Opinion ·
Your CRM isn't short of data, it's short of judgement
Original title, in French: “Votre CRM ne manque pas de données, il manque de jugement”
- Publication
- Journal du Net (France)
- Author
- Jérémie Renault
- Published on
- 23 September 2026 · read in the page structured data
Summary
The author argues that retail CRM systems already hold individualised data but still make decisions based on segments and uniform campaigns. He cites Gartner's 2025 martech survey, according to which fewer than half of deployed tools are actually used and only 15% of organisations get a positive return on investment from them, while 55% of the data created remains dormant. The Observatoire Notify 2026 shows that 71% of French people consider brands' communications irrelevant to them and that 75% have given up on a purchase out of irritation. The article calls for ‘decision-making AI’ that chooses between sending and staying silent, citing Stéphanie Catarino, e-commerce director of the Clarins France group, who believes marketing performance will be measured by the quality of decisions rather than the volume of messages sent.
Summary based on the full text of the article.
Read the article on Journal du Net →Figures cited
-
46 %
share of campaigns sent between 6am and 9am
retail campaigns
« 46 % des campagnes partent entre 6 h et 9 h »
-
49 %
martech tools actually used
organisations, Gartner 2025 martech survey
« moins de la moitié des outils déployés (49 %) sont réellement utilisés »
Source: Enquête martech 2025 de Gartner
-
15 %
organisations achieving a proven positive return on investment from martech tools
organisations, Gartner 2025 martech survey
« seules 15 % des organisations en tirent un retour sur investissement positif avéré »
Source: Enquête martech 2025 de Gartner
-
55 %
share of the data created by a company that goes unused
company data
« près de 55 % de la donnée créée par une entreprise reste « dormante », jamais exploitée »
-
71 %
customers expecting personalisation
Notify study
« 71 % l'attendent, et 76 % s'agacent quand elle fait défaut »
Source: Etude Notify
-
76 %
customers irritated by a lack of personalisation
Notify study
« 71 % l'attendent, et 76 % s'agacent quand elle fait défaut »
Source: Etude Notify
-
71 %
French people who consider brands' communications unsuited to their needs
France, Observatoire Notify 2026
« 71 % des Français jugent les communications des marques inadaptées à leurs besoins réels »
Source: Observatoire Notify 2026
-
52 %
consumers cutting their spending in response to relentless promotions
France, Observatoire Notify 2026
« 52 % réduisent leurs dépenses face au « matraquage promotionnel » »
Source: Observatoire Notify 2026
-
75 %
consumers who have given up on a purchase out of irritation
France, Observatoire Notify 2026
« 75 % ont déjà renoncé à un achat par pur agacement »
Source: Observatoire Notify 2026
Classification
- Country
- France
- Company size
- All sizes
- Industries
- Retail and distribution, e-commerce · Media, communications, marketing
- Companies
- Gartner (study author), Notify (study author), Clarins (cited)
- Keywords
- crm, retail marketing, personalisation, decision-making AI, customer data, promotional pressure
Entry written by Marsanne Studio from the cited article, with the help of an AI model (claude-sonnet-5). The rights to the article and its illustrations belong to Journal du Net and its author. Entry translated from French by Claude Sonnet 5.5.