{"id":7214,"date":"2021-10-14T06:45:00","date_gmt":"2021-10-14T06:45:00","guid":{"rendered":"https:\/\/prettylinks.com\/?p=7214"},"modified":"2021-10-13T13:44:15","modified_gmt":"2021-10-13T13:44:15","slug":"multi-channel-attribution-what-you-need-to-know","status":"publish","type":"post","link":"https:\/\/prettylinks.com\/fr\/blog\/multi-channel-attribution-what-you-need-to-know\/","title":{"rendered":"Attribution multicanal : Ce qu'il faut savoir"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contenu<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69d2a251033b3\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69d2a251033b3\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/prettylinks.com\/fr\/blog\/multi-channel-attribution-what-you-need-to-know\/#What_is_Multi-Channel_Attribution\" >Qu'est-ce que l'attribution multicanal ?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/prettylinks.com\/fr\/blog\/multi-channel-attribution-what-you-need-to-know\/#Why_is_Multi-Channel_Attribution_Important\" >Pourquoi l'attribution multicanal est-elle importante ?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/prettylinks.com\/fr\/blog\/multi-channel-attribution-what-you-need-to-know\/#Types_of_Multi-Channel_Attribution_Models\" >Types de mod\u00e8les d'attribution multicanaux<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/prettylinks.com\/fr\/blog\/multi-channel-attribution-what-you-need-to-know\/#Last_Adwords_Click\" >Dernier clic Adwords<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/prettylinks.com\/fr\/blog\/multi-channel-attribution-what-you-need-to-know\/#Last_Non-Direct_Click\" >Dernier clic non direct<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/prettylinks.com\/fr\/blog\/multi-channel-attribution-what-you-need-to-know\/#First_interaction\" >Premi\u00e8re interaction<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/prettylinks.com\/fr\/blog\/multi-channel-attribution-what-you-need-to-know\/#Linear_Attribution\" >Attribution lin\u00e9aire<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/prettylinks.com\/fr\/blog\/multi-channel-attribution-what-you-need-to-know\/#Time_decay\" >D\u00e9croissance temporelle<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/prettylinks.com\/fr\/blog\/multi-channel-attribution-what-you-need-to-know\/#Position-Based\" >Bas\u00e9 sur la position<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/prettylinks.com\/fr\/blog\/multi-channel-attribution-what-you-need-to-know\/#In_Conclusion\" >En conclusion<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Vous souvenez-vous du pari d'un million de dollars sur le num\u00e9ro 55 entre Will Smith et BD Wong lors du match du Superbowl dans le film <em>Focus<\/em>? Si vous n'avez pas vu le film, Will Smith a gagn\u00e9 le pari parce qu'il connaissait ce que nous appelons l'attribution multicanal.&nbsp;<\/p>\n\n\n\n<p>Will Smith a pari\u00e9 tous ses gains du week-end que Margot Robbie serait capable de deviner le num\u00e9ro d'un joueur choisi au hasard par BD Wong. Cependant, BD Wong ne savait pas qu'il avait \u00e9t\u00e9 \"pr\u00e9par\u00e9\" \u00e0 choisir 55 parce qu'il avait \u00e9t\u00e9 entour\u00e9 tout au long du week-end : sur une affiche dans l'ascenseur, sur le revers du portier de l'h\u00f4tel, sur les r\u00e9pliques de maillots que les spectateurs portaient avant le match et m\u00eame sur les pancartes que certains manifestants brandissaient sur la route menant au stade.&nbsp;<\/p>\n\n\n\n<p>L'attribution multicanal fonctionne de la m\u00eame mani\u00e8re. Lorsque vous partagez la m\u00eame id\u00e9e par le biais de diff\u00e9rents canaux, elle finit par s'ancrer dans l'esprit de votre public. Il peut s'agir de Google Ads, d'un blog ou d'une banni\u00e8re publicitaire, <a href=\"https:\/\/www.getresponse.com\/blog\/email-marketing-for-beginners\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">marketing par courrier \u00e9lectronique<\/a>une recommandation YouTube, et plus encore.&nbsp;<\/p>\n\n\n\n<p>Avec autant de sources de trafic potentielles, vous devez savoir quels canaux contribuent le plus aux conversions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_Multi-Channel_Attribution\"><\/span><strong>Qu'est-ce que l'attribution multicanal ?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>L'attribution multicanal consiste \u00e0 attribuer une valeur \u00e0 chaque canal afin de d\u00e9terminer ceux qui ont le plus d'impact sur le parcours de l'utilisateur. Vous pouvez utiliser l'attribution multicanal pour <a href=\"https:\/\/prettylinks.com\/fr\/blog\/track-visitor-conversions\/\" target=\"_blank\" rel=\"noreferrer noopener\">suivre les conversions<\/a> ou des prospects. L'objectif sous-jacent de l'attribution multicanal est de comprendre quels sont les canaux utilis\u00e9s par votre public pour entrer en contact avec votre entreprise.<\/p>\n\n\n\n<p>Un exemple typique <a href=\"https:\/\/prettylinks.com\/fr\/blog\/how-to-create-compelling-content-for-every-stage-of-the-buyers-journey\/?utm_source=rss&utm_medium=rss&utm_campaign=how-to-create-compelling-content-for-every-stage-of-the-buyers-journey\" target=\"_blank\" rel=\"noreferrer noopener\">parcours du client<\/a> La feuille de route comprendra diff\u00e9rents canaux de marketing, par exemple la publicit\u00e9 par affichage, le r\u00e9f\u00e9rencement, les m\u00e9dias sociaux et la publicit\u00e9 par Internet. <a href=\"https:\/\/prettylinks.com\/go\/aweber\/\" title=\"Lien d&#039;affiliation aWeber\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">marketing par courrier \u00e9lectronique<\/a>. Vous devez \u00eatre en mesure de suivre la mani\u00e8re dont les gens s'engagent avec vous sur ces diff\u00e9rents canaux. Un syst\u00e8me de gestion des clients peut vous y aider. A <a href=\"https:\/\/www.nextiva.com\/products\/small-business-phone-system.html\" target=\"_blank\" rel=\"noreferrer noopener\">syst\u00e8me t\u00e9l\u00e9phonique professionnel<\/a> peut \u00e9galement vous aider \u00e0 suivre l'engagement des clients par t\u00e9l\u00e9phone ou par appel vid\u00e9o.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"600\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/Multi-Channel-Attribution.jpg\" alt=\"\" class=\"wp-image-7233\" srcset=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/Multi-Channel-Attribution.jpg 1000w, https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/Multi-Channel-Attribution-300x180.jpg 300w, https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/Multi-Channel-Attribution-768x461.jpg 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><figcaption><a href=\"https:\/\/callgear.com\/blog\/multi-channel-attribution-how-to-track-and-measure-your-customer-journey-effectively\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Source de l'image<\/a><br><\/figcaption><\/figure>\n\n\n\n<p>Disposer d'un si grand nombre de canaux est une excellente chose pour une entreprise. Mais c'est aussi un probl\u00e8me.<\/p>\n\n\n\n<p>Vous devez comprendre la valeur de chaque canal afin d'allouer vos ressources de mani\u00e8re efficace. Par exemple, si vous savez que les annonces payantes g\u00e9n\u00e8rent la plupart de vos prospects, il peut \u00eatre judicieux d'augmenter vos d\u00e9penses publicitaires.<\/p>\n\n\n\n<p>L'attribution multicanal vous aide \u00e0 identifier les canaux les plus efficaces. Elle vous aide \u00e9galement \u00e0 comprendre quels canaux sont utilis\u00e9s par les clients tout au long de leur parcours.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_is_Multi-Channel_Attribution_Important\"><\/span><strong>Pourquoi l'attribution multicanal est-elle importante ?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Lorsque vous d\u00e9pensez votre argent durement gagn\u00e9 pour le marketing, vous souhaitez savoir quels canaux <a href=\"https:\/\/prettylinks.com\/fr\/blog\/social-media-marketing-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">stimuler la croissance de votre entreprise<\/a>. Le graphique ci-dessous montre quelques-unes des raisons pour lesquelles les sp\u00e9cialistes du marketing pensent que l'attribution multicanal est si importante :<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"736\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/benefits-of-attribution-1024x736.png\" alt=\"\" class=\"wp-image-7234\" srcset=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/benefits-of-attribution-1024x736.png 1024w, https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/benefits-of-attribution-300x216.png 300w, https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/benefits-of-attribution-768x552.png 768w, https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/benefits-of-attribution-1536x1104.png 1536w, https:\/\/prettylinks.com\/wp-content\/uploads\/2021\/09\/benefits-of-attribution.png 1600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption><a href=\"https:\/\/info.4imprint.com\/blue-paper\/marketing-attribution\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Source de l'image<\/a><\/figcaption><\/figure>\n\n\n\n<p>L'attribution multicanal permet \u00e0 votre entreprise de mieux comprendre la dynamique entre les diff\u00e9rents canaux. Vous obtenez \u00e9galement des informations sur le comportement de l'audience, ce qui vous permet de prendre des d\u00e9cisions plus \u00e9clair\u00e9es en mati\u00e8re d'allocation de budget et de planification de campagne.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Types_of_Multi-Channel_Attribution_Models\"><\/span><strong>Types de mod\u00e8les d'attribution multicanaux<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Demandez \u00e0 dix sp\u00e9cialistes du marketing ce qu'ils entendent par \"attribution multicanal\" et vous obtiendrez probablement dix r\u00e9ponses diff\u00e9rentes. Lorsqu'il s'agit de calculer le retour sur investissement (ROI) et de justifier les d\u00e9penses et les initiatives marketing, les responsables marketing peuvent choisir le mod\u00e8le qui donne la meilleure image \u00e0 leur \u00e9quipe.<\/p>\n\n\n\n<p>Les mod\u00e8les d'attribution multicanaux dont nous allons parler dans cette section sont parmi les plus populaires aupr\u00e8s des analystes marketing. Il n'existe pas de m\u00e9thode unique et d\u00e9finitive d'attribution multicanal - la plus efficace sera celle qui fonctionnera pour votre entreprise.\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Last_Adwords_Click\"><\/span><strong>Dernier clic Adwords<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Last Adwords Click accorde un cr\u00e9dit de 100% \u00e0 la derni\u00e8re annonce marketing de Google Ads, juste avant que le visiteur ou le lead ne convertisse ou n'ach\u00e8te un produit. Voyons un exemple de fonctionnement.<\/p>\n\n\n\n<p>Vous diffusez une annonce Google pour le webinaire sur les produits de perte de poids de votre client. Lorsqu'un visiteur clique sur l'annonce et communique ses informations pour s'inscrire au webinaire, vous pouvez attribuer \u00e0 l'annonce le m\u00e9rite d'avoir g\u00e9n\u00e9r\u00e9 la conversion.<\/p>\n\n\n\n<p>Ce mod\u00e8le d'attribution est utile lorsqu'il s'agit de trouver le canal unique qui a permis \u00e0 l'utilisateur d'entreprendre l'action souhait\u00e9e. En ce qui concerne les donn\u00e9es, cette approche est l'une des plus pr\u00e9cises, car elle permet d'\u00e9tablir une corr\u00e9lation directe et univoque entre les d\u00e9clencheurs et les actions.\u00a0<\/p>\n\n\n\n<p>Parce que cette approche produit des donn\u00e9es pr\u00e9cises, vous pouvez convertir ces donn\u00e9es en informations exploitables et utiliser vos conclusions pour concevoir des campagnes multicanal avec plus de pr\u00e9cision et d'exactitude. Toutefois, cette approche conf\u00e8re une plus grande valeur \u00e0 la publicit\u00e9 payante.<\/p>\n\n\n\n<p>Par cons\u00e9quent, vous avez plus de chances de voir <a href=\"https:\/\/prettylinks.com\/fr\/blog\/understand-paid-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">Annonces payantes<\/a> jouant un r\u00f4le important dans la conversion, m\u00eame si la personne a d'abord rencontr\u00e9 votre entreprise par le biais du blog.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Last_Non-Direct_Click\"><\/span><strong>Dernier clic non direct<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Le dernier clic non direct peut \u00eatre un peu d\u00e9routant, alors commen\u00e7ons par le d\u00e9composer en petits morceaux.<\/p>\n\n\n\n<p>Premi\u00e8rement, le terme \"non direct\" d\u00e9signe tout canal de commercialisation autre que celui qui a conduit directement \u00e0 l'action souhait\u00e9e. Deuxi\u00e8mement, \"dernier\" fait r\u00e9f\u00e9rence au dernier canal non direct que l'utilisateur a rencontr\u00e9 avant d'agir.<\/p>\n\n\n\n<p>Le mod\u00e8le d'attribution accorde un cr\u00e9dit de 100% \u00e0 l'avant-dernier canal que l'utilisateur a rencontr\u00e9 avant de suivre l'action. Par exemple, si l'utilisateur a vu un article de blog sur le produit avant de tomber sur une publicit\u00e9 qui m\u00e8ne directement \u00e0 votre page produit, l'article de blog sera cr\u00e9dit\u00e9 de 100%.&nbsp;<\/p>\n\n\n\n<p>Vous vous demandez peut-\u00eatre pourquoi vous suivriez l'avant-dernier point de contact. Google Analytics utilise par d\u00e9faut ce mod\u00e8le pour les rapports non multicanaux. Il peut \u00e9galement vous aider \u00e0 filtrer le trafic des clients qui se sont d\u00e9j\u00e0 convertis par le biais d'un autre canal. Cela vous permet de vous concentrer sur la derni\u00e8re activit\u00e9 marketing qu'ils ont rencontr\u00e9e avant la conversion.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"First_interaction\"><\/span><strong>Premi\u00e8re interaction<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>L'attribution de la premi\u00e8re interaction donne du cr\u00e9dit \u00e0 la premi\u00e8re composante de la cohorte de marketing multicanal. Par exemple, si une personne a d\u00e9couvert votre entreprise par le biais du blog, votre <a href=\"https:\/\/prettylinks.com\/fr\/blog\/boost-search-engine-rankings-with-pretty-links\/\" target=\"_blank\" rel=\"noreferrer noopener\">optimisation des moteurs de recherche<\/a> (SEO).<\/p>\n\n\n\n<p>Ce mod\u00e8le d'analyse est utile lorsque vous menez des campagnes pour cr\u00e9er une sensibilisation initiale \u00e0 la marque ou au produit. La limite est que vous ne suivez pas les interactions ult\u00e9rieures.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Linear_Attribution\"><\/span><strong>Attribution lin\u00e9aire<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Le mod\u00e8le d'attribution lin\u00e9aire attribue une part \u00e9gale \u00e0 chaque canal de commercialisation tout au long du parcours du client. Le mod\u00e8le attribue \u00e0 chaque canal une valeur \u00e9gale.<\/p>\n\n\n\n<p>Par exemple, si un client clique sur une annonce Google, s'inscrit \u00e0 la liste de diffusion de votre marque, recherche vos produits sur Google et ach\u00e8te sur Facebook Marketplace, le mod\u00e8le attribuera 25% \u00e0 chaque canal.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Time_decay\"><\/span><strong>D\u00e9croissance temporelle<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Le mod\u00e8le de d\u00e9croissance temporelle fonctionne de la m\u00eame mani\u00e8re que l'attribution lin\u00e9aire. Cependant, il r\u00e9compense les points de contact les plus r\u00e9cents en leur accordant une plus grande part de cr\u00e9dit. La plupart des mod\u00e8les de d\u00e9croissance temporelle ont une dur\u00e9e de vie tr\u00e8s courte.<\/p>\n\n\n\n<p>Si un client a rencontr\u00e9 un point de contact un jour avant la conversion, ce canal recevra 50% de cr\u00e9dit. Si le m\u00eame client a rencontr\u00e9 un autre point de contact sept jours avant la conversion, ce canal recevra 25% du cr\u00e9dit, et ainsi de suite.<\/p>\n\n\n\n<p>Les mod\u00e8les de d\u00e9croissance temporelle sont particuli\u00e8rement utiles pour mesurer l'efficacit\u00e9 de campagnes de r\u00e9duction \u00e0 court terme. Si votre site de commerce \u00e9lectronique organise une vente d'un jour, vous avez plus de chances de g\u00e9n\u00e9rer des prospects le jour m\u00eame que par le biais d'offres promotionnelles lanc\u00e9es la semaine pr\u00e9c\u00e9dant la vente.<\/p>\n\n\n\n<p>Les mod\u00e8les de d\u00e9croissance temporelle peuvent vous donner une bonne id\u00e9e du parcours du client. Ils fournissent des informations plus \u00e9quilibr\u00e9es que l'attribution au dernier contact.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Position-Based\"><\/span><strong>Bas\u00e9 sur la position<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Le mod\u00e8le d'attribution multicanal bas\u00e9 sur la position est un hybride des mod\u00e8les de la derni\u00e8re et de la premi\u00e8re interaction. Il accorde au premier point de contact et au dernier canal 40% du cr\u00e9dit tout en attribuant 20% aux points de contact situ\u00e9s au milieu du cycle de vie du client.&nbsp;<\/p>\n\n\n\n<p>Cette approche est particuli\u00e8rement utile lorsque vous souhaitez reconna\u00eetre le canal qui a permis au client de conna\u00eetre votre marque et qui a directement conduit \u00e0 la conversion.&nbsp;<\/p>\n\n\n\n<p>Les canaux de commercialisation font \u00e9galement l'objet d'une approche mixte. Le mod\u00e8le de position hybride inclut le premier et le dernier point de contact de l'interaction, leur donnant une part \u00e9gale de 40%.<\/p>\n\n\n\n<p>Les 20% restants sont attribu\u00e9s \u00e0 tous les autres canaux utilis\u00e9s entre la premi\u00e8re et la derni\u00e8re interaction. Ce mod\u00e8le est appropri\u00e9 lorsque l'on accorde le m\u00eame cr\u00e9dit aux points de contact qui ont permis au client de d\u00e9couvrir la marque et qui ont abouti \u00e0 la conversion.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"In_Conclusion\"><\/span><strong>En conclusion<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>En tant que sp\u00e9cialistes du marketing, nous utilisons un nombre croissant de canaux pour communiquer avec notre public et, en fin de compte, remplir le pipeline de vente. L'attribution multicanal aide les \u00e9quipes marketing \u00e0 comprendre quels canaux elles utilisent pour d\u00e9velopper un prospect en client.<\/p>\n\n\n\n<p>Gr\u00e2ce \u00e0 ces mod\u00e8les d'attribution multicanaux, vous pouvez en savoir plus sur les canaux qui sont performants et ceux qui ne le sont pas. Vous pouvez \u00e9galement d\u00e9couvrir les d\u00e9clencheurs et les facteurs qui g\u00e9n\u00e8rent des conversions.&nbsp;<\/p>\n\n\n\n<p>Lorsque vous effectuez une attribution multicanal, vous pouvez am\u00e9liorer vos campagnes de marketing et mieux comprendre vos clients, ce qui se traduit par un meilleur retour sur investissement et une plus grande satisfaction de la client\u00e8le.<\/p>\n\n\n\n<p><strong>Si vous avez aim\u00e9 cet article, n'oubliez pas de nous suivre sur<\/strong><a href=\"https:\/\/www.facebook.com\/prettylink\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong> Facebook<\/strong><\/a><strong>,<\/strong><a href=\"https:\/\/twitter.com\/prettylink?lang=en\" target=\"_blank\" rel=\"noreferrer noopener\"><strong> Twitter<\/strong><\/a><strong>et<\/strong><a href=\"https:\/\/www.linkedin.com\/showcase\/pretty-links\/?viewAsMember=true\" target=\"_blank\" rel=\"noreferrer noopener\"><strong> LinkedIn<\/strong><\/a><strong>! Et n'oubliez pas de vous inscrire \u00e0 notre lettre d'information.<\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>Vous souvenez-vous du pari d'un million de dollars sur le num\u00e9ro 55 entre Will Smith et BD Wong lors du match du Superbowl dans le film Focus ? Si vous n'avez pas vu le film, Will Smith a gagn\u00e9 le pari parce qu'il \u00e9tait conscient de ce que nous appelons l'attribution multicanal.  Will Smith a pari\u00e9 tous ses gains du week-end que Margot Robbie serait...<\/p>","protected":false},"author":1,"featured_media":7216,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_strive_checklists":"\"\"","_strive_active_checklist":"","_strive_post_notes":"","footnotes":""},"categories":[51,11],"tags":[482,21,54,192,481],"class_list":["post-7214","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advice","category-marketing","tag-advertising","tag-branding","tag-marketing","tag-marketing-strategies","tag-multi-channel-models"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.5.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"Multi-channel attribution is when you share the same idea through different channels, eventually latching to your audience\u2019s mind. 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