{"id":17616,"date":"2025-11-06T15:02:32","date_gmt":"2025-11-06T15:02:32","guid":{"rendered":"https:\/\/datama.io\/?p=17616"},"modified":"2026-02-25T16:04:40","modified_gmt":"2026-02-25T16:04:40","slug":"suivi-de-marge-par-pays-dans-looker-studio","status":"publish","type":"post","link":"https:\/\/datama.io\/fr\/suivi-de-marge-par-pays-dans-looker-studio\/","title":{"rendered":"Suivi de marge par Pays dans Looker Studio"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"17616\" class=\"elementor elementor-17616\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-26fbb66 e-flex e-con-boxed e-con e-parent\" data-id=\"26fbb66\" 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-1aa675a elementor-widget elementor-widget-text-editor\" data-id=\"1aa675a\" 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><span style=\"font-weight: 400;\">Category : eCommerce | Solution : Datama Compare | Type : Reporting automatis\u00e9 | Client : Tikamoon<\/span><span style=\"font-weight: 400;\"><br \/><\/span><span style=\"font-weight: 400;\">Tags : #Marge #CostAnalysis #LookerStudio #eCommerce<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-599d8ac elementor-widget elementor-widget-testimonial\" data-id=\"599d8ac\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"testimonial.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-testimonial-wrapper\">\n\t\t\t\t\t\t\t<div class=\"elementor-testimonial-content\">\u201dCe qui se con\u00e7oit bien s\u2019\u00e9nonce clairement. Datama et l\u2019\u00e9quation de march\u00e9 permettent de rendre notre m\u00e9tier concret et intelligible.\u201d<\/div>\n\t\t\t\n\t\t\t\t\t\t<div class=\"elementor-testimonial-meta elementor-has-image elementor-testimonial-image-position-aside\">\n\t\t\t\t<div class=\"elementor-testimonial-meta-inner\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-testimonial-image\">\n\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"274\" height=\"279\" src=\"https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image1.jpg\" class=\"attachment-full size-full wp-image-17588\" alt=\"\" \/>\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-testimonial-details\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-testimonial-name\">Olivier Lemasle<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-testimonial-job\">Marketing Data Manager, Tikamoon<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-50e8342 elementor-widget elementor-widget-text-editor\" data-id=\"50e8342\" 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><iframe title=\"Tikamoon x Datama - Customer story [FR]\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/r2dQUSI2cwc?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 class=\"wp-block-heading\"><strong>Contexte : rendre le e-commerce tangible<\/strong><\/h2><p><a href=\"http:\/\/tikamoon.com\/\">Tikamoon <\/a>est une <strong>DNVB (Digital Native Vertical Brand) sp\u00e9cialis\u00e9e dans la cr\u00e9ation et la vente de meubles en bois massif<\/strong> durables propos\u00e9s au prix le plus juste. La marque r\u00e9alise plus de <strong>100 M\u20ac de chiffre d\u2019affaires\u00a0<\/strong><\/p><p>Plus qu\u2019un distributeur, Tikamoon est un concepteur-constructeur qui travaille sans interm\u00e9diaire avec des partenaires artisans en Asie et en Europe et s\u2019attache \u00e0 ma\u00eetriser tous les maillons de la cha\u00eene (du design \u00e0 la logistique, du marketing au service client) pour proposer des produits authentiques, de qualit\u00e9 et au moindre impact environnemental.\u00a0<\/p><figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"544\" class=\"wp-image-17603\" src=\"https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-10-1024x544.png\" alt=\"\" srcset=\"https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-10-1024x544.png 1024w, https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-10-300x159.png 300w, https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-10-768x408.png 768w, https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-10.png 1488w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><p>Sa devise, \u00ab Passion et Exception \u00bb et son mantra, \u00ab des meubles imagin\u00e9s pour accompagner les histoires de vie\u2026 longtemps. \u00bb s\u2019appliquent \u00e9galement au domaine de la data, o\u00f9 les initiatives pour rendre l\u2019entreprise \u00ab\u00a0data driven\u00a0\u00bb sont remarquables.<\/p><p>Avec Datama, Tikamoon a voulu <strong>structurer une lecture commune du business<\/strong> et <strong>diffuser cette compr\u00e9hension \u00e0 travers toute l\u2019entreprise<\/strong>, afin de mieux penser et mieux visualiser la performance.<\/p><p>L\u2019un des premiers cas d\u2019usages a \u00e9t\u00e9 appliqu\u00e9e \u00e0 un cas d\u2019usage simple mais touchant au c\u0153ur m\u00eame du business model de Tikamoon\u00a0:\u00a0<\/p><p>\u00c0 une \u00e9chelle macro, les \u00e9quipes suivent de pr\u00e8s sa <strong>marge sur co\u00fbt variable<\/strong>, d\u00e9compos\u00e9e par <strong>pays<\/strong> et <strong>p\u00e9riode<\/strong> (hebdomadaire, trimestrielle, semestrielle).<\/p><p>Nous d\u00e9taillons dans la suite de cet article l\u2019approche et le r\u00e9sultat li\u00e9 \u00e0 ce cas d\u2019usage.\u00a0<\/p><h2 class=\"wp-block-heading\"><strong>Approche : d\u00e9composer la marge sur co\u00fbt variable<\/strong><\/h2><h3 class=\"wp-block-heading\">Equation de march\u00e9 &amp; jeu de donn\u00e9es<\/h3><p>Gr\u00e2ce \u00e0 un travail minutieux d\u2019ingestion, de pr\u00e9paration et de r\u00e9conciliation dans un datalake Google Big Query, Tikamoon est en mesure de cr\u00e9er une \u00e9quation de march\u00e9 qui prend en compte les co\u00fbts d\u2019acquisition dans les diff\u00e9rentes plateformes media, leur performance, la conversion sur le site, puis c\u00f4t\u00e9 backoffice les \u00e9ventuels retours et remboursement.\u00a0<\/p><figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"435\" class=\"wp-image-17599\" src=\"https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-8-1024x435.png\" alt=\"\" srcset=\"https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-8-1024x435.png 1024w, https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-8-300x128.png 300w, https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-8-768x326.png 768w, https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-8-1536x653.png 1536w, https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-8.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><p>Il est assez rare pour un player ecommerce d\u2019avoir cette capacit\u00e9 de r\u00e9cup\u00e9rer et r\u00e9percuter, jusqu\u2019\u00e0 la marge sur co\u00fbt variable, la contribution des sources d\u2019acquisition.\u00a0<\/p><p>Le travail en amont r\u00e9alis\u00e9 par les \u00e9quipes de Tikamoon est remarquable.\u00a0<\/p><p>Notons cependant pour les lecteurs moins avanc\u00e9s que l\u2019approche pourrait se contenter de ne pas int\u00e9grer la donn\u00e9e backoffice comme expliqu\u00e9 dans cet <a href=\"https:\/\/datama.io\/fixing-the-missing-values-issue-with-datama-fill-in-null-value-function\/\">article<\/a>.<\/p><p>Le dataset complet chez Tikamoon est donc cr\u00e9\u00e9 dans BigQuery et reprend les m\u00e9triques de cette \u00e9quation de march\u00e9, d\u00e9compos\u00e9es par Date, Pays, Univers et Cat\u00e9gorie Produit<\/p><figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"205\" class=\"wp-image-17595\" src=\"https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-7-1024x205.png\" alt=\"\" srcset=\"https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-7-1024x205.png 1024w, https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-7-300x60.png 300w, https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-7-768x154.png 768w, https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-7.png 1258w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><p>Vous pouvez le retrouver dans cette <a href=\"https:\/\/docs.google.com\/spreadsheets\/d\/16X-vl1aSHAmuzkWNIA6S5SFiUOMERKc7CbGiYDW9ZoI\/edit?gid=166105288#gid=166105288\">Gsheet<\/a> (bien s\u00fbr la donn\u00e9e est purement fictive)<\/p><h2 class=\"wp-block-heading\"><strong>R\u00e9sultats<\/strong><\/h2><h3 class=\"wp-block-heading\">Int\u00e9gration dans la web app<\/h3><figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"474\" class=\"wp-image-17597\" src=\"https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-1-1024x474.jpeg\" alt=\"\" srcset=\"https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-1-1024x474.jpeg 1024w, https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-1-300x139.jpeg 300w, https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-1-768x356.jpeg 768w, https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-1-1536x711.jpeg 1536w, https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-1.jpeg 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><p>La structure des \u00e9quipes \u00e9tant avant tout organis\u00e9e par pays, la lecture de la performance se fait avant tout sous cet angle.<\/p><p>Dans la <a href=\"http:\/\/app.datama.io\">web app Datama<\/a>, Tikamoon connecte donc \u00e0 la donn\u00e9e BigQuery et active la fonctionnalit\u00e9 \u00ab\u00a0Dimension then Steps\u00a0\u00bb pour pouvoir analyser syst\u00e9matiquement l\u2019\u00e9volution de la marge par Pays, avant de d\u00e9composer par \u00e9tape de l\u2019\u00e9quation de march\u00e9 d\u00e9crite pr\u00e9c\u00e9demment.\u00a0<\/p><figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"384\" class=\"wp-image-17593\" src=\"https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-6-1024x384.png\" alt=\"\" srcset=\"https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-6-1024x384.png 1024w, https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-6-300x113.png 300w, https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-6-768x288.png 768w, https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-6.png 1287w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><p><em>L\u2019\u00e9quation de march\u00e9 dans Datama\u00a0: notez la \u00ab\u00a0Focused Dimension\u00a0\u00bb sur \u00ab\u00a0Country\u00a0\u00bb pour forcer l\u2019analyse \u00ab\u00a0Dimension then Step\u00a0\u00bb \u00e0 toujours commencer par Pays<\/em><\/p><h3 class=\"wp-block-heading\">Int\u00e9gration dans Looker Studio<\/h3><figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"488\" class=\"wp-image-17601\" src=\"https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-9-1024x488.png\" alt=\"\" srcset=\"https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-9-1024x488.png 1024w, https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-9-300x143.png 300w, https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-9-768x366.png 768w, https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-9-1536x732.png 1536w, https:\/\/datama.io\/wp-content\/uploads\/2025\/11\/image-9.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><p>Afin de donner acc\u00e8s au plus grand nombre, l\u2019analyse Datama Compare est \u00e9galement int\u00e9gr\u00e9e \u00e0 un rapport Looker Studio. Les analyses sont directement consult\u00e9es par les diff\u00e9rentes parties prenantes dans cette interface, dans laquelle ils ont l\u2019habitude d\u2019entrer.<\/p><p>Nous avons r\u00e9pliqu\u00e9 cette int\u00e9gration dans ce <a href=\"https:\/\/lookerstudio.google.com\/u\/0\/reporting\/aba91a2b-9429-4bad-81f9-1d10d4ab1b32\/page\/yNpbF\/edit\">rapport Looker Studio<\/a>\u00a0<\/p><p>Nous vous proposons \u00e9galement un <a href=\"https:\/\/dataguillaume.gumroad.com\/l\/zkwemf\">dashboard<\/a> d&rsquo;exemple pour analyser la performance de votre tunnel eCommerce sur Looker studio \u00e0 partir de la donn\u00e9e GA4.<\/p><h2 class=\"wp-block-heading\"><strong>B\u00e9n\u00e9fices<\/strong><\/h2><p>Avec le recul, Olivier Lemasle en charge de l\u2019int\u00e9gration de Datama compare l\u2019impact au concept de \u00ab\u00a0profondeur de champ\u00a0\u00bb en photographie\u00a0: l\u2019outil permettant d\u2019aller plus en profondeur, de voir le business sous diff\u00e9rents angles et de passer facilement du constat \u00e0 l\u2019explication, du \u00ab\u00a0quoi\u00a0\u00bb au \u00ab\u00a0pourquoi\u00a0\u00bb.<\/p><p>Plus g\u00e9n\u00e9ralement, <a href=\"http:\/\/tikamoon.com\/\">Tikamoon<\/a> met en avant les b\u00e9n\u00e9fices suivants\u00a0:<\/p><ul class=\"wp-block-list\"><li>\ud83e\udded <strong>Clart\u00e9 m\u00e9thodologique<\/strong> : une \u00e9quation de march\u00e9 pour chaque probl\u00e8me, comprise de tous et assimil\u00e9e par les \u00e9quipes<\/li><li>\ud83d\udcc8 <strong>Pilotage transversal<\/strong> : marketing, finance et directions align\u00e9es dans la compr\u00e9hension de la situation<\/li><li>\u2699\ufe0f <strong>Gain de temps<\/strong> : analyse automatiquement g\u00e9n\u00e9r\u00e9e et int\u00e9gr\u00e9e dans les outils existant, notamment Looker Studio<\/li><li>\ud83c\udf0d <strong>Culture data<\/strong> : un pilotage business plus concret et partag\u00e9<\/li><\/ul><p>Aujourd\u2019hui, l\u2019\u00e9quipe s\u2019attelle \u00e0 multiplier les uses cases et l\u2019int\u00e9gration de Datama dans les \u00ab\u00a0r\u00e9flexes\u00a0\u00bb d\u2019analyse de la performance.<\/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>Category : eCommerce | Solution : Datama Compare | Type : Reporting automatis\u00e9 | Client : TikamoonTags : #Marge #CostAnalysis #LookerStudio #eCommerce \u201dCe qui se con\u00e7oit bien s\u2019\u00e9nonce clairement. Datama et l\u2019\u00e9quation de march\u00e9 permettent de rendre notre m\u00e9tier concret et intelligible.\u201d Olivier Lemasle Marketing Data Manager, Tikamoon Contexte : rendre le e-commerce tangible Tikamoon [&hellip;]<\/p>\n","protected":false},"author":35,"featured_media":17650,"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":[127],"tags":[],"class_list":["post-17616","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-use-case-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Suivi de marge par Pays dans Looker Studio - Datama<\/title>\n<meta name=\"description\" content=\"Ma\u00eetrisez le suivi de vos marges par pays dans Looker Studio gr\u00e2ce \u00e0 l&#039;analyse automatis\u00e9e de Datama.\" \/>\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\/suivi-de-marge-par-pays-dans-looker-studio\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Suivi de marge par Pays dans Looker Studio - 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