{"id":11799,"date":"2022-02-24T12:01:24","date_gmt":"2022-02-24T11:01:24","guid":{"rendered":"https:\/\/www.keyade.com\/fr\/?p=11799"},"modified":"2022-02-24T12:02:42","modified_gmt":"2022-02-24T11:02:42","slug":"digital-to-store-sea-un-geo-test-dampleur-nationale-pour-tester-lefficacite-de-google-smart-bidding-omnicanal","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/digital-to-store-sea-un-geo-test-dampleur-nationale-pour-tester-lefficacite-de-google-smart-bidding-omnicanal\/","title":{"rendered":"Digital to Store SEA\u00a0: un g\u00e9o-test d\u2019ampleur nationale pour tester l\u2019efficacit\u00e9 de Google Smart bidding omnicanal"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\" id=\"contexte\">Contexte<\/h2>\n\n\n\n<p>Keyade et Google mettent en place un test pour mesurer l\u2019impact incr\u00e9mental de campagnes SEA locales sur le trafic et les ventes en magasins d\u2019un client retailer. Le test consiste \u00e0 (1) augmenter les investissements (\u2018heavy-up\u2019) sur les campagnes LIA dans certaines zones d\u00e9termin\u00e9es en France, (2) utiliser une strat\u00e9gie d\u2019ench\u00e8re avec objectif de maximisation de la performance omnicanale via Search Ads 360. Le test est r\u00e9alis\u00e9 avec un retailer d\u2019envergure nationale qui poss\u00e8de une centaine d\u2019enseignes en France et le KPI suivi est le chiffre d\u2019affaires omnicanal de la marque (CA en magasin + CA e-commerce + CA drive).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"methodologie-selection-des-zones-test\">M\u00e9thodologie &amp; S\u00e9lection des zones-test<\/h2>\n\n\n\n<ul class=\"wp-block-list\"><li>Utilisation d\u2019une <a href=\"https:\/\/research.google\/pubs\/pub45950\/\">m\u00e9thodologie Google publique<\/a>, disponible en open source<\/li><li>Intervention d\u2019une \u00e9quipe de statisticiens Google pour la s\u00e9lection des zones-tests et l\u2019analyse<\/li><li>Chez Keyade, nos sp\u00e9cialistes data r\u00e9alisent des analyses en parall\u00e8le pour une meilleur r\u00e9activit\u00e9 et une co-validation des r\u00e9sultats.<\/li><\/ul>\n\n\n\n<p>Pour mesurer l\u2019impact incr\u00e9mental des campagnes LIA g\u00e9r\u00e9es avec le smart bidding omnicanal, la m\u00e9thodologie utilis\u00e9e consiste \u00e0 comparer l\u2019\u00e9volution du chiffre d\u2019affaires omnicanal des zones test (courbe orange) \u00e0 l\u2019\u00e9volution du chiffre d\u2019affaires omnicanal des zones contr\u00f4le (courbe bleue) sur lesquels on n\u2019effectue aucune action.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/02\/Schema-1.png\" alt=\"Impact incr\u00e9mental des campagnes LIA avec smart bidding omnicanal\" class=\"wp-image-11803\" width=\"824\" height=\"459\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/02\/Schema-1.png 1099w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/02\/Schema-1-900x501.png 900w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/02\/Schema-1-768x428.png 768w\" sizes=\"auto, (max-width: 824px) 100vw, 824px\" \/><\/figure>\n\n\n\n<p>Afin de constituer \u00ab&nbsp;la zone test&nbsp;\u00bb et \u00ab&nbsp;la zone contr\u00f4le&nbsp;\u00bb, il est donc important de s\u00e9lectionner des r\u00e9gions g\u00e9ographiques qui pr\u00e9sentent des comportements de consommation similaires. Pour cela, Google a r\u00e9alis\u00e9 une \u00e9tude approfondie des donn\u00e9es du retailer (investissements des campagnes LIA jour par jour sur un historique d\u2019un an + donn\u00e9es de ventes omnicanales r\u00e9elles, partag\u00e9es directement par le back office du client). Google a ensuite propos\u00e9 plusieurs designs de tests (en fonction de dur\u00e9es, zones g\u00e9ographiques et montants d\u2019investissement diff\u00e9rents), chaque design \u00e9tant associ\u00e9 \u00e0 un indice de confiance du test variant entre 80% et 95%.<\/p>\n\n\n\n<p>Pour ce test, Keyade et son client optent pour un design devant permettre d\u2019atteindre une fiabilit\u00e9 de 95%. Le test est r\u00e9alis\u00e9 sur 5 semaines, sur une s\u00e9lection de 17 magasins.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"resultats-analyse\">R\u00e9sultats &amp; Analyse<\/h2>\n\n\n\n<p>Sur ce graphique, la diff\u00e9rence visuelle est t\u00e9nue mais le CA r\u00e9el pr\u00e9sente une croissance de 1% \u00e0 2% par rapport au CA simul\u00e9. R\u00e9pliqu\u00e9e \u00e0 l\u2019\u00e9chelle des centaines de milliers d\u2019euros de chiffre d\u2019affaires des 17 magasins test\u00e9s, cette croissance repr\u00e9sente des montants non n\u00e9gligeables.<\/p>\n\n\n\n<p>Google et Keyade calculent \u00e9galement la diff\u00e9rence entre l\u2019incr\u00e9ment d\u2019investissements et l\u2019incr\u00e9ment de chiffre d\u2019affaires pour mesurer le ROI incr\u00e9mental.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/02\/Schema-2-1200x620.png\" alt=\"CA r\u00e9el vs. CA simul\u00e9\" class=\"wp-image-11805\" width=\"600\" height=\"310\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/02\/Schema-2-1200x620.png 1200w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/02\/Schema-2-900x465.png 900w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/02\/Schema-2-768x397.png 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2022\/02\/Schema-2.png 1241w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/figure>\n\n\n\n<p>Pour Alexandre Dumoulin, Consultant SEA &amp; Sp\u00e9cialiste Data, ce test est une r\u00e9ussite&nbsp;: <em>\u00ab&nbsp;L\u2019avantage de cette m\u00e9thodologie, c\u2019est que l\u2019on utilise le chiffre d\u2019affaires r\u00e9ellement r\u00e9alis\u00e9 sur le site internet et dans les magasins. On s\u2019affranchit ainsi de toutes les probl\u00e9matiques de mesure. Les mod\u00e9lisations propos\u00e9es par Google sont donc les plus proches possibles de la r\u00e9alit\u00e9, et les analyses que nous avons reproduites chez Keyade conduisent \u00e0 des mesures et conclusions similaires. Ce test est une r\u00e9ussite parce que nous avons r\u00e9ussi \u00e0 montrer, avec une fiabilit\u00e9 de 95%, qu\u2019une augmentation d\u2019investissements sur les campagnes shopping locales (LIA) g\u00e9r\u00e9es avec Smart bidding omnicanal permettait de g\u00e9n\u00e9rer un important chiffre d\u2019affaires incr\u00e9mental, avec un ROI tr\u00e8s satisfaisant pour l\u2019annonceur.&nbsp;\u00bb<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Contexte Keyade et Google mettent en place un test pour mesurer l\u2019impact incr\u00e9mental de campagnes SEA locales sur le trafic et les ventes en magasins d\u2019un client retailer. Le test consiste \u00e0 (1) augmenter les investissements (\u2018heavy-up\u2019) sur les campagnes LIA dans certaines zones d\u00e9termin\u00e9es en France, (2) utiliser une strat\u00e9gie d\u2019ench\u00e8re avec objectif de [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":11813,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[133,295],"tags":[],"class_list":["post-11799","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sea","category-fil-actualite"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>digital-to-store-smart-bidding-omnicanal<\/title>\n<meta name=\"description\" content=\"Tests g\u00e9olocalis\u00e9s d&#039;augmentation des investissements sur les campagnes LIA associ\u00e9e \u00e0 un pilotage smart bidding omnicanal\" \/>\n<meta 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