{"id":4203,"date":"2023-08-09T11:31:26","date_gmt":"2023-08-09T11:31:26","guid":{"rendered":"https:\/\/hamilton.global\/?p=4203"},"modified":"2023-08-10T08:39:30","modified_gmt":"2023-08-10T08:39:30","slug":"what-is-marketing-mix-modelling","status":"publish","type":"post","link":"https:\/\/hamilton.global\/fr\/what-is-marketing-mix-modelling\/","title":{"rendered":"\u00c0 quoi sert la mod\u00e9lisation du mix de march\u00e9 ? L\u2019analyse dont vous avez besoin pour allouer efficacement vos ressources."},"content":{"rendered":"

Une pr\u00e9occupation constante pour toute marque est de comprendre l\u2019impact r\u00e9el de ses efforts marketing sur les ventes.<\/p>\n

A cet effet, la technique Market Mix Modeling existe. Cette technique analytique est utilis\u00e9e en marketing pour mesurer l'impact et l'efficacit\u00e9 de diff\u00e9rentes variables marketing sur les ventes ou les r\u00e9sultats d'une entreprise. L'objectif principal d'une \u00e9tude MMM est de comprendre comment diverses activit\u00e9s marketing, telles que la publicit\u00e9, les promotions, la distribution, la tarification et d'autres facteurs, influencent les ventes et les b\u00e9n\u00e9fices.<\/p>\n

Avantages de l\u2019\u00e9tude de mod\u00e9lisation du mix de march\u00e9<\/h2>\n
    \n
  1. Allocation budg\u00e9taire\u00a0: l'allocation optimale des ressources marketing est obtenue en d\u00e9terminant quelles activit\u00e9s marketing g\u00e9n\u00e8rent les rendements les plus \u00e9lev\u00e9s et comment redistribuer le budget marketing plus efficacement.<\/li>\n
  2. Optimisation du mix marketing\u00a0: identifie la combinaison de variables marketing, telles que la publicit\u00e9 dans diff\u00e9rents m\u00e9dias, les promotions ou les niveaux de prix, qui maximise les ventes et les b\u00e9n\u00e9fices de l'entreprise.<\/li>\n
  3. \u00c9valuation des performances\u00a0: fournit une vue objective des performances pass\u00e9es des activit\u00e9s de marketing et \u00e9value l'impact des d\u00e9cisions pass\u00e9es sur les ventes et les b\u00e9n\u00e9fices.<\/li>\n
  4. Pr\u00e9vision des ventes : les mod\u00e8les MMM peuvent \u00eatre utilis\u00e9s pour pr\u00e9dire l'impact probable des changements dans le mix marketing sur les ventes futures, aidant ainsi les entreprises \u00e0 prendre des d\u00e9cisions \u00e9clair\u00e9es sur les strat\u00e9gies marketing \u00e0 long terme.<\/li>\n
  5. Identification des synergies et de la cannibalisation\u00a0: l'analyse MMM aide \u00e0 comprendre comment les diff\u00e9rents \u00e9l\u00e9ments du mix marketing interagissent et s'il existe des effets de synergie ou de cannibalisation entre eux. Cela permet d\u2019\u00e9viter les d\u00e9cisions contre-productives et de maximiser les r\u00e9sultats globaux.<\/li>\n<\/ol>\n

    Comment une \u00e9tude de mod\u00e9lisation du mix de march\u00e9 est-elle appliqu\u00e9e\u00a0?<\/h2>\n

    Cela commence par comprendre le flux commercial gr\u00e2ce \u00e0 l\u2019analyse du parcours client. De cette fa\u00e7on, nous identifions les \u00e9tapes de l'entonnoir ou du processus que chaque levier commercial influence et d\u00e9terminons les mod\u00e8les n\u00e9cessaires pour une mesure plus pr\u00e9cise des impacts publicitaires. Ces mod\u00e8les s'appuient sur un sch\u00e9ma de mod\u00e9lisation qui d\u00e9finit les donn\u00e9es sp\u00e9cifiques n\u00e9cessaires \u00e0 leur d\u00e9veloppement.<\/p>\n

    Apr\u00e8s avoir d\u00e9fini le sch\u00e9ma, la collecte et le traitement des donn\u00e9es peuvent commencer. Dans tout projet d'analyse, cette phase est cruciale car la qualit\u00e9 des donn\u00e9es d\u00e9terminera les r\u00e9sultats de l'analyse. Diff\u00e9rentes sources de donn\u00e9es sont collect\u00e9es via des processus ETL (Extraction, Transformation, Chargement), dans le but d'obtenir une base de donn\u00e9es optimis\u00e9e sur laquelle les mod\u00e8les n\u00e9cessaires seront construits.<\/p>\n

    Les mod\u00e8les sont construits sur des indicateurs cl\u00e9s de performance (KPI) faisant r\u00e9f\u00e9rence \u00e0 des variables identifi\u00e9es comme n\u00e9cessaires pour \u00e9valuer l'efficacit\u00e9 d'une strat\u00e9gie marketing. Quel que soit le mod\u00e8le choisi, le r\u00e9sultat obtenu est une \u00e9quation capable d'estimer le comportement de la variable analys\u00e9e. Plus cette estimation est proche de la r\u00e9alit\u00e9, plus le mod\u00e8le est robuste.<\/p>\n

    En r\u00e9sum\u00e9, une \u00e9tude de mod\u00e9lisation du mix de march\u00e9 est un outil puissant pour comprendre et optimiser l'impact des activit\u00e9s marketing sur les r\u00e9sultats commerciaux, permettant aux entreprises de prendre des d\u00e9cisions plus \u00e9clair\u00e9es et strat\u00e9giques sur la mani\u00e8re d'allouer leurs ressources marketing.<\/p>\n

    Contactez-nous maintenant<\/strong> pour d\u00e9couvrir la solution qui correspond le mieux \u00e0 votre strat\u00e9gie.<\/p>\n<\/span>","protected":false},"excerpt":{"rendered":"

    Une pr\u00e9occupation constante pour toute marque est de comprendre l'impact r\u00e9el de ses efforts marketing sur les ventes. C'est pourquoi la technique du Market Mix Modeling existe. Cette technique d'analyse est utilis\u00e9e en marketing pour mesurer l'impact et l'efficacit\u00e9 de diff\u00e9rentes variables marketing sur les ventes ou les r\u00e9sultats d'une entreprise. L'objectif principal d'un MMM [\u2026]<\/p>","protected":false},"author":4,"featured_media":4348,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[186,184],"tags":[],"yoast_head":"\nWhat is Market Mix Modelling Used For?<\/title>\n<meta name=\"description\" content=\"Market Mix Modelling is the analysis technique you need to determine where and how.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hamilton.global\/fr\/what-is-marketing-mix-modelling\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What is Market Mix Modelling Used For?\" \/>\n<meta property=\"og:description\" content=\"Market Mix Modelling is the analysis technique you need to determine where and how.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/hamilton.global\/fr\/what-is-marketing-mix-modelling\/\" \/>\n<meta property=\"og:site_name\" content=\"Hamilton\" \/>\n<meta property=\"article:published_time\" content=\"2023-08-09T11:31:26+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-10T08:39:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/hamilton.global\/wp-content\/uploads\/2023\/08\/MarktingMix.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"700\" \/>\n\t<meta property=\"og:image:height\" content=\"300\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Hamilton Global\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Hamilton Global\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/hamilton.global\/what-is-marketing-mix-modelling\/\",\"url\":\"https:\/\/hamilton.global\/what-is-marketing-mix-modelling\/\",\"name\":\"What is Market Mix Modelling Used For?\",\"isPartOf\":{\"@id\":\"https:\/\/hamilton.global\/#website\"},\"datePublished\":\"2023-08-09T11:31:26+00:00\",\"dateModified\":\"2023-08-10T08:39:30+00:00\",\"author\":{\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/04c59c885965fbbc2b055ddaf624fdec\"},\"description\":\"Market Mix Modelling is the analysis technique you need to determine where and how.\",\"breadcrumb\":{\"@id\":\"https:\/\/hamilton.global\/what-is-marketing-mix-modelling\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/hamilton.global\/what-is-marketing-mix-modelling\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/hamilton.global\/what-is-marketing-mix-modelling\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/hamilton.global\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"What is Market Mix Modelling Used For? 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