Quelles sont les principales mesures d'audience ? Quels sont les indicateurs ? Mesurer les comportements des internautes. Mesurer avant lancer un service ou une refonte de son site web.
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Quelles sont les principales mesures d'audience ? Quels sont les indicateurs ? Mesurer les comportements des internautes. Mesurer avant lancer un service ou une refonte de son site web.
Quelque soit la taille de l'entreprise, la nature du projet, la communauté visée, l'objectif final demeure le même pour tous : optimiser son retour sur investissement, soit l'incontournable - et omniprésent - ROI. Qui peut virer à l'obsession en temps de crise.
Sur Internet, pour mesurer l'efficacité de son dispositif, les indicateurs ne manquent pas. Loin de là. Un trop plein est parfois ressenti par les directeurs marketing. Pourtant, ce foisonnement rend bien compte de la complexité de la tâche et du support en lui-même, Internet. Mais aussi une diversité qui est le reflet de la spécificité des besoins. Un site e-commerce n'aura pas les mêmes attentes qu'une Web tv, ou encore un site institutionnel d'un site axé réseau social.
Des techniques en évolution permanente. Mais le débat se concentre autour d'une mesure innovante : l'Eyetracking. Sa valeur ajoutée : son objectivité car elle reproduit le comportement de l'être humain, en l'occurrence le mouvement de l'oeil de l'internaute.
L'être humain. Un des intervenants rappelle à juste titre que derrière chaque donnée froide, brute, chaque mesure collectée, extraite, se cache un être humain. D'ou l'importance de le connaître au mieux avec son imprévisibilité. Et ainsi le gérer, anticiper ses comportement du mieux qu'on peut.
Dernier point : une mesure doit toujours être interprétée au regard d'autres mesures. Un indicateur, isolé, collecté brut de décoffrage ne présente aucun intérêt en soi, il sera dépourvu de toute pertinence. Impossible d'en sortir la substantifique moelle. En la matière, le recours à la méthodologie du benchmarking est hautement recommandée pour en tirer le maximum d'enseignement en vue d'optimiser son ROI. Ou comment boucler la boucle vertueuse !
Quelles sont les principales mesures d'audience ? Quels sont les indicateurs ? Mesurer les comportements des internautes. Mesurer avant lancer un service ou une refonte de son site web.
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