{"id":203366,"date":"2023-06-26T19:30:00","date_gmt":"2023-06-26T19:30:00","guid":{"rendered":"https:\/\/datascientest.com\/?p=203366"},"modified":"2023-11-09T13:37:24","modified_gmt":"2023-11-09T13:37:24","slug":"aarrr-tout-savoir","status":"publish","type":"post","link":"https:\/\/datascientest.com\/aarrr-tout-savoir","title":{"rendered":"AARRR &#8211; Les 5 \u00e9tapes du cycle de vie du client"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"203366\" class=\"elementor elementor-203366\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-80b6a84 e-flex e-con-boxed e-con\" data-id=\"80b6a84\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-705b3a4 elementor-widget elementor-widget-heading\" data-id=\"705b3a4\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 02-08-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">L\u2019objectif de toute organisation \u00e0 but lucratif est d\u2019augmenter son chiffre d\u2019affaires. Pour cela, une multitude de strat\u00e9gies et campagnes marketing existent. Et ce, tout au long du parcours client. Mais pour optimiser son revenu sur le long terme, il convient de mettre en place une strat\u00e9gie adapt\u00e9e (pas seulement pour augmenter le taux de conversion \u00e0 un instant T). C\u2019est l\u00e0 qu\u2019intervient le framework AARRR.<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4ee0312 e-flex e-con-boxed e-con\" data-id=\"4ee0312\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3a6ef6b elementor-widget elementor-widget-heading\" data-id=\"3a6ef6b\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Qu\u2019est-ce que AARRR ?<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-196e228 elementor-widget elementor-widget-text-editor\" data-id=\"196e228\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 02-08-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><span style=\"font-weight: 400;\">AARRR est un <\/span><b>acronyme correspondant aux 5 \u00e9tapes du cycle de vie du client<\/b><span style=\"font-weight: 400;\"> ou de l\u2019utilisateur. \u00c0 savoir : l\u2019Acquisition, l\u2019Activation, la R\u00e9tention, la Recommandation et le Revenu. Ce framework d\u00e9velopp\u00e9 par David Mac Clure, a \u00e9t\u00e9 con\u00e7u pour <\/span><b>aider les organisations \u00e0 augmenter leurs revenus. <\/b><span style=\"font-weight: 400;\">Il s\u2019agit alors d\u2019identifier les diff\u00e9rentes actions men\u00e9es ayant un impact positif sur le business. L\u2019objectif final \u00e9tant d\u2019optimiser le taux de conversion, et donc le revenu de la marque.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">\u00c0 l\u2019origine, ce mod\u00e8le de pens\u00e9e \u00e9tait principalement utilis\u00e9 au sein des startups. Mais sa pertinence en fait l\u2019un des framework les plus utilis\u00e9s par les professionnels du marketing et du growth hacking. <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8dd8c98 e-flex e-con-boxed e-con\" data-id=\"8dd8c98\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-66f67ba elementor-widget elementor-widget-heading\" data-id=\"66f67ba\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Quelles sont les \u00e9tapes du framework AARRR ?<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e44505b elementor-widget elementor-widget-heading\" data-id=\"e44505b\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Acquisition<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2aea415 elementor-widget elementor-widget-text-editor\" data-id=\"2aea415\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">La premi\u00e8re \u00e9tape de l\u2019AARRR concerne les <\/span><b>diff\u00e9rents canaux d\u2019acquisition qui permettent \u00e0 une organisation de se faire conna\u00eetre<\/b><span style=\"font-weight: 400;\"> (abonnement sur un m\u00e9dia social, visites sur un site web, \u00e9coutes d\u2019un podcast, t\u00e9l\u00e9chargement d\u2019une application\u2026). Pour cela, les entreprises disposent d\u2019une multitude d\u2019outils, tels que le r\u00e9f\u00e9rencement naturel, l\u2019inbound marketing, les annonces publicitaires, l\u2019affiliation, l\u2019emailing, etc.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Mais attention, il convient de <\/span><b>s\u00e9lectionner le bon canal<\/b><span style=\"font-weight: 400;\">. Comment faire ? Voici diff\u00e9rents crit\u00e8res \u00e0 prendre en consid\u00e9ration :\u00a0<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Le co\u00fbt d\u2019acquisition <\/b><span style=\"font-weight: 400;\">: par exemple, pour une strat\u00e9gie SEA, il faudra prendre en compte le <a href=\"https:\/\/datascientest.com\/cpc-cost-per-clic-tout-savoir\">co\u00fbt par clic (CPC)<\/a> qui peut impacter le retour sur investissement.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Le temps pass\u00e9<\/b><span style=\"font-weight: 400;\"> : \u00e0 l\u2019inverse, le r\u00e9f\u00e9rencement naturel est moins on\u00e9reux, mais il prend plus de temps \u00e0 porter ses fruits.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Le volume d\u2019acquisition<\/b><span style=\"font-weight: 400;\"> : l\u2019objectif \u00e9tant d\u2019acqu\u00e9rir un maximum de nouveaux clients.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>L\u2019efficacit\u00e9 <\/b>: c\u2019est l\u2019optimisation des trois param\u00e8tres susmentionn\u00e9s qui permet d\u2019apporter le <a href=\"https:\/\/datascientest.com\/cro-conversion-rate-optimisation-tout-savoir\">meilleur taux de conversion<\/a>.<\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-93742d2 elementor-widget elementor-widget-text-editor\" data-id=\"93742d2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong><span style=\"text-decoration: underline;\">Bon \u00e0 savoir<\/span><\/strong><span style=\"font-weight: 400;\"> : \u00e0 ce stade, il est primordial de bien d\u00e9finir sa cible pour r\u00e9aliser les actions les plus efficaces en termes de conversion. Il ne sert \u00e0 rien de viser une audience tr\u00e8s large, au risque de perdre du temps et de l\u2019argent pour un taux de conversion moyen. \u00c0 l\u2019inverse, une audience plus restreinte et plus cibl\u00e9e pr\u00e9sente davantage d\u2019int\u00e9r\u00eat. Pour cela, les entreprises doivent \u00eatre capables de r\u00e9pondre \u00e0 plusieurs questions : Qui sont les clients id\u00e9aux ? O\u00f9 sont-ils ? Qu\u2019est-ce qui les motive ? Qu\u2019est-ce qui les fait douter ? etc.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4d4b56c elementor-widget elementor-widget-heading\" data-id=\"4d4b56c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Activation<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-da8cdd6 elementor-widget elementor-widget-text-editor\" data-id=\"da8cdd6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">L\u2019id\u00e9e est de <\/span><b>fournir aux utilisateurs une exp\u00e9rience inoubliable<\/b><span style=\"font-weight: 400;\"> afin qu\u2019il d\u00e9couvre la r\u00e9elle valeur ajout\u00e9e de votre offre. Ce qu\u2019on appelle le \u00ab\u00a0Aha moment\u00a0\u00bb. Id\u00e9alement, ce Aha moment intervient le plus rapidement possible dans le tunnel de conversion.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Pour cela, il convient de <\/span><b>d\u00e9finir un taux d&rsquo;activation permettant de mesurer le degr\u00e9 d&rsquo;int\u00e9r\u00eat de l\u2019utilisateur.<\/b><span style=\"font-weight: 400;\"> Voici quelques exemples d\u2019indicateurs : le nombre de pages visit\u00e9es, le temps pass\u00e9 sur le site, le nombre de clics, l\u2019inscription \u00e0 une newsletter, l\u2019ajout d\u2019un article au panier, etc.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">\u00c0 ce stade du framework AARRR, l\u2019objectif est toujours d\u2019am\u00e9liorer l\u2019exp\u00e9rience utilisateur afin de favoriser le passage \u00e0 l\u2019\u00e9tape suivante. Une mauvaise exp\u00e9rience implique souvent l\u2019\u00e9chec de la strat\u00e9gie de conversion. En effet, si l\u2019utilisateur part, il est probable qu\u2019il ne revienne jamais. <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5fe1a52 elementor-widget elementor-widget-image\" data-id=\"5fe1a52\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 02-08-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"900\" height=\"500\" src=\"https:\/\/datascientest.com\/wp-content\/uploads\/2023\/06\/aarrr-datascientest1.png\" class=\"attachment-full size-full wp-image-203384\" alt=\"\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-99689c3 elementor-align-center button-principale elementor-widget elementor-widget-button\" data-id=\"99689c3\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm elementor-animation-grow\" href=\"https:\/\/datascientest.com\/formation-data-marketing\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">D\u00e9couvrir notre formation en Data Marketing<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-88bea92 elementor-widget elementor-widget-heading\" data-id=\"88bea92\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">R\u00e9tention<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-760ced0 elementor-widget elementor-widget-text-editor\" data-id=\"760ced0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">C\u2019est<\/span><b> l\u2019une des \u00e9tapes les plus importantes du AARRR <\/b><span style=\"font-weight: 400;\">puisqu\u2019il s\u2019agit de conserver et de faire revenir les clients. Par exemple, un client qui ach\u00e8te un autre de vos produits, qui continue \u00e0 faire appel \u00e0 vos services apr\u00e8s un premier essai, etc.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">C\u2019est d\u2019autant plus difficile dans un monde de plus en plus concurrentiel. Les consommateurs font face \u00e0 une multitude d\u2019options. \u00c0 tel point qu\u2019il leur est parfois difficile de choisir la bonne. Alors pour maintenir le contact avec leurs clients et les convaincre des bienfaits de leur solution, les entreprises ont tout int\u00e9r\u00eat \u00e0 <\/span><b>impl\u00e9menter une strat\u00e9gie d\u2019emailing.\u00a0<\/b><\/p><p><span style=\"font-weight: 400;\">Si le taux de r\u00e9tention est mauvais, les \u00e9tapes pr\u00e9c\u00e9dentes n\u2019auront que peu d&rsquo;int\u00e9r\u00eat. Et pour cause,<\/span><b> acqu\u00e9rir de nouveaux clients est beaucoup plus cher <\/b><span style=\"font-weight: 400;\">(<a href=\"https:\/\/hbr.org\/2014\/10\/the-value-of-keeping-the-right-customers\">entre 5 et 25 fois plus cher<\/a>)<\/span><span style=\"font-weight: 400;\">que de fid\u00e9liser des clients existants. La r\u00e9tention est donc l\u2019une des \u00e9tapes du AARRR sur laquelle les entreprises doivent porter une grande partie de leurs efforts.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-daff18e elementor-widget elementor-widget-heading\" data-id=\"daff18e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Referral<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4a5e9d6 elementor-widget elementor-widget-text-editor\" data-id=\"4a5e9d6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">C\u2019est la recommandation. \u00c0 ce stade du framework AARRR, les clients ne sont plus seulement consommateurs de la marque, mais aussi <\/span><b>ambassadeurs. <\/b><span style=\"font-weight: 400;\">Ils vont alors la recommander aupr\u00e8s de leurs amis, leurs familles, leurs coll\u00e8gues, etc.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Gr\u00e2ce \u00e0 ces recommandations tierces, des prospects d\u00e9veloppent rapidement une confiance dans les produits ou les services de la marque. C\u2019est particuli\u00e8rement int\u00e9ressant en phase d\u2019acquisition, puisque cela permet de <\/span><b>r\u00e9duire les co\u00fbts.\u00a0<\/b><\/p><p><span style=\"font-weight: 400;\">Mais pour inciter les clients \u00e0 porter ambassadeurs, il convient de d\u00e9velopper des <\/span><b>programmes de recommandation. <\/b><span style=\"font-weight: 400;\">Notamment en proposant des avantages (r\u00e9ductions, livraison gratuite, produit gratuit\u2026) aux clients actuels, pour chaque nouveau client acquis par leur interm\u00e9diaire.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e6ccc8a elementor-widget elementor-widget-text-editor\" data-id=\"e6ccc8a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong><span style=\"text-decoration: underline;\">Bon \u00e0 savoir<\/span><\/strong><span style=\"font-weight: 400;\"> : le referral peut aussi se placer apr\u00e8s le Revenu. Cela dit, comme la g\u00e9n\u00e9ration de chiffre d\u2019affaires est l\u2019objectif ultime de toute entreprise, nous avons pr\u00e9f\u00e9r\u00e9 la positionner \u00e0 la fin.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fffb154 elementor-widget elementor-widget-heading\" data-id=\"fffb154\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Revenu<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bf2dc08 elementor-widget elementor-widget-text-editor\" data-id=\"bf2dc08\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">C\u2019est le chiffre d\u2019affaires g\u00e9n\u00e9r\u00e9 par toutes les \u00e9tapes mentionn\u00e9es en amont. Par principe, c\u2019est l\u2019<\/span><b>argent issu d\u2019une vente <\/b><span style=\"font-weight: 400;\">(d\u2019un produit ou d\u2019un service). Mais attention, pour certains business, il est plus difficile de mesurer les revenus. Par exemple, pour les cr\u00e9ateurs de contenu, c\u2019est le nombre d\u2019abonn\u00e9es qui permet de d\u00e9terminer le potentiel de publicit\u00e9s et de sponsoring.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">De mani\u00e8re g\u00e9n\u00e9rale, le revenu est li\u00e9 \u00e0 :\u00a0<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>La lifetime value d\u2019un utilisateur :<\/b><span style=\"font-weight: 400;\"> ce que rapporte un client tout au long du cycle de vie.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Le co\u00fbt d\u2019acquisition <\/b><span style=\"font-weight: 400;\">: il faut l\u2019optimiser pour am\u00e9liorer la marge.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Le prix :<\/b><span> l\u00e0 encore, cela permet d\u2019augmenter les marges, sans pour autant impacter l\u2019acquisition ou la r\u00e9tention. Mais attention \u00e0 trouver le juste \u00e9quilibre.<\/span><\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fae2464 elementor-widget elementor-widget-text-editor\" data-id=\"fae2464\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Pour l\u2019ensemble de ces \u00e9tapes du AAARR, le suivi d\u2019indicateurs est absolument indispensable. Vous pouvez alors <a href=\"https:\/\/datascientest.com\/gartner-devoile-les-secrets-pour-ameliorer-la-qualite-de-ses-donnees\">utiliser les donn\u00e9es<\/a><\/span><span style=\"font-weight: 400;\">issues du CRM, de Google analytics pour les sites web, des statistiques des <a href=\"https:\/\/datascientest.com\/elon-musk-prepare-la-prochaine-ia-de-twitter-et-achete-10-000-gpu\">r\u00e9seaux sociaux<\/a><\/span><span style=\"font-weight: 400;\">ou des outils d\u2019emailing. <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eba856b elementor-widget elementor-widget-image\" data-id=\"eba856b\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/datascientest.com\/wp-content\/uploads\/2023\/06\/aarrr-datascientest2.png\" class=\"attachment-full size-full wp-image-203385\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/datascientest.com\/wp-content\/uploads\/2023\/06\/aarrr-datascientest2.png 800w, https:\/\/datascientest.com\/wp-content\/uploads\/2023\/06\/aarrr-datascientest2-300x169.png 300w, https:\/\/datascientest.com\/wp-content\/uploads\/2023\/06\/aarrr-datascientest2-768x432.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9823636 elementor-align-center button-principale elementor-widget elementor-widget-button\" data-id=\"9823636\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm elementor-animation-grow\" href=\"https:\/\/datascientest.com\/formation-data-marketing\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">D\u00e9marrer une formation Data Marketing<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2706241 e-flex e-con-boxed e-con\" data-id=\"2706241\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7c56b46 elementor-widget elementor-widget-heading\" data-id=\"7c56b46\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Ce qu\u2019il faut retenir :<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d741915 elementor-widget elementor-widget-text-editor\" data-id=\"d741915\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">AARRR est un framework regroupant les 5 \u00e9tapes du cycle de vie du client.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00c0 savoir, l\u2019acquisition, l\u2019activation, la r\u00e9tention, le referral et les revenus.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pour chacune de ces \u00e9tapes, l\u2019objectif est de mettre en place des actions les plus efficaces pour acc\u00e9der \u00e0 l&rsquo;\u00e9tape suivante, et surtout, pour augmenter le chiffre d\u2019affaires de l\u2019organisation.<\/span><\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4767923 e-flex e-con-boxed e-con\" data-id=\"4767923\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c04064f elementor-widget elementor-widget-html\" data-id=\"c04064f\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<script type=\"application\/ld+json\">\r\n{\r\n  \"@context\": \"https:\/\/schema.org\",\r\n  \"@type\": \"FAQPage\",\r\n  \"mainEntity\": [{\r\n    \"@type\": \"Question\",\r\n    \"name\": \"Qu\u2019est-ce que AARRR ?\",\r\n    \"acceptedAnswer\": {\r\n      \"@type\": \"Answer\",\r\n      \"text\": \"AARRR est un acronyme correspondant aux 5 \u00e9tapes du cycle de vie du client ou de l\u2019utilisateur. \u00c0 savoir : l\u2019Acquisition, l\u2019Activation, la R\u00e9tention, la Recommandation et le Revenu. Ce framework d\u00e9velopp\u00e9 par David Mac Clure, a \u00e9t\u00e9 con\u00e7u pour aider les organisations \u00e0 augmenter leurs revenus. Il s\u2019agit alors d\u2019identifier les diff\u00e9rentes actions men\u00e9es ayant un impact positif sur le business. L\u2019objectif final \u00e9tant d\u2019optimiser le taux de conversion, et donc le revenu de la marque.\"\r\n    }\r\n  },{\r\n    \"@type\": \"Question\",\r\n    \"name\": \"Quelles sont les \u00e9tapes du framework AARRR ?\",\r\n    \"acceptedAnswer\": {\r\n      \"@type\": \"Answer\",\r\n      \"text\": \"La premi\u00e8re \u00e9tape de l\u2019AARRR concerne les diff\u00e9rents canaux d\u2019acquisition qui permettent \u00e0 une organisation de se faire conna\u00eetre (abonnement sur un m\u00e9dia social, visites sur un site web, \u00e9coutes d\u2019un podcast, t\u00e9l\u00e9chargement d\u2019une application\u2026). Pour cela, les entreprises disposent d\u2019une multitude d\u2019outils, tels que le r\u00e9f\u00e9rencement naturel, l\u2019inbound marketing, les annonces publicitaires, l\u2019affiliation, l\u2019emailing, etc.\"\r\n    }\r\n  }]\r\n}\r\n<\/script>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>L\u2019objectif de toute organisation \u00e0 but lucratif est d\u2019augmenter son chiffre d\u2019affaires. Pour cela, une multitude de strat\u00e9gies et campagnes marketing existent. Et ce, tout au long du parcours client. Mais pour optimiser son revenu sur le long terme, il convient de mettre en place une strat\u00e9gie adapt\u00e9e (pas seulement pour augmenter le taux de [&hellip;]<\/p>\n","protected":false},"author":59,"featured_media":203368,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_theme","format":"standard","meta":{"content-type":"","inline_featured_image":false},"categories":[2496],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.7 (Yoast SEO v21.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>AARRR - Les 5 \u00e9tapes du cycle de vie du client<\/title>\n<meta name=\"description\" content=\"AARRR, cet acronyme un peu barbare renvoie aux 5 \u00e9tapes du cycle de vie du client. Quelles sont-elles ? D\u00e9cryptage.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/datascientest.com\/aarrr-tout-savoir\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AARRR - Les 5 \u00e9tapes du cycle de vie du client\" \/>\n<meta property=\"og:url\" content=\"https:\/\/datascientest.com\/aarrr-tout-savoir\" \/>\n<meta property=\"og:site_name\" content=\"Formation Data Science | DataScientest.com\" \/>\n<meta property=\"article:published_time\" content=\"2023-06-26T19:30:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-11-09T13:37:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/datascientest.com\/wp-content\/uploads\/2023\/06\/aarrr-datascientest.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Aur\u00e9lia Fellous\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Aur\u00e9lia Fellous\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/datascientest.com\/aarrr-tout-savoir\",\"url\":\"https:\/\/datascientest.com\/aarrr-tout-savoir\",\"name\":\"AARRR - Les 5 \u00e9tapes du cycle de vie du client\",\"isPartOf\":{\"@id\":\"https:\/\/datascientest.com\/#website\"},\"datePublished\":\"2023-06-26T19:30:00+00:00\",\"dateModified\":\"2023-11-09T13:37:24+00:00\",\"author\":{\"@id\":\"https:\/\/datascientest.com\/#\/schema\/person\/bd44b23f798347113ae5f0bbff3c25bd\"},\"description\":\"AARRR, cet acronyme un peu barbare renvoie aux 5 \u00e9tapes du cycle de vie du client. 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