{"id":5525,"date":"2018-09-12T09:25:05","date_gmt":"2018-09-12T08:25:05","guid":{"rendered":"https:\/\/www.keyade.com\/?p=5525"},"modified":"2019-08-02T16:16:47","modified_gmt":"2019-08-02T15:16:47","slug":"mieux-exploiter-la-data","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/mieux-exploiter-la-data","title":{"rendered":"Mieux exploiter sa data, une r\u00e9solution 2019 qui commence d\u00e8s maintenant"},"content":{"rendered":"<p style=\"text-align: justify;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-5535 size-full\" src=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2018\/09\/Analytics-bandeau.jpg\" alt=\"\" width=\"2414\" height=\"820\" srcset=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2018\/09\/Analytics-bandeau.jpg 2414w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2018\/09\/Analytics-bandeau-300x102.jpg 300w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2018\/09\/Analytics-bandeau-768x261.jpg 768w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2018\/09\/Analytics-bandeau-1024x348.jpg 1024w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2018\/09\/Analytics-bandeau-294x100.jpg 294w\" sizes=\"auto, (max-width: 2414px) 100vw, 2414px\" \/><\/p>\n<p style=\"text-align: justify;\">L\u2019un des enjeux majeurs des \u00e9diteurs de sites\/app est de comprendre les comportements de leurs utilisateurs pour ensuite mieux optimiser le parcours de ces derniers. La data est donc un alli\u00e9 puissant\u00a0!<\/p>\n<p style=\"text-align: justify;\">Cependant, les <a href=\"https:\/\/www.keyade.com\/keyade-structure-son-pole-analytics-data\">Data Analysts<\/a> de Keyade ont \u00e9tabli un constat un peu alarmant\u00a0: de nombreux annonceurs n\u2019adoptent pas les pratiques optimales sur Google Analytics, souvent en raison d\u2019erreurs simples ou de m\u00e9connaissance du fonctionnement de l\u2019outil. Explications.<\/p>\n<p style=\"text-align: justify;\"><strong>Le b.a-ba\u00a0: une bonne configuration<\/strong><strong>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<\/strong><\/p>\n<p style=\"text-align: justify;\">Lier Google Analytics et Google Ads est un r\u00e9flexe qui permet de constituer une base de donn\u00e9es \u00e0 exploiter. En effet, la puissance de Google Ads combin\u00e9e \u00e0 la mesure de l\u2019exp\u00e9rience utilisateur permet d\u2019analyser le trafic en provenance des campagnes media et de d\u00e9finir de nouvelles audiences \u00e0 forte valeur ajout\u00e9e. Le hic, c\u2019est que trop souvent les deux comptes ne sont pas li\u00e9s,\u00a0privant les annonceurs de certaines donn\u00e9es.<\/p>\n<p style=\"text-align: justify;\">Il est vrai que param\u00e9trer son compte Analytics peut paraitre tr\u00e8s complexe.<\/p>\n<p style=\"text-align: justify;\">Souvent, on configure au mieux pour d\u00e9buter, sans strat\u00e9gie de structure particuli\u00e8re, puis on revient dessus au fil de l\u2019eau. Seulement, il faut prendre en compte la non-r\u00e9troactivit\u00e9 des donn\u00e9es et de la configuration lorsqu\u2019on proc\u00e8de aux analyses ensuite.<\/p>\n<p style=\"text-align: justify;\">Chez Keyade, l\u2019\u00e9quipe de Data Analysts pr\u00e9conise une structure de compte en fonction des probl\u00e9matiques de votre activit\u00e9. Cette structure vous permet de g\u00e9rer vos diff\u00e9rents environnements (de d\u00e9veloppement et de production) ainsi qu\u2019un d\u00e9ploiement progressif du tracking sur vos sites.<\/p>\n<p style=\"text-align: justify;\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-5527 aligncenter\" src=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2018\/10\/Analytics_Regles-300x276.png\" alt=\"Analytics_Regles\" width=\"300\" height=\"276\" srcset=\"https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2018\/10\/Analytics_Regles-300x276.png 300w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2018\/10\/Analytics_Regles-109x100.png 109w, https:\/\/www.keyade.com\/en\/wp-content\/uploads\/2018\/10\/Analytics_Regles.png 582w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<p style=\"text-align: justify;\">En fonction du param\u00e9trage et du tracking que vous d\u00e9finissez, il est possible d\u2019analyser vos donn\u00e9es de diff\u00e9rentes mani\u00e8res. Mais alors comment savoir laquelle est la plus pertinente pour vous\u00a0?<\/p>\n<p style=\"text-align: justify;\"><strong>De multiples biais d\u2019interpr\u00e9tation<\/strong><\/p>\n<p style=\"text-align: justify;\">Il n\u2019y a pas qu\u2019une seule lecture de la data. Pour pouvoir effectuer des analyses fiables et comprendre les interactions sur votre site, il est n\u00e9cessaire de comprendre le processus de collecte de vos donn\u00e9es en s\u2019appuyant sur le plan de marquage (document de r\u00e9f\u00e9rence de tracking sur votre site). L\u2019\u00e9quipe de Data Analysts de Keyade peut vous accompagner dans la cr\u00e9ation et l\u2019application de ce document.<\/p>\n<p style=\"text-align: justify;\"><strong>Mieux capter ses donn\u00e9es<\/strong><\/p>\n<p style=\"text-align: justify;\">Sur Analytics, la fonctionnalit\u00e9 \u2018custom dimension\u2019 vous permet d\u2019analyser votre compte sous un angle plus personnalis\u00e9, adapt\u00e9 \u00e0 votre site et \u00e0 vos probl\u00e9matiques m\u00e9tiers.<\/p>\n<p style=\"text-align: justify;\"><em>Comment conna\u00eetre les produits les plus performants\u00a0? Quelles sont les typologies d\u2019utilisateurs qui convertissent le plus\u00a0?<\/em> Cette fonctionnalit\u00e9 vous donnera un haut niveau de granularit\u00e9 pour permettre de r\u00e9pondre \u00e0 ces questions. L\u2019objectif final \u00e9tant de personnaliser votre compte Google Analytics en fonction de votre activit\u00e9 pour une lecture pertinente de vos donn\u00e9es.<\/p>\n<p style=\"text-align: justify;\">Au travers de ces observations, les consultants Analytics de Keyade ont pour intention de vous orienter vers les meilleures pratiques pour comprendre et analyser le parcours de vos utilisateurs et leur adresser des messages pertinents. L\u2019acquisition de trafic est un enjeu de long terme\u00a0qui se pr\u00e9pare longtemps en amont pour atteindre vos objectifs et aller chercher la croissance.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019un des enjeux majeurs des \u00e9diteurs de sites\/app est de comprendre les comportements de leurs utilisateurs pour ensuite mieux optimiser le parcours de ces derniers. La data est donc un alli\u00e9 puissant\u00a0! Cependant, les Data Analysts de Keyade ont \u00e9tabli un constat un peu alarmant\u00a0: de nombreux annonceurs n\u2019adoptent pas les pratiques optimales sur Google [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":5531,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[91,295],"tags":[375,241,113],"class_list":["post-5525","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-analyses","category-fil-actualite","tag-analytics","tag-data","tag-google"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mieux exploiter sa data avec Google Analytics | Keyade<\/title>\n<meta name=\"description\" content=\"Mieux comprendre les comportements de leurs utilisateurs pour ensuite mieux optimiser le parcours de ces derniers, avec la data.\" \/>\n<meta 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