{"id":8077,"date":"2019-10-16T10:16:23","date_gmt":"2019-10-16T09:16:23","guid":{"rendered":"https:\/\/www.keyade.com\/?p=8077"},"modified":"2019-10-16T11:00:18","modified_gmt":"2019-10-16T10:00:18","slug":"lifetime-value-en-media","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/lifetime-value-en-media\/","title":{"rendered":"Mettre en place la Lifetime Value en m\u00e9dia"},"content":{"rendered":"\n<p><strong>[VID\u00c9O] K-LEARNINGS #13<\/strong>&nbsp;| Quel annonceur n&rsquo;a jamais r\u00eav\u00e9 de mesurer la valeur de ses clients dans le temps ?  En m\u00e9dia, la mesure de la Lifetime Value permet d\u2019identifier les leviers online qui g\u00e9n\u00e8rent la meilleure valeur client sur le long terme. Angelika Wechner, Team Leader SEA, vous explique les cl\u00e9s pour mettre en place et utiliser la LTV, dans le cadre de votre strat\u00e9gie d\u2019acquisition clients. <\/p>\n\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"K-LEARNINGS #13 | Mettre en place la Lifetime Value en m\u00e9dia ?\" width=\"1170\" height=\"658\" src=\"https:\/\/www.youtube.com\/embed\/F4JE7mv-fIA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link\" href=\"https:\/\/www.keyade.com\/k-learnings\">Retrouvez toutes nos vid\u00e9os !<\/a><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p><em>La retranscription de la vid\u00e9o ci-dessous !<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">METTRE EN PLACE LA LIFETIME VALUE EN MEDIA<\/h2>\n\n\n\n<p><strong>C\u2019est quoi&nbsp;?<\/strong><\/p>\n\n\n\n<p>La LTV est un indicateur qui mesure le profit moyen g\u00e9n\u00e9r\u00e9 par un client dans le temps&nbsp;: non pas sur une transaction, mais sur l\u2019ensemble de sa relation de consommation avec une marque.<\/p>\n\n\n\n<p><strong>L\u2019int\u00e9r\u00eat en m\u00e9dia<\/strong><\/p>\n\n\n\n<p>Dans une approche multicanale, la mesure de la LTV permet aux annonceurs d\u2019identifier les leviers online qui g\u00e9n\u00e8rent la meilleure valeur client dans le temps. La LTV s\u2019inscrit dans une d\u00e9marche de pilotage media sur le long terme.<\/p>\n\n\n\n<p>Pour illustrer, comparons les performances de deux leviers dans le temps (ici&nbsp;: le SEA et le Social Media).<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"520\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/10\/Image1-1024x520.jpg\" alt=\"lifetime value\" class=\"wp-image-8079\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/10\/Image1-1024x520.jpg 1024w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/10\/Image1-300x152.jpg 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/10\/Image1-768x390.jpg 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/10\/Image1-197x100.jpg 197w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/10\/Image1.jpg 1212w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>A t1, dans la p\u00e9riode post-clic que l\u2019on a l\u2019habitude de consid\u00e9rer, le SEA et le Social Media semblent obtenir les m\u00eames performances (en termes de rentabilit\u00e9). &nbsp;Mais \u00e0 t2 qui se situe hors de la p\u00e9riode post-clic, le Social Media g\u00e9n\u00e8re d\u00e9finitivement plus de rentabilit\u00e9 que le SEA.  <\/p>\n\n\n\n<p>L\u2019analyse de la LTV permet ainsi d\u2019\u00e9valuer la r\u00e9partition budg\u00e9taire entre les leviers et de consid\u00e9rer, si n\u00e9cessaire, une r\u00e9allocation de budgets.<\/p>\n\n\n\n<p><strong>Comment mettre en place la LTV&nbsp;?<\/strong><\/p>\n\n\n\n<p>C\u2019est l\u00e0 que \u00e7a devient technique&nbsp;! Il existe\nplusieurs solutions en fonction de vos prestataires mais le principe reste le\nm\u00eame partout.<\/p>\n\n\n\n<p>Vous l\u2019aurez remarqu\u00e9, le principe de la LTV est\nd\u2019analyser le comportement d\u2019achat de vos clients, au-del\u00e0 de la p\u00e9riode post-clic\nque vous utilisez normalement. Il faut donc pouvoir identifier les internautes\nqui ach\u00e8tent pour la premi\u00e8re fois sur votre site et \u00eatre capable de les reconna\u00eetre\nlorsqu\u2019ils reviennent acheter plus tard.<\/p>\n\n\n\n<p>1<sup>\u00e8re<\/sup> \u00e9tape&nbsp;: d\u00e9finir une \u2018porte\nd\u2019entr\u00e9e\u2019 par laquelle vous identifierez vos nouveaux clients. Le plus souvent,\nil s\u2019agit de la cr\u00e9ation d\u2019un compte client. Globalement, l\u2019id\u00e9e, est de cr\u00e9er\net d\u2019associer un ID client unique \u00e0 un nouveau profil client cr\u00e9\u00e9.<\/p>\n\n\n\n<p>2<sup>\u00e8me<\/sup> \u00e9tape&nbsp;: lorsqu\u2019un client qui\nposs\u00e8de d\u00e9j\u00e0 un ID, revient sur votre site et passe une commande, la solution\ntechnique de mesure de la LTV, que vous aurez choisie, fait correspondre cette\nconversion \u00e0 l\u2019ID client sur une \u00e9chelle de temps. C\u2019est-\u00e0-dire que vous pouvez\nvoir \u00e0 quel moment cet ID a \u00e9t\u00e9 r\u00e9utilis\u00e9.<\/p>\n\n\n\n<p>Aujourd\u2019hui pour des raisons juridiques li\u00e9es \u00e0 la\nRGPD, les acteurs qui mettent en place la LTV stockent leurs donn\u00e9es \u2018brutes\u2019\n(clics, conversions, actions) dans la limite d\u2019une ann\u00e9e. Ce qui freine les\ncapacit\u00e9s du syst\u00e8me mais vous laisse tout de m\u00eame une large fen\u00eatre d\u2019analyse.<\/p>\n\n\n\n<p><strong>Comment utiliser la LTV&nbsp;?<\/strong><\/p>\n\n\n\n<p>On l\u2019a dit, dans une approche multicanale, la mesure de la LTV permet d\u2019identifier les leviers publicitaires qui g\u00e9n\u00e8rent la meilleure valeur client dans le temps&nbsp;: en termes de chiffre d\u2019affaires, de rentabilit\u00e9, de fr\u00e9quence d\u2019achat, etc.<br>A moindre \u00e9chelle, il est aussi possible d\u2019appliquer ce principe au sein d\u2019un levier. Par exemple, en SEA, vous pouvez \u00e9valuer la valeur g\u00e9n\u00e9r\u00e9e par un mot-cl\u00e9 A vs. un mot-cl\u00e9 B et donc investir en cons\u00e9quence.<\/p>\n\n\n\n<p><strong>Conclusion<\/strong><\/p>\n\n\n\n<p>La Lifetime Value apporte une dimension qualitative \u00e0 votre strat\u00e9gie d\u2019acquisition clients. C\u2019est un vrai plus pour pr\u00e9ciser vos d\u00e9cisions marketing&nbsp;!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[VID\u00c9O] K-LEARNINGS #13&nbsp;| Quel annonceur n&rsquo;a jamais r\u00eav\u00e9 de mesurer la valeur de ses clients dans le temps ? En m\u00e9dia, la mesure de la Lifetime Value permet d\u2019identifier les leviers online qui g\u00e9n\u00e8rent la meilleure valeur client sur le long terme. Angelika Wechner, Team Leader SEA, vous explique les cl\u00e9s pour mettre en place [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":8083,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[81,133,135,137,295,495],"tags":[531,5,119,59],"class_list":["post-8077","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lactu-digitale","category-sea","category-seo","category-social-media","category-fil-actualite","category-videos-k-learnings","tag-lifetimevalue","tag-sea","tag-seo","tag-socialmedia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mettre en place la Lifetime Value en m\u00e9dia - Keyade<\/title>\n<meta name=\"description\" content=\"En m\u00e9dia, la mesure de la Lifetime Value permet aux annonceurs d\u2019identifier les leviers online qui g\u00e9n\u00e8rent la meilleure valeur client sur le long terme.\" \/>\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\/lifetime-value-en-media\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mettre en place la Lifetime Value en m\u00e9dia - 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