{"id":11855,"date":"2022-01-12T13:49:06","date_gmt":"2022-01-12T13:49:06","guid":{"rendered":"https:\/\/datama.io\/accelerer-la-detection-danomalies-avec-datama\/"},"modified":"2026-01-29T18:46:38","modified_gmt":"2026-01-29T18:46:38","slug":"accelerer-la-detection-danomalies-avec-datama","status":"publish","type":"post","link":"https:\/\/datama.io\/fr\/accelerer-la-detection-danomalies-avec-datama\/","title":{"rendered":"Acc\u00e9l\u00e9rer la d\u00e9tection d&rsquo;anomalies avec Datama"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"11855\" class=\"elementor elementor-11855 elementor-7053\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5a916d23 e-flex e-con-boxed e-con e-parent\" data-id=\"5a916d23\" 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-53f965c9 elementor-widget elementor-widget-text-editor\" data-id=\"53f965c9\" 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<figure><img decoding=\"async\" style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"https:\/\/lh6.googleusercontent.com\/lARBDgIouMGUbRENqD4HYQeIgFeJhQP90y62DQP-wslkeK0bP2BUNf2PdB0YK25p2QjDuYvko7YEtnKuMm1DvZfxllD6FDwmHEIB4Rb6SeoQtmH48FtpzwPrazIHQw\" alt=\"\"><\/figure>\n<p><strong style=\"font-size: large;\">Dans un monde digital en perp\u00e9tuel \u00e9volution, la quantit\u00e9 de donn\u00e9es \u00e0 analyser ne cesse d\u2019augmenter. Il devient long et fastidieux de faire l\u2019analyse quotidienne de chacune des \u00e9tapes de votre tunnel de conversion, ou bien d\u2019analyser l\u2019acquisition de trafic de vos diff\u00e9rentes campagnes et identifier les anomalies qu\u2019il faut corriger ou des opportunit\u00e9s qu\u2019il faut saisir le plus rapidement possible. Ce processus prend du temps si bien qu\u2019on d\u00e9tecte certains probl\u00e8mes seulement plusieurs jours apr\u00e8s qu\u2019ils ne soient apparus. <\/strong><\/p>\n<p><span style=\"font-size: medium;\">D\u00e9couvrons ensemble comment Datama automatise la d\u00e9tection<\/span> <span style=\"font-size: medium;\">d\u2019anomalies<\/span>, <span style=\"font-size: medium;\">en vous notifiant du ou des probl\u00e8mes survenus la veille et en vous expliquant quelles en sont les causes.<\/span><\/p>\n<p><span style=\"font-size: medium;\">   <\/span><\/p>\n<h2><strong>Pourquoi d\u00e9tecter des anomalies ?<\/strong><\/h2>\n<p><span style=\"font-size: medium;\">La d\u00e9tection d\u2019anomalie dans le suivi journalier de KPI business a deux objectifs principaux:<\/span><\/p>\n<p><span style=\"font-size: medium;\">1. Le premier est l\u2019identification de probl\u00e8mes techniques, en particulier dans la collecte et la structure de la donn\u00e9e, causant une anormalit\u00e9 \u201cartificielle\u201d dans les KPIs. Bien que n\u2019ayant souvent pas d\u2019impact direct sur le business \u00e0 court terme, ces anomalies sont \u00e0 corriger rapidement, pour garantir la fiabilit\u00e9 des datas, et des d\u00e9cisions et syst\u00e8mes qui en d\u00e9pendent (BI, reportings, mais aussi algos de data science etc). <\/span><\/p>\n<p><span style=\"font-size: medium;\">Par exemple une impl\u00e9mentation d\u2019un tag GTM \u00e0 mal \u00e9t\u00e9 faite entra\u00eenant une chute libre de vos pageviews, si vous ne passez vos jours \u00e0 suivre tous vos indicateurs sur Google Analytics, vous ne d\u00e9tectez le probl\u00e8me que plusieurs jours apr\u00e8s si ce n\u2019est plusieurs semaines. <\/span><\/p>\n<p><span style=\"font-size: medium;\">Le second est l\u2019identification de<\/span> <span style=\"font-size: medium;\">probl\u00e8mes<\/span> <span style=\"font-size: medium;\"> ou d\u2019opportunit\u00e9s business, qui doivent entra\u00eener des actions m\u00e9tiers, c\u00f4t\u00e9 produit ou marketing. Quand on identifie des anomalies \u00e0 la baisse, on cherche \u00e0 trouver des actions correctives, et quand l\u2019anomalie est \u00e0 la hausse, c\u2019est souvent un indicateur d\u2019opportunit\u00e9s \u00e0 ne pas manquer. <\/span><\/p>\n<p><span style=\"font-size: medium;\">Par exemple, le fait que le nombre de sessions sur un site ecommerce baisse de mani\u00e8re anormale par rapport \u00e0 la tendance saisonni\u00e8re peut \u00eatre un indicateur d\u2019actions d\u2019acquisition agressives de la part de la concurrence, auxquelles il faut probablement r\u00e9pondre rapidement.<\/span><\/p>\n<p><span style=\"font-size: medium;\">   <\/span><\/p>\n<p><span style=\"font-size: medium;\">Le probl\u00e8me c\u2019est que l\u2019identification et l\u2019explication de ces anomalies est rarement faite de mani\u00e8re syst\u00e9matique quand elle est manuelle : les KPIs \u00e0 monitorer sont nombreux, leur volatilit\u00e9 est in\u00e9gale, et les ressources humaines sont rares. <\/span><\/p>\n<h2 style=\"color: #00484a;\"><span style=\"font-weight: bolder;\">Une d\u00e9tection automatisable&nbsp;<\/span><\/h2><h2 style=\"color: #00484a;\"><span style=\"color: var( --e-global-color-text ); font-family: Poppins, sans-serif; font-size: medium; font-weight: 300; letter-spacing: 0px; text-align: var(--text-align); word-spacing: 0em;\">DataMa propose, dans son module DataMa Impact, une d\u00e9tection d\u2019anomalie bas\u00e9e sur deux m\u00e9thodes au choix:<\/span><\/h2>\n<p><span style=\"font-size: medium;\">   <\/span><\/p>\n<ul>\n<li><span style=\"font-size: medium;\">Une m\u00e9thode de \u201cmoving window average\u201d, ou moyenne pond\u00e9r\u00e9e glissante sur les points pr\u00e9c\u00e9dents, prenant en compte le poids de chaque jour dans le calcul de ratio et la dispersion des diff\u00e9rents points<\/span><\/li>\n<li><span style=\"font-size: medium;\"> Une m\u00e9thode de \u201cforecast\u201d ou pr\u00e9diction prenant en compte les composantes saisonni\u00e8res de vos KPIs, bas\u00e9e sur la donn\u00e9e historique.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: medium;\">   <\/span><\/p>\n<p><span style=\"font-size: medium;\">Vous pouvez choisir de regarder un KPI en particulier, ou choisir l\u2019option \u00ab Check all metric relation steps \u00bb qui fera l\u2019analyse de toutes les indicateurs de votre \u201c\u00e9quation de march\u00e9\u201d que vous aurez d\u00e9finie en amont : dans la s\u00e9lection des indicateurs que vous pouvez regarder, ceux pr\u00e9sentant des anomalies seront mis en avant :<\/span><\/p>\n<p><span style=\"font-size: medium;\"> <img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/VPch54xK2HZdCtSe99lNRuxGjUkIpEx1I4QmO4Q0OePR1Hhy1Mf_xLgFmXC5cPiUWvlJy7pll6wBBQHmfUoruRUEcNbEBQZOEGLXNTVvgiu4CIqllAdvCL2Pf2VZIfT6qMCxV_zK\" width=\"163\" height=\"202\"><\/span><\/p>\n<p><span style=\"font-size: medium;\">   <\/span><\/p>\n<p>Dans un premier temps, il est possible de chercher toutes les anomalies sur une p\u00e9riode donn\u00e9e et d\u2019affiner les param\u00e8tres qui d\u00e9terminent quelles donn\u00e9es doivent \u00eatre consid\u00e9r\u00e9es comme une anomalie ou non. Les param\u00e8tres disponibles sont :<\/p>\n<p><span style=\"font-size: medium;\">   <\/span><\/p>\n<ul>\n<li><span style=\"font-size: medium;\"><span style=\"font-size: medium;\"><strong>L\u2019intervalle de confiance<\/strong> qui est de base fix\u00e9 \u00e0 95%, plus il sera grand plus la fen\u00eatre de valeur dite \u00ab normale \u00bb sera grande.<\/span><\/span><span style=\"font-size: medium;\"><span style=\"font-size: medium;\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/datama.io\/wp-content\/uploads\/2022\/01\/intervalle-confiance-1.png\" alt=\"\" width=\"1420\" height=\"312\">&nbsp;<\/span><\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: medium;\">   <\/span><\/p>\n<p><span style=\"font-size: medium;\">   <\/span><\/p>\n<ul>\n<li><span style=\"font-size: medium;\"><strong>Le nombre de point de la \u00ab moving window \u00bb<\/strong> qui servent de base pour estimer la fen\u00eatre, plus il y aura de points, plus stable sera la fen\u00eatre de d\u00e9tection d\u2019anomalie.<\/span><span style=\"font-size: medium;\"><img decoding=\"async\" src=\"https:\/\/datama.io\/wp-content\/uploads\/2022\/01\/points-analyse.png\" alt=\"\" width=\"1435\" height=\"299\">&nbsp;<\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: medium;\">   <\/span><\/p>\n<p><span style=\"font-size: medium;\">   <\/span><\/p>\n<p><span style=\"font-size: medium;\">Une fois arriv\u00e9 \u00e0 ce stade, il est int\u00e9ressant de mettre en place un suivi quotidien automatique, c\u2019est pourquoi vous pouvez choisir l\u2019option \u00ab latest point only \u00bb qui fera l\u2019analyse uniquement sur la derni\u00e8re valeur \u00e0 disposition. Prenons l\u2019exemple suivant o\u00f9 une anomalie \u00e0 \u00e9t\u00e9 d\u00e9tect\u00e9e sur l\u2019\u00e9tape du taux de paiement par mise au panier : <\/span><\/p>\n<p><span style=\"font-size: medium;\">   <\/span><\/p>\n<figure><span style=\"font-size: medium;\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/R9x_rzrgttmgBbhpIpL6UxdJ-z4dA6BXijhqjkmVa9xtO1Ce_gXEJdjqzdbMJOOb9vbjPjWEw9tKLgLWazEGvu5SXPhdNXJP3fd5v8HiIFxLKFydVkraMf2bsF_jgly4MiRQ95iB\" alt=\"\"><\/span><\/figure>\n<p><span style=\"font-size: medium;\">   <\/span><\/p>\n<h2><strong>Une explication<\/strong> <strong>des causes<\/strong> <strong>de l\u2019anomalie<\/strong><\/h2>\n<p><span style=\"font-size: medium;\">La d\u00e9tection des anomalies n\u2019est que la premi\u00e8re \u00e9tape de l\u2019analyse. DataMa vous proposera juste en dessous de ce premier graphique l\u2019analyse la plus pertinente qu\u2019il peut trouver en fonction des segments\/dimensions qu\u2019il a \u00e0 sa disposition dans la donn\u00e9e source. <\/span><\/p>\n<p><span style=\"font-size: medium;\">Ainsi dans l\u2019exemple pr\u00e9c\u00e9dent, on a le point cl\u00e9 suivant (il peut y en avoir plusieurs selon les cas)<\/span><\/p>\n<p><span style=\"font-size: medium;\">   <\/span><\/p>\n<p><span style=\"font-size: medium;\"><em>\u201cCompar\u00e9 \u00e0 la veille, Checkout\/Basket du 31\/08\/2021 a baiss\u00e9 de -17.8% (de 8.19% \u00e0 6.73%). En d\u00e9composant par Channel:<\/em><\/span><\/p>\n<p><span style=\"font-size: medium;\">   <\/span><\/p>\n<ul>\n<li><span style=\"font-size: medium;\"><em>Il y a des variations n\u00e9gatives de performance qui expliquent 100% de l\u2019\u00e9cart. En particulier, le Social qui a baiss\u00e9 de -100% (de 0.058 \u00e0 0), ce qui est nettement au-dessus (4.8 fois plus \u00e9lev\u00e9) de la variation moyenne.\u201c <\/em><\/span><em style=\"font-size: medium;\">\u201c<\/em><\/li>\n<\/ul>\n<p><span style=\"font-size: medium;\">   <\/span><\/p>\n<p>Puis le graphique suivant explique la potentielle cause de l\u2019anomalie en termes d\u2019impact sur le KPI.<\/p>\n<p><span style=\"font-size: medium;\">   <\/span><\/p>\n<figure><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/lilg_D2aB-l2Kq_BrCQwdvAN_8mSte95ZyBFk3lVPsXKfBGSDFSmtEFS9ikCiQsqn1u1DidsFTQ-1s7GZm5YCx26WmD0ByXbVSBntx-33c01vdcrnQRcZIhyOVL7xjjpTvd269nU\" alt=\"\"><\/figure>\n<p><\/p>\n<h2><strong>L\u2019automatisation de la d\u00e9tection d\u2019anomalie<\/strong><\/h2>\n<p><span style=\"font-size: medium;\">Nous avons vu ce que cela donne pour une journ\u00e9e, maintenant DataMa vous propose l\u2019envoie automatique de notifications par mail ou sur Slack.<\/span><\/p>\n<p><span style=\"font-size: medium;\">Pour cela votre \u201cworkbook\u201d doit \u00eatre connect\u00e9 \u00e0 une source de donn\u00e9e live, c\u2019est-\u00e0-dire \u00e0 une source qui se mettra \u00e0 jour aussi r\u00e9guli\u00e8rement que vous voudrez la notification (quotidien, hebdomadaire \u2026). Cette source peut \u00eatre une Gsheet, une requ\u00eate Bigquery ou bien directement un Google Analytics connect\u00e9 au module DataMa Prep. <\/span><\/p>\n<p><span style=\"font-size: medium;\">   <\/span><\/p>\n<p><span style=\"font-size: medium;\">Une fois le workbook param\u00e9tr\u00e9 et enregistr\u00e9, vous avez alors l\u2019option d\u2019exporter ces insights, en choisissant le mode d\u2019envoi (Slack, email \u2026), la fr\u00e9quence, et potentiellement le choix de ne recevoir le message qu\u2019en cas d\u2019anomalie effective (\u00ab Send only when anomaly found \u00bb).<\/span><\/p>\n<p><span style=\"font-size: medium;\">   <\/span><\/p>\n<p><span style=\"font-size: medium;\">Note : dans le cas ou vous avez choisi l\u2019envoi d\u2019une notification Slack, il faut penser \u00e0 ajouter notre bot via la commande \u00ab \/invite @datama_bot \u00bb.<\/span><\/p>\n<p><span style=\"font-size: medium;\">   <\/span><\/p>\n<p><span style=\"font-size: medium;\">Et voil\u00e0, chaque jour o\u00f9 il y aura une anomalie, vous serez notifi\u00e9.<\/span><\/p>\n<p><img decoding=\"async\" style=\"font-size: 14px;\" src=\"https:\/\/lh5.googleusercontent.com\/yI1uYj8RDITU8v9QyhkgI_3FWHtAhYs83c5p5xYVBeObza48m_syw1_aGtZIRjm0GJQ7_qoVJJUPQsjb1fS2wzWG08yTqCkWl_5rIKRUBlV_PWhPUhL_Vc7Yyf49Xg\" alt=\"\"><\/p>\n<figure><span style=\"font-size: medium;\">Un exemple de notification d&rsquo;anomalie dans Slack<\/span><\/figure>\n<p><span style=\"font-size: medium;\">   <\/span><\/p>\n<p><span style=\"font-size: medium;\">Cette analyse vous a plu ? <\/span><\/p>\n<p><span style=\"font-size: medium;\">   <\/span><\/p>\n<p><span style=\"font-size: medium;\">Faites la m\u00eame \u00e0 la maison ? !<\/span><\/p>\n<p><span style=\"font-size: medium;\">   <\/span><\/p>\n<ol>\n<li>Cr\u00e9ez un compte sur <a href=\"https:\/\/www.solutions.datama.fr\/\" target=\"_blank\" rel=\"noopener\">solutions.datama.fr<\/a><\/li>\n<li>Adaptez et uploadez-le <a href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1bNEeqm5CfpPmYPr_t4ff1xcJkSBKoVvwJd4vKB0sDzs\/edit#gid=33769454\">dataset<\/a> utilis\u00e9 dans cet article<\/li>\n<\/ol>\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>Dans un monde digital en perp\u00e9tuel \u00e9volution, la quantit\u00e9 de donn\u00e9es \u00e0 analyser ne cesse d\u2019augmenter. Il devient long et fastidieux de faire l\u2019analyse quotidienne de chacune des \u00e9tapes de votre tunnel de conversion, ou bien d\u2019analyser l\u2019acquisition de trafic de vos diff\u00e9rentes campagnes et identifier les anomalies qu\u2019il faut corriger ou des opportunit\u00e9s qu\u2019il [&hellip;]<\/p>\n","protected":false},"author":21,"featured_media":16774,"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":[139],"tags":[],"class_list":["post-11855","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Acc\u00e9l\u00e9rer la d\u00e9tection d&#039;anomalies avec Datama - Datama<\/title>\n<meta name=\"description\" content=\"D\u00e9tectez et expliquez les anomalies sur votre activit\u00e9. 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