{"id":58839,"date":"2022-06-08T18:30:18","date_gmt":"2022-06-08T16:30:18","guid":{"rendered":"https:\/\/www.iligo.fr\/?p=58839"},"modified":"2026-10-21T11:55:27","modified_gmt":"2026-10-21T09:55:27","slug":"la-modelisation-de-la-data-au-service-de-la-creativite-et-de-lefficacite","status":"publish","type":"post","link":"https:\/\/www.iligo.fr\/en\/la-modelisation-de-la-data-au-service-de-la-creativite-et-de-lefficacite\/","title":{"rendered":"La mod\u00e9lisation de la data au service de la cr\u00e9ativit\u00e9 et de l&rsquo;efficacit\u00e9"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><div class=\"vc_row wpb_row vc_row-fluid edgtf-section edgtf-content-aligment-left\" style=\"\"><div class=\"clearfix edgtf-full-section-inner\"><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p>Dans le cadre de sa collaboration avec TF1 PUB, iligo a r\u00e9colt\u00e9 8 millions de donn\u00e9es individu par individu regroup\u00e9es dans 250 variables issues de bilans de campagne TV. Ces variables regroupent aussi bien les r\u00e9sultats des bilans sur les indicateurs d&rsquo;efficacit\u00e9 publicitaires que des informations li\u00e9es \u00e0 l&rsquo;exposition, ou des modalit\u00e9s cr\u00e9atives comme la pr\u00e9sence de labels ou la pr\u00e9sence d&rsquo;\u00e9g\u00e9ries.<\/p>\n<p>&nbsp;<\/p>\n<p><em>Comment utiliser ces donn\u00e9es accumul\u00e9es pour identifier les leviers propres \u00e0 am\u00e9liorer l&rsquo;efficacit\u00e9 des spots TV ? Et donc, sur quelles modalit\u00e9s cr\u00e9atives et m\u00e9diaplanning s&rsquo;appuyer pour optimiser ses campagnes de communication TV ?<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>Gr\u00e2ce \u00e0 ses data scientists, iligo a \u00e9tabli une mod\u00e9lisation \u00e0 plusieurs niveaux :<\/p>\n<ul>\n<li>Micro : isoler chaque variable pour analyser les gains qu&rsquo;elle procure<\/li>\n<li>Macro : mod\u00e8les \u00e9conom\u00e9triques pour d\u00e9montrer les liens de causalit\u00e9 entre les diff\u00e9rentes variables<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Retrouvez la r\u00e9sultats de l&rsquo;\u00e9tude dans une vid\u00e9o r\u00e9alis\u00e9e <a href=\"https:\/\/tf1pub.fr\/\">TF1 PUB<\/a>\u00a0:<\/p>\n<p>&nbsp;<\/p>\n<p><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/w0VggQy7v0Q\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Comment utiliser ces donn\u00e9es pour identifier les leviers propres \u00e0 am\u00e9liorer l&rsquo;efficacit\u00e9 des spots TV ?<\/p>","protected":false},"author":6,"featured_media":58841,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201,316,400],"tags":[520,242,208,1209],"class_list":["post-58839","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-etudes","category-iligo","tag-creativite","tag-data","tag-efficacite-publicitaire","tag-tf1-publicite"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - 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