{"id":23058,"date":"2026-09-30T09:44:48","date_gmt":"2026-09-30T07:44:48","guid":{"rendered":"https:\/\/www.lillegrandpalais.com\/leblog\/?p=23058"},"modified":"2026-09-30T10:05:34","modified_gmt":"2026-09-30T08:05:34","slug":"au-coeur-de-la-transformation-numerique-de-lille-grand-palais","status":"publish","type":"post","link":"https:\/\/www.lillegrandpalais.com\/leblog\/paroles-dexperts\/au-coeur-de-la-transformation-numerique-de-lille-grand-palais\/","title":{"rendered":"Au c\u0153ur de la transformation num\u00e9rique de Lille Grand Palais"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">SEO, SEA, date, intelligence artificielle, RGPD : \u00e0 Lille Grand Palais &#8211; Z\u00e9nith de Lille, le m\u00e9tier de chef de projet marketing digital se situe \u00e0 la crois\u00e9e de la visibilit\u00e9, de la performance commerciale et de l&rsquo;innovation. En poste depuis d\u00e9cembre 2025, Elisa Briot nous ouvre les coulisses d&rsquo;une fonction aussi strat\u00e9gique que transversale. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Elisa, concr\u00e8tement, quelle est votre mission ?<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Ma mission consiste \u00e0 d\u00e9velopper et piloter les projets digitaux qui contribuent au rayonnement de Lille Grand Palais et du Z\u00e9nith de Lille et \u00e0 am\u00e9liorer l\u2019exp\u00e9rience de nos clients et visiteurs. Avec Sol\u00e8ne Bouhet, en charge du marketing op\u00e9rationnel, nous construisons la strat\u00e9gie marketing digitale en fonction des ambitions de l\u2019entreprise, des tendances du march\u00e9 et des besoins des \u00e9quipes commerciales. C\u2019est un m\u00e9tier tr\u00e8s transversal. Je peux travailler sur la visibilit\u00e9 de nos sites internet, le r\u00e9f\u00e9rencement, la data, de nouveaux outils digitaux, le d\u00e9ploiement de l\u2019IA ou accompagner les commerciaux dans leurs besoins. Par exemple, nous avons retravaill\u00e9 la plaquette commerciale digitale pour la rendre plus fluide et y int\u00e9grer des fonctionnalit\u00e9s davantage adapt\u00e9es \u00e0 leurs usages. Le digital doit \u00eatre au service du d\u00e9veloppement commercial.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong><strong>Comment travaillez-vous la visibilit\u00e9 de Lille Grand Palais sur le web ? <\/strong><\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Nous d\u00e9veloppons la visibilit\u00e9 de nos diff\u00e9rents sites gr\u00e2ce au SEO, c\u2019est-\u00e0-dire le r\u00e9f\u00e9rencement naturel et gratuit, et au SEA, le r\u00e9f\u00e9rencement payant. Pour Lille Grand Palais, l\u2019enjeu est notamment de mieux toucher les publics BtoB et de g\u00e9n\u00e9rer des contacts qualifi\u00e9s pour les \u00e9quipes commerciales. Cela passe par l\u2019analyse des recherches, l\u2019optimisation des contenus et des sites, mais aussi par le suivi des performances. Le digital permet de mesurer beaucoup de choses : il faut donc regarder les r\u00e9sultats, comprendre ce qui fonctionne ou non et ajuster en permanence. La veille est \u00e9galement essentielle, sur les pratiques de nos concurrents comme sur les nouveaux outils et usages num\u00e9riques. <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>La date occupe \u00e9galement une place importante dans ces projets. Pourquoi ? <\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Parce qu\u2019on ne peut pas d\u00e9velopper de nouveaux usages digitaux efficaces, notamment l\u2019IA, sans disposer d\u2019une donn\u00e9e fiable et bien structur\u00e9e. Un important chantier autour de la data a d\u00e9j\u00e0 \u00e9t\u00e9 engag\u00e9 en 2025, avec un travail de nettoyage des donn\u00e9es clients dans notre ERP pour une meilleure structuration des portefeuilles clients des commerciaux.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong><strong><strong>Justement, vous participez aujourd\u2019hui au chantier strat\u00e9gique consacr\u00e9 \u00e0 l\u2019IA. O\u00f9 en est Lille Grand Palais ?<\/strong><\/strong><\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Il s&rsquo;agit d&rsquo;accompagner Lille Grand Palais dans sa transition num\u00e9rique en identifiant des usages r\u00e9ellement utiles aux \u00e9quipes. L&rsquo;objectif n&rsquo;est pas de remplacer l&rsquo;humain, mais de lui donner des outils pour gagner en efficacit\u00e9 sur certaines t\u00e2ches r\u00e9p\u00e9titives ou chronophages. Nous avons commenc\u00e9 par r\u00e9dig\u00e9 une charte IA et former les directeurs et managers. Nous travaillons maintenant \u00e0 l&rsquo;identification des cas d&rsquo;usage dans les diff\u00e9rentes directions. Cela peut \u00eatre, par exemple, un outil de veille concurrentielle pour le marketing ou de veille juridique pour les ressources humaines.\u00a0\u00c0 partir de ces besoins, nous construisons des prompts ou des petits agents IA adapt\u00e9s \u00e0 chaque m\u00e9tier. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La prochaine \u00e9tape consiste \u00e0 former progressivement les \u00e9quipes \u00e0 ces usages. L&rsquo;id\u00e9e est vraiment de partir du terrain : identifier un besoin, trouver l&rsquo;outil pertinent, le tester et v\u00e9rifier qu&rsquo;il apporte une r\u00e9elle valeur ajout\u00e9e. <\/p>\n\n\n\n<div style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Vous \u00eates \u00e9galement d\u00e9l\u00e9gu\u00e9e \u00e0 la protection des donn\u00e9es (DPO). Comment cette certification s&rsquo;articule-t-elle avec vos missions digitales ? <\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Les deux sont tr\u00e8s li\u00e9es. Plus on d\u00e9veloppe les usages num\u00e9riques et la donn\u00e9e, plus la question de leur protection devient centrale. En tant que DPO, j&rsquo;accompagne Lille Grand Palais dans le respect du RGPD : j&rsquo;informe et conseille les \u00e9quipes, je veille \u00e0 la conformit\u00e9 des traitements et je m&rsquo;assure que l&rsquo;on ne collecte que les donn\u00e9es r\u00e9ellement n\u00e9cessaires. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nous r\u00e9alisons notamment un important travail de cartographie : quelles donn\u00e9es sont collect\u00e9es ? O\u00f9 sont-elles stock\u00e9s ? Qui peut y acc\u00e9der ? Pendant combien de temps sont-elles conserv\u00e9es ? La protection des donn\u00e9es doit \u00eatre pens\u00e9e d\u00e8s la conception d&rsquo;un projet digital, et non ajout\u00e9e \u00e0 la fin. J&rsquo;ai suivi pour cela une formation aupr\u00e8s du CNAM ces derniers mois, notamment pour renformer mes comp\u00e9tences juridiques. C&rsquo;est une dimension tr\u00e8s compl\u00e9mentaire de mon m\u00e9tier : innover, oui, mais dans un cadre ma\u00eetriser et responsable.<\/p>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Qu&rsquo;est ce qui vous plait particuli\u00e8rement dans ce m\u00e9tier ? <\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Son c\u00f4t\u00e9 \u00ab\u00a0chef de projet\u00a0\u00bb. Mon p\u00e9rim\u00e8tre \u00e9volue en m\u00eame temps que les projets et les enjeux de l&rsquo;entreprise. Le marketing digital reste mon fil rouge, mais nous avons jusqu&rsquo;\u00e0 pr\u00e9sent beaucoup travaill\u00e9 sur la data, aujourd&rsquo;hui sur l&rsquo;intelligence artificielle, et demain d&rsquo;autres sujets \u00e9mergeront certainement. C&rsquo;est ce qui rend le m\u00e9tier passionnant : il faut \u00eatre curieux, faire beaucoup de veille et \u00eatre capable de se saisir de nouvelles opportunit\u00e9s. \u00c0 Lille Grand Palais, j&rsquo;appr\u00e9cie aussi la libert\u00e9 que l&rsquo;on me laisse pour explorer une piste lorsqu&rsquo;elle peut \u00eatre utilise \u00e0 l&rsquo;entreprise. C&rsquo;est \u00e0 la fois stimulant et gratifiant. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>En poste depuis d\u00e9cembre 2025, Elisa Briot nous ouvre les coulisses d&rsquo;une fonction aussi strat\u00e9gique que transversale.<\/p>\n","protected":false},"author":25,"featured_media":23064,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8],"tags":[],"class_list":["post-23058","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paroles-dexperts"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Au c\u0153ur de la transformation num\u00e9rique de Lille Grand Palais - Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.lillegrandpalais.com\/leblog\/paroles-dexperts\/au-coeur-de-la-transformation-numerique-de-lille-grand-palais\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Au c\u0153ur de la transformation num\u00e9rique de Lille Grand Palais - 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