{"id":8947,"date":"2020-07-21T17:06:40","date_gmt":"2020-07-21T16:06:40","guid":{"rendered":"https:\/\/www.keyade.com\/?p=8947"},"modified":"2020-09-11T11:34:22","modified_gmt":"2020-09-11T10:34:22","slug":"keyade-microsoft-avertising-partenariat-data-insights","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/keyade-microsoft-avertising-partenariat-data-insights\/","title":{"rendered":"Keyade x Microsoft Advertising : un partenariat data &#038; insights solide (et r\u00e9actif pendant la crise !)"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"289\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/07\/Image4-1024x289.png\" alt=\"\" class=\"wp-image-8971\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/07\/Image4-1024x289.png 1024w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/07\/Image4-300x85.png 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/07\/Image4-768x216.png 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/07\/Image4-1536x433.png 1536w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/07\/Image4-355x100.png 355w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/07\/Image4.png 1604w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><em><span class=\"has-inline-color has-vivid-cyan-blue-color\">3 questions \u00e0 St\u00e9phanie Boedige, Account Executive @ Microsoft Advertising<\/span><\/em><\/p>\n\n\n\n<p><strong>Comment Microsoft a-t-il adapt\u00e9 ses productions data &amp; insights pendant la crise&nbsp;?<\/strong><\/p>\n\n\n\n<p>\u00ab&nbsp;D\u00e8s le d\u00e9but du confinement, nous avons observ\u00e9 un boom du search dans les usages des internautes, boom aussi bien li\u00e9 au besoin d\u2019information entourant la crise sanitaire qu\u2019au besoin d\u2019occuper son temps en p\u00e9riode de confinement.<\/p>\n\n\n\n<p>Chez Microsoft, nos data analysts et insights managers ont fait preuve d\u2019une r\u00e9activit\u00e9 tr\u00e8s forte pour trier et analyser le trafic search. D\u00e8s la premi\u00e8re semaine de confinement, notre Head of Insights EMEA Thom Arkest\u00e5l a r\u00e9organis\u00e9 tout le planning de son \u00e9quipe pour produire des insights hebdomadaires, secteur par secteur, sur les principaux march\u00e9s EMEA. L\u2019\u00e9quipe de Thom s\u2019est principalement positionn\u00e9e sur les industries qui ont suscit\u00e9 un fort engouement (comme les cat\u00e9gories Computers &amp; Consumer Electronics et Home &amp; Garden en Retail), qui ont subi de forts impacts (l\u2019automobile, le travel\u2026), ou pour lesquelles l\u2019incertitude \u00e9tait forte (les services financiers\u2026). Ces rapports sont progressivement devenus plus granulaires, \u00e0 mesure qu\u2019on observait l\u2019\u00e9volution du trafic. Ils \u00e9taient envoy\u00e9s chaque semaine \u00e0 nos agences et annonceurs partenaires. \u00bb<\/p>\n\n\n\n<p><strong>Comment avez-vous anticip\u00e9 l\u2019apr\u00e8s&nbsp;?<\/strong><\/p>\n\n\n\n<p>\u00ab&nbsp;La crise sanitaire pressentait de d\u00e9boucher sur une crise \u00e9conomique majeure. Thom et son \u00e9quipe ont donc rapidement int\u00e9gr\u00e9 cette dimension \u00e0 leurs analyses. D\u00e8s avril, ils ont commenc\u00e9 \u00e0 mesurer dans les requ\u00eates retail l\u2019existence ou non d\u2019une sensibilit\u00e9 des consommateurs aux prix. Ils ont ainsi observ\u00e9, tr\u00e8s t\u00f4t, une pr\u00e9dominance de recherches pour des produits aux prix tr\u00e8s attractifs, associ\u00e9s \u00e0 des taux de clic plus \u00e9lev\u00e9s, t\u00e9moignant de l\u2019importance de la pr\u00e9occupation \u00e9conomique dans l\u2019esprit des consommateurs.<\/p>\n\n\n\n<p>Au final, en temps de crise plus que jamais, les moteurs de recherche sont des sources inestimables d\u2019informations sur les tendances des usages et des comportements. En r\u00e9organisant notre fa\u00e7on de produire des insights, nous souhaitions accompagner les marques non seulement en tant qu\u2019annonceurs, mais aussi et surtout en tant qu\u2019industriels en besoin d\u2019information dans ce contexte si boulevers\u00e9 et incertain. Les Insights Managers et Digital Advisers de Microsoft travaillent en \u00e9troite collaboration avec Microsoft Advertising pour donner \u00e0 nos partenaires et clients une vision tr\u00e8s strat\u00e9gique de l\u2019impact de la crise sur leur industrie et mettre en perspective le comportement des consommateurs dans le temps.&nbsp;\u00bb<\/p>\n\n\n\n<p><strong>Quid de la collaboration Microsoft Advertising x Keyade&nbsp;?<\/strong><\/p>\n\n\n\n<p>\u00ab&nbsp;Pendant tout le temps du confinement, nous nous sommes appuy\u00e9s sur la technologie Microsoft Advertising Intelligence pour r\u00e9aliser des suivis d\u00e9di\u00e9s pour Keyade. Chaque semaine, sur la base des top-requ\u00eates que nous transmettaient les consultants de l\u2019agence, Ga\u00ebtan Legras (account manager d\u00e9di\u00e9 \u00e0 Keyade) effectuait le suivi de tous les indicateurs-cl\u00e9s du search pour ces mots-cl\u00e9s, et envoyait des rapports d\u2019analyse d\u00e9taill\u00e9s \u00e0 l\u2019agence, sur chaque verticale.<\/p>\n\n\n\n<p>Parall\u00e8lement \u00e0 cela, Charlotte Rozan-Pichet (directrice digital media adjointe chez Keyade) et moi-m\u00eame avons men\u00e9 une r\u00e9flexion sur la meilleure fa\u00e7on de pr\u00e9parer et accompagner nos clients \u00e0 la reprise. A l\u2019\u00e9coute des besoins de l\u2019agence Keyade, Microsoft Advertising a propos\u00e9 la mise en place des sessions <em>Thought Leadership<\/em> dans un format virtuel in\u00e9dit de 45 minutes. Lors de ces sessions, propos\u00e9es en collaboration avec l\u2019\u00e9quipe Innovation de Microsoft France, nos Insights Managers et notre \u00e9quipe Microsoft Advertising, les intervenants ont \u00e9valu\u00e9 les premiers signes de l\u2019impact du Covid-19 sur les grandes tendances dans l\u2019industrie et propos\u00e9 une strat\u00e9gie SEA apte \u00e0 soutenir la relance post-confinement. Nous sommes heureux d\u2019avoir pu proposer trois sessions <em>Thought Leadership<\/em> pendant le confinement pour les secteurs Retail, Travel et Luxe. Une quatri\u00e8me, d\u00e9di\u00e9e \u00e0 l\u2019Automobile, a eu lieu au mois de juin.<\/p>\n\n\n\n<p>Ces sessions Thought Leadership sont n\u00e9es d\u2019une reflexion MSA pour adresser les besoins sp\u00e9cifiques de Keyade. Compte tenu de la richesse des contenus pr\u00e9par\u00e9s et de l\u2019universalit\u00e9 de la crise, elles ont \u00e9t\u00e9 ouvertes \u00e0 tous nos partenaires et clients et ont permis d\u2019accompagner une centaine d\u2019annonceurs et sp\u00e9cialistes m\u00e9dia. Je suis fi\u00e8re de notre partenariat avec Keyade et heureuse de citer cet exemple tr\u00e8s repr\u00e9sentatif de notre collaboration fructueuse et inspirante avec votre agence. \u00bb<\/p>\n\n\n\n<p> <\/p>\n\n\n\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=eXpSPs4jDdQ\" target=\"_blank\" aria-label=\"undefined (s\u2019ouvre dans un nouvel onglet)\" rel=\"noreferrer noopener\">A (re)voir : Workshop @ Microsoft Technology Center (2018)<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>3 questions \u00e0 St\u00e9phanie Boedige, Account Executive @ Microsoft Advertising Comment Microsoft a-t-il adapt\u00e9 ses productions data &amp; insights pendant la crise&nbsp;? \u00ab&nbsp;D\u00e8s le d\u00e9but du confinement, nous avons observ\u00e9 un boom du search dans les usages des internautes, boom aussi bien li\u00e9 au besoin d\u2019information entourant la crise sanitaire qu\u2019au besoin d\u2019occuper son temps [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":8967,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[93,295],"tags":[241,585,581,583],"class_list":["post-8947","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nos-interviews","category-fil-actualite","tag-data","tag-insights","tag-search","tag-trends"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Keyade x Microsoft Advertising : un partenariat data &amp; 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