA, privacy, RSE\u2026 rarement une ann\u00e9e n\u2019aura \u00e9t\u00e9 aussi dense, aussi riche, et aussi r\u00e9v\u00e9latrice des mutations \u00e0 l\u2019\u0153uvre. Au-del\u00e0 de la quantit\u00e9, cette immersion continue nous a permis de capter des [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":13972,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[],"tags":[],"class_list":["post-13971","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.6 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>R\u00e9trospective 2025 : ce que 30 conf\u00e9rences nous ont appris sur l\u2019analytics, l\u2019e-commerce et le retail - Optimal Ways, l&#039;agence de digital analytics et d&#039;optimisation pour l&#039;ecommerce (Paris, Lille)<\/title>\n<meta name=\"description\" content=\"En 2025, l\u2019\u00e9quipe d\u2019Optimal Ways a particip\u00e9 \u00e0 30 conf\u00e9rences et \u00e9v\u00e9nements diff\u00e9rents, en France et en Europe. 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