{"id":1626,"date":"2009-08-23T20:46:54","date_gmt":"2009-08-23T18:46:54","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=1626"},"modified":"2009-08-23T20:50:56","modified_gmt":"2009-08-23T18:50:56","slug":"dites-a-vos-clients-de-revenir","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2009\/08\/23\/dites-a-vos-clients-de-revenir\/","title":{"rendered":"Dites \u00e0 vos clients de revenir !"},"content":{"rendered":"<p>Vos clients vont et viennent sur votre site, le site de vos concurrents, d&rsquo;autres sites&#8230;<\/p>\n<p>Difficile de les faire rester&#8230; Encore plus difficile de les faire revenir !<\/p>\n<p>C&rsquo;est pourtant ce que permet la solution de \u00ab\u00a0retargetting\u00a0\u00bb de <a title=\"Aller sur le site de Criteo\" href=\"http:\/\/www.criteo.fr\" target=\"_blank\">Criteo<\/a>.<\/p>\n<p>Bon, le mieux est d&rsquo;en parler \u00e0 partir d&rsquo;un exemple.<\/p>\n<blockquote><p>J&rsquo;avais donc le projet de construire une petite cabane en bois pour L\u00e9onard (mon p&rsquo;tit dernier).<\/p>\n<p>J&rsquo;ai donc cherch\u00e9 ce qui se vendait en ligne.<\/p>\n<p>Comme souvent pour ce genre de projet, toute cette phase c&rsquo;est d\u00e9roul\u00e9e sur plusieurs jours.<\/p>\n<p>J&rsquo;ai donc visit\u00e9 plusieurs sites qui vendent ce type d&rsquo;articles, pour voir les diff\u00e9rents mod\u00e8les, les prix, les offres&#8230;<\/p>\n<p>J&rsquo;ai par exemple visit\u00e9 le site Delamaison.<\/p>\n<p>Et bien, quelques heures plus tard, compl\u00e8tement hors contexte, sur un tout autre site, j&rsquo;ai pu voir les produits que j&rsquo;avais recherch\u00e9 mis en avant, dans un espace publicitaire dynamique.<\/p>\n<p><img decoding=\"async\" class=\"alignnone\" title=\"Publicit\u00e9 delamaison avec Criteo\" src=\"http:\/\/www.ziserman.com\/blog\/.images\/0908\/pubdelamaison1.png\" alt=\"\" \/><\/p>\n<p>J&rsquo;ai pu \u00e9galement voir cette autre publicit\u00e9, tout aussi cibl\u00e9e :<br \/>\n<img decoding=\"async\" class=\"alignnone\" title=\"Autre publicit\u00e9 delamaison avec Criteo\" src=\"http:\/\/www.ziserman.com\/blog\/.images\/0908\/pubdelamaison2.png\" alt=\"\" \/><\/p><\/blockquote>\n<p>L&rsquo;impact pour l&rsquo;internaute est tr\u00e8s fort : <strong>on lui remet en avant des produits qu&rsquo;il a r\u00e9ellement regard\u00e9 quelques moments auparavant<\/strong>.<\/p>\n<p>D&rsquo;apr\u00e8s Jean Baptiste, le CEO de Criteo, le taux de conversion est incroyablement sup\u00e9rieur \u00e0 une publicit\u00e9 plus classique, m\u00eame \u00ab\u00a0cibl\u00e9e\u00a0\u00bb par Google&#8230;<\/p>\n<p>Alors oui, bien s\u00fbr, certains trouvent cette publicit\u00e9 un peu \u00ab\u00a0d\u00e9rangeante\u00a0\u00bb : on a un peu l&rsquo;impression d&rsquo;\u00eatre suivi \u00e0 la trace.<\/p>\n<p>Concr\u00e8tement, le mode de fonctionnement de Criteo est assez simple :<\/p>\n<ul>\n<li>Ils enregistrent, via des cookies, les produits que vous allez voir sur les marchands clients ;<\/li>\n<li>Ensuite, Criteo ach\u00e8te des espaces de pubs, et quand on demande aux serveurs de Criteo de d\u00e9livrer la publicit\u00e9, Criteo commence par regarder si l&rsquo;internaute ne serait pas pass\u00e9 par le site d&rsquo;un de ses clients ;<\/li>\n<li>Si oui, Criteo va donc rechercher dans ces bases quels sont les produits qui int\u00e9ressent cet internaute, et va lui pousser une publicit\u00e9 compl\u00e8tement b\u00e2tie sur mesure.<\/li>\n<\/ul>\n<p>Pour le e-commer\u00e7ant, c&rsquo;est donc une vrai solution pour <strong>ramener les clients sur le site, de mani\u00e8re efficace<\/strong> (en terme de taux de transformation donc).<br \/>\nMaintenant, cette efficacit\u00e9 se paie, et \u00e7a peut para\u00eetre un peu \u00ab\u00a0abus\u00e9\u00a0\u00bb que de devoir payer pour un client qui \u00e9tait d\u00e9j\u00e0 venu sur le site&#8230; Typiquement, si le client \u00e9tait arriv\u00e9 via Adwords, c&rsquo;est un client qui peut commencer \u00e0 co\u00fbter cher&#8230;<\/p>\n<p>Autres articles sur le sujet :<\/p>\n<ul>\n<li><a title=\"Lien permanent vers Criteo am\u00e9liore le ciblage des publicit\u00e9s\" rel=\"bookmark\" href=\"..\/2009\/01\/21\/criteo-ameliore-le-ciblage-des-publicites\/\">Criteo am\u00e9liore le ciblage des publicit\u00e9s<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Vos clients vont et viennent sur votre site, le site de vos concurrents, d&rsquo;autres sites&#8230; Difficile de les faire rester&#8230; Encore plus difficile de les faire revenir ! C&rsquo;est pourtant ce que permet la solution de \u00ab\u00a0retargetting\u00a0\u00bb de Criteo. Bon, le mieux est d&rsquo;en parler \u00e0 partir d&rsquo;un exemple. J&rsquo;avais donc le projet de construire [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2],"tags":[379,371,373],"class_list":["post-1626","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-araok","tag-e-commerce","tag-e-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dites \u00e0 vos clients de revenir ! - Ziserman.com<\/title>\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.ziserman.com\/blog\/2009\/08\/23\/dites-a-vos-clients-de-revenir\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dites \u00e0 vos clients de revenir ! - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Vos clients vont et viennent sur votre site, le site de vos concurrents, d&rsquo;autres sites&#8230; Difficile de les faire rester&#8230; Encore plus difficile de les faire revenir ! 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