{"id":6699,"date":"2024-04-01T08:35:03","date_gmt":"2024-04-01T06:35:03","guid":{"rendered":"http:\/\/nextbrain.ai\/?p=6699"},"modified":"2024-04-01T08:35:04","modified_gmt":"2024-04-01T06:35:04","slug":"marketing-mix-modeling-for-baseline-sales","status":"publish","type":"post","link":"https:\/\/nextbrain.ai\/fr\/blog\/marketing-mix-modeling-for-baseline-sales","title":{"rendered":"Comment utiliser le Marketing Mix Modeling pour pr\u00e9voir efficacement les ventes de base"},"content":{"rendered":"
\n\t\t\t\t
\n\t\t\t\t\t
\n\t\t
\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Dans le domaine dynamique du marketing, d\u00e9couvrez le potentiel de votre marque ventes de r\u00e9f\u00e9rence<\/strong> est similaire \u00e0 la recherche d'une carte au tr\u00e9sor. C'est la cl\u00e9 pour comprendre l'essence de vos ventes\u2014le niveau fondamental de la demande pour votre produit ou service lorsque tous les efforts marketing sont suspendus.<\/p>

Cette connaissance est centrale \u00e0 Mod\u00e9lisation du Mix Marketing (MMM)<\/strong>, une approche strat\u00e9gique qui permet aux marques de r\u00e9partir leur budget marketing de mani\u00e8re efficace, am\u00e9liorant ainsi l'impact global.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\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>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Pourquoi comprendre les ventes de r\u00e9f\u00e9rence est crucial pour le marketing strat\u00e9gique<\/h3>

Consid\u00e9rez un sc\u00e9nario o\u00f9 toutes vos initiatives marketing sont soudainement arr\u00eat\u00e9es. Quel impact cela a-t-il sur vos ventes ? Cette question est essentielle, en particulier lorsqu'on utilise le marketing mix modeling. MMM agit comme une boussole, vous guidant sur la fa\u00e7on dont chaque canal marketing contribue \u00e0 vos revenus et indiquant o\u00f9 investir pour des retours optimaux.<\/p>

Cependant, il est important de noter que les ventes se produisent naturellement, sans aucun stimulus marketing. Ces ventes repr\u00e9sentent le niveau de ventes “v\u00e9ritablement organiques” de votre marque\u2014votre r\u00e9f\u00e9rence. Reconna\u00eetre cette r\u00e9f\u00e9rence est crucial car cela \u00e9claire l'efficacit\u00e9 de vos strat\u00e9gies marketing, mettant en \u00e9vidence la valeur incr\u00e9mentale qu'elles ajoutent \u00e0 la demande inh\u00e9rente pour votre produit ou service.<\/p>\t\t\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

\n\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\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\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Simplifier les ventes de r\u00e9f\u00e9rence avec des exemples pertinents<\/h3>

Pour d\u00e9mystifier le concept, consid\u00e9rons un sc\u00e9nario quotidien. Supposons qu'il y ait une vente \u00e0 venir sur votre marque de th\u00e9 pr\u00e9f\u00e9r\u00e9e. Il est probable que vous reportiez votre achat jusqu'\u00e0 la vente, un comportement bien compris dans l'industrie des biens de consommation emball\u00e9s (CPG). Les tendances de vente d\u00e9clinent g\u00e9n\u00e9ralement avant une promotion, augmentent pendant celle-ci, puis retombent ensuite. Identifier ces mod\u00e8les est essentiel pour pr\u00e9voir avec pr\u00e9cision la demande, soulignant l'importance de distinguer les v\u00e9ritables ventes de r\u00e9f\u00e9rence des pics promotionnels.<\/p>

D\u00e9mystifier le marketing mix modeling avec des insights pratiques<\/h3>

Le marketing mix modeling postule que les investissements dans divers canaux influencent des r\u00e9sultats tels que les ventes, les installations d'applications ou l'engagement des utilisateurs. Pourtant, m\u00eame sans marketing actif, ces m\u00e9triques ne chutent pas \u00e0 z\u00e9ro en raison des activit\u00e9s en cours, y compris les effets de report \u00e0 court terme captur\u00e9s dans le MMM. Apr\u00e8s que ces effets se dissipent, un niveau d'activit\u00e9 demeure, qui peut \u00eatre attribu\u00e9 \u00e0 l'\u00e9quit\u00e9 de la marque, \u00e0 la part de march\u00e9 ou \u00e0 la fid\u00e9lit\u00e9 des consommateurs. Par exemple, une marque de th\u00e9 appr\u00e9ci\u00e9e peut continuer \u00e0 voir ses ventes en raison de sa forte pr\u00e9sence de marque ou simplement parce que les consommateurs la pr\u00e9f\u00e8rent, ind\u00e9pendamment des efforts de marketing.<\/p>

Le d\u00e9fi d'estimer avec pr\u00e9cision les ventes de base<\/h3>

Identifier le vrai chiffre des ventes de base pr\u00e9sente des d\u00e9fis. De nombreux mod\u00e8les de marketing simplifient \u00e0 l'exc\u00e8s en consid\u00e9rant les ventes de base comme une constante, ne parvenant pas \u00e0 capturer la r\u00e9alit\u00e9 nuanc\u00e9e. Certains sugg\u00e8rent d'arr\u00eater compl\u00e8tement le marketing comme exp\u00e9rience, mais cette approche risque de faire perdre des ventes et ne refl\u00e8te pas avec pr\u00e9cision les ventes de base au fil du temps.<\/p>

Notre solution consiste \u00e0 utiliser un mod\u00e8le d'\u00e9tat lin\u00e9aire g\u00e9n\u00e9ral avec un intercept pour pr\u00e9voir la base dans le MMM. Bien que cela puisse sembler intimidant, c'est une approche pratique pour les syst\u00e8mes dynamiques o\u00f9 de nombreux facteurs interagissent pour produire des r\u00e9sultats observables.<\/p>

Dans nos mod\u00e8les, nous incorporons des \u00e9l\u00e9ments tels que les d\u00e9penses marketing, la saisonnalit\u00e9 et les interactions entre canaux. Cela permet \u00e0 l'intercept du mod\u00e8le de capturer avec pr\u00e9cision l'effet v\u00e9ritable de la base sur le r\u00e9sultat cibl\u00e9.<\/p>

D\u00e9couvrez l'impact de vos canaux marketing<\/h3>

\u00cates-vous pr\u00eat \u00e0 d\u00e9couvrir l'influence de vos efforts marketing sur les ventes et \u00e0 anticiper les r\u00e9sultats des strat\u00e9gies futures ? R\u00e9servez une d\u00e9mo avec nous<\/strong><\/a>, et nous vous fournirons des informations exploitables \u00e0 partir de vos donn\u00e9es.<\/p>\t\t\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

\n\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\"R\u00e9servez\t\t\t\t\t\t\t\t<\/a>\n\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\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

In the dynamic field of marketing, uncovering your brand’s baseline sales is akin to finding a treasure map. It’s the key to understanding the essence […]<\/p>\n","protected":false},"author":1,"featured_media":6700,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[70],"tags":[274,273,271],"class_list":["post-6699","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-baseline-sales-2","tag-forecasting-demand","tag-marketing-mix-modeling"],"yoast_head":"\nHow to Use Marketing Mix Modeling to Forecast Baseline Sales Effectively - NextBrain AI | No-Code Machine Learning<\/title>\n<meta name=\"description\" content=\"Discover the power of Marketing Mix Modeling to uncover your brand's baseline sales, the foundation of demand without marketing efforts.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/nextbrain.ai\/fr\/blog\/marketing-mix-modeling-for-baseline-sales\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Use Marketing Mix Modeling to Forecast Baseline Sales Effectively - NextBrain AI | No-Code Machine Learning\" \/>\n<meta property=\"og:description\" content=\"Discover the power of Marketing Mix Modeling to uncover your brand's baseline sales, the foundation of demand without marketing efforts.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/nextbrain.ai\/fr\/blog\/marketing-mix-modeling-for-baseline-sales\" \/>\n<meta property=\"og:site_name\" content=\"NextBrain AI | No-Code Machine Learning\" \/>\n<meta property=\"article:published_time\" content=\"2024-04-01T06:35:03+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-04-01T06:35:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/nextbrain.ai\/wp-content\/uploads\/2024\/03\/Baseline-Sales.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1080\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"admin1061\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@nextbrain_ai\" \/>\n<meta name=\"twitter:site\" content=\"@nextbrain_ai\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin1061\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Comment utiliser le Marketing Mix Modeling pour pr\u00e9voir efficacement les ventes de base - NextBrain AI | No-Code Machine Learning","description":"D\u00e9couvrez la puissance du Marketing Mix Modeling pour r\u00e9v\u00e9ler les ventes de base de votre marque, la fondation de la demande sans efforts marketing.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/nextbrain.ai\/fr\/blog\/marketing-mix-modeling-for-baseline-sales","og_locale":"fr_FR","og_type":"article","og_title":"How to Use Marketing Mix Modeling to Forecast Baseline Sales Effectively - NextBrain AI | No-Code Machine Learning","og_description":"Discover the power of Marketing Mix Modeling to uncover your brand's baseline sales, the foundation of demand without marketing efforts.","og_url":"https:\/\/nextbrain.ai\/fr\/blog\/marketing-mix-modeling-for-baseline-sales","og_site_name":"NextBrain AI | No-Code Machine Learning","article_published_time":"2024-04-01T06:35:03+00:00","article_modified_time":"2024-04-01T06:35:04+00:00","og_image":[{"width":1080,"height":1080,"url":"https:\/\/nextbrain.ai\/wp-content\/uploads\/2024\/03\/Baseline-Sales.png","type":"image\/png"}],"author":"admin1061","twitter_card":"summary_large_image","twitter_creator":"@nextbrain_ai","twitter_site":"@nextbrain_ai","twitter_misc":{"\u00c9crit par":"admin1061","Dur\u00e9e de lecture estim\u00e9e":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/nextbrain.ai\/blog\/marketing-mix-modeling-for-baseline-sales#article","isPartOf":{"@id":"https:\/\/nextbrain.ai\/blog\/marketing-mix-modeling-for-baseline-sales"},"author":{"name":"admin1061","@id":"https:\/\/nextbrain.ai\/#\/schema\/person\/664f8de536c1bdc2b939139c7ddac060"},"headline":"How to Use Marketing Mix Modeling to Forecast Baseline Sales Effectively","datePublished":"2024-04-01T06:35:03+00:00","dateModified":"2024-04-01T06:35:04+00:00","mainEntityOfPage":{"@id":"https:\/\/nextbrain.ai\/blog\/marketing-mix-modeling-for-baseline-sales"},"wordCount":543,"commentCount":0,"publisher":{"@id":"https:\/\/nextbrain.ai\/#organization"},"image":{"@id":"https:\/\/nextbrain.ai\/blog\/marketing-mix-modeling-for-baseline-sales#primaryimage"},"thumbnailUrl":"https:\/\/nextbrain.ai\/wp-content\/uploads\/2024\/03\/Baseline-Sales.png","keywords":["baseline sales","forecasting demand","Marketing Mix Modeling"],"articleSection":["blog"],"inLanguage":"fr-FR","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/nextbrain.ai\/blog\/marketing-mix-modeling-for-baseline-sales#respond"]}]},{"@type":"WebPage","@id":"https:\/\/nextbrain.ai\/blog\/marketing-mix-modeling-for-baseline-sales","url":"https:\/\/nextbrain.ai\/blog\/marketing-mix-modeling-for-baseline-sales","name":"Comment utiliser le Marketing Mix Modeling pour pr\u00e9voir efficacement les ventes de base - NextBrain AI | No-Code Machine Learning","isPartOf":{"@id":"https:\/\/nextbrain.ai\/#website"},"primaryImageOfPage":{"@id":"https:\/\/nextbrain.ai\/blog\/marketing-mix-modeling-for-baseline-sales#primaryimage"},"image":{"@id":"https:\/\/nextbrain.ai\/blog\/marketing-mix-modeling-for-baseline-sales#primaryimage"},"thumbnailUrl":"https:\/\/nextbrain.ai\/wp-content\/uploads\/2024\/03\/Baseline-Sales.png","datePublished":"2024-04-01T06:35:03+00:00","dateModified":"2024-04-01T06:35:04+00:00","description":"D\u00e9couvrez la puissance du Marketing Mix Modeling pour r\u00e9v\u00e9ler les ventes de base de votre marque, la fondation de la demande sans efforts marketing.","breadcrumb":{"@id":"https:\/\/nextbrain.ai\/blog\/marketing-mix-modeling-for-baseline-sales#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/nextbrain.ai\/blog\/marketing-mix-modeling-for-baseline-sales"]}]},{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/nextbrain.ai\/blog\/marketing-mix-modeling-for-baseline-sales#primaryimage","url":"https:\/\/nextbrain.ai\/wp-content\/uploads\/2024\/03\/Baseline-Sales.png","contentUrl":"https:\/\/nextbrain.ai\/wp-content\/uploads\/2024\/03\/Baseline-Sales.png","width":1080,"height":1080},{"@type":"BreadcrumbList","@id":"https:\/\/nextbrain.ai\/blog\/marketing-mix-modeling-for-baseline-sales#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/nextbrain.ai\/"},{"@type":"ListItem","position":2,"name":"How to Use Marketing Mix Modeling to Forecast Baseline Sales Effectively"}]},{"@type":"WebSite","@id":"https:\/\/nextbrain.ai\/#website","url":"https:\/\/nextbrain.ai\/","name":"NextBrain AI | Machine Learning sans code","description":"Upgrade your decision-making","publisher":{"@id":"https:\/\/nextbrain.ai\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/nextbrain.ai\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-FR"},{"@type":"Organization","@id":"https:\/\/nextbrain.ai\/#organization","name":"NextBrain.ai","url":"https:\/\/nextbrain.ai\/","logo":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/nextbrain.ai\/#\/schema\/logo\/image\/","url":"http:\/\/nextbrain.ai\/wp-content\/uploads\/2022\/01\/logoNext.png","contentUrl":"http:\/\/nextbrain.ai\/wp-content\/uploads\/2022\/01\/logoNext.png","width":270,"height":96,"caption":"NextBrain.ai"},"image":{"@id":"https:\/\/nextbrain.ai\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/nextbrain_ai","https:\/\/www.linkedin.com\/company\/nextbrain-ai\/","https:\/\/www.youtube.com\/channel\/UCpRhfXZE3YEdfgp2K0U9kxQ","https:\/\/github.com\/NextBrain-ai"]},{"@type":"Person","@id":"https:\/\/nextbrain.ai\/#\/schema\/person\/664f8de536c1bdc2b939139c7ddac060","name":"admin1061","image":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/nextbrain.ai\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/56db6a17980685fa0a8ed3f9e359af33?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/56db6a17980685fa0a8ed3f9e359af33?s=96&d=mm&r=g","caption":"admin1061"},"sameAs":["http:\/\/nextbrain.ai\/"]}]}},"_links":{"self":[{"href":"https:\/\/nextbrain.ai\/fr\/wp-json\/wp\/v2\/posts\/6699"}],"collection":[{"href":"https:\/\/nextbrain.ai\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/nextbrain.ai\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/nextbrain.ai\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/nextbrain.ai\/fr\/wp-json\/wp\/v2\/comments?post=6699"}],"version-history":[{"count":4,"href":"https:\/\/nextbrain.ai\/fr\/wp-json\/wp\/v2\/posts\/6699\/revisions"}],"predecessor-version":[{"id":6705,"href":"https:\/\/nextbrain.ai\/fr\/wp-json\/wp\/v2\/posts\/6699\/revisions\/6705"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/nextbrain.ai\/fr\/wp-json\/wp\/v2\/media\/6700"}],"wp:attachment":[{"href":"https:\/\/nextbrain.ai\/fr\/wp-json\/wp\/v2\/media?parent=6699"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/nextbrain.ai\/fr\/wp-json\/wp\/v2\/categories?post=6699"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/nextbrain.ai\/fr\/wp-json\/wp\/v2\/tags?post=6699"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}