{"id":204402,"date":"2023-10-26T05:30:00","date_gmt":"2023-10-26T05:30:00","guid":{"rendered":"https:\/\/datascientest.com\/?p=204402"},"modified":"2023-11-09T13:37:03","modified_gmt":"2023-11-09T13:37:03","slug":"lookalike-tout-savoir","status":"publish","type":"post","link":"https:\/\/datascientest.com\/lookalike-tout-savoir","title":{"rendered":"Lookalikes : Qu&rsquo;est-ce que c&rsquo;est ? Quelle importance en marketing ?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"204402\" class=\"elementor elementor-204402\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0bc1cb2 e-flex e-con-boxed e-con\" data-id=\"0bc1cb2\" 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-8960d4f elementor-widget elementor-widget-heading\" data-id=\"8960d4f\" 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\">Des personnes pr\u00e9sentant des caract\u00e9ristiques semblables sont plus susceptibles d\u2019adopter le m\u00eame comportement. Partant de ce principe, les organisations d\u00e9finissent des audiences similaires pour mieux cibler leurs prospects. C\u2019est ce qu\u2019on appelle les audiences lookalike. Focus.<\/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-29c48e0 e-flex e-con-boxed e-con\" data-id=\"29c48e0\" 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-86873f0 elementor-widget elementor-widget-heading\" data-id=\"86873f0\" 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\">Que signifie Lookalike ?<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c98acbe elementor-widget elementor-widget-text-editor\" data-id=\"c98acbe\" 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;\">\u00ab\u00a0Lookalike\u00a0\u00bb peut se traduire en fran\u00e7ais par l\u2019expression sosie. Mais il s\u2019agit surtout d\u2019une<\/span><b> ressemblance exacte entre deux personnes : <\/b><span style=\"font-weight: 400;\">que ce soit en termes d\u2019aspect physique, d\u2019histoire ou de personnalit\u00e9. D\u2019ailleurs, il peut s\u2019agir d\u2019une personne, mais \u00e9galement d\u2019un objet, d\u2019une fonctionnalit\u00e9, d\u2019un fichier informatique, d\u2019une page web\u2026<\/span><\/p><p><span style=\"font-weight: 400;\">Cette expression est particuli\u00e8rement<\/span><b> utilis\u00e9e dans le domaine du marketing. <\/b><span style=\"font-weight: 400;\">L\u2019id\u00e9e est alors de cibler des prospects ayant des comportements similaires \u00e0 ceux des clients actuels d&rsquo;une entreprise. Ce sont les audiences lookalike.<\/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-f5e4775 elementor-widget elementor-widget-text-editor\" data-id=\"f5e4775\" 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;\"><span style=\"text-decoration: underline;\"><strong>Bon \u00e0 savoir<\/strong><\/span> : attention \u00e0 ne pas confondre lookalike et retargeting. Ce dernier consiste \u00e0 d\u00e9tecter un visiteur ayant consult\u00e9 un site web ou une fiche produit, puis \u00e0 lui proposer une publicit\u00e9 cibl\u00e9e lorsqu&rsquo;il visite un autre site.<\/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-2a8a1f1 e-flex e-con-boxed e-con\" data-id=\"2a8a1f1\" 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-d119db5 elementor-widget elementor-widget-heading\" data-id=\"d119db5\" 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\">Comment cr\u00e9er des audiences lookalike ?<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5ed066b elementor-widget elementor-widget-text-editor\" data-id=\"5ed066b\" 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 pour cr\u00e9er des audiences similaires consiste \u00e0 <\/span><b>identifier les clients fid\u00e8les et engag\u00e9s<\/b><span style=\"font-weight: 400;\">. C\u2019est-\u00e0-dire, ceux qui interagissent r\u00e9guli\u00e8rement avec la marque (\u00e0 travers des achats, mais aussi des commentaires sur les r\u00e9seaux sociaux, des recommandations aupr\u00e8s des tiers\u2026). Il ne sert \u00e0 rien d\u2019analyser le comportement de tous les clients, seulement ceux qui restent sur le long terme. L\u2019audience lookalike doit ainsi permettre de trouver son client id\u00e9al (pas seulement celui qui est juste de passage).\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Ensuite, il s\u2019agit de <\/span><b>collecter des donn\u00e9es sur leurs caract\u00e9ristiques :\u00a0<\/b><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">donn\u00e9es sociod\u00e9mographiques (\u00e2ge, sexe, lieu d\u2019habitation, situation familiale,\u2026);\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">donn\u00e9es culturelles (centre d&rsquo;int\u00e9r\u00eat, niveau d\u2019\u00e9tude, profession,&#8230; ) ;\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">comportements et habitudes de consommation.<\/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-4d95162 elementor-widget elementor-widget-text-editor\" data-id=\"4d95162\" 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 collecter ces diff\u00e9rentes donn\u00e9es, il est possible d\u2019utiliser plusieurs sources, comme les informations issues du site web, des <a href=\"https:\/\/datascientest.com\/lalgorithme-de-twitter-enfin-devoile-que-faut-il-retenir\">r\u00e9seaux sociaux<\/a><\/span>, du CRM, des retours clients, etc.\u00a0<\/p><p><span style=\"font-weight: 400;\">Une fois que <a href=\"https:\/\/datascientest.com\/la-data-le-nouvel-or-du-21eme-siecle\">toutes les donn\u00e9es<\/a>\u00a0sont collect\u00e9es, il s\u2019agit de<\/span><b> trouver les points communs entre les clients. <\/b><span style=\"font-weight: 400;\">S\u2019agit-il de jeunes femmes, de cadres ambitieux, d\u2019\u00e9tudiants engag\u00e9s, \u2026. ? La r\u00e9union de tous ces points communs permet alors de <\/span><b>cr\u00e9er un profil type <\/b><span style=\"font-weight: 400;\">: celui du client id\u00e9al.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Ce faisant, l\u2019entreprise s&rsquo;assure que les nouveaux prospects correspondent \u00e0 son image de marque et \u00e0 ses objectifs.<\/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-7ef60e7 elementor-widget elementor-widget-image\" data-id=\"7ef60e7\" 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=\"800\" height=\"450\" src=\"https:\/\/datascientest.com\/wp-content\/uploads\/2023\/06\/lookalike1.png\" class=\"attachment-full size-full wp-image-204417\" alt=\"\" srcset=\"https:\/\/datascientest.com\/wp-content\/uploads\/2023\/06\/lookalike1.png 800w, https:\/\/datascientest.com\/wp-content\/uploads\/2023\/06\/lookalike1-300x169.png 300w, https:\/\/datascientest.com\/wp-content\/uploads\/2023\/06\/lookalike1-768x432.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-cc802ae elementor-align-center button-principale elementor-widget elementor-widget-button\" data-id=\"cc802ae\" 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\">Apprendre \u00e0 cr\u00e9er des audiences lookalike<\/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-0a8edf8 e-flex e-con-boxed e-con\" data-id=\"0a8edf8\" 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-2772cff elementor-widget elementor-widget-heading\" data-id=\"2772cff\" 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\">\u00c0 quoi servent les audiences similaires ?<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-80f66fe elementor-widget elementor-widget-text-editor\" data-id=\"80f66fe\" 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 technique des audiences lookalike est particuli\u00e8rement utile pour<\/span><b> optimiser sa strat\u00e9gie marketing<\/b><span style=\"font-weight: 400;\">, comme les annonces publicitaires (sur Google Ads, Facebook ADs, Twitter\u2026), les campagnes SMS, email, etc. M\u00eame si la plupart du temps, les audiences similaires sont utilis\u00e9es pour la<\/span><b> publicit\u00e9 en ligne<\/b><span style=\"font-weight: 400;\">. L\u2019id\u00e9e est alors d\u2019envoyer des liens sponsoris\u00e9s vers des internautes pr\u00e9sentant le m\u00eame profil que l\u2019audience d\u00e9finie en amont. Les avantages de cette strat\u00e9gie sont multiples.<\/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-c93f998 elementor-widget elementor-widget-heading\" data-id=\"c93f998\" 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\">Acqu\u00e9rir de nouveaux clients<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a0e64fd elementor-widget elementor-widget-text-editor\" data-id=\"a0e64fd\" 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;\">Gr\u00e2ce aux audiences lookalike, il est possible d<\/span><b>\u2019\u00e9largir sa client\u00e8le en diffusant son message aupr\u00e8s d\u2019une nouvelle cible qualifi\u00e9e<\/b><span style=\"font-weight: 400;\">. En effet, malgr\u00e9 des caract\u00e9ristiques communes, les consommateurs n\u2019acc\u00e8dent pas forc\u00e9ment au m\u00eame type de contenu. Gr\u00e2ce \u00e0 la strat\u00e9gie lookalike, l\u2019entreprise se rend visible aupr\u00e8s de prospects qui ne la connaissaient pas auparavant.<\/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-79e92fe elementor-widget elementor-widget-heading\" data-id=\"79e92fe\" 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\">G\u00e9n\u00e9rer du trafic qualifi\u00e9<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9f1fde0 elementor-widget elementor-widget-text-editor\" data-id=\"9f1fde0\" 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;\">En diffusant des annonces publicitaires aupr\u00e8s d\u2019une cible potentiellement int\u00e9ress\u00e9e par leur offre, les marques peuvent g\u00e9n\u00e9rer du trafic plus qualifi\u00e9 sur leur site web.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Et pour cause, l\u2019audience lookalike pr\u00e9sente les m\u00eames caract\u00e9ristiques que les clients existants. Elle est donc<\/span><b> plus susceptible de cliquer sur les liens sponsoris\u00e9s, <\/b><span style=\"font-weight: 400;\">voire m\u00eame d\u2019acheter les produits et\/ou les services de la marque.<\/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-d5a00fe elementor-widget elementor-widget-heading\" data-id=\"d5a00fe\" 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\">Se d\u00e9velopper sur un nouveau march\u00e9<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e12468b elementor-widget elementor-widget-text-editor\" data-id=\"e12468b\" 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 de la technique lookalike est de <\/span><b>se rendre visible aupr\u00e8s d\u2019une audience qui ne conna\u00eet pas encore la marque, <\/b><span style=\"font-weight: 400;\">mais qui peut \u00eatre int\u00e9ress\u00e9e par son offre. Pour les entreprises qui sont d\u00e9j\u00e0 bien install\u00e9es sur un march\u00e9, il n\u2019y a pas forc\u00e9ment de probl\u00e8me de visibilit\u00e9. En revanche, si elles souhaitent se d\u00e9velopper sur un nouveau march\u00e9 (notamment \u00e0 l\u2019\u00e9tranger), il est tout \u00e0 fait possible d\u2019utiliser cette strat\u00e9gie. Dans ce cadre, il s\u2019agira de trouver les points communs entre l&rsquo;audience fran\u00e7aise et \u00e9trang\u00e8re.<\/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-a1cbd3a e-flex e-con-boxed e-con\" data-id=\"a1cbd3a\" 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-6d4fd8e elementor-widget elementor-widget-heading\" data-id=\"6d4fd8e\" 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-91fb5b6 elementor-widget elementor-widget-text-editor\" data-id=\"91fb5b6\" 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;\">La strat\u00e9gie lookalike consiste \u00e0 identifier une audience pr\u00e9sentant des caract\u00e9ristiques similaires aux clients existants.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ce faisant, l\u2019entreprise am\u00e9liore sa visibilit\u00e9 et son taux de conversion.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Mais pour b\u00e9n\u00e9ficier de cet avantage, elle doit surtout bien conna\u00eetre ses clients actuels.<\/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-0ddebf1 elementor-align-center button-principale elementor-widget elementor-widget-button\" data-id=\"0ddebf1\" 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\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-9612437 e-flex e-con-boxed e-con\" data-id=\"9612437\" 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-f730476 elementor-widget elementor-widget-html\" data-id=\"f730476\" 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\": \"Que signifie Lookalike ?\",\r\n    \"acceptedAnswer\": {\r\n      \"@type\": \"Answer\",\r\n      \"text\": \"\\\"Lookalike\\\" peut se traduire en fran\u00e7ais par l\u2019expression sosie. Mais il s\u2019agit surtout d\u2019une ressemblance exacte entre deux personnes : que ce soit en termes d\u2019aspect physique, d\u2019histoire ou de personnalit\u00e9. D\u2019ailleurs, il peut s\u2019agir d\u2019une personne, mais \u00e9galement d\u2019un objet, d\u2019une fonctionnalit\u00e9, d\u2019un fichier informatique, d\u2019une page web\u2026 Cette expression est particuli\u00e8rement utilis\u00e9e dans le domaine du marketing. L\u2019id\u00e9e est alors de cibler des prospects ayant des comportements similaires \u00e0 ceux des clients actuels d'une entreprise. Ce sont les audiences lookalike.\"\r\n    }\r\n  },{\r\n    \"@type\": \"Question\",\r\n    \"name\": \"Comment cr\u00e9er des audiences lookalike ?\",\r\n    \"acceptedAnswer\": {\r\n      \"@type\": \"Answer\",\r\n      \"text\": \"La premi\u00e8re \u00e9tape pour cr\u00e9er des audiences similaires consiste \u00e0 identifier les clients fid\u00e8les et engag\u00e9s. C\u2019est-\u00e0-dire, ceux qui interagissent r\u00e9guli\u00e8rement avec la marque (\u00e0 travers des achats, mais aussi des commentaires sur les r\u00e9seaux sociaux, des recommandations aupr\u00e8s des tiers\u2026). Il ne sert \u00e0 rien d\u2019analyser le comportement de tous les clients, seulement ceux qui restent sur le long terme. L\u2019audience lookalike doit ainsi permettre de trouver son client id\u00e9al (pas seulement celui qui est juste de passage).\"\r\n    }\r\n  },{\r\n    \"@type\": \"Question\",\r\n    \"name\": \"\u00c0 quoi servent les audiences similaires ?\",\r\n    \"acceptedAnswer\": {\r\n      \"@type\": \"Answer\",\r\n      \"text\": \"La technique des audiences lookalike est particuli\u00e8rement utile pour optimiser sa strat\u00e9gie marketing, comme les annonces publicitaires (sur Google Ads, Facebook ADs, Twitter\u2026), les campagnes SMS, email, etc. M\u00eame si la plupart du temps, les audiences similaires sont utilis\u00e9es pour la publicit\u00e9 en ligne. L\u2019id\u00e9e est alors d\u2019envoyer des liens sponsoris\u00e9s vers des internautes pr\u00e9sentant le m\u00eame profil que l\u2019audience d\u00e9finie en amont. Les avantages de cette strat\u00e9gie sont multiples.\"\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>Des personnes pr\u00e9sentant des caract\u00e9ristiques semblables sont plus susceptibles d\u2019adopter le m\u00eame comportement. Partant de ce principe, les organisations d\u00e9finissent des audiences similaires pour mieux cibler leurs prospects. C\u2019est ce qu\u2019on appelle les audiences lookalike. Focus. Que signifie Lookalike ? \u00ab\u00a0Lookalike\u00a0\u00bb peut se traduire en fran\u00e7ais par l\u2019expression sosie. Mais il s\u2019agit surtout d\u2019une ressemblance [&hellip;]<\/p>\n","protected":false},"author":59,"featured_media":204404,"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>Lookalikes : Qu&#039;est-ce que c&#039;est ? Quelle importance en marketing ?<\/title>\n<meta name=\"description\" content=\"Principalement utilis\u00e9es pour les campagnes de marketing publicitaires, les audiences lookalike permettent aux organisations de mieux cibler.\" \/>\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\/lookalike-tout-savoir\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lookalikes : Qu&#039;est-ce que c&#039;est ? Quelle importance en marketing ?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/datascientest.com\/lookalike-tout-savoir\" \/>\n<meta property=\"og:site_name\" content=\"Formation Data Science | DataScientest.com\" \/>\n<meta property=\"article:published_time\" content=\"2023-10-26T05:30:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-11-09T13:37:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/datascientest.com\/wp-content\/uploads\/2023\/06\/lookalike.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=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/datascientest.com\/lookalike-tout-savoir\",\"url\":\"https:\/\/datascientest.com\/lookalike-tout-savoir\",\"name\":\"Lookalikes : Qu'est-ce que c'est ? 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