{"id":11464,"date":"2022-10-05T15:11:49","date_gmt":"2022-10-05T15:11:49","guid":{"rendered":"https:\/\/datama.io\/use-case-n1-paid-acquisition-wow-analysis\/"},"modified":"2025-08-05T09:43:15","modified_gmt":"2025-08-05T09:43:15","slug":"use-case-1-paid-acquisition-wow-analysis","status":"publish","type":"post","link":"https:\/\/datama.io\/fr\/use-case-1-paid-acquisition-wow-analysis\/","title":{"rendered":"Cas d&rsquo;usage N\u00b01 : Analyse de l&rsquo;acquisition payante WoW chez TotalEnergies"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"11464\" class=\"elementor elementor-11464 elementor-7364\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5aee7178 e-flex e-con-boxed e-con e-parent\" data-id=\"5aee7178\" 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-ff1ce elementor-widget elementor-widget-text-editor\" data-id=\"ff1ce\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Cat\u00e9gorie : Acquisition |Solution : Datama Compare | Type : Recurring | Client : Web Utilities | Extension : None<\/p><p><strong>Tags<\/strong>: <em>Tags : #Media #RecherchePayante #GestionDeTrafic<\/em><\/p><figure style=\"border-radius: 8px; background-color: #ebf5f3; font-size: 18px;\"><blockquote><p>\u00ab\u00a0<em>Gr\u00e2ce \u00e0 Datama, nous sommes en mesure de d\u00e9composer nos performances SEA par type, par campagne et par date afin de voir les points chauds. Cela nous permet de regarder nos statistiques sous un angle diff\u00e9rent de celui des plateformes d&rsquo;achat et nous fait gagner du temps dans la r\u00e9flexion sur les optimisations. <\/em>\u00ab\u00a0<\/p><p><cite><strong>Jo\u00ebl Barthaut Sala\u00fcn-Penquer<\/strong><br \/>Responsable Paid Media Online, TotalEnergies<\/cite><\/p><\/blockquote><\/figure><p><iframe title=\"Total Energies x Datama - Customer Story (EN)\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/9AUMoELhC6Y?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p><h2>Contexte<\/h2><p><a href=\"https:\/\/www.totalenergies.fr\/\">TotalEnergies <\/a>est une importante soci\u00e9t\u00e9 multi-\u00e9nergies en France. Son activit\u00e9 gaz et \u00e9lectricit\u00e9 d\u00e9pend fortement de son site web pour les abonnements entrants (B2C et B2B). L&rsquo;\u00e9quipe charg\u00e9e de l&rsquo;analyse aide l&rsquo;entreprise, et plus particuli\u00e8rement l&rsquo;\u00e9quipe charg\u00e9e de l&rsquo;acquisition des m\u00e9dias payants, \u00e0 acc\u00e9der \u00e0 ses donn\u00e9es et \u00e0 les comprendre afin d&rsquo;am\u00e9liorer ses performances.<br \/>L&rsquo;\u00e9quipe charg\u00e9e de l&rsquo;analyse fournissait des chiffres et des rapports sur Google Ads et Bing Ads. Elle a r\u00e9ussi \u00e0 aller plus loin en fournissant de mani\u00e8re proactive des informations en plus des chiffres. Ils utilisaient d\u00e9j\u00e0 DataMa pour l&rsquo;analyse des produits et ont donc mis en \u0153uvre un cas d&rsquo;utilisation d&rsquo;acquisition pour \u00e9tendre la gamme d&rsquo;utilisation sur une base hebdomadaire.<\/p><h2>Approche<\/h2><h3><strong>\u00c9quation de march\u00e9<\/strong><\/h3><p>Pour que les choses restent simples et compr\u00e9hensibles pour le client, l&rsquo;\u00e9quipe a commenc\u00e9 par une \u00e9quation de march\u00e9 relativement simple.\u00a0<\/p><p>L\u2019id\u00e9e \u00e9tait d\u2019int\u00e9grer des KPI classiques comme le CPC (co\u00fbt par clic), le co\u00fbt et le CVR (conversion) dans une \u00e9quation de march\u00e9 pour expliquer la variation absolue de la conversion.<\/p><p>Ils se sont retrouv\u00e9s avec l\u2019\u00e9quation de march\u00e9 suivante :<\/p><figure><img decoding=\"async\" src=\"https:\/\/www.datama.io\/wp-content\/uploads\/2022\/10\/MarketEquation-UTCM1.png\" alt=\"\" \/><\/figure><p>2 observations sur cette \u00e9quation de march\u00e9 :<\/p><ol><li>Le CPC (co\u00fbt par clic) appara\u00eet au d\u00e9nominateur, ce qui n&rsquo;est pas la fa\u00e7on classique dont les cas d&rsquo;utilisation de DataMa sont configur\u00e9s. Une autre option, peut-\u00eatre plus intuitive du point de vue d&rsquo;un analyste, aurait \u00e9t\u00e9 d&rsquo;utiliser le co\u00fbt par clic (c&rsquo;est-\u00e0-dire le nombre de clics que vous obtenez pour 1 \u20ac d\u00e9pens\u00e9). Cependant, \u00e9tant donn\u00e9 que l&rsquo;entreprise (l&rsquo;\u00e9quipe d&rsquo;acquisition) est tellement habitu\u00e9e \u00e0 regarder le co\u00fbt par clic, il est pr\u00e9f\u00e9rable de correspondre aux normes de l&rsquo;industrie pour aider \u00e0 la compr\u00e9hension et \u00e0 l&rsquo;adoption.<\/li><li>Le ratio Abonnement\/Cliques est consid\u00e9r\u00e9 comme une bonne approximation du CVR. Bien entendu, en raison des \u00e9carts entre les plates-formes publicitaires et les outils d&rsquo;analyse du web, et surtout en raison des limites impos\u00e9es par le consentement aux cookies, vous souhaiterez peut-\u00eatre ajouter un ratio Sessions\/Cliques en tant qu&rsquo;indicateur interm\u00e9diaire dans le cadre de votre suivi. Mais encore une fois, pour rester simple, c&rsquo;est une bonne option pour commencer.<\/li><\/ol><blockquote><p>Pour une \u00e9quation de march\u00e9 plus compl\u00e8te sur la performance des m\u00e9dias, lisez notre article : <a href=\"https:\/\/www.datama.io\/how-to-track-your-media-campaigns-with-datama\/\">Comment suivre votre campagne m\u00e9dia avec Datama ?<\/a><\/p><\/blockquote><figure><img decoding=\"async\" src=\"https:\/\/www.datama.io\/wp-content\/uploads\/2022\/10\/MetricsRelationUTCM1-1024x507.png\" alt=\"\" \/><\/figure><h2>Dataset<\/h2><p>Dans ce cas d&rsquo;utilisation, les donn\u00e9es proviennent de Google Ads, Bing et Google Analytics et ont d\u00e9j\u00e0 \u00e9t\u00e9 agr\u00e9g\u00e9es dans une table Big Query, en utilisant l&rsquo;ETL de funnel.io.<\/p><p>\u00c0 partir de l\u00e0, nous avons \u00e9videmment besoin des mesures utilis\u00e9es dans notre \u00e9quation de march\u00e9 : co\u00fbt, clics et abonnements.<\/p><p>En ce qui concerne les dimensions, l\u2019\u00e9quipe a l\u2019habitude d\u2019analyser leurs performances par plate-forme (Google vs Bing), type de recherche (marque vs non marque), appareil et campagne<\/p><p>Voici un exemple d&rsquo;<a href=\"https:\/\/docs.google.com\/spreadsheets\/d\/16X-vl1aSHAmuzkWNIA6S5SFiUOMERKc7CbGiYDW9ZoI\/edit#gid=250698403\">ensemble de donn\u00e9es<\/a><\/p><figure><img decoding=\"async\" src=\"https:\/\/www.datama.io\/wp-content\/uploads\/2022\/10\/Dataset-UTCM1-1024x379.png\" alt=\"\" \/><\/figure><p>Nous ing\u00e9rons les donn\u00e9es en utilisant le connecteur Datama Prep pour BigQuery.\u00a0<\/p><h2>A retenir<\/h2><p>Dans DataMa Compare, le cas d\u2019utilisation nous permet d\u2019expliquer de mani\u00e8re percutante les variations des abonnements g\u00e9n\u00e9r\u00e9s par le trafic payant provenant \u00e0 la fois de Google Ads et de Bing Ads.<\/p><p>Dans l\u2019exemple particulier des donn\u00e9es ci-dessus, nous constatons que le nombre d\u2019abonnements a diminu\u00e9, en raison de d\u00e9penses plus faibles et d\u2019un CPC plus \u00e9lev\u00e9.<\/p><figure><img decoding=\"async\" src=\"https:\/\/www.datama.io\/wp-content\/uploads\/2022\/10\/Waterfall-UTCM1-1024x392.png\" alt=\"\" \/><\/figure><figure><img decoding=\"async\" src=\"https:\/\/www.datama.io\/wp-content\/uploads\/2022\/10\/WT-Comments-UTCM1-1.png\" alt=\"\" \/><\/figure><p>Nous pouvons alors entrer dans l&rsquo;analyse des dimensions, o\u00f9 nous comprenons que la fin de la campagne \u00ab\u00a0Moving Summer\u00a0\u00bb, avec un CPC plus faible que la campagne \u00ab\u00a0Special Discount\u00a0\u00bb, explique \u00e0 la fois la diminution du co\u00fbt et l&rsquo;augmentation du CPC en raison d&rsquo;un effet de mixit\u00e9.\u00a0<\/p><figure><img decoding=\"async\" src=\"https:\/\/www.datama.io\/wp-content\/uploads\/2022\/10\/Moves-UCTM1-1024x409.png\" alt=\"\" \/><\/figure><p><em>La campagne <\/em><em>\u00ab\u00a0Moving Summer\u00a0\u00bb, qui avait un CPC tr\u00e8s bas, a \u00e9t\u00e9 remplac\u00e9e par la campagne \u00ab\u00a0Special Discount\u00a0\u00bb, qui avait un CPC beaucoup plus \u00e9lev\u00e9, ce qui a entra\u00een\u00e9 une mauvaise augmentation du CPC moyen.<\/em><\/p><h2>R\u00e9sultats<\/h2><p>Le rapport a \u00e9t\u00e9 partag\u00e9 avec l&rsquo;\u00e9quipe charg\u00e9e des m\u00e9dias payants, qui a re\u00e7u des commentaires tr\u00e8s positifs, \u00e0 la fois pour les efforts d\u00e9ploy\u00e9s afin de rendre les donn\u00e9es plus pertinentes et pour la clart\u00e9 des graphiques et des commentaires. L&rsquo;\u00e9quipe pr\u00e9voit maintenant d&rsquo;int\u00e9grer automatiquement le rapport dans le tableau de bord de visualisation des donn\u00e9es (Reeport\/Data Studio) utilis\u00e9 pour le rapport sur les m\u00e9dias payants. \u00a0<\/p><p>La valeur de l&rsquo;approche de l&rsquo;analyse des m\u00e9dias avec la m\u00e9thodologie holistique de l&rsquo;\u00e9quation de march\u00e9 a \u00e9galement d\u00e9clench\u00e9 une volont\u00e9 d&rsquo;en apprendre davantage et de multiplier les cas d&rsquo;utilisation dans l&rsquo;ensemble de l&rsquo;organisation. Afin de diffuser le message \u00e0 d&rsquo;autres \u00e9quipes, l&rsquo;\u00e9quipe analytique pr\u00e9voit de participer aux<a href=\"https:\/\/www.datama.io\/fundamentals-of-problem-solving\/\"> ateliers de \u00ab\u00a0r\u00e9solution de probl\u00e8mes\u00a0\u00bb<\/a> propos\u00e9s par Datama dans les prochains mois (ces ateliers font partie de l&rsquo;offre Coaching Analytics de DataMa Solutions).<\/p>\t\t\t\t\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\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Cat\u00e9gorie : Acquisition |Solution : Datama Compare | Type : Recurring | Client : Web Utilities | Extension : None Tags: Tags : #Media #RecherchePayante #GestionDeTrafic \u00ab\u00a0Gr\u00e2ce \u00e0 Datama, nous sommes en mesure de d\u00e9composer nos performances SEA par type, par campagne et par date afin de voir les points chauds. Cela nous permet de [&hellip;]<\/p>\n","protected":false},"author":21,"featured_media":15506,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[127],"tags":[128,131,132,130,129,133,134,135],"class_list":["post-11464","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-use-case-fr","tag-acquisition-fr","tag-analyse-des-lacunes","tag-media-analysis-fr","tag-pont","tag-publicites","tag-sea-fr","tag-traffic-fr","tag-waterfall-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cas d&#039;usage N\u00b01 : Analyse de l&#039;acquisition payante WoW chez TotalEnergies - Datama<\/title>\n<meta name=\"description\" content=\"Cet exemple de cas d&#039;utilisation montre comment TotalEnergies parvient \u00e0 analyser et \u00e0 am\u00e9liorer l&#039;acquisition de trafic.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/datama.io\/fr\/use-case-1-paid-acquisition-wow-analysis\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cas d&#039;usage N\u00b01 : Analyse de l&#039;acquisition payante WoW chez TotalEnergies - 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