{"id":10495,"date":"2020-12-14T12:06:00","date_gmt":"2020-12-14T11:06:00","guid":{"rendered":"https:\/\/www.keyade.com\/fr\/?p=10495"},"modified":"2020-12-17T16:24:03","modified_gmt":"2020-12-17T15:24:03","slug":"formation-boulanger-x-keyade-sensibiliser-en-interne-aux-enjeux-du-digital-et-au-pilotage-media","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/formation-boulanger-x-keyade-sensibiliser-en-interne-aux-enjeux-du-digital-et-au-pilotage-media\/","title":{"rendered":"Formation Boulanger x Keyade : sensibiliser en interne aux enjeux du digital et au pilotage media"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"871\" height=\"280\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/12\/Visuel-Boulanger.jpg\" alt=\"\" class=\"wp-image-10507\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/12\/Visuel-Boulanger.jpg 871w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/12\/Visuel-Boulanger-768x247.jpg 768w\" sizes=\"auto, (max-width: 871px) 100vw, 871px\" \/><\/figure>\n\n\n\n<p>Boulanger est le sp\u00e9cialiste des \u00e9quipements de la maison en \u00e9lectrom\u00e9nager et multim\u00e9dia. Fort de ses 182 magasins et 9 000 collaborateurs, Boulanger offre \u00e0 ses clients le meilleur des nouvelles technologies dans l&rsquo;univers du divertissement et de la maison avec pr\u00e8s de 25 000 r\u00e9f\u00e9rences disponibles dans ses magasins, sur l&rsquo;application Boulanger et sur son site <a href=\"http:\/\/boulanger.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">boulanger.com<\/a>.<\/p>\n\n\n\n<p>Depuis 2018, le pilotage des campagnes SEA est g\u00e9r\u00e9 en interne par Boulanger. Mais les parties prenantes concern\u00e9es sont nombreuses (\u00e9quipe Media, category manager, leader produit) et les objectifs et responsabilit\u00e9s de chacun peuvent parfois sembler inconciliables. Pour fonctionner en harmonie, il est donc primordial que l\u2019ensemble des parties prenantes disposent du m\u00eame niveau d\u2019information concernant la strat\u00e9gie de distribution et de promotion des produits dont ils ont la gestion.<\/p>\n\n\n\n<p>Julian Devaux, Traffic Manager chez Boulanger, a ainsi sollicit\u00e9 l\u2019\u00e9quipe Consulting Keyade pour co-cr\u00e9er et co-animer une journ\u00e9e de formation et de sensibilisation au pilotage digital media. Il explique&nbsp;: <em>\u00ab&nbsp;Cette formation avait pour but de remettre \u00e0 niveau l\u2019\u00e9quipe commerce digital, qui sont nos principaux interlocuteurs au p\u00f4le Trafic. Nous voulions leur donner les cl\u00e9s pour analyser les performances media en toute autonomie et mieux comprendre pourquoi et comment nous pilotons le media digital chez Boulanger.&nbsp;\u00bb<\/em><\/p>\n\n\n\n<p>Au regard des conditions sanitaires, la formation s\u2019est d\u00e9roul\u00e9e en visioconf\u00e9rence. Julian Devaux et Maxime Vivos (chef de projet Consulting et Consultant SEA chez Keyade) ont anim\u00e9 une journ\u00e9e de formation aupr\u00e8s d\u2019une trentaine de personnes, sur deux journ\u00e9es diff\u00e9rentes pour maintenir des groupes restreints de 10 \u00e0 15 personnes.<\/p>\n\n\n\n<p>Maxime explique&nbsp;: <em>\u00ab&nbsp;Le matin \u00e9tait consacr\u00e9 \u00e0 une pl\u00e9ni\u00e8re de rappel des fondamentaux du trafic et de l\u2019acquisition digitale. Cela nous a \u00e9galement permis de repositionner le SEA vis-\u00e0-vis des autres leviers chez Boulanger. Nous consacrions ensuite l&rsquo;apr\u00e8s-midi \u00e0 des sujets beaucoup plus pr\u00e9cis et concrets, allant du tracking des donn\u00e9es au pilotage des campagnes. L&rsquo;id\u00e9e de ces ateliers \u00e9tait notamment de permettre \u00e0 chacun d&rsquo;intervenir, poser ses questions, et que tout le monde puisse s&rsquo;approprier ces sujets souvent complexes&nbsp;\u00bb.<\/em><\/p>\n\n\n\n<p>Deux participants partagent \u00e9galement leur perception de la formation&nbsp;:<\/p>\n\n\n\n<p>Adrien Watine, Chef de groupe Multimedia au sein de la Direction Digitale de Boulanger&nbsp;: <em>\u00ab&nbsp;Au-del\u00e0 d\u2019une remise \u00e0 niveau de l\u2019\u00e9quipe sur les fondamentaux du trafic, cette formation co-anim\u00e9e avec Keyade \u00e9tait riche d\u2019informations sur le SEA. Elle nous a permis de nous approprier des r\u00e9flexes d\u2019analyse pour comprendre l\u2019algorithme de Google, de savoir comment bien piloter nos campagnes media, et surtout, comment les \u00e9quipes Trafic et E-commerce pouvaient mieux travailler main dans la main. Malgr\u00e9 le contexte et le format visio, la pr\u00e9sentation \u00e9tait bas\u00e9e sur un vrai \u00e9change, avec des cas concrets et de l&rsquo;interactivit\u00e9.&nbsp;\u00bb<\/em><\/p>\n\n\n\n<p>Romain Derville, Leader Commerce Digital chez Norauto France (Boulanger et Norauto sont deux entit\u00e9s de l\u2019Association Familiale Mulliez)&nbsp;: <em>\u00ab&nbsp;Cette journ\u00e9e a \u00e9t\u00e9 pour moi l&rsquo;occasion de revoir les bases du SEA, tout en creusant certaines \u00e9volutions r\u00e9centes mises en place par Google et que nos \u00e9quipes peuvent utiliser au quotidien. Une formation technique et simple \u00e0 la fois, qui permet de monter d&rsquo;un niveau sur les campagnes medias. Le format \u00e9tait tr\u00e8s interactif malgr\u00e9 10 personnes en visio.&nbsp;\u00bb<\/em>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Boulanger est le sp\u00e9cialiste des \u00e9quipements de la maison en \u00e9lectrom\u00e9nager et multim\u00e9dia. Fort de ses 182 magasins et 9 000 collaborateurs, Boulanger offre \u00e0 ses clients le meilleur des nouvelles technologies dans l&rsquo;univers du divertissement et de la maison avec pr\u00e8s de 25 000 r\u00e9f\u00e9rences disponibles dans ses magasins, sur l&rsquo;application Boulanger et sur [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":10509,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[295],"tags":[143],"class_list":["post-10495","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fil-actualite","tag-formation"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Formation Boulanger x Keyade : sensibiliser en interne aux enjeux du digital et au pilotage media - Keyade<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.keyade.com\/fr\/blog\/formation-boulanger-x-keyade-sensibiliser-en-interne-aux-enjeux-du-digital-et-au-pilotage-media\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Formation Boulanger x Keyade : sensibiliser en interne aux enjeux du digital et au pilotage media - Keyade\" \/>\n<meta property=\"og:description\" content=\"Boulanger est le sp\u00e9cialiste des \u00e9quipements de la maison en \u00e9lectrom\u00e9nager et multim\u00e9dia. 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