{"id":2400,"date":"2024-01-28T11:03:16","date_gmt":"2024-01-28T10:03:16","guid":{"rendered":"https:\/\/beckerandconsulting.com\/?p=2400"},"modified":"2024-05-17T00:42:49","modified_gmt":"2024-05-16T22:42:49","slug":"facebook-ads-donnees-de-media-mix-model","status":"publish","type":"post","link":"https:\/\/beckerandconsulting.com\/en\/blog\/facebook-ads-donnees-de-media-mix-model\/","title":{"rendered":"Facebook Ads : Exporter simplement vos donn\u00e9es de MMM avec Meta"},"content":{"rendered":"<p class=\"has-medium-font-size\">Vous commencez \u00e0 exploiter les canaux offlines ou vous \u00eates d\u00e9j\u00e0 habitu\u00e9? Si vous \u00eates un annonceur qui fait du volume, vous pouvez facilitez vos exports avec la nouvelle fonctionnalit\u00e9 de Meta sur Facebook Ads.<\/p>\n\n\n\n<h2 class=\"wp-block-heading h3\">Le Media Mix Model, c&rsquo;est quoi d\u00e9j\u00e0?<\/h2>\n\n\n\n<p>Si vous vous demandez ce qu\u2019est un Media Mix Modelling (MMM), c\u2019est une approche mod\u00e9lis\u00e9e qui permet d\u2019isoler l\u2019impact de chaque levier marketing sur les ventes. On parle ici des leviers digitaux ET des leviers offlines, cela permet ainsi <strong>d\u2019identifier le ROAS de ces derniers, les synergies entre leviers, la r\u00e9partition % optimale \u00e0 avoir <\/strong>entre ces diff\u00e9rents canaux (comme l&rsquo;<a href=\"https:\/\/beckerandconsulting.com\/en\/blog\/smart-speakers-pourquoi-les-integrer-a-votre-strategie-marketing\/\" class=\"underline-blog\">int\u00e9gration de la voice search<\/a>) ou encore \u00e0 partir de quel moment les d\u00e9penses du levier atteignent un point de rendement d\u00e9croissant.<\/p>\n\n\n\n<h2 class=\"wp-block-heading h3\">R\u00e9cup\u00e9rer cette donn\u00e9e est d\u00e9sormais plus simple<\/h2>\n\n\n\n<p>Pour nourrir un mod\u00e8le de MMM, on a besoin de quelques KPIs (comme le volume d&rsquo;impression et l&rsquo;investissement par exemple) et surtout d&rsquo;un breakdown (journalier, par placement, et potentiellement d&rsquo;autres informations). Il faut donc se rendre sur la plateforme, cr\u00e9er les colonnes et faire un export. En th\u00e9orie, c&rsquo;est tr\u00e8s rapide, mais parfois il vous faut r\u00e9aliser plusieurs exports et recompiler toute la donn\u00e9e, d&rsquo;autres fois le volume est tel que l&rsquo;Ad Manager peine \u00e0 sortir cette data.<\/p>\n\n\n\n<p>Ainsi, si vous faites des MMM, Meta propose d\u00e9sormais (et depuis quelques mois) la possibilit\u00e9 de faire un extract automatique pour nourrir votre mod\u00e8le. Pour cela c\u2019est tr\u00e8s simple, direction <strong>Ads Reporting<\/strong>, puis cliquez sur <strong>Exportations<\/strong> dans la barre de navigation de gauche et enfin <strong>Exporter &gt; Exporter les donn\u00e9es MMM<\/strong>.<\/p>\n\n\n\n<p>La plateforme va elle-m\u00eame cr\u00e9er les colonnes, les splits, et charger de mani\u00e8re ind\u00e9pendante toute la donn\u00e9e n\u00e9cessaire. Une notification vous sera alors envoy\u00e9 lorsque l&rsquo;export sera termin\u00e9, vous permettant de le t\u00e9l\u00e9charger depuis le Business Manager.<\/p>\n\n\n\n<h2 class=\"wp-block-heading h3\">Le mod\u00e8le de Google pour r\u00e9aliser vos MMM<\/h2>\n\n\n\n<p>Meridian est un framework de mod\u00e9lisation hautement personnalisable, bas\u00e9 sur l&rsquo;inf\u00e9rence causale bay\u00e9sienne (on vous laisse chercher sur le web). Il traite ainsi des donn\u00e9es \u00e0 grande \u00e9chelle tant au niveau national que multi-march\u00e9. <a class=\"underline-blog\" href=\"https:\/\/developers.google.com\/meridian\">Meridian offre des insights<\/a> et des visualisations claires pour informer les d\u00e9cisions commerciales concernant le budget et la planification marketing. <\/p>\n\n\n\n<p>De plus, Meridian fournit des m\u00e9thodologies pour soutenir la calibration de la MMM avec des exp\u00e9riences et d&rsquo;autres informations pr\u00e9alables. Ainsi il est possible d&rsquo;optimiser la fr\u00e9quence cible des annonces en utilisant les donn\u00e9es de port\u00e9e et de fr\u00e9quence. Cela s&rsquo;ajoute en plus des param\u00e8tres classiques que l&rsquo;on retrouve habituellement sur ces mod\u00e8les.<\/p>","protected":false},"excerpt":{"rendered":"<p>Vous commencez \u00e0 exploiter les canaux offlines ou vous \u00eates d\u00e9j\u00e0 habitu\u00e9? Facilitez vos media mix model avec les GAFAM<\/p>","protected":false},"author":1,"featured_media":2401,"comment_status":"open","ping_status":"closed","sticky":false,"template":"single-blog-post.php","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[96,94],"class_list":["post-2400","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-facebook-ads","tag-media-mix-model"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Facebook Ads : Exporter simplement vos donn\u00e9es de MMM avec Meta | Becker &amp; Consulting<\/title>\n<meta name=\"description\" content=\"Vous commencez \u00e0 exploiter les canaux offlines ou vous \u00eates d\u00e9j\u00e0 habitu\u00e9? 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