{"id":282063,"date":"2024-11-07T09:08:41","date_gmt":"2024-11-07T08:08:41","guid":{"rendered":"https:\/\/rtrsports.com\/comment-utiliser-lanalyse-pour-optimiser-les-strategies-de-parrainage\/"},"modified":"2026-10-30T05:33:48","modified_gmt":"2026-10-30T04:33:48","slug":"comment-utiliser-lanalyse-pour-optimiser-les-strategies-de-parrainage","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/comment-utiliser-lanalyse-pour-optimiser-les-strategies-de-parrainage\/","title":{"rendered":"Comment utiliser l&#8217;analyse de donn\u00e9es pour mesurer et optimiser le sponsoring"},"content":{"rendered":"<p>En 2025, le Grand Prix d&#8217;Allemagne de MotoGP, au Sachsenring, a \u00e9t\u00e9 le week-end aux meilleurs chiffres sur les r\u00e9seaux sociaux de la saison : selon l&#8217;analyse de Blinkfire Analytics, ce week-end, domin\u00e9 par Marc M\u00e1rquez avec la pole, le Sprint et la course, a g\u00e9n\u00e9r\u00e9 pr\u00e8s de 20 millions d&#8217;interactions et plus de 381 millions de vues. Quelqu&#8217;un compte donc chaque vue de chaque week-end.<\/p>\n<p>Pour un sponsor, pourtant, ce chiffre n&#8217;est qu&#8217;un d\u00e9but. Savoir combien de personnes ont vu une marque est facile. Savoir qui elles \u00e9taient et ce qu&#8217;elles ont fait ensuite, c&#8217;est le vrai travail de l&#8217;<strong>analyse de donn\u00e9es dans le sponsoring<\/strong>, et c&#8217;est ce qui s\u00e9pare un sponsoring renouvel\u00e9 par habitude d&#8217;un sponsoring renouvel\u00e9 parce qu&#8217;il fonctionne.<\/p>\n<p><strong>En bref<\/strong><\/p>\n<ul>\n<li>Les donn\u00e9es d&#8217;analyse d&#8217;un sponsoring peuvent \u00eatre regroup\u00e9es en cinq domaines : exposition, interaction num\u00e9rique, relations, ventes et perception de la marque.<\/li>\n<li>La valeur m\u00e9dia sert \u00e0 comparer les propositions, mais elle ne mesure pas le retour.<\/li>\n<li>Les indicateurs et le point de d\u00e9part doivent \u00eatre fix\u00e9s avant de signer, pas en fin de saison.<\/li>\n<\/ul>\n<h2>Ce que mesure l&#8217;analyse de donn\u00e9es d&#8217;un sponsoring<\/h2>\n<p>Les donn\u00e9es utiles \u00e0 un sponsor peuvent \u00eatre regroup\u00e9es en cinq familles. Chacune r\u00e9pond \u00e0 une question diff\u00e9rente, et aucune ne suffit seule.<\/p>\n<h3>1. Exposition<\/h3>\n<p>Combien et o\u00f9 la marque a \u00e9t\u00e9 vue : temps d&#8217;antenne pendant les directs, pr\u00e9sences dans les images publi\u00e9es sur les r\u00e9seaux sociaux, citations dans les m\u00e9dias. Les soci\u00e9t\u00e9s sp\u00e9cialis\u00e9es dans l&#8217;\u00e9valuation des sponsorings la mesurent avec des logiciels de reconnaissance automatique des logos, compl\u00e9t\u00e9s par des contr\u00f4les manuels ; les citations se comptent gr\u00e2ce \u00e0 la veille m\u00e9dia.<\/p>\n<h3>2. Interaction num\u00e9rique<\/h3>\n<p>Ce qui se passe sur les canaux du sponsor : visites sur le site, trafic issu des campagnes li\u00e9es \u00e0 la course, interactions sur les r\u00e9seaux sociaux, inscriptions. C&#8217;est le terrain des outils d&#8217;analyse web, comme Google Analytics 4, qui a remplac\u00e9 la version pr\u00e9c\u00e9dente en juillet 2023.<\/p>\n<h3>3. Relations<\/h3>\n<p>Qui a \u00e9t\u00e9 accueilli dans le paddock ou dans les espaces d&#8217;hospitalit\u00e9, ce qui est n\u00e9 de ces rencontres, quelles opportunit\u00e9s commerciales ont \u00e9t\u00e9 ouvertes. Ce sont des donn\u00e9es qui se trouvent dans le CRM, si quelqu&#8217;un les enregistre.<\/p>\n<h3>4. Ventes<\/h3>\n<p>Ce qu&#8217;ont vendu les promotions li\u00e9es au sponsoring : codes de r\u00e9duction, \u00e9ditions sp\u00e9ciales, actions en point de vente. C&#8217;est la mesure la plus directe.<\/p>\n<h3>5. Perception<\/h3>\n<p>Comment \u00e9voluent la notori\u00e9t\u00e9, la consid\u00e9ration et l&#8217;image de la marque aupr\u00e8s du public qui suit le championnat. Elle se mesure avec des enqu\u00eates avant et apr\u00e8s la saison sur des \u00e9chantillons comparables, id\u00e9alement avec un groupe t\u00e9moin qui ne suit pas le championnat.<\/p>\n<h2>Valeur m\u00e9dia et retour, ce n&#8217;est pas la m\u00eame chose<\/h2>\n<p>La valeur m\u00e9dia, c&#8217;est-\u00e0-dire ce que co\u00fbterait l&#8217;achat de la m\u00eame visibilit\u00e9 en publicit\u00e9, est utile pour comparer deux propositions de sponsoring. Mais c&#8217;est une estimation de ce que vaudrait cette visibilit\u00e9 au prix de la publicit\u00e9, pas des revenus obtenus. Un sponsoring peut valoir des millions en visibilit\u00e9 sans d\u00e9clencher une seule vente, si le public n&#8217;est pas le bon ou si personne ne l&#8217;a activ\u00e9.<\/p>\n<p>Le retour se mesure avec des indicateurs commerciaux : chiffre d&#8217;affaires influenc\u00e9, contacts qualifi\u00e9s, contrats sign\u00e9s avec des clients rencontr\u00e9s dans le paddock. D&#8217;apr\u00e8s notre exp\u00e9rience, c&#8217;est pr\u00e9cis\u00e9ment la distinction entre ces deux mesures qui d\u00e9cide si un renouvellement se discute avec des donn\u00e9es ou avec des impressions.<\/p>\n<h2>La m\u00e9thode en cinq \u00e9tapes<\/h2>\n<ol>\n<li><strong>Objectifs.<\/strong> Ce que le sponsoring doit obtenir : notori\u00e9t\u00e9 sur un march\u00e9, contacts commerciaux, ventes, relations clients.<\/li>\n<li><strong>Indicateurs et point de d\u00e9part.<\/strong> Un indicateur pour chaque objectif, mesur\u00e9 avant de commencer. Sans point de d\u00e9part, pas de comparaison.<\/li>\n<li><strong>Collecte pendant la saison.<\/strong> Chaque activation doit laisser une donn\u00e9e : un code, un lien suivi, un contact enregistr\u00e9.<\/li>\n<li><strong>Analyse.<\/strong> \u00c0 mi-saison, pour corriger le cap, et en fin de saison, pour le bilan.<\/li>\n<li><strong>D\u00e9cision.<\/strong> Renouveler, changer de formule, d\u00e9placer le budget vers les activations les plus rentables.<\/li>\n<\/ol>\n<h2>Indicateurs : ce qu&#8217;ils disent et comment les collecter<\/h2>\n<table>\n<thead>\n<tr>\n<th>Indicateur<\/th>\n<th>Ce qu&#8217;il dit<\/th>\n<th>Comment le collecter<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Temps d&#8217;antenne et pr\u00e9sences de la marque<\/td>\n<td>Combien la marque a \u00e9t\u00e9 vue<\/td>\n<td>Suivi des directs et des r\u00e9seaux sociaux avec reconnaissance d&#8217;images<\/td>\n<\/tr>\n<tr>\n<td>Trafic et conversions des campagnes<\/td>\n<td>Quelle part du public est arriv\u00e9e sur les canaux du sponsor<\/td>\n<td>Analyse web et liens suivis<\/td>\n<\/tr>\n<tr>\n<td>Contacts et opportunit\u00e9s issus de l&#8217;hospitalit\u00e9<\/td>\n<td>Combien de relations commerciales sont n\u00e9es<\/td>\n<td>CRM mis \u00e0 jour apr\u00e8s chaque \u00e9v\u00e9nement<\/td>\n<\/tr>\n<tr>\n<td>Ventes promotionnelles<\/td>\n<td>Combien l&#8217;activation a vendu<\/td>\n<td>Codes de r\u00e9duction, \u00e9ditions sp\u00e9ciales, donn\u00e9es des points de vente<\/td>\n<\/tr>\n<tr>\n<td>Notori\u00e9t\u00e9 et consid\u00e9ration<\/td>\n<td>Si la perception de la marque a chang\u00e9<\/td>\n<td>Enqu\u00eates avant et apr\u00e8s la saison<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2>Pour qui un syst\u00e8me complet est n\u00e9cessaire, et pour qui il ne l&#8217;est pas<\/h2>\n<p>Un syst\u00e8me de mesure complet est n\u00e9cessaire \u00e0 ceux qui investissent des sommes importantes et doivent les justifier devant un conseil d&#8217;administration, \u00e0 ceux qui ont plusieurs objectifs \u00e0 la fois et \u00e0 ceux qui veulent d\u00e9cider des renouvellements sur des donn\u00e9es. Pour un sponsoring petit et cibl\u00e9, il en faut beaucoup moins : deux ou trois indicateurs li\u00e9s \u00e0 l&#8217;objectif principal, collect\u00e9s avec soin. Tout mesurer, dans ce cas, co\u00fbte plus que ce que cela apporte.<\/p>\n<p>Enfin, l&#8217;analyse de donn\u00e9es ne sauve pas un sponsoring avec le mauvais public : elle se contente de le mesurer. Le choix du public vient d&#8217;abord, et c&#8217;est le sujet du guide sur le <a href=\"https:\/\/rtrsports.com\/fr\/blog\/limportance-du-ciblage-dans-le-sponsoring-sportif\/\">ciblage dans le sponsoring sportif<\/a> ; celui des contenus pour l&#8217;atteindre se trouve dans le guide sur <a href=\"https:\/\/rtrsports.com\/fr\/blog\/impliquer-le-contenu-public-motorsport\/\">la mani\u00e8re d&#8217;engager le public hypernum\u00e9rique du sport automobile<\/a>.<\/p>\n<h2>Comment nous travaillons la mesure<\/h2>\n<p>Nous d\u00e9finissons les objectifs et les indicateurs avec le sponsor avant la signature, nous organisons la collecte des donn\u00e9es pour chaque activation et nous pr\u00e9parons un bilan \u00e0 mi-saison et en fin de saison. Cela vaut pour le <a href=\"https:\/\/rtrsports.com\/fr\/formule-1-parrainage\/\">sponsoring en Formule 1<\/a>, pour le <a href=\"https:\/\/rtrsports.com\/fr\/parrainages-motogp\/\">sponsoring en MotoGP<\/a> et pour les championnats mineurs. Dans notre mod\u00e8le, la commission est vers\u00e9e par la propri\u00e9t\u00e9 sportive, et non par l&#8217;entreprise qui sponsorise : c&#8217;est cette s\u00e9paration qui nous permet de dire, chiffres \u00e0 l&#8217;appui, quand un renouvellement n&#8217;est pas int\u00e9ressant.<\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Questions fr\u00e9quentes sur l&#039;analyse de donn\u00e9es dans le sponsoring<\/b><\/h2>\r\n        \r\n        <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Qu&#039;est-ce que l&#039;analyse de donn\u00e9es d&#039;un sponsoring ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Ce sont les donn\u00e9es avec lesquelles un sponsor mesure ce que le sponsoring a produit : exposition de la marque, interaction sur les canaux num\u00e9riques, relations commerciales n\u00e9es de l&#8217;hospitalit\u00e9, ventes des promotions li\u00e9es et \u00e9volution de la perception de la marque.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Quels indicateurs utiliser pour mesurer un sponsoring sportif ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Cela d\u00e9pend de l&#8217;objectif : temps d&#8217;antenne et pr\u00e9sences pour l&#8217;exposition, trafic et conversions pour le num\u00e9rique, contacts et opportunit\u00e9s pour l&#8217;hospitalit\u00e9, ventes promotionnelles pour le commercial, enqu\u00eates de notori\u00e9t\u00e9 et de consid\u00e9ration pour la perception.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Quelle diff\u00e9rence entre valeur m\u00e9dia et retour sur investissement ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>La valeur m\u00e9dia estime ce que co\u00fbterait l&#8217;achat de la m\u00eame visibilit\u00e9 en publicit\u00e9 et sert \u00e0 comparer les propositions. Le retour sur investissement mesure les r\u00e9sultats commerciaux obtenus, comme le chiffre d&#8217;affaires influenc\u00e9, les contacts qualifi\u00e9s et les contrats sign\u00e9s.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Quels outils faut-il pour mesurer un sponsoring ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Des outils d&#8217;analyse web comme Google Analytics 4 pour les canaux num\u00e9riques, un CRM pour les relations commerciales, des services de suivi des images pour l&#8217;exposition dans les directs et sur les r\u00e9seaux sociaux, des enqu\u00eates pour la perception et les donn\u00e9es de vente des promotions.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Quand faut-il fixer les indicateurs d&#039;un sponsoring ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Avant de signer, en m\u00eame temps que les objectifs, en mesurant tout de suite le point de d\u00e9part. Les fixer en fin de saison rend impossible une comparaison s\u00e9rieuse et conduit \u00e0 choisir les indicateurs qui donnent le meilleur r\u00e9sultat.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Un petit sponsoring a-t-il aussi besoin d&#039;un syst\u00e8me de mesure ?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Oui, mais proportionn\u00e9 : deux ou trois indicateurs li\u00e9s \u00e0 l&#8217;objectif principal, collect\u00e9s avec soin, suffisent pour d\u00e9cider de renouveler. Un syst\u00e8me complet est n\u00e9cessaire quand l&#8217;investissement est important ou que les objectifs sont multiples.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>L&#8217;utilisation des donn\u00e9es pour optimiser les strat\u00e9gies de parrainage est devenue un \u00e9l\u00e9ment indispensable dans le monde du marketing moderne<\/p>\n","protected":false},"author":17,"featured_media":277288,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20131,20130],"tags":[],"class_list":["post-282063","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportif-fr","category-parrainage-sportif"],"acf":[],"contentshake_article_id":"","semrush_tags":{},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Analyse de donn\u00e9es dans le sponsoring : quoi mesurer<\/title>\n<meta name=\"description\" content=\"Analyse de donn\u00e9es dans le sponsoring : les cinq domaines \u00e0 mesurer, la diff\u00e9rence entre valeur m\u00e9dia et retour, une m\u00e9thode en cinq \u00e9tapes.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/fr\/blog\/comment-utiliser-lanalyse-pour-optimiser-les-strategies-de-parrainage\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment utiliser l&#039;analyse de donn\u00e9es pour mesurer et optimiser le sponsoring\" \/>\n<meta property=\"og:description\" content=\"Analyse de donn\u00e9es dans le sponsoring : les cinq domaines \u00e0 mesurer, la 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