{"id":13165,"date":"2022-03-24T16:22:47","date_gmt":"2022-03-24T15:22:47","guid":{"rendered":"https:\/\/dev.jems-group.com\/?p=13165"},"modified":"2026-04-23T16:33:14","modified_gmt":"2026-04-23T14:33:14","slug":"no-hyper-personalisation-without-a-360-customer-vision","status":"publish","type":"post","link":"https:\/\/www.jems-group.com\/en\/actualites\/pas-dhyperpersonnalisation-sans-une-vision-client-a-360\/","title":{"rendered":"Pas d\u2019hyper-personnalisation sans une vision client \u00e0 360\u00b0"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"13165\" class=\"elementor elementor-13165\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-240e634 e-flex e-con-boxed e-con e-parent\" data-id=\"240e634\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2358373 elementor-widget elementor-widget-global elementor-global-12335 elementor-widget-breadcrumbs\" data-id=\"2358373\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"breadcrumbs.default\">\n\t\t\t\t\t<p id=\"breadcrumbs\"><span><span><a href=\"https:\/\/www.jems-group.com\/fr\/\">Accueil<\/a><\/span><\/span><\/p>\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-816de0c e-con-full e-flex e-con e-child\" data-id=\"816de0c\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-798d721 e-con-full e-flex e-con e-child\" data-id=\"798d721\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e053f1d elementor-widget elementor-widget-heading\" data-id=\"e053f1d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Pas d\u2019hyper-personnalisation sans une vision client \u00e0 360\u00b0<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9b09188 elementor-widget elementor-widget-post-info\" data-id=\"9b09188\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-7c979de\" itemprop=\"datePublished\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t<span class=\"elementor-post-info__item-prefix\">Publi\u00e9 le <\/span>\n\t\t\t\t\t\t\t\t\t\t<time>24 March 2022<\/time>\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d01628e e-flex e-con-boxed e-con e-parent\" data-id=\"d01628e\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0976b1b elementor-widget elementor-widget-text-editor\" data-id=\"0976b1b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>Pour les banques, l\u2019hyperpersonnalisation devient autant une opportunit\u00e9 qu\u2019une obligation dans un march\u00e9 qui explose avec les n\u00e9o-banques et les risques li\u00e9s aux fraudes. Pour y arriver, il faut bien conna\u00eetre son client. Tr\u00e8s bien m\u00eame. Datastax et JEMS nous livre deux clefs de succ\u00e8s pour y arriver.\u00a0<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-582898e elementor-widget elementor-widget-heading\" data-id=\"582898e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Qu\u2019est-ce que l\u2019hyperpersonnalisation ?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-768b885 elementor-widget elementor-widget-text-editor\" data-id=\"768b885\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>En tant que consommateur, nous voulons des offres qui r\u00e9pondent \u00e0 notre besoin imm\u00e9diat. C\u2019est m\u00eame un besoin permanent tellement notre quotidien num\u00e9rique est envahi de cookies publicitaires et autres algorithmes de personnalisation : achat e-commerce, Streaming vid\u00e9o et recommandation, curation de musique, etc. L\u2019hyperpersonnalisation en marketing, c\u2019est adresser le bon message \u00e0 la bonne personne au bon moment.<\/p><p>Dans une \u00e9tude parue en 2020,\u00a0<em>\u00ab\u00a0Trends in financial services<\/em>\u00a0\u00bb Salesforce nous explique que\u00a0<strong>55% des gens ne commencent \u00e0 consid\u00e9rer une offre que si celle-ci est personnalis\u00e9e<\/strong>. 66% des clients s\u2019attendent \u00e9galement \u00e0 ce que les institutions financi\u00e8res comprennent leurs besoins et leurs attentes.\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/tbeen\/\">Thomas Been<\/a>\u00a0CMO de Datastax explique\u00a0:<\/p><p><em>\u00ab Il y a une r\u00e9elle attente c\u00f4t\u00e9 consommateur. Il ne veut plus d\u2019interm\u00e9diaires et veut un impact imm\u00e9diat. C\u2019est d\u2019autant plus vrai avec des services comme les paiements ou les cryptomonnaies. Ces offres doivent prendre en compte la valeur pour le client ainsi que sa sant\u00e9 financi\u00e8re. L\u2019entreprise de services financiers doit comprendre le client et agir en partenaire \u00bb.<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ec93411 elementor-widget elementor-widget-image\" data-id=\"ec93411\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"358\" src=\"https:\/\/www.jems-group.com\/wp-content\/uploads\/2022\/03\/hyperpersonnalisation-un-imperatif-pour-les-clients-et-les-entreprises-1024x458.webp\" class=\"attachment-large size-large wp-image-13168\" alt=\"hyperpersonnalisation un imp\u00e9ratif pour les clients et les entreprises\" srcset=\"https:\/\/www.jems-group.com\/wp-content\/uploads\/2022\/03\/hyperpersonnalisation-un-imperatif-pour-les-clients-et-les-entreprises-1024x458.webp 1024w, https:\/\/www.jems-group.com\/wp-content\/uploads\/2022\/03\/hyperpersonnalisation-un-imperatif-pour-les-clients-et-les-entreprises-300x134.webp 300w, https:\/\/www.jems-group.com\/wp-content\/uploads\/2022\/03\/hyperpersonnalisation-un-imperatif-pour-les-clients-et-les-entreprises-768x344.webp 768w, https:\/\/www.jems-group.com\/wp-content\/uploads\/2022\/03\/hyperpersonnalisation-un-imperatif-pour-les-clients-et-les-entreprises-18x8.jpg 18w, https:\/\/www.jems-group.com\/wp-content\/uploads\/2022\/03\/hyperpersonnalisation-un-imperatif-pour-les-clients-et-les-entreprises.webp 1200w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5b3c680 elementor-widget elementor-widget-heading\" data-id=\"5b3c680\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Connaissance client : une obligation pour atteindre l\u2019hyperpersonnalisation\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a251b01 elementor-widget elementor-widget-text-editor\" data-id=\"a251b01\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Il y a un paradoxe \u00e0 surmonter. Les entreprises de services financiers ont besoin d\u2019\u00e9tablir une relation de confiance avec le client l\u00e0 o\u00f9 celui-ci a de moins en moins confiance dans le syst\u00e8me financier. Or c\u2019est avec l\u2019hyperpersonnalisation que cette situation va se d\u00e9bloquer. \u00a0Connaitre le contexte du client\u00a0 permet de le positionner dans une offre sur demande et de r\u00e9pondre en temps r\u00e9el \u00e0 ses besoins.<\/p><p>Car\u00a0<strong>les leaders de la connaissance client utilisent toutes les donn\u00e9es pour les comprendre<\/strong>\u00a0: pas seulement les donn\u00e9es contractuelles stock\u00e9es dans un Datawarehouse mais aussi celles provenant des applications qui arrivent en temps r\u00e9el. Starbucks par exemple pousse ainsi des offres de mani\u00e8re continue extr\u00eamement cibl\u00e9es ce qui a boost\u00e9 ses ventes consid\u00e9rablement.<\/p><p><strong>Mais pour bien connaitre son client, le r\u00e9f\u00e9rentiel ne suffit plus<\/strong>. L\u2019approche doit \u00eatre globale. On voit apparaitre de plus en plus l\u2019ajout dans le r\u00e9f\u00e9rentiel client de donn\u00e9es op\u00e9rationnelles avec la volont\u00e9 de mixer les deux mondes. Le probl\u00e8me c\u2019est que le tempo d\u2019un r\u00e9f\u00e9rentiel client est lent\u00a0: il faut du temps pour v\u00e9rifier les informations et les chiffres. Mais ce temps-l\u00e0, les clients n\u2019en veulent plus.<\/p><p>Si les DSI continuent de s\u2019appuyer uniquement sur leur r\u00e9f\u00e9rentiel, toutes les donn\u00e9es ne seront pas valoris\u00e9es et cela risque d\u2019entrainer une connaissance client erron\u00e9e qui conduira \u00e0 des erreurs sur les offres propos\u00e9es et \u00e0 un taux d\u2019attrition qui augmente.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f54112d elementor-widget elementor-widget-heading\" data-id=\"f54112d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Comment mettre en place cette hyperdisponibilit\u00e9 de la relation client ?\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-72fccf8 elementor-widget elementor-widget-text-editor\" data-id=\"72fccf8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><a href=\"https:\/\/www.linkedin.com\/in\/pascal-dury-9920039\/\">Pascal Dury<\/a>, VP data management chez JEMS explique.\u00a0<em>\u00ab\u00a0Il y a deux clefs de succ\u00e8s pour r\u00e9ussir\u00a0: \u00a0avoir une m\u00e9thodologie MDM bien en place et avoir une approche Data Centric en non Data Driven. Les deux sont absolument n\u00e9cessaires \u00bb.<\/em><\/p><ul><li><strong>Clef de succ\u00e8s n\u00b01 : appliquer\u00a0<a href=\"https:\/\/www.jems-group.comfr\/nos-offres\/data-management\/\">la m\u00e9thode de traitement du MDM.<\/a>\u00a0\u00a0<\/strong>Il s\u2019agit ici de collecter, nettoyer, identifier toutes les donn\u00e9es et de cr\u00e9er un\u00a0<em>golden record<\/em>\u00a0le plus propre possible \u00e0 un instant t. Puis on compl\u00e8te cette vision \u00e0 360 du client en enrichissant avec tous les \u00e9l\u00e9ments connus\u00a0: contrat, pr\u00eat, interaction. Un des projets communs \u00e0 DataStax et JEMS pour la banque d\u2019un constructeur automobile a \u00e9t\u00e9 de passer d\u2019un SI bas\u00e9 sur les contrats \u00e0 une vision sur la personne. L\u2019inducteur devient est Monsieur Martin ou Mme Park et non plus un num\u00e9ro de contrat.<\/li><li><strong>Clef de succ\u00e8s n\u00b02 :\u00a0<a href=\"https:\/\/www.jems-group.comfr\/nos-offres\/modele-data-centric-jems\/\">l\u2019approche Data Centric.\u00a0<\/a><\/strong>C\u2019est la fa\u00e7on dont on va mod\u00e9liser les donn\u00e9es de l\u2019institution bancaire. Lorsque l\u2019on travaille sur un cas d\u2019usage (une nouvelle offre par exemple) on va prendre les donn\u00e9es de diff\u00e9rents syst\u00e8mes et les r\u00e9concilier pour cr\u00e9er un cas d\u2019usage. Si un autre cas d\u2019usage est demand\u00e9 on refait tout le protocole de r\u00e9conciliation.<\/li><\/ul><p>Etre\u00a0<em>Data Centric<\/em>\u00a0va nous faire faire cette r\u00e9conciliation seulement une fois.\u00a0<strong>Cela se traduit par une livraison des cas d\u2019usages de 3 \u00e0 5 fois plus rapidement.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c89480c elementor-widget elementor-widget-image\" data-id=\"c89480c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"280\" src=\"https:\/\/www.jems-group.com\/wp-content\/uploads\/2022\/03\/modele-data-centric-et-efforts-de-reconciliation-1024x358.webp\" class=\"attachment-large size-large wp-image-13169\" alt=\"modele data centric et efforts de reconciliation\" srcset=\"https:\/\/www.jems-group.com\/wp-content\/uploads\/2022\/03\/modele-data-centric-et-efforts-de-reconciliation-1024x358.webp 1024w, https:\/\/www.jems-group.com\/wp-content\/uploads\/2022\/03\/modele-data-centric-et-efforts-de-reconciliation-300x105.webp 300w, https:\/\/www.jems-group.com\/wp-content\/uploads\/2022\/03\/modele-data-centric-et-efforts-de-reconciliation-768x269.webp 768w, https:\/\/www.jems-group.com\/wp-content\/uploads\/2022\/03\/modele-data-centric-et-efforts-de-reconciliation-1536x537.webp 1536w, https:\/\/www.jems-group.com\/wp-content\/uploads\/2022\/03\/modele-data-centric-et-efforts-de-reconciliation-18x6.png 18w, https:\/\/www.jems-group.com\/wp-content\/uploads\/2022\/03\/modele-data-centric-et-efforts-de-reconciliation.webp 1920w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d7fec4f elementor-widget elementor-widget-text-editor\" data-id=\"d7fec4f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>L\u2019hyperpersonnalisation est un imp\u00e9ratif pour les services financiers. Leurs clients veulent des temps de r\u00e9activit\u00e9 courts et des interactions en temps r\u00e9el. Les directions informatiques ont besoin d\u2019un syst\u00e8me avec des fondations solides et \u00e9volutives pour g\u00e9rer des cas d\u2019usages \u00e0 la demande ainsi que de pouvoir monter en charge des donn\u00e9es additionnelles provenant du temps r\u00e9el.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d1d8ff3 elementor-widget elementor-widget-heading\" data-id=\"d1d8ff3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Pour en savoir plus<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-94fc2f9 elementor-widget elementor-widget-text-editor\" data-id=\"94fc2f9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong><a href=\"https:\/\/dev.jems-group.com\/partenaires\/datastax\/\">A propos de DataStax<\/a>\u00a0:\u00a0<\/strong>Entreprise Fond\u00e9e en 2010 en Californie pour supporter Apache Cassandra. Datastax a contribu\u00e9 aux communaut\u00e9s open source Cassandra, Pulsar, Kubernetes. Datastax compte plus de 500 clients entreprises dans le monde entier dont American Express, CapitalOne, Euronext, Fidelity, RBC, US Bank, Visa.<\/p><p><strong>A propos de JEMS :\u00a0<\/strong>JEMS est un industriel de la donn\u00e9e dont le m\u00e9tier est de cr\u00e9er et valoriser le patrimoine data des clients. Avec plus de 450 projets data et digital JEMS est pr\u00e9sent dans 13 m\u00e9tropoles en France et \u00e0 l\u2019international.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-313cd6f e-flex e-con-boxed e-con e-parent\" data-id=\"313cd6f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-13de0bf elementor-widget elementor-widget-heading\" data-id=\"13de0bf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">PLUS DE RESSOURCES<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bacad39 elementor-widget-divider--view-line elementor-widget elementor-widget-global elementor-global-343 elementor-widget-divider\" data-id=\"bacad39\" data-element_type=\"widget\" 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reliant donn\u00e9es, usages et IA g\u00e9n\u00e9rative en entreprise\" srcset=\"https:\/\/www.jems-group.com\/wp-content\/uploads\/2026\/05\/AI-and-GenAI-1024x576.png 1024w, https:\/\/www.jems-group.com\/wp-content\/uploads\/2026\/05\/AI-and-GenAI-300x169.png 300w, https:\/\/www.jems-group.com\/wp-content\/uploads\/2026\/05\/AI-and-GenAI-768x432.png 768w, https:\/\/www.jems-group.com\/wp-content\/uploads\/2026\/05\/AI-and-GenAI-1536x864.png 1536w, https:\/\/www.jems-group.com\/wp-content\/uploads\/2026\/05\/AI-and-GenAI-18x10.png 18w, https:\/\/www.jems-group.com\/wp-content\/uploads\/2026\/05\/AI-and-GenAI.png 1672w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8a27494 elementor-widget elementor-widget-theme-post-title elementor-page-title elementor-widget-heading\" data-id=\"8a27494\" data-element_type=\"widget\" data-e-type=\"widget\" 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class=\"elementor-element elementor-element-390e033 elementor-align-right elementor-widget elementor-widget-button\" data-id=\"390e033\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.jems-group.com\/en\/actualites\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Explorer nos actualit\u00e9s<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>For banks, hyper-personalisation is becoming as much of an opportunity as an obligation in a market exploding with neobanks and risks linked to fraud. To achieve this, you need to know your customer well. Very well, in fact. Datastax and JEMS offer two keys to success in achieving this.\u00a0<\/p>","protected":false},"author":5,"featured_media":13167,"comment_status":"closed","ping_status":"open","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[21],"tags":[],"class_list":["post-13165","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pas d\u2019hyper-personnalisation sans une vision client \u00e0 360\u00b0 - JEMS<\/title>\n<meta name=\"description\" content=\"La vision client est une obligation pour atteindre l\u2019hyperpersonnalisation, Datastax et JEMS nous livrent deux cl\u00e9s de succ\u00e8s pour y arriver.\" \/>\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.jems-group.com\/en\/news\/no-hyper-personalisation-without-a-360-customer-vision\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pas d\u2019hyper-personnalisation sans une vision client \u00e0 360\u00b0 - 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