{"id":2170,"date":"2023-01-03T16:44:26","date_gmt":"2023-01-03T21:44:26","guid":{"rendered":"https:\/\/varibase.com\/blog\/?p=2170"},"modified":"2023-02-01T17:07:56","modified_gmt":"2023-02-01T22:07:56","slug":"5-raisons-pour-multi-touch-attribution","status":"publish","type":"post","link":"https:\/\/varibase.com\/blog\/5-raisons-pour-multi-touch-attribution\/","title":{"rendered":"5 raisons de passer vers un mod\u00e8le d’attribution multi-touch (MTA)"},"content":{"rendered":"

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<\/span><\/h1>\n

5 raisons de passer <\/span>vers<\/span> un mod\u00e8le d’<\/span>attribution multi-touch (MTA)<\/span><\/span><\/span><\/h1>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_class=\u00a0\u00bb et_pb_row_fullwidth\u00a0\u00bb _builder_version=\u00a0\u00bb4.16″ width=\u00a0\u00bb100%\u00a0\u00bb width_tablet=\u00a0\u00bb100%\u00a0\u00bb width_phone=\u00a0\u00bb\u00a0\u00bb width_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb max_width=\u00a0\u00bb100%\u00a0\u00bb max_width_tablet=\u00a0\u00bb100%\u00a0\u00bb max_width_phone=\u00a0\u00bb\u00a0\u00bb max_width_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb make_fullwidth=\u00a0\u00bbon\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.16″ custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_blurb image=\u00a0\u00bbhttps:\/\/varibase.com\/blog\/wp-content\/uploads\/2023\/01\/travail-dequipe.jpg\u00a0\u00bb content_max_width=\u00a0\u00bb800px\u00a0\u00bb admin_label=\u00a0\u00bbLe 11 f\u00e9vrier dernier Varibase a particip\u00e9 au Sommet Customer Journey qui avait lieu \u00e0 la grande biblioth\u00e8que nationale.\u00a0\u00bb _builder_version=\u00a0\u00bb4.19.4″ header_font=\u00a0\u00bb||||||||\u00a0\u00bb body_font=\u00a0\u00bb||||||||\u00a0\u00bb body_font_size=\u00a0\u00bb32px\u00a0\u00bb custom_padding=\u00a0\u00bb||0px|||\u00a0\u00bb border_color_all=\u00a0\u00bb#ffffff\u00a0\u00bb border_color_all_image=\u00a0\u00bb#ffffff\u00a0\u00bb inline_fonts=\u00a0\u00bbCircular Book\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_blurb][et_pb_text _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bbrgba(255,255,255,0.7)\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins|500|||||||\u00a0\u00bb header_font_size=\u00a0\u00bb44px\u00a0\u00bb header_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb custom_margin=\u00a0\u00bb0vw||1vw||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Instinctivement, nous savons que les mod\u00e8les d’attribution multi-touch (MTA) sont meilleurs que les classiques mod\u00e8les Single Touch Attribution (STA) qui attribue 100% des conversion \u00e0 la premi\u00e8re touche ou \u00e0 la derni\u00e8re touche, mais quels sont objectivement les 5 principaux avantages de l’attribution multi-touch? <\/span><\/p>\n

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Contexte<\/h2>\n

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l’attribution marketing a pour objectif d’analyser les parcours qui m\u00e8nent \u00e0 la conversion afin de vous aider \u00e0 comprendre lesquelles de vos initiatives marketing permettent \u00e0 vos clients d’avancer dans le tunnel de conversion.\u00a0 <\/span><\/p>\n

Avec en moyenne 18 points de contact avant la conversion, les parcours clients se complexifient et les mod\u00e8les d’attribution Single Touch (STA) qui attribuent 100% de la conversion au premier ou au dernier clic apportent une analyse biais\u00e9e.\u00a0<\/span><\/p>\n

Les mod\u00e8les STA sont simple \u00e0 comprendre et facile \u00e0 mettre en place mais ils ne permettent pas de savoir quelles initiatives marketing contribuent \u00e0 faire avancer le clients dans son parcours avant de r\u00e9ellement passer \u00e0 l’action.<\/span><\/p>\n

Quelles sont donc les 5 grandes am\u00e9liorations du mod\u00e8le multi-touch par rapport au mod\u00e8le single touch du premier clic ou du dernier clic traditionnel?<\/span><\/p>\n

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1. Le mod\u00e8le attribution multi-touch est plus r\u00e9aliste<\/h2>\n

Le mod\u00e8le multi-touch se rapproche plus de la r\u00e9alit\u00e9 et de la complexit\u00e9 du parcours client. Quelle est l\u2019importance des annonces reciblage (retargeting) sur lesquelles le client n\u2019a pas cliqu\u00e9? Un mod\u00e8le multi-touch est capable de mettre en valeur toutes les touches entre le premier clic et le dernier clic et calculer la contribution de chacun de ces points.<\/span><\/p>\n

En suivant chaque parcours, on arrive \u00e0 comprendre l\u2019impact, par exemple, d\u2019une banni\u00e8re vue, mais non cliqu\u00e9e. C\u2019est le genre de contribution qui est totalement supprim\u00e9e dans un mod\u00e8le premier clic ou dernier clic.<\/span><\/p>\n

Avec un mod\u00e8le bas\u00e9 sur des r\u00e8gles, un seul point de contact peut se voir attribuer un poids bas\u00e9 sur l’importance relative calcul\u00e9e de ce point de contact, qui est ensuite utilis\u00e9 pour calculer le r\u00e9sultat final de la contribution par touche, ce qui permet une meilleure \u00e9valuation des impacts directs et indirects de chaque touche.<\/span><\/p>\n

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2. L’attribution multi-touch est plus flexible<\/h2>\n

Les parcours clients varient d’une industrie \u00e0 une une autre mais \u00e9galement en fonction de votre position sur le march\u00e9. <\/span><\/p>\n

Si vous \u00eates dans un secteur d’activit\u00e9 avec un cycle de ventes long, vos clients ont surement plusieurs interactions avec vous avant de se d\u00e9cider \u00e0 convertir. Il est possible que la sp\u00e9cificit\u00e9 de votre business implique d’augmenter le poids d’un point de contact particulier, par exemple l’appel au service au client si vous commercialisez des produit tr\u00e8s technique.\u00a0<\/span><\/p>\n

Votre secteur d’activit\u00e9 am\u00e8ne peut-\u00eatre vos clients \u00e0 faire des recherches en ligne et convertir offline, vos actions digitales sont alors surement sous-\u00e9valu\u00e9es et leur poids dans le mod\u00e8le d’attribution doit \u00eatre modifi\u00e9. <\/span><\/p>\n

Enfin si vous \u00eates leader ou challenger sur votre march\u00e9 vos investissements SEM n’ont pas le m\u00eame impact et donc le m\u00eame poids dans votre parcours. <\/span><\/p>\n

Les mod\u00e8les d’attribution MTA vous donneront la flexibilit\u00e9 n\u00e9cessaire pour s’adapter aux sp\u00e9cificit\u00e9s de votre mod\u00e8le d’affaires.\u00a0<\/span><\/p>\n

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3. Attribution des actions \u00e0 poids variable<\/h2>\n

<\/span><\/p>\n

Il existe trois principaux mod\u00e8les d’attribution pond\u00e9r\u00e9e, ils permettent de r\u00e9partir le poids d’une conversion sur plusieurs points de contact selon leur pr\u00e9sence dans le parcours. <\/span>Le mod\u00e8le lin\u00e9aire attribue le m\u00eame poids \u00e0 chaque touche.\u00a0<\/span>Le mod\u00e8le croissant attribue plus de poids aux touches de fin de parcours. <\/span>Le mod\u00e8le parabolique attribue plus de poids au premi\u00e8res et derni\u00e8res touches et un poids plus faible au contact de milieu de parcours. <\/span><\/p>\n

Ces mod\u00e8les couvrent une bonne partie des besoins dans marketeurs pour leurs analyses de performance mais si votre mod\u00e8le d’affaires est plus sp\u00e9cifique vous pouvez optez pour des mod\u00e8les MTA personnalis\u00e9s en attribuant par exemple un poids 4 fois sup\u00e9rieur \u00e0 la visite de votre force de ventes dans le cas du B2B ou l’utilisation d’un simulateur de silhouette pour l’achat de lunette en ligne. Vous pouvez \u00e9galement faire le choix de r\u00e9attribuer un poids sup\u00e9rieur \u00e0 un site de couponing si un code coupon a \u00e9t\u00e9 utilis\u00e9 lors de l’achat. <\/span><\/p>\n

Bref avec les mod\u00e8les d’attribution MTA, vous pouvez int\u00e9grer la complexit\u00e9 de votre parcours client an jouant avec la pond\u00e9ration de certains points de contact.<\/span><\/span><\/p>\n

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4. Le MTA est plus agile<\/h2>\n

Il est difficile de pr\u00e9dire le poids exact qu’un utilisateur attribuera \u00e0 un point de contact. Cela signifie que les mod\u00e8les existants sont g\u00e9n\u00e9ralement moins r\u00e9actifs aux changements de comportement des clients ou \u00e0 l’introduction de points de contact suppl\u00e9mentaires. Les mod\u00e8les multi-touch bas\u00e9s sur les donn\u00e9es sont plus agiles, capables de r\u00e9agir en temps r\u00e9el aux changements de comportement des clients ou \u00e0 l’introduction de points de contact suppl\u00e9mentaires. En \u00e9tant plus agiles, les mod\u00e8les multi-touch peuvent \u00eatre configur\u00e9s avec un haut niveau de granularit\u00e9, ce qui les rend plus efficaces pour g\u00e9rer un volume \u00e9lev\u00e9 de points de contact.<\/span><\/p>\n

[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bbrgba(255,255,255,0.7)\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb header_font_size=\u00a0\u00bb39px\u00a0\u00bb header_letter_spacing=\u00a0\u00bb4px\u00a0\u00bb header_line_height=\u00a0\u00bb1.5em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000″ header_2_line_height=\u00a0\u00bb1.1em\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb min_height=\u00a0\u00bb227.9px\u00a0\u00bb custom_margin=\u00a0\u00bb2vw||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

5. Moins de biais<\/h2>\n

Il vous est surement d\u00e9j\u00e0 arriv\u00e9 d’\u00eatre pr\u00eat.e \u00e0 passer commande sur un site eCommerce et au moment de valider votre achat en voyant le champ code coupon, vous lancez une recherche Google pour trouver un site de couponing vous permettant d’obtenir un rabais.\u00a0<\/span><\/p>\n

Un tel comportement verra surement le site de couponing r\u00e9mun\u00e9r\u00e9 pour la vente car le mod\u00e8le d’attribution consid\u00e8re que le client a \u00e9t\u00e9 r\u00e9f\u00e9r\u00e9 par lui; pourtant la d\u00e9cision d’achat a \u00e9t\u00e9 prise en amont. Il est dommage de r\u00e9mun\u00e9rer ce levier opportuniste dans le parcours client aux d\u00e9pends d’une initiative plus contributrice dans le parcours. Gr\u00e2ce au mod\u00e8le MTA qui vous permettent d’avoir une vision plus r\u00e9aliste de vos parcours client, vous pouvez corriger ces biais en attribuant par exemple un poids \u00e9gal ou d\u00e9croissant \u00e0 l’ensemble de vos touches marketing.\u00a0<\/span><\/p>\n

[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bbrgba(255,255,255,0.7)\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb header_font_size=\u00a0\u00bb39px\u00a0\u00bb header_letter_spacing=\u00a0\u00bb4px\u00a0\u00bb header_line_height=\u00a0\u00bb1.5em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000″ header_2_line_height=\u00a0\u00bb1.1em\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb min_height=\u00a0\u00bb227.9px\u00a0\u00bb custom_margin=\u00a0\u00bb2vw||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Points \u00e0 retenir<\/span><\/h2>\n

En marketing, nous voulons \u00e9valuer la performance de nos investissements. Pour ce faire, nous devons comprendre l’impact des d\u00e9penses marketing. Par exemple, est-ce que les annonces sur Facebook contribuent de fa\u00e7on importante au taux de conversion, ou bien est-ce que la d\u00e9pense n\u2019est pas justifi\u00e9e par les achats motiv\u00e9s par l\u2019investissement marketing?<\/span><\/p>\n

L’attribution multi-touch aide les sp\u00e9cialistes du marketing \u00e0 mieux comprendre le parcours du client et la mani\u00e8re dont chaque point de contact influence son exp\u00e9rience. Contrairement aux mod\u00e8les d’attribution STA traditionnels, qui mettent l\u2019emphase sur le premier contact, ou qui attribue tout le cr\u00e9dit de la vente \u00e0 la derni\u00e8re touche, les mod\u00e8les multi-touch fournissent une repr\u00e9sentation plus pr\u00e9cise du parcours du client et donc un meilleur soutien aux d\u00e9cisions pour maximiser la performance des budgets marketing.<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb0px|||||\u00a0\u00bb global_module=\u00a0\u00bb2157″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bbrgba(255,255,255,0.7)\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb header_font_size=\u00a0\u00bb39px\u00a0\u00bb header_letter_spacing=\u00a0\u00bb4px\u00a0\u00bb header_line_height=\u00a0\u00bb1.5em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000″ header_2_line_height=\u00a0\u00bb1.1em\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb min_height=\u00a0\u00bb227.9px\u00a0\u00bb custom_margin=\u00a0\u00bb2vw||||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px|||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Et si nous avions confi\u00e9 cet article \u00e0 l’intelligence artificielle?<\/span><\/h2>\n

En prenant la d\u00e9cision d’\u00e9crire des articles de blog au sujet de notre m\u00e9tier, nous nous sommes pos\u00e9s la question: Avec tous les nouveaux syst\u00e8mes d’intelligence artificielle qui aujourd’hui sont int\u00e9gr\u00e9s aux outils de r\u00e9daction de contenu, est-ce qu’il y a encore de la place \u00e0 la cr\u00e9ation de contenu par des experts humains sur le sujet du marketing relationnel?<\/span><\/p>\n

Nous avons voulu comparer notre savoir-faire aux pouvoirs de recherche et r\u00e9daction d’un engin \u00e9volu\u00e9 d’intelligence artificielle et lui poser exactement la m\u00eame question.<\/span><\/p>\n

Voici donc la version alternative de notre article, \u00e9crite par ChatGPT:<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb||2px|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bbrgba(148,216,75,0.15)\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.19.5″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bbrgba(255,255,255,0.7)\u00a0\u00bb text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.8em\u00a0\u00bb header_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb header_font_size=\u00a0\u00bb39px\u00a0\u00bb header_letter_spacing=\u00a0\u00bb4px\u00a0\u00bb header_line_height=\u00a0\u00bb1.5em\u00a0\u00bb header_2_font=\u00a0\u00bb||||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000″ header_2_line_height=\u00a0\u00bb1.1em\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb text_orientation=\u00a0\u00bbcenter\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb700px\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb min_height=\u00a0\u00bb227.9px\u00a0\u00bb custom_margin=\u00a0\u00bb2vw||||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px||20px|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

5 raisons de passer vers une attribution multi-touch comme mod\u00e8le de calcul du retour sur investissement marketing<\/h2>\n

Par: ChatGPT OpenAI<\/a><\/span><\/p>\n

    \n
  1. 1. L’attribution multi-touch permet de mieux comprendre le parcours d’achat des clients et de voir comment diff\u00e9rentes actions marketing contribuent \u00e0 la conversion.<\/span><\/li>\n
  2. 2. Elle permet d’attribuer une valeur \u00e0 chaque \u00e9tape du parcours d’achat, ce qui peut aider \u00e0 mieux d\u00e9terminer o\u00f9 investir les budgets marketing.<\/span><\/li>\n
  3. 3. Elle peut aider \u00e0 \u00e9viter de sous-estimer le r\u00f4le de certaines actions marketing dans la conversion, ce qui peut se produire avec un mod\u00e8le d’attribution unique.<\/span><\/li>\n
  4. 4. Elle peut \u00eatre plus pr\u00e9cise que les mod\u00e8les d’attribution unique, car elle tient compte de plusieurs \u00e9tapes du parcours d’achat.<\/span><\/li>\n
  5. 5. Elle peut \u00eatre utilis\u00e9e pour optimiser les campagnes marketing en ciblant les \u00e9tapes du parcours d’achat qui ont le plus grand impact sur la conversion.<\/span><\/li>\n<\/ol>\n

    [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00a0\u00bb1_2,1_2″ _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bb#6cbfa2″ custom_margin=\u00a0\u00bb0px||||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px||0px|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_2″ _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bb#000000″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_cta title=\u00a0\u00bbNotre article vous a-t-il plu? Et celui cr\u00e9e par l’intelligence artificielle? Avez-vous envie d’en savoir plus?\u00a0\u00bb button_url=\u00a0\u00bb#contact\u00a0\u00bb button_text=\u00a0\u00bbContactez nos humains\u00a0\u00bb _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_font_size=\u00a0\u00bb26px\u00a0\u00bb header_letter_spacing=\u00a0\u00bb1px\u00a0\u00bb header_line_height=\u00a0\u00bb1.1em\u00a0\u00bb background_color=\u00a0\u00bbRGBA(255,255,255,0)\u00a0\u00bb custom_margin=\u00a0\u00bb2vw||2vw||true|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px||||false|false\u00a0\u00bb link_option_url=\u00a0\u00bb#contact\u00a0\u00bb global_module=\u00a0\u00bb2152″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

    Pour consulter les experts de Varibase et discuter avec des vrais humains, communiquez avec nous<\/p>\n

    [\/et_pb_cta][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_2″ _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bb#6cbfa2″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_cta title=\u00a0\u00bbVotre analyse de l’attribution est fonctionnelle et d\u00e9tail\u00e9e?\u00a0\u00bb button_url=\u00a0\u00bb#votez\u00a0\u00bb button_text=\u00a0\u00bbProchain article : \u00c0 vous de choisir\u00a0\u00bb _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb header_line_height=\u00a0\u00bb1.1em\u00a0\u00bb background_color=\u00a0\u00bbRGBA(255,255,255,0)\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

    C’est \u00e0 vous maintenant de nous dire quels sujets vous aimeriez qu’on aborde lors de notre prochain article.<\/p>\n

    [\/et_pb_cta][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1″ admin_label=\u00a0\u00bbPopup – #votez\u00a0\u00bb module_id=\u00a0\u00bbvotez\u00a0\u00bb module_class=\u00a0\u00bbpopup\u00a0\u00bb _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb50%\u00a0\u00bb width_tablet=\u00a0\u00bb75%\u00a0\u00bb width_phone=\u00a0\u00bb95%\u00a0\u00bb width_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb custom_margin=\u00a0\u00bb0px||0px||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb3px||0px|||\u00a0\u00bb da_is_popup=\u00a0\u00bbon\u00a0\u00bb da_popup_slug=\u00a0\u00bbvotez\u00a0\u00bb da_disable_devices=\u00a0\u00bboff|off|off\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb da_exit_intent=\u00a0\u00bboff\u00a0\u00bb da_has_close=\u00a0\u00bbon\u00a0\u00bb da_alt_close=\u00a0\u00bboff\u00a0\u00bb da_dark_close=\u00a0\u00bboff\u00a0\u00bb da_not_modal=\u00a0\u00bbon\u00a0\u00bb da_is_singular=\u00a0\u00bboff\u00a0\u00bb da_with_loader=\u00a0\u00bboff\u00a0\u00bb da_has_shadow=\u00a0\u00bbon\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb3px||3px|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_code _builder_version=\u00a0\u00bb4.19.4″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb min_height=\u00a0\u00bb803px\u00a0\u00bb custom_padding=\u00a0\u00bb||2px|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb] onload=\u00a0\u00bbjavascript:parent.scrollTo(0,0);\u00a0\u00bb height=\u00a0\u00bb750″ allowTransparency=\u00a0\u00bbtrue\u00a0\u00bb frameborder=\u00a0\u00bb0″ scrolling=\u00a0\u00bbyes\u00a0\u00bb style=\u00a0\u00bbwidth:100%;border:none\u00a0\u00bb src=\u00a0\u00bbhttps:\/\/formaloo.net\/xfjel\u00a0\u00bb id=\u00a0\u00bbformalooIframe\u00a0\u00bb><\/iframe>[\/et_pb_code][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1″ admin_label=\u00a0\u00bbNewsletter Subscribe Section\u00a0\u00bb _builder_version=\u00a0\u00bb3.22.7″ background_color=\u00a0\u00bb#6cbfa2″ background_color_gradient_direction=\u00a0\u00bb90deg\u00a0\u00bb custom_padding=\u00a0\u00bb0|0px|21px|0px|false|false\u00a0\u00bb da_disable_devices=\u00a0\u00bboff|off|off\u00a0\u00bb global_module=\u00a0\u00bb673″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb da_is_popup=\u00a0\u00bboff\u00a0\u00bb da_exit_intent=\u00a0\u00bboff\u00a0\u00bb da_has_close=\u00a0\u00bbon\u00a0\u00bb da_alt_close=\u00a0\u00bboff\u00a0\u00bb da_dark_close=\u00a0\u00bboff\u00a0\u00bb da_not_modal=\u00a0\u00bbon\u00a0\u00bb da_is_singular=\u00a0\u00bboff\u00a0\u00bb da_with_loader=\u00a0\u00bboff\u00a0\u00bb da_has_shadow=\u00a0\u00bbon\u00a0\u00bb][et_pb_row column_structure=\u00a0\u00bb2_3,1_3″ _builder_version=\u00a0\u00bb4.16″ custom_margin=\u00a0\u00bb|||\u00a0\u00bb custom_padding=\u00a0\u00bb0|0px|0|0px|false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb2_3″ _builder_version=\u00a0\u00bb4.16″ custom_padding=\u00a0\u00bb40px|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.16″ text_font=\u00a0\u00bbPT Sans||||||||\u00a0\u00bb text_text_color=\u00a0\u00bb#000000″ text_font_size=\u00a0\u00bb18px\u00a0\u00bb text_line_height=\u00a0\u00bb1.2em\u00a0\u00bb header_font=\u00a0\u00bb||||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#000000″ header_2_font=\u00a0\u00bbPoppins|500|||||||\u00a0\u00bb header_2_text_color=\u00a0\u00bb#000000″ header_2_font_size=\u00a0\u00bb38px\u00a0\u00bb header_2_line_height=\u00a0\u00bb1.3em\u00a0\u00bb header_3_font=\u00a0\u00bb||||||||\u00a0\u00bb header_4_font=\u00a0\u00bb||||||||\u00a0\u00bb background_layout=\u00a0\u00bbdark\u00a0\u00bb max_width=\u00a0\u00bb1000px\u00a0\u00bb module_alignment=\u00a0\u00bbleft\u00a0\u00bb custom_margin=\u00a0\u00bb|||\u00a0\u00bb custom_padding=\u00a0\u00bb|||\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

    Soyez curieux !<\/h2>\n

    Nous vous proposons r\u00e9guli\u00e8rement les meilleurs articles, livres blancs et infographies en lien avec le marketing relationnel, le parcours client, la donn\u00e9e et l’analytique.<\/span><\/p>\n

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