{"id":1607,"date":"2017-05-03T10:48:22","date_gmt":"2017-05-03T09:48:22","guid":{"rendered":"https:\/\/www.keyade.com\/agence\/?p=1607"},"modified":"2017-10-20T11:58:56","modified_gmt":"2017-10-20T10:58:56","slug":"a-propos-automatisation-et-efficacite-de-gestion","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/a-propos-automatisation-et-efficacite-de-gestion","title":{"rendered":"Automatisation et efficacit\u00e9 de gestion"},"content":{"rendered":"<p style=\"text-align: justify;\">A l\u2019heure de la multiplicit\u00e9 des formats, des fonctionnalit\u00e9s, des extensions et des options, la gestion de campagnes digitales n\u2019a jamais \u00e9t\u00e9 aussi complexe et les consultants Keyade sont amen\u00e9s \u00e0 passer de plus en plus de temps sur des t\u00e2ches d\u2019impl\u00e9mentation, de r\u00e9glages et de tests. Ces t\u00e2ches, bien que n\u00e9cessaires \u00e0 la performance m\u00e9dia, n\u2019ont pourtant aucune valeur ajout\u00e9e dans la strat\u00e9gie ou l\u2019analyse. C\u2019est dans ce contexte que Benoit Le Bras, directeur digital adjoint et responsable de l\u2019innovation chez Keyade, travaille sur les solutions d\u2019automatisation.<\/p>\n<p>Il explique\u00a0: \u00ab\u00a0<em>Plusieurs solutions existent pour r\u00e9duire ou limiter les t\u00e2ches chronophages. Tout d\u2019abord, nous pouvons <strong>utiliser les solutions nativement disponibles au sein de la plateforme.<\/strong> Par exemple, dans Google AdWords, la fonctionnalit\u00e9 ad customizers permet de personnaliser les annonces en fonction des informations d\u2019un flux. Ensuite, nous pouvons <strong>d\u00e9velopper et mettre en place des scripts.<\/strong> Un script est une succession d\u2019instructions qui simule un comportement humain au sein de la plateforme. Il existe des scripts d\u2019analyse (qui permettent de suivre l\u2019\u00e9volution d\u2019indicateurs pour agir) et des scripts de production (qui g\u00e9n\u00e8rent directement des actions au sein du compte). Et enfin, il est possible d\u2019<strong>utiliser des solutions externes de gestion de campagnes (de type DoubleClick, Marin Software, Kenshoo\u2026). <\/strong>L\u2019efficacit\u00e9 de ces solutions \u00e9tant av\u00e9r\u00e9e au cas par cas, nous recommandons de les mettre en place \u00e0 la suite d\u2019un test comparatif (entre outils ou outil vs. gestion manuelle).\u00a0<\/em>\u00bb<\/p>\n<p>Pour mettre en place les diff\u00e9rentes solutions d\u2019automatisation, Benoit travaille en collaboration avec une \u00e9quipe op\u00e9rationnelle de 4 personnes d\u00e9di\u00e9es \u00e0 ces sujets, et ponctuellement avec les d\u00e9veloppeurs de Keyade. Leur travail \u00e0 tous permet ainsi de maximiser le temps des consultants sur les t\u00e2ches \u00e0 forte valeur ajout\u00e9e. Benoit conclut\u00a0:<em>\u00ab\u00a0L\u2019automatisation n\u2019est pas un projet simple dans cet environnement si complexe, il existe une multitude d\u2019actions \u00e0 automatiser. Mon r\u00f4le consiste \u00e0 identifier les priorit\u00e9s et r\u00e9ussir \u00e0 mettre en place une solution p\u00e9renne et applicable \u00e0 la plus grande majorit\u00e9 des cas <\/em>\u00bb.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A l\u2019heure de la multiplicit\u00e9 des formats, des fonctionnalit\u00e9s, des extensions et des options, la gestion de campagnes digitales n\u2019a jamais \u00e9t\u00e9 aussi complexe et les consultants Keyade sont amen\u00e9s \u00e0 passer de plus en plus de temps sur des t\u00e2ches d\u2019impl\u00e9mentation, de r\u00e9glages et de tests. Ces t\u00e2ches, bien que n\u00e9cessaires \u00e0 la performance [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1609,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[79],"tags":[181],"class_list":["post-1607","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-la-vie-de-lagence","tag-automatisation"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A propos d&#039;automatisation et d&#039;efficacit\u00e9 de gestion | Keyade<\/title>\n<meta name=\"description\" content=\"Des solutions pour limiter et r\u00e9duire les t\u00e2ches chronophages de la gestion media et passer plus de temps sur la strat\u00e9gie et l&#039;analyse\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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