{"id":12002,"date":"2021-11-22T14:27:50","date_gmt":"2021-11-22T14:27:50","guid":{"rendered":"https:\/\/datama.io\/comment-suivre-ses-campagnes-media-avec-datama\/"},"modified":"2025-04-02T13:17:30","modified_gmt":"2025-04-02T13:17:30","slug":"comment-suivre-ses-campagnes-media-avec-datama","status":"publish","type":"post","link":"https:\/\/datama.io\/fr\/comment-suivre-ses-campagnes-media-avec-datama\/","title":{"rendered":"Comment suivre ses campagnes avec Datama ?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"12002\" class=\"elementor elementor-12002 elementor-6954\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-49748945 e-flex e-con-boxed e-con e-parent\" data-id=\"49748945\" 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-117e2583 elementor-widget elementor-widget-text-editor\" data-id=\"117e2583\" 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 class=\"wp-block-image size-full\"><span style=\"font-size: large;\"><strong>Vous d\u00e9pensez un budget cons\u00e9quent en campagnes d\u2019acquisition de trafic sur votre site internet \u00e0 travers diff\u00e9rents canaux et vous souhaitez avoir une vision globale de leurs performances et analyser en deux clics quelles sont les points de fuites ou d\u2019am\u00e9liorations possible.<\/strong><\/span><\/figure><p>\u00a0<\/p><p><span style=\"font-size: large;\">Avec cet article, vous saurez donner des r\u00e9ponses claires et rapides \u00e0 ces questions business. Ainsi le temps qui \u00e9tait jusque-l\u00e0 perdu \u00e0 chercher des insights pourra \u00eatre r\u00e9allou\u00e9 \u00e0 la mise en place de solutions qui am\u00e9lioreront votre acquisition. <\/span><\/p><p>\u00a0<\/p><p><span style=\"font-size: large;\">D\u00e9couvrons ensemble comment DataMa d\u00e9compose le probl\u00e8me et vous identifie les points cl\u00e9s de l\u2019analyse.<\/span><\/p><p>\u00a0<\/p><h2><span style=\"font-size: xx-large; color: #149588;\"><strong>Prendre du recul dans l\u2019analyse des campagnes<\/strong><\/span><\/h2><p>\u00a0<\/p><h3><span style=\"font-size: large;\"><strong>Etude du probl\u00e8me<\/strong><\/span><\/h3><p>\u00a0<\/p><p><span style=\"font-size: large;\">L\u2019am\u00e9lioration des campagnes d\u2019acquisition tourne autour de trois probl\u00e9matiques que sont :<\/span><\/p><p>\u00a0<\/p><ul><li><span style=\"font-size: large;\">La quantit\u00e9 de budget allou\u00e9e \u00e0 la campagnes, il est int\u00e9ressant ici d\u2019\u00e9tudier la scalabilit\u00e9 du budget, c\u2019est-\u00e0-dire si on multiplie par deux le budget d\u2019une campagne cela multipliera-t-il par deux les b\u00e9n\u00e9fices ou est-ce que cela a atteint un plafond ?<\/span><\/li><li><span style=\"font-size: large;\">Le volume d\u2019exposition des publicit\u00e9s au public ramen\u00e9 au budget allou\u00e9, qui se mesure avec le CPC (Co\u00fbt Par Clic) ou bien avec le CPM (Coup Pour Mille impressions), lesquels sont des indicateurs de la qualit\u00e9 du trafic cibl\u00e9 sur les diff\u00e9rentes campagnes et de la concurrence existantes sur ces campagnes.<\/span><\/li><li><span style=\"font-size: large;\">Et enfin l\u2019objectif final qui est la conversion des utilisateurs ayant cliqu\u00e9 sur l\u2019annonce sous formes d\u2019achats (mesur\u00e9s par le revenu) ou bien de leads selon votre business. <\/span><\/li><\/ul><p>\u00a0<\/p><h3><span style=\"font-size: large;\"><strong>Construire l\u2019\u00e9quation de march\u00e9<\/strong><\/span><\/h3><p>\u00a0<\/p><p><span style=\"font-size: large;\">Les trois probl\u00e9matiques cit\u00e9es dans le paragraphe pr\u00e9c\u00e9dent se traduisent tr\u00e8s bien en \u00e9quation de march\u00e9. Cette derni\u00e8re permet de d\u00e9composer un probl\u00e8me global en sous indicateurs afin de gagner en lisibilit\u00e9, fournir une analyse pr\u00e9cise qui donnera en quelques points cl\u00e9s les priorit\u00e9s \u00e0 travailler. <\/span><\/p><p>\u00a0<\/p><p><span style=\"font-size: large;\">Prenons l\u2019exemple d\u2019un site E-commerce, le principal KPI (Key Performance Indicator, parfois appel\u00e9 \u00ab North Star Metric \u00bb) est le revenu g\u00e9n\u00e9r\u00e9 par les campagnes d\u2019acquisitions. <\/span><\/p><p>\u00a0<\/p><p><span style=\"font-size: large;\">En le d\u00e9composant par \u00e9tapes, nous avons de mani\u00e8re tr\u00e8s g\u00e9n\u00e9rale les d\u00e9penses d\u2019une part, et le retour sur investissement (ROAS) d\u2019autre part, que nous pouvons lui-m\u00eame d\u00e9composer en cout d\u2019exposition, taux de conversion et panier moyen, comme vu pr\u00e9c\u00e9demment :<\/span><\/p><p>\u00a0<\/p><figure class=\"wp-block-image size-full\"><span style=\"font-size: large;\"><img fetchpriority=\"high\" decoding=\"async\" width=\"945\" height=\"279\" class=\"wp-image-6894\" src=\"https:\/\/www.datama.io\/wp-content\/uploads\/2021\/11\/image-27.png\" alt=\"\" srcset=\"https:\/\/datama.io\/wp-content\/uploads\/2021\/11\/image-27.png 945w, https:\/\/datama.io\/wp-content\/uploads\/2021\/11\/image-27-300x89.png 300w, https:\/\/datama.io\/wp-content\/uploads\/2021\/11\/image-27-768x227.png 768w\" sizes=\"(max-width: 945px) 100vw, 945px\" \/><\/span><\/figure><p>\u00a0<\/p><h2><span style=\"font-size: xx-large; color: #149588;\"><strong>Constituer la donn\u00e9e source<\/strong><\/span><\/h2><p><span style=\"font-size: large;\">Rassembler l\u2019ensemble de ces m\u00e9triques dans une seule source n\u2019est pas chose ais\u00e9e. En effet, elles proviennent de plusieurs sources qui peuvent chacune avoir des sch\u00e9ma et niveau d\u2019agr\u00e9gation diff\u00e9rents : <\/span><\/p><p>\u00a0<\/p><ul><li><span style=\"font-size: large;\">Le budget consolid\u00e9 est parfois g\u00e9r\u00e9 dans un simple tableur ou peuvent \u00eatre accessibles dans certains outils, mais ne sont pas n\u00e9cessairement distribu\u00e9s sur toutes le campagnes, mots cl\u00e9s etc.<\/span><\/li><li><span style=\"font-size: large;\">Le budget consolid\u00e9 est parfois g\u00e9r\u00e9 dans un simple tableur ou peuvent \u00eatre accessibles dans certains outils, mais ne sont pas n\u00e9cessairement distribu\u00e9s sur toutes le campagnes, mots cl\u00e9s etc.<\/span><\/li><li><span style=\"font-size: large;\">Les sessions, conversions et revenus online peuvent venir d\u2019un outil de web analyse, qui est le plus souvent soumis au probl\u00e8me de consentement et la r\u00e9partition par campagne\/ source des conversions suppose d\u2019avoir r\u00e9solu le probl\u00e8me du mod\u00e8le d\u2019attribution<\/span><\/li><\/ul><p>\u00a0<\/p><p><span style=\"font-size: large;\">Avec DataMa vous avez la possibilit\u00e9 de combiner ces diff\u00e9rentes sources de donn\u00e9es, que ce soit manuellement ou via le module DataMa Prep.<\/span><\/p><p>\u00a0<\/p><figure class=\"wp-block-image size-full\"><span style=\"font-size: large;\"><img decoding=\"async\" width=\"945\" height=\"343\" class=\"wp-image-6895\" src=\"https:\/\/www.datama.io\/wp-content\/uploads\/2021\/11\/image-28.png\" alt=\"\" srcset=\"https:\/\/datama.io\/wp-content\/uploads\/2021\/11\/image-28.png 945w, https:\/\/datama.io\/wp-content\/uploads\/2021\/11\/image-28-300x109.png 300w, https:\/\/datama.io\/wp-content\/uploads\/2021\/11\/image-28-768x279.png 768w\" sizes=\"(max-width: 945px) 100vw, 945px\" \/><\/span><\/figure><p>\u00a0<\/p><p><span style=\"font-size: large;\">Voir la <a href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1bNEeqm5CfpPmYPr_t4ff1xcJkSBKoVvwJd4vKB0sDzs\/edit#gid=523080294\">source<\/a> <\/span><\/p><p>\u00a0<\/p><p><span style=\"font-size: large;\">Une fois combin\u00e9es dans un seul flux de donn\u00e9e (\u00e9ventuellement via un Data Flow de DataMa Prep), nous pouvons d\u00e9marrer l\u2019analyse \u00e0 proprement parler <\/span><\/p><p>\u00a0<\/p><h2><span style=\"font-size: xx-large; color: #149588;\"><strong>Analyser la performance des campagnes<\/strong><\/span><\/h2><p>\u00a0<\/p><p><span style=\"font-size: large;\">En compilant la donn\u00e9e dans DataMa Compare, nous obtenons les variations des diff\u00e9rents indicateurs sous forme d\u2019une \u00ab Waterfall \u00bb.<\/span><\/p><p><strong style=\"font-size: large;\">En compilant la donn\u00e9e dans DataMa Compare, nous obtenons les variations des diff\u00e9rents indicateurs sous forme d\u2019une \u00ab Waterfall \u00bb.<\/strong><\/p><p>\u00a0<\/p><p><span style=\"font-size: large;\">En compilant la donn\u00e9e dans DataMa Compare, nous obtenons les variations des diff\u00e9rents indicateurs sous forme d\u2019une \u00ab Waterfall \u00bb. <\/span><\/p><p><span style=\"font-size: large;\"><img decoding=\"async\" class=\"wp-image-6970 size-full aligncenter\" src=\"https:\/\/datama.io\/wp-content\/uploads\/2021\/11\/Images-v2.pptx.jpg\" alt=\"\" width=\"1280\" height=\"720\" srcset=\"https:\/\/datama.io\/wp-content\/uploads\/2021\/11\/Images-v2.pptx.jpg 1280w, https:\/\/datama.io\/wp-content\/uploads\/2021\/11\/Images-v2.pptx-300x169.jpg 300w, https:\/\/datama.io\/wp-content\/uploads\/2021\/11\/Images-v2.pptx-1024x576.jpg 1024w, https:\/\/datama.io\/wp-content\/uploads\/2021\/11\/Images-v2.pptx-768x432.jpg 768w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/><\/span><\/p><p><span style=\"font-size: large;\">Le revenu attribu\u00e9 aux campagnes m\u00e9dia a diminu\u00e9 de 4% entre les mois de juillet et aout 2021. Cette variation s\u2019explique \u00e0 travers trois effets : <\/span><\/p><p>\u00a0<\/p><ol type=\"1\"><li><span style=\"font-size: large;\">Le revenu attribu\u00e9 aux campagnes m\u00e9dia a diminu\u00e9 de 4% entre les mois de juillet et aout 2021. Cette variation s\u2019explique \u00e0 travers trois effets :<\/span><\/li><\/ol><p>\u00a0<\/p><figure class=\"wp-block-image size-full\"><span style=\"font-size: large;\"><img loading=\"lazy\" decoding=\"async\" width=\"945\" height=\"351\" class=\"wp-image-6901\" src=\"https:\/\/www.datama.io\/wp-content\/uploads\/2021\/11\/image-32.png\" alt=\"\" srcset=\"https:\/\/datama.io\/wp-content\/uploads\/2021\/11\/image-32.png 945w, https:\/\/datama.io\/wp-content\/uploads\/2021\/11\/image-32-300x111.png 300w, https:\/\/datama.io\/wp-content\/uploads\/2021\/11\/image-32-768x285.png 768w\" sizes=\"(max-width: 945px) 100vw, 945px\" \/><\/span><\/figure><p>\u00a0<\/p><ul><li><span style=\"font-size: large;\">Le second, li\u00e9 au premier, est une baisse du CTR de pr\u00e8s de 12%. Celui-ci s\u2019explique en grande partie par l\u2019augmentation des d\u00e9penses sur le Channel social, dont les impressions ont structurellement un taux de clic plus faible que les autres channel, ce qui induit un \u00ab effet de mix \u00bb : la moyenne du taux de clic \/ impression baisse simplement \u00e0 cause de l\u2019augmentation de la part du social en impression, au d\u00e9triment du SEA et de la Video. <\/span><\/li><\/ul><p>\u00a0<\/p><figure class=\"wp-block-image size-full\"><span style=\"font-size: large;\"><img loading=\"lazy\" decoding=\"async\" width=\"945\" height=\"356\" class=\"wp-image-6902\" src=\"https:\/\/www.datama.io\/wp-content\/uploads\/2021\/11\/image-33.png\" alt=\"\" srcset=\"https:\/\/datama.io\/wp-content\/uploads\/2021\/11\/image-33.png 945w, https:\/\/datama.io\/wp-content\/uploads\/2021\/11\/image-33-300x113.png 300w, https:\/\/datama.io\/wp-content\/uploads\/2021\/11\/image-33-768x289.png 768w\" sizes=\"(max-width: 945px) 100vw, 945px\" \/><\/span><\/figure><p>\u00a0<\/p><p><span style=\"font-size: large;\">On peut visualiser simplement cet \u00ab effet de mix \u00bb sur une matrice repr\u00e9sentant l\u2019\u00e9volution de la part des impressions et du CTR :<\/span><\/p><p>\u00a0<\/p><figure class=\"wp-block-image size-full\"><span style=\"font-size: large;\"><img loading=\"lazy\" decoding=\"async\" width=\"945\" height=\"348\" class=\"wp-image-6900\" src=\"https:\/\/www.datama.io\/wp-content\/uploads\/2021\/11\/image-31.png\" alt=\"\" srcset=\"https:\/\/datama.io\/wp-content\/uploads\/2021\/11\/image-31.png 945w, https:\/\/datama.io\/wp-content\/uploads\/2021\/11\/image-31-300x110.png 300w, https:\/\/datama.io\/wp-content\/uploads\/2021\/11\/image-31-768x283.png 768w\" sizes=\"(max-width: 945px) 100vw, 945px\" \/><\/span><\/figure><p>\u00a0<\/p><ul><li><span style=\"font-size: large;\">Enfin, la baisse du taux de conversion (et du panier moyen) sont eux li\u00e9s \u00e0 des probl\u00e9matiques Pays : le taux de conversion en Espagne a chut\u00e9 de pr\u00e8s de -36%, ce qui explique \u00e0 lui seul plus de l\u2019int\u00e9gralit\u00e9 de la baisse du taux de conversion<\/span><\/li><\/ul><p>\u00a0<\/p><figure class=\"wp-block-image size-full\"><span style=\"font-size: large;\"><img loading=\"lazy\" decoding=\"async\" width=\"945\" height=\"351\" class=\"wp-image-6903\" src=\"https:\/\/www.datama.io\/wp-content\/uploads\/2021\/11\/image-34.png\" alt=\"\" srcset=\"https:\/\/datama.io\/wp-content\/uploads\/2021\/11\/image-34.png 945w, https:\/\/datama.io\/wp-content\/uploads\/2021\/11\/image-34-300x111.png 300w, https:\/\/datama.io\/wp-content\/uploads\/2021\/11\/image-34-768x285.png 768w\" sizes=\"(max-width: 945px) 100vw, 945px\" \/><\/span><\/figure><p>\u00a0<\/p><h2><span style=\"font-size: xx-large; color: #149588;\"><strong>Conclusion<\/strong><\/span><\/h2><p>\u00a0<\/p><p><span style=\"font-size: large;\">Avec DataMa, nous avons donc en quelques minutes r\u00e9alis\u00e9 une analyse globale de toutes les campagnes quelque soit leur source, et nous avons identifi\u00e9 rapidement les campagnes et les sources qui expliquaient la variation des indicateurs.<\/span><\/p><p>\u00a0<\/p><p><span style=\"font-size: large;\">Une fois ce suivi automatis\u00e9, il sera alors possible de mani\u00e8re r\u00e9guli\u00e8re (quotidien, hebdomadaire\u2026). DataMa peut m\u00eame vous g\u00e9n\u00e9rer automatiquement des mails ou des notifications sur Slack par exemple, pour vous tenir inform\u00e9 de l\u2019\u00e9volution de vos campagnes ! <\/span><\/p><p>\u00a0<\/p><p><span style=\"font-size: large;\">Cette analyse vous a plu ? <\/span><\/p><p>\u00a0<\/p><p><span style=\"font-size: large;\">Faites la m\u00eame \u00e0 la maison ? !<\/span><\/p><p>\u00a0<\/p><ol type=\"1\"><li><span style=\"font-size: large;\">Cr\u00e9ez un compte sur <a href=\"http:\/\/app.datama.io\">solution<\/a><\/span><\/li><li><span style=\"font-size: large;\">Adaptez et uploadez-le <a href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1bNEeqm5CfpPmYPr_t4ff1xcJkSBKoVvwJd4vKB0sDzs\/edit#gid=246189282\">dataset<\/a> utilis\u00e9 dans cet article<\/span><\/li><li><span style=\"font-size: large;\">D\u00e9couvrez vos propres insights dans l\u2019app Datama, comme vous pouvez le faire ci dessous !<\/span><\/li><\/ol><p>\u00a0<\/p><p><iframe src=\"https:\/\/webview.datama.fr\/?sf=bE%3AHMT4cXO%5BT%40&amp;c=%5BHxH%23H4%5BT%23X4H%40x3%3COT&amp;n=LT%5B3H-H%3C~j3%3A3x3X9-%5E3xB-%21j%5B8Tx&amp;ds=compare&amp;on=done\" width=\"1920\" height=\"630\"><\/iframe><\/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>Vous d\u00e9pensez un budget cons\u00e9quent en campagnes d\u2019acquisition de trafic sur votre site internet \u00e0 travers diff\u00e9rents canaux et vous souhaitez avoir une vision globale de leurs performances et analyser en deux clics quelles sont les points de fuites ou d\u2019am\u00e9liorations possible. \u00a0 Avec cet article, vous saurez donner des r\u00e9ponses claires et rapides \u00e0 [&hellip;]<\/p>\n","protected":false},"author":18,"featured_media":16770,"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-12002","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>Comment suivre ses campagnes avec Datama ? - Datama<\/title>\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\/comment-suivre-ses-campagnes-media-avec-datama\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment suivre ses campagnes avec Datama ? - Datama\" \/>\n<meta property=\"og:description\" content=\"Vous d\u00e9pensez un budget cons\u00e9quent en campagnes d\u2019acquisition de trafic sur votre site internet \u00e0 travers diff\u00e9rents canaux et vous souhaitez avoir une vision globale de leurs performances et analyser en deux clics quelles sont les points de fuites ou d\u2019am\u00e9liorations possible. \u00a0 Avec cet article, vous saurez donner des r\u00e9ponses claires et rapides \u00e0 [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/datama.io\/fr\/comment-suivre-ses-campagnes-media-avec-datama\/\" \/>\n<meta property=\"og:site_name\" content=\"Datama\" \/>\n<meta property=\"article:published_time\" content=\"2021-11-22T14:27:50+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-04-02T13:17:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/datama.io\/wp-content\/uploads\/2021\/11\/Media-analysis.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1231\" \/>\n\t<meta property=\"og:image:height\" content=\"996\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Guillaume\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@datama_solution\" \/>\n<meta name=\"twitter:site\" content=\"@datama_solution\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Guillaume\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/datama.io\/fr\/comment-suivre-ses-campagnes-media-avec-datama\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/datama.io\/fr\/comment-suivre-ses-campagnes-media-avec-datama\/\"},\"author\":{\"name\":\"Guillaume\",\"@id\":\"https:\/\/datama.io\/fr\/#\/schema\/person\/cc38a71c241805e3b74a28a05f63f667\"},\"headline\":\"Comment suivre ses campagnes avec Datama ?\",\"datePublished\":\"2021-11-22T14:27:50+00:00\",\"dateModified\":\"2025-04-02T13:17:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/datama.io\/fr\/comment-suivre-ses-campagnes-media-avec-datama\/\"},\"wordCount\":1024,\"publisher\":{\"@id\":\"https:\/\/datama.io\/fr\/#organization\"},\"image\":{\"@id\":\"https:\/\/datama.io\/fr\/comment-suivre-ses-campagnes-media-avec-datama\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/datama.io\/wp-content\/uploads\/2025\/02\/Article06.png\",\"articleSection\":[\"Articles\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/datama.io\/fr\/comment-suivre-ses-campagnes-media-avec-datama\/\",\"url\":\"https:\/\/datama.io\/fr\/comment-suivre-ses-campagnes-media-avec-datama\/\",\"name\":\"Comment suivre ses campagnes avec Datama ? 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