{"id":13593,"date":"2023-02-21T12:25:37","date_gmt":"2023-02-21T10:25:37","guid":{"rendered":"https:\/\/www.keyade.com\/fr\/?p=13593"},"modified":"2023-02-21T16:58:56","modified_gmt":"2023-02-21T14:58:56","slug":"sea-marge-reporting","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/sea-marge-reporting\/","title":{"rendered":"SEA\u00a0: mettre la marge au centre de vos reportings"},"content":{"rendered":"\n<p>Allier accroissement de la part de march\u00e9 et de la rentabilit\u00e9 est essentiel aujourd&rsquo;hui pour nombre d\u2019annonceurs. C\u2019est par exemple le cas de Jacadi, marque fran\u00e7aise de pr\u00eat-\u00e0-porter sp\u00e9cialis\u00e9e dans les v\u00eatements pour enfants de 0 \u00e0 12 ans.<\/p>\n\n\n\n<p>Pour ce faire, elle souhaitait int\u00e9grer la marge par commandes \u00e0 ses reportings r\u00e9guliers, pour \u00e9valuer au plus pr\u00e8s la performance de ses campagnes. Objectif&nbsp;: disposer des donn\u00e9es suffisantes pour \u00e9tablir une strat\u00e9gie dans le but d\u2019augmenter la marge sur les ventes r\u00e9alis\u00e9es \u00e0 partir de ses campagnes SEA.<\/p>\n\n\n\n<p>Les \u00e9quipes de Jacadi se sont pos\u00e9es avec les \u00e9quipes Data &amp; Innovations de Keyade pour d\u00e9finir et mettre en place la solution ad\u00e9quate pour r\u00e9pondre \u00e0 leur besoin.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Int\u00e9grer la marge au reporting<\/h2>\n\n\n\n<p>Depuis des ann\u00e9es, Jacadi utilise l\u2019outil maison de Keyade, Madmetrics, d\u00e9velopp\u00e9 par notre \u00e9quipe R&amp;D, pour suivre les performances de leurs campagnes multiplateformes (Google Ads et Bing Ads). Notre solution s\u2019appuie sur un tracking publicitaire et on-site, le tout dans un environnement first-party et associ\u00e9s \u00e0 des connecteurs API avec les plateformes.<\/p>\n\n\n\n<p>Pour remonter la marge de chaque commande dans la solution Madmetrics, impossible d\u2019int\u00e9grer l\u2019information au tag d\u00e9j\u00e0 pr\u00e9sent sur le site de Jacadi pour suivre les conversions. Tout d\u2019abord, le niveau de marge n\u2019est pas encore connu au moment de l\u2019achat. Ensuite, le risque \u00e9tait trop important d\u2019ins\u00e9rer des donn\u00e9es sensibles facilement accessibles dans le tag.<\/p>\n\n\n\n<p>Notre \u00e9quipe Data &amp; Innovations a donc opt\u00e9 pour une <strong>solution server-to-server<\/strong>. Un flux de donn\u00e9es CRM de Jacadi a \u00e9t\u00e9 connect\u00e9 \u00e0 Madmetrics qui rapproche l\u2019ensemble des donn\u00e9es disponibles pour consolider la marge par commande.<\/p>\n\n\n\n<p>Depuis son d\u00e9ploiement, les \u00e9quipes de Jacadi disposent d\u2019un reporting r\u00e9gulier mis \u00e0 jour en temps r\u00e9el qui leur permet d\u2019avoir une lecture de la performance de leurs campagnes plus r\u00e9aliste.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1171\" height=\"612\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/02\/reporting-marge.png\" alt=\"Pilotage \u00e0 la marge\" class=\"wp-image-13597\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/02\/reporting-marge.png 1171w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/02\/reporting-marge-900x470.png 900w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/02\/reporting-marge-768x401.png 768w\" sizes=\"auto, (max-width: 1171px) 100vw, 1171px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Prochaine \u00e9tape&nbsp;: int\u00e9grer la marge au bidding<\/h2>\n\n\n\n<p>Quand la p\u00e9riode de rodage sera termin\u00e9e, ce reporting permettra aux \u00e9quipes de Jacadi d\u2019\u00e9tablir une strat\u00e9gie de bidding reposant sur la marge.<\/p>\n\n\n\n<p>Parce qu\u2019une image vaut mille mots, d\u00e9couvrez dans notre sch\u00e9ma ci-dessous le fonctionnement de notre solution cible server-to-server pour r\u00e9injecter les donn\u00e9es de marge vers les deux plateformes publicitaires Search utilis\u00e9es par l\u2019annonceur. \ud83d\udc47\ud83c\udffc<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"540\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/02\/structure-pilotage-marge.png\" alt=\"Pilotage des campagnes \u00e0 la marge\" class=\"wp-image-13599\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/02\/structure-pilotage-marge.png 960w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/02\/structure-pilotage-marge-900x506.png 900w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/02\/structure-pilotage-marge-768x432.png 768w\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Aller plus loin&nbsp;: scorer<\/h2>\n\n\n\n<p>La marge est un crit\u00e8re essentiel, mais il n\u2019est pas le seul. Pour Jacadi, par exemple, la gestion des stocks ou la disponibilit\u00e9 des produits est importante, l\u2019objectif \u00e9tant d\u2019am\u00e9liorer la rentabilit\u00e9 des campagnes, sans d\u00e9grader la part de march\u00e9.<\/p>\n\n\n\n<p>Un scoring granulaire des produits par priorit\u00e9, associ\u00e9 \u00e0 des strat\u00e9gies de bidding ad\u00e9quates, pourra \u00eatre mis en place pour que les campagnes SEA accompagnent la strat\u00e9gie business.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion&nbsp;: les conversions, la marge, mais pas que<\/h2>\n\n\n\n<p>Conna\u00eetre la marge des commandes r\u00e9alis\u00e9es \u00e0 partir des annonces SEA est essentiel pour \u00e9valuer la r\u00e9alit\u00e9 de ses performances. Elle n\u2019est pourtant pas l\u2019alpha et l\u2019om\u00e9ga. Pour qu\u2019un business soit sain, il doit allier rentabilit\u00e9, mais aussi couverture du march\u00e9. Un reporting fin doit donc permettre d\u2019\u00e9valuer avec pr\u00e9cision si les actions mises en place accompagnent la strat\u00e9gie globale de l\u2019entreprise.<\/p>\n\n\n\n<p><strong>Aller plus loin :<\/strong> <a href=\"https:\/\/www.keyade.com\/fr\/blog\/google-shopping-segmentation\/\">Google Shopping&nbsp;: segmenter pour mieux r\u00e9gner<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Allier accroissement de la part de march\u00e9 et de la rentabilit\u00e9 est essentiel aujourd&rsquo;hui pour nombre d\u2019annonceurs. <\/p>\n<p>Pour ce faire, int\u00e9grer la marge par commandes \u00e0 ses reportings r\u00e9guliers, pour \u00e9valuer au plus pr\u00e8s la performance de ses campagnes, para\u00eet essentiel.<\/p>\n<p>D\u00e9couvrez comment nous avons proc\u00e9d\u00e9 avec l&rsquo;un de nos clients : Jacadi.<\/p>\n","protected":false},"author":1,"featured_media":13603,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[133],"tags":[],"class_list":["post-13593","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sea"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>SEA\u00a0: mettre la marge au centre de vos reportings - Keyade<\/title>\n<meta name=\"description\" content=\"Suivre ses performances en fonction des KPI m\u00e9dia ne suffit plus. 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