Management is a practice mediated by instruments. It is therefore not solely a matter of decision-making and action. It cannot exist without the mediation of management instrumentation. This notion encompasses all instruments (indicators, dashboards, formalized models, analytical methods, and other tools) through which management techniques are implemented. Based on collective representations of organized action, it possesses structuring properties that transform information into data and contribute to organizing production relationships.

02:58
Conversion, essential in digital marketing, refers to a visitor's action in completing a key objective, such as a purchase or registration. Three elements are fundamental to maximizing conversions: an optimized user experience, with a fast and intuitive website like Amazon's; relevant and personalized messaging, supported by clear pages and effective calls to action; and finally, trust, reinforced by customer reviews or guarantees. Examples like Spotify, Booking.com, and Netflix demonstrate how simplifying the customer journey or creating a sense of urgency can transform visitors into loyal customers. Digital tools, such as A/B testing and heatmaps, facilitate these optimizations. With artificial intelligence, companies like Google and IBM Watson further personalize experiences, increasing conversion rates. Conversion, far more than just an indicator, is now a key method for transforming intent into concrete action.
MERCANTI-GUERIN Maria - IAE Paris-Sorbonne Business School |
- Management Dictionary
- Digital Transformation, Strategic Management

