{"id":17378,"date":"2025-06-17T13:01:05","date_gmt":"2025-06-17T13:01:05","guid":{"rendered":"https:\/\/datama.io\/?p=17378"},"modified":"2026-01-29T18:41:23","modified_gmt":"2026-01-29T18:41:23","slug":"marketplace-pure-players-online-pourquoi-datama-est-votre-allie-strategique","status":"publish","type":"post","link":"https:\/\/datama.io\/fr\/marketplace-pure-players-online-pourquoi-datama-est-votre-allie-strategique\/","title":{"rendered":"Marketplace &#038; pure players online: pourquoi Datama est votre alli\u00e9 strat\u00e9gique ?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"17378\" class=\"elementor elementor-17378\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-53ab7ccc e-flex e-con-boxed e-con e-parent\" data-id=\"53ab7ccc\" 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-5b2aa6d elementor-widget elementor-widget-text-editor\" data-id=\"5b2aa6d\" 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>Le secteur des <strong>marketplaces<\/strong> (e-commerce multi-vendeurs, plateformes de services, comparateurs, r\u00e9servation en ligne\u2026) est confront\u00e9 \u00e0 une complexit\u00e9 croissante : diversit\u00e9 des offres, multiplicit\u00e9 des vendeurs, attentes clients \u00e9lev\u00e9es sur l\u2019exp\u00e9rience utilisateur et d\u00e9pendance \u00e0 des canaux d\u2019acquisition de plus en plus co\u00fbteux (Google Ads, Meta, affiliation, retargeting\u2026).<\/p>\n<p><\/p>\n<p>Malgr\u00e9 une adoption g\u00e9n\u00e9ralis\u00e9e d\u2019outils comme <strong>Tableau\/ Power BI\/ Looker Studio<\/strong> pour le reporting, les \u00e9quipes doivent encore recourir \u00e0 une <strong>logique Excel complexe<\/strong> pour expliquer les variations de performance (ex. : abonnements, taux de conversion, revenus). Cela engendre <strong>des co\u00fbts de maintenance \u00e9lev\u00e9s<\/strong> et une mauvaise r\u00e9activit\u00e9 sur la <strong>mise \u00e0 jour des indicateurs<\/strong>. De plus, la logique m\u00e9tier est souvent difficile \u00e0 transposer dans une base de donn\u00e9es traditionnelle, et certaines <strong>visualisations essentielles sont impossibles \u00e0 reproduire dans les outils de data viz<\/strong>.<\/p>\n<p><\/p>\n<p>De plus, malgr\u00e9 une grande quantit\u00e9 de donn\u00e9es disponibles, les \u00e9quipes m\u00e9tiers peinent \u00e0 <strong>croiser efficacement les informations<\/strong> pour comprendre les performances r\u00e9elles. L\u2019analyse devient rapidement un frein : <strong>variations de conversion difficiles \u00e0 expliquer, tunnel d\u2019achat fragment\u00e9, comportements utilisateurs h\u00e9t\u00e9rog\u00e8nes<\/strong>, donn\u00e9es cloisonn\u00e9es par vendeur, type de produit ou canal. R\u00e9sultat : des heures perdues \u00e0 produire des rapports peu actionnables, avec une d\u00e9pendance forte aux \u00e9quipes data.<\/p>\n<p><\/p>\n<p><strong>Pour r\u00e9pondre \u00e0 cette complexit\u00e9, Datama propose une approche int\u00e9gr\u00e9e et actionnable :<\/strong> directement int\u00e9gr\u00e9 comme extension dans Tableau, Power BI, Qlik, Looker Studio etc., les \u00e9quipes peuvent<strong> analyser les dynamiques de revenu ou d\u2019abonnement \u00e0 travers des comparatifs puissants et visuels<\/strong>. En se connectant en direct \u00e0 BigQuery, Piano, Google Analytics, Google sheet, etc. la plateforme permet de recevoir automatiquement des <strong>alertes quotidiennes sur la performance<\/strong>. R\u00e9sultat : une analyse r\u00e9active, automatis\u00e9e, et totalement int\u00e9gr\u00e9e \u00e0 l\u2019environnement existant des \u00e9quipes marketing, e-commerce ou data.<\/p>\n<p><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul><\/ul>\n<\/li>\n<\/ul>\n<h1 style=\"color: #00484a;\">Exp\u00e9riences du m\u00e9tier<\/h1>\n<p><\/p>\n<p><\/p>\n<p>Datama ne s\u2019est pas construit sur des cas th\u00e9oriques, mais au c\u0153ur de projets concrets avec des acteurs majeurs du secteur marketplace tels que La Centrale, Thefork, Happn, Lingoda ou Click &amp; Boat.<\/p>\n<p><\/p>\n<p>Gr\u00e2ce \u00e0 ces collaborations, Datama a su relever des d\u00e9fis analytiques plus compr\u00e9hensibles que des solutions BI classiques ou les dashboards standards.<\/p>\n<p><\/p>\n<figure><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcgBNUOMGn_RD26iVIRTeKevB-7mZnUmizcxiGzZa6cdnVNpA7sQ4QkWlwbcsEZVnS1KzE1k-K7HlGnqvZuczLEQeAiSIspyak6DmAPgXQlpim9exRWUgw04gxQM5EaYwMH-Gsn?key=HYH-c0w43pC0Kdhgj9dDnQ\" alt=\"\" \/><\/figure>\n<p><\/p>\n<p>Outre les analyses classiques, Datama r\u00e9pond \u00e0 des besoins m\u00e9tiers <strong>tr\u00e8s sp\u00e9cifiques aux marketplaces<\/strong>, comme :<\/p>\n<p><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul><\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Identifier les raisons d\u2019une <strong>baisse de taux de conversion sur une cat\u00e9gorie ou un vendeur<\/strong><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><strong>Comprendre l\u2019impact des promotions ou du pricing dynamique<\/strong> sur les ventes globales<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Suivre la <strong>performance des vendeurs tiers<\/strong>, produits ou marques<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>D\u00e9composer le chiffre d\u2019affaires par <strong>type de produit, canal d\u2019acquisition, ou panier moyen<\/strong><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><strong>Analyser l\u2019impact d\u2019un bug ou d\u2019un changement UX<\/strong> sur une \u00e9tape cl\u00e9 du tunnel<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><strong>Comparer les performances entre diff\u00e9rents devices, apps, OS ou navigateurs<\/strong><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Identifier les effets combin\u00e9s entre trafic, stock, frais de livraison et performance<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Suivre la <strong>marge nette ou brute par vendeur ou cat\u00e9gorie<\/strong><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Identifier la tendance de pr\u00e9f\u00e9rence des acheteurs<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Rep\u00e9rer les p\u00e9riodes sensibles (ex : soldes, campagnes commerciales) ou les <strong>\u00e9carts entre supply et demande<\/strong><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><\/p>\n<p><\/p>\n<h1>Cas d\u2019usage chez les clients du m\u00e9tier<\/h1>\n<p><\/p>\n<p>Nous avons eu le plaisir de collaborer avec les acteurs du secteur et de les laisser t\u00e9moigner de leur usage de Datama. Voici quelques articles \u00e0 d\u00e9couvrir:<\/p>\n<p><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul><\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><strong>Lingoda : <\/strong>Datama est associ\u00e9 aux param\u00e8tres Tableau pour<strong> cr\u00e9er un v\u00e9ritable syst\u00e8me d\u2019auto-insights en libre-service<\/strong>. Les utilisateurs peuvent s\u00e9lectionner physiquement des variables dans Tableau et Datama g\u00e9n\u00e8re automatiquement des analyses explicatives \u2014 comparaisons complexes, ruptures de tendance, et recommandations \u2014 sans intervention d\u2019un analyste.<br \/>\ud83d\udc49Cela permet d\u2019automatiser des comparaisons, de fluidifier la g\u00e9n\u00e9ration d\u2019insights, et de renforcer une culture de d\u00e9cision data-driven, le tout int\u00e9gr\u00e9 directement dans l\u2019environnement Tableau. (voir <a href=\"https:\/\/datama.io\/use-case-11-self-service-insights-using-tableau-parameters-and-datama\/\">plus<\/a>)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><strong>TheFork<\/strong> (Tripadvisor) utilise <strong>Datama<\/strong> comme extension dans Tableau pour <strong>automatiser le monitoring hebdomadaire<\/strong> de son business \u00e0 destination des comit\u00e9s ex\u00e9cutifs. Chaque semaine, un rapport compare les <strong>revenus r\u00e9els aux budgets<\/strong>, explique automatiquement les variations (par canal, r\u00e9gion, segment &#8230;) et met en lumi\u00e8re les facteurs cl\u00e9s de performance.<br \/>\ud83d\udc49 Cette automatisation permet aux \u00e9quipes de passer d\u2019une analyse manuelle fastidieuse \u00e0 une pr\u00e9sentation insights-driven, rendant les r\u00e9unions bi-hebdomadaires plus efficaces, orient\u00e9es d\u00e9cision et mises \u00e0 jour en quelques minutes seulement. (voir <a href=\"https:\/\/datama.io\/use-case-8-exec-weekly-business-monitoring\/\">plus<\/a>)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><strong>Happn <\/strong>: Cette application de rencontres utilise <strong>Datama<\/strong> pour <strong>automatiser le suivi de ses indicateurs cl\u00e9s d\u2019abonnement<\/strong>. La plateforme analyse chaque semaine les variations de m\u00e9triques essentielles (nouvelles souscriptions, taux de r\u00e9tention, taux de conversion, churn\u2026) et identifie automatiquement les facteurs explicatifs (source d\u2019acquisition, parcours utilisateur, segment g\u00e9ographique, etc.).<br \/>\ud83d\udc49 Ainsi, l\u2019\u00e9quipe gagne en r\u00e9activit\u00e9, anticipe les d\u00e9rives de performance et peut ajuster rapidement ses actions marketing pour maximiser la croissance.(voir <a href=\"https:\/\/datama.io\/see-how-datama-helps-following-the-app-subscription-kpis\/\">plus<\/a>)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><\/p>\n<p><\/p>\n<p>Vous travaillez dans une marketplace de produits ou de services et souhaitez piloter plus finement votre performance ?<br \/><a href=\"https:\/\/datama.io\/lets-talk\/\"><strong>Contactez-nous<\/strong><\/a> pour \u00e9changer avec un expert Datama sp\u00e9cialis\u00e9 dans l\u2019analyse marketplace et l\u2019optimisation des tunnels de conversion multicanaux.<\/p>\n<p><\/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>Le secteur des marketplaces (e-commerce multi-vendeurs, plateformes de services, comparateurs, r\u00e9servation en ligne\u2026) est confront\u00e9 \u00e0 une complexit\u00e9 croissante : diversit\u00e9 des offres, multiplicit\u00e9 des vendeurs, attentes clients \u00e9lev\u00e9es sur l\u2019exp\u00e9rience utilisateur et d\u00e9pendance \u00e0 des canaux d\u2019acquisition de plus en plus co\u00fbteux (Google Ads, Meta, affiliation, retargeting\u2026). Malgr\u00e9 une adoption g\u00e9n\u00e9ralis\u00e9e d\u2019outils comme Tableau\/ [&hellip;]<\/p>\n","protected":false},"author":35,"featured_media":17382,"comment_status":"closed","ping_status":"closed","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-17378","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 v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketplace &amp; pure players online: pourquoi Datama est votre alli\u00e9 strat\u00e9gique ? - Datama<\/title>\n<meta name=\"description\" content=\"Pourquoi Datama est l&#039;alli\u00e9 strat\u00e9gique des Marketplaces. 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