{"id":55513,"date":"2022-10-07T10:30:00","date_gmt":"2022-10-07T08:30:00","guid":{"rendered":"https:\/\/www.codeur.com\/blog\/?p=55513"},"modified":"2025-09-11T15:37:52","modified_gmt":"2025-09-11T13:37:52","slug":"oni-data-marketing-acquisition","status":"publish","type":"post","link":"https:\/\/www.codeur.com\/blog\/oni-data-marketing-acquisition\/","title":{"rendered":"Data marketing\u00a0: 5 donn\u00e9es pour cr\u00e9er des campagnes d\u2019acquisition rentables"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2021\/09\/data.jpg\" alt=\"data marketing\" class=\"wp-image-55518\"\/><\/figure><\/div>\n\n\n<p>Besoin d\u2019am\u00e9liorer votre strat\u00e9gie d\u2019acquisition client&nbsp;? La cl\u00e9 r\u00e9side dans l\u2019identification de mod\u00e8les et tendances de comportement qui indiquent une forte probabilit\u00e9 qu&#8217;un visiteur se convertisse en acheteur.<\/p>\n\n\n\n<p>Pour y arriver, vous avez besoin de donn\u00e9es. Elles vous aident \u00e0 comprendre vos prospects pour am\u00e9liorer vos chances de conversion ou d&#8217;acquisition.<\/p>\n\n\n\n<p>Cependant, pour la r\u00e9ussite de votre strat\u00e9gie Data Marketing, vous devez analyser les bonnes informations. Cap sur 5 donn\u00e9es pour cr\u00e9er des campagnes d\u2019acquisition rentables avec <a href=\"https:\/\/www.oni.fr\/?utm_source=codeur-com&amp;utm_medium=article&amp;utm_campaign=2021-10\" target=\"_blank\" rel=\"noopener sponsored\">ONI<\/a>, agence de data marketing et growth hacking partenaire de Codeur.com.<\/p>\n\n\n\n<p class=\"btn btn-primary\"><a rel=\"sponsored noopener\" href=\"https:\/\/www.oni.fr\/livre-blanc-sortir-du-desert-numerique\/?utm_source=codeur-com&amp;utm_medium=article&amp;utm_campaign=2021-10\" target=\"_blank\">Apprendre \u00e0 g\u00e9n\u00e9rer des leads avec la data<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1. La taille du march\u00e9<\/h2>\n\n\n\n<p>La taille du march\u00e9 repr\u00e9sente le nombre total d&#8217;acheteurs potentiels d&#8217;un produit ou d&#8217;un service. Gr\u00e2ce \u00e0 elle, on peut d\u00e9terminer le revenu que les ventes peuvent g\u00e9n\u00e9rer. D\u00e9finir la grandeur de l\u2019audience cibl\u00e9e permet \u00e9galement d\u2019estimer le b\u00e9n\u00e9fice potentiel d\u2019une nouvelle entreprise ou d\u2019une nouvelle offre. <\/p>\n\n\n\n<p>Les donn\u00e9es objectives recueillies \u00e0 l\u2019aide des outils de \u00ab&nbsp;data mining&nbsp;\u00bb permettent de valider les volumes d\u2019affaires <em>a priori<\/em>, sans laisser de place aux suppositions. En tant que chef d\u2019entreprise, vous saurez si le march\u00e9 vis\u00e9 est porteur et s&#8217;il vaut le coup d\u2019investir.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Comment estimer la taille de votre march\u00e9&nbsp;?<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>D\u00e9finir votre cible <\/strong>: vous pouvez commencer par analyser les volumes de recherche sur les mots-cl\u00e9s de votre produit\/service qui correspondent aux intentions de recherches de vos prospects. Contactez les organisations commerciales, les fournisseurs de donn\u00e9es et les organismes de commerce pour obtenir un volume de clients potentiels dans les segments que vous avez choisis.<\/li>\n\n\n\n<li><strong>\u00c9valuer l&#8217;int\u00e9r\u00eat pour votre offre <\/strong>: r\u00e9alisez des <a href=\"https:\/\/www.codeur.com\/blog\/creer-questionnaire-en-ligne\/\">enqu\u00eates et sondages<\/a>, analysez vos concurrents. Quelle est leur part de march\u00e9&nbsp;? Quelles sont leurs ventes annuelles pour des produits ou services similaires&nbsp;?<\/li>\n\n\n\n<li><strong>Calculer les ventes potentielles <\/strong>: \u00e9laborez un business mod\u00e8le de votre entreprise \u00e0 l&#8217;aide des donn\u00e9es que vous avez recueillies.<\/li>\n<\/ul>\n\n\n\n<p>Vous disposez maintenant d&#8217;un chiffre r\u00e9aliste qui repr\u00e9sente la popularit\u00e9 que votre produit ou service peut avoir aupr\u00e8s de votre march\u00e9 cible.<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2. Le Co\u00fbt Par Clic (CPC)<\/h2>\n\n\n\n<p>Le Co\u00fbt Par Clic est le prix de revient moyen que vous d\u00e9pensez pour attirer un internaute sur une landing page. En data marketing, cette information va d\u00e9terminer le succ\u00e8s financier de vos campagnes d\u2019acquisition.<\/p>\n\n\n\n<p>Pour le calculer, appliquez cette formule&nbsp;:<\/p>\n\n\n\n<pre class=\"wp-block-preformatted\">CPC = Co\u00fbt total des clics \/ nombre total des clics<\/pre>\n\n\n\n<p>Le retour sur investissement de vos campagnes est d\u00e9termin\u00e9 par la qualit\u00e9 du trafic qu\u2019elles g\u00e9n\u00e8rent, mais aussi par leur CPC moyen. Il est essentiel que celui-ci soit contenu dans les limites que vous avez d\u00e9finies.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Comment r\u00e9duire le CPC&nbsp;?<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Cr\u00e9ez une landing page pour chaque mot-cl\u00e9<\/strong> afin d\u2019offrir une exp\u00e9rience personnalis\u00e9e \u00e0 vos visiteurs ;<\/li>\n\n\n\n<li><strong>Utilisez les mots-cl\u00e9s n\u00e9gatifs<\/strong> pour optimiser la pertinence du ciblage ;<\/li>\n\n\n\n<li><strong>Optez pour une ench\u00e8re manuelle<\/strong> pour mieux ma\u00eetriser votre budget ;<\/li>\n\n\n\n<li><strong>Ajustez les ench\u00e8res<\/strong> selon la localisation, l\u2019appareil, le jour et l\u2019heure, si cela est pertinent pour votre activit\u00e9.<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2021\/09\/clics.jpg\" alt=\"clics Analytics\" class=\"wp-image-55516\"\/><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\">3. Le Co\u00fbt d\u2019Acquisition Client (CAC)<\/h2>\n\n\n\n<p>Le Co\u00fbt d\u2019Acquisition Client (CAC) d\u00e9signe le montant d\u00e9pens\u00e9 pour acqu\u00e9rir un client. Il inclut les co\u00fbts de vos publicit\u00e9s et campagnes marketing, ainsi que le salaire de vos marketeurs et commerciaux\u2026 divis\u00e9s par le nombre de clients acquis.<\/p>\n\n\n\n<p>Mais c\u2019est surtout le CAC maximal admissible qu\u2019il conviendra de calculer <em>a priori<\/em> pour d\u00e9finir les limites du CPC et donc les budgets marketing.<\/p>\n\n\n\n<p>Pour calculer le CAC, appliquez cette formule&nbsp;:<\/p>\n\n\n\n<pre class=\"wp-block-preformatted\">CAC = Co\u00fbt des op\u00e9rations marketing et ventes \/ nombre de clients<\/pre>\n\n\n\n<h2 class=\"wp-block-heading\">Comment maintenir, voire r\u00e9duire, le CAC&nbsp;?<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Prioriser les <strong>audiences appropri\u00e9es<\/strong> ;<\/li>\n\n\n\n<li><strong>Recibler<\/strong> vos clients actuels ;<\/li>\n\n\n\n<li>Am\u00e9liorer la r\u00e9tention client (avec des actions de <strong>fid\u00e9lisation<\/strong>) ;<\/li>\n\n\n\n<li>Lancer un <strong>programme d\u2019affiliation<\/strong> ;<\/li>\n\n\n\n<li>Am\u00e9liorer et <strong>raccourcir votre tunnel de ventes<\/strong> pour limiter les points de friction.<\/li>\n<\/ul>\n\n\n\n<p class=\"btn btn-primary\"><a href=\"https:\/\/www.oni.fr\/livre-blanc-sortir-du-desert-numerique\/?utm_source=codeur-com&amp;utm_medium=article&amp;utm_campaign=2021-10\" target=\"_blank\" rel=\"sponsored noopener\">Apprenez \u00e0 calculer votre CAC max. admissible<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">4. Le taux de conversion<\/h2>\n\n\n\n<p>Le taux de conversion d\u00e9signe le pourcentage de visiteurs de votre landing page, ou site web, qui prennent l\u2019action souhait\u00e9e par rapport au nombre total de visiteurs. Cette action peut \u00eatre un clic sur un bouton, un achat ou le t\u00e9l\u00e9chargement d\u2019une ressource.<\/p>\n\n\n\n<p>Pour le calculer, vous pouvez utiliser l&#8217;une des 3 formules suivantes&nbsp;:<\/p>\n\n\n\n<pre class=\"wp-block-preformatted\">Taux de conversion = Nombre total de conversions \/ nombre total de sessions * 100<\/pre>\n\n\n\n<pre class=\"wp-block-preformatted\">Taux de conversion = Nombre total de conversions \/ Nombre total de visiteurs uniques * 100<\/pre>\n\n\n\n<pre class=\"wp-block-preformatted\">Taux de conversion = Nombre total de conversions \/ Nombre total de leads * 100<\/pre>\n\n\n\n<p>Le taux de conversion optimal d\u00e9pend de votre secteur d\u2019activit\u00e9 et de votre offre. Cependant, plus il est \u00e9lev\u00e9, plus votre entreprise est rentable.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Comment am\u00e9liorer le taux de conversion&nbsp;?<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Collectez et <strong>analysez les donn\u00e9es de vos visiteurs<\/strong> pour affiner vos campagnes, pages et ressources ;<\/li>\n\n\n\n<li><strong>Optimisez le design de vos pages<\/strong> les plus importantes, afin d\u2019offrir une navigation fluide et simplifi\u00e9e aux visiteurs ;<\/li>\n\n\n\n<li><strong>Placez des \u00e9l\u00e9ments de r\u00e9assurance&nbsp;:<\/strong> t\u00e9moignages client, labels et garanties, d\u00e9lai de livraison, politique de retour\u2026 ;<\/li>\n\n\n\n<li><strong>Travaillez les CTA<\/strong> pour les rendre facilement actionnables ;<\/li>\n\n\n\n<li>Int\u00e9grez des pixels de retargeting pour mener des <strong>campagnes de reciblage<\/strong>.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">5. Le ROI (Retour sur Investissement)<\/h2>\n\n\n\n<p>Le ROI permet d\u2019\u00e9valuer l&#8217;efficacit\u00e9 ou la rentabilit\u00e9 d&#8217;un investissement. Il est d\u00e9termin\u00e9 en utilisant cette formule&nbsp;:<\/p>\n\n\n\n<pre class=\"wp-block-preformatted\">ROI = (Valeur actuelle de l'investissement - Co\u00fbt de l'investissement) \/ Co\u00fbt de l'investissement<\/pre>\n\n\n\n<p>Pour le succ\u00e8s de vos campagnes, vous devez d\u2019abord d\u00e9finir un ROI avant de lancer votre strat\u00e9gie.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Comment d\u00e9finir un retour sur investissement positif&nbsp;?<\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2021\/09\/roi.jpg\" alt=\"calculer son ROI data marketing\" class=\"wp-image-55517\"\/><\/figure><\/div>\n\n\n<p>Pour d\u00e9finir un retour sur investissement positif pour chaque strat\u00e9gie marketing, examinez le rendement de techniques similaires que vous avez essay\u00e9es dans le pass\u00e9, et vos ventes actuelles. Ces informations peuvent vous aider \u00e0 fixer un ROI r\u00e9aliste pour vos campagnes.<\/p>\n\n\n\n<p>S\u2019il s\u2019agit d\u2019une nouvelle entreprise, vous devez prendre en compte les diff\u00e9rentes donn\u00e9es cit\u00e9es jusque-l\u00e0 pour fixer un ROI pertinent pour vos campagnes. N\u2019h\u00e9sitez pas \u00e0 consulter des \u00e9tudes et statistiques pour conna\u00eetre le ROI moyen de votre secteur d\u2019activit\u00e9.<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">ONI, l\u2019agence data et growth hacking qui vous aide dans votre strat\u00e9gie d\u2019acquisition<\/h2>\n\n\n\n<p>Vous voulez donner un coup de pouce \u00e0 votre strat\u00e9gie Data Marketing&nbsp;? L&#8217;agence de data marketing et growth hacking <a href=\"https:\/\/www.oni.fr\/?utm_source=codeur-com&amp;utm_medium=article&amp;utm_campaign=2021-10\" target=\"_blank\" rel=\"noopener sponsored\">ONI<\/a> s&#8217;appuie sur des experts passionn\u00e9s, dont un data scientist dipl\u00f4m\u00e9, pour mettre en place une strat\u00e9gie d\u2019acquisition rentable bas\u00e9e sur les donn\u00e9es.<\/p>\n\n\n\n<p>Gr\u00e2ce \u00e0 des outils exclusifs d\u00e9velopp\u00e9s par son \u00e9quipe, l\u2019agence utilise une d\u00e9marche scientifique et math\u00e9matique pour lancer des campagnes marketing performantes, au budget ma\u00eetris\u00e9 et au retour sur investissement positif.<\/p>\n\n\n\n<p class=\"btn btn-primary\"><a href=\"https:\/\/www.oni.fr\/livre-blanc-sortir-du-desert-numerique\/?utm_source=codeur-com&amp;utm_medium=article&amp;utm_campaign=2021-10\" target=\"_blank\" rel=\"sponsored noopener\">G\u00e9n\u00e9rer plus de leads gr\u00e2ce \u00e0 la data<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Besoin d\u2019am\u00e9liorer votre strat\u00e9gie d\u2019acquisition client&nbsp;? La cl\u00e9 r\u00e9side dans l\u2019identification de mod\u00e8les et tendances de comportement qui indiquent une forte probabilit\u00e9 qu&#8217;un visiteur se convertisse en acheteur. Pour y arriver, vous avez besoin de donn\u00e9es. Elles vous aident \u00e0 comprendre vos prospects pour am\u00e9liorer vos chances de conversion ou d&#8217;acquisition. Cependant, pour la r\u00e9ussite [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":55519,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[180],"tags":[13],"class_list":["post-55513","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data","tag-sponso"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Data marketing\u00a0: 5 donn\u00e9es pour cr\u00e9er des campagnes d\u2019acquisition rentables<\/title>\n<meta name=\"description\" content=\"Besoin d\u2019am\u00e9liorer votre strat\u00e9gie d\u2019acquisition client&nbsp;? 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