{"id":116718,"date":"2024-12-02T13:28:21","date_gmt":"2024-12-02T18:28:21","guid":{"rendered":"https:\/\/www.dacgroup.com\/?page_id=116718"},"modified":"2026-09-03T15:50:16","modified_gmt":"2026-09-03T20:50:16","slug":"blog","status":"publish","type":"page","link":"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/","title":{"rendered":"Blog"},"content":{"rendered":"\n<style>\n    :root {\n        \n                    --regular-image-url: url('https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/Insights-header-hero.png');\n        \n            }\n<\/style>\n\n\n<header id=\"blog-hero-internal\" data-role=\"blog-hero-block\">\n    <div class=\"blog-hero-breadcrumb container max-1448\">\n        <a href=\"https:\/\/www.dacgroup.com\/fr-ca\/\">DAC<\/a><img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/themes\/dac\/img\/chevron-right-white.svg\" alt=\"\" aria-hidden=\"true\"><a href=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/\">Perspectives<\/a>    <\/div>\n    <div class=\"text-content\">\n\n            <h1 class=\"title\">\n            Le blog de DAC        <\/h1>\n        \n                    <div class=\"description-container\">\n                <p class=\"description\">\n                    Restez inform\u00e9 gr\u00e2ce \u00e0 des informations exploitables, des strat\u00e9gies d&#8217;experts et des id\u00e9es novatrices pour assurer le succ\u00e8s de votre marketing.                <\/p>\n            <\/div>\n        \n    <\/div>\n<\/header>\n\n\n<script>\n    window.see_all_label = 'SEE ALL';\n    window.encodedPosts = [{\"id\":163586,\"title\":\"Ce que les sp\u00e9cialistes du marketing comprennent mal \u00e0 propos de la fr\u00e9quence publicitaire\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/analytics\\\/ce-que-les-specialistes-du-marketing-comprennent-mal-sur-la-frequence-publicitaire\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Proove 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probl\u00e8mes de donn\u00e9es clients : \u00a0pr\u00e9parez d\u2019abord votre CRM\u00a0\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/analytics\\\/ia-ne-reglera-pas-mauvaises-donnees-clients-preparation-crm\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Proove Analytics\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/analytics\\\/\"}],\"related_info\":{\"author\":\"Ruchika Dhunna\",\"publishedDate\":\"22 juin 2026\",\"read_time\":\"12 min\",\"difficulty\":\"Intermediate\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/AI-wont-fix-bad-customer-data-Blog1-875x438-1.jpg\"},{\"id\":162268,\"title\":\"Ce que les CMO doivent exiger d\u2019un partenaire m\u00e9dia aujourd\u2019hui\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/strategy\\\/ce-que-les-cmo-doivent-exiger-dun-partenaire-media-aujourdhui\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Strat\u00e9gie\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/strategy\\\/\"}],\"related_info\":{\"author\":\"Nasser Sahlool\",\"publishedDate\":\"04 juin 2026\",\"read_time\":\"12 min\",\"difficulty\":\"Intermediate\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/What-Should-CMOs-Demand-From-Their-Media-Partner-Blog1-875x438-1.jpg\"},{\"id\":162291,\"title\":\"Google Marketing Live 2026 : 4 points cl\u00e9s\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/paid-media\\\/google-marketing-live-2026-points-cles\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"M\u00e9dias Payants\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/paid-media\\\/\"}],\"related_info\":{\"author\":\"Victoria Khinevich\",\"publishedDate\":\"28 mai 2026\",\"read_time\":\"8 min\",\"difficulty\":\"Beginner\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/05\\\/GML-Blog1-875x438-1.jpg\"},{\"id\":161557,\"title\":\"Le virage YouTube que les marques ne peuvent plus ignorer\u00a0\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/search-optimization\\\/virage-contenu-youtube-marques-ne-peuvent-ignorer\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Optimisation de la Recherche\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/search-optimization\\\/\"}],\"related_info\":{\"author\":\"Vincent DeLuca\",\"publishedDate\":\"06 mai 2026\",\"read_time\":\"14 min\",\"difficulty\":\"Intermediate\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/05\\\/Youtube-Content-Shift-Brands-Cant-Ignore-875x438-Blog1.jpg\"},{\"id\":161262,\"title\":\"L\u2019IA agentique\u00a0bouleverse la recherche.\u00a0Les m\u00e9dias payants\u00a0n\u2019y \u00e9chapperont pas.\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/paid-media\\\/lia-agentique-sattaque-a-la-recherche-les-medias-payants-seront-les-prochains\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"M\u00e9dias Payants\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/paid-media\\\/\"}],\"related_info\":{\"author\":\"Jenna Watson\",\"publishedDate\":\"15 avril 2026\",\"read_time\":\"15 min\",\"difficulty\":\"Intermediate\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/Agentic-AI-Impact-on-Search-and-Media-875x438-Blog1.jpg\"},{\"id\":160929,\"title\":\"Coupe du Monde de la FIFA 2026 : un moment fort pour cr\u00e9er des liens avec son audience de marque\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/paid-media\\\/comment-la-coupe-du-monde-de-la-fifa-peut-aider-les-marques-a-creer-des-liens-significatifs\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"M\u00e9dias Payants\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/paid-media\\\/\"}],\"related_info\":{\"author\":\"Victoria Khinevich\",\"publishedDate\":\"02 avril 2026\",\"read_time\":\"7 min\",\"difficulty\":\"Beginner\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/2026-FIFA-World-Cup-875x438-Blog1.jpg\"}];\n    window.cta_label = 'En savoir plus'\n<\/script>\n\n<section id=\"hub-filter\" x-data=\"contentFilter\" data-language=\"fr-ca\" data-role=\"hubspot-filter\"\n    data-selected-filter=\"all\"  class=\"d-flex flex-column align-items-center\">\n\n    \n        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                   <\/a>\n\n                    <div class=\"post-related-tags\">\n\n                                                    <div class=\"post-date\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                02 octobre 2026                            <\/div>\n                        \n                                                    <div class=\"post-author\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"white\" \/>\n                                        <path\n                                            d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\"\n                                            stroke=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                Ahmed Aden                            <\/div>\n                        \n                        \n                        \n                    <\/div>\n\n                    <div class=\"main-post-text-content\">\n                                                 <p>\n                            La campagne a \u00e9t\u00e9 diffus\u00e9e. Les demandes ont commenc\u00e9 \u00e0 affluer. Les ventes n\u2019ont pas atteint la cible. Qu\u2019est-ce qui s\u2019est pass\u00e9? Pour les chefs du marketing qui supervisent des r\u00e9seaux de franchises, de concessionnaires ou de distributeurs, la r\u00e9ponse peut vite se compliquer. Le marketing a peut-\u00eatre r\u00e9ussi \u00e0 susciter la demande, mais les clients potentiels se sont ensuite heurt\u00e9s \u00e0 une disponibilit\u00e9 limit\u00e9e, \u00e0 un suivi tardif ou \u00e0 d\u2019autres obstacles sur le terrain. \u00c0 l\u2019inverse, les ventes peuvent \u00eatre bonnes dans un march\u00e9 pour des raisons qui n\u2019ont rien \u00e0 voir avec la campagne. La question la plus utile n\u2019est donc pas simplement de savoir si le marketing a fonctionn\u00e9. Il faut plut\u00f4t comprendre \u00e0 quel moment l\u2019occasion s\u2019est transform\u00e9e en valeur, et \u00e0 quel moment elle s\u2019est perdue. En reliant les investissements nationaux \u00e0 ce qui se passe localement, les \u00e9quipes marketing peuvent mieux r\u00e9pondre \u00e0 cette question et prendre des d\u00e9cisions plus \u00e9clair\u00e9es sur la strat\u00e9gie, les m\u00e9dias et la r\u00e9partition du budget. Pourquoi le marketing national compte toujours et quelle place accorder \u00e0 l\u2019adaptation locale National ou local? Pour une marque qui compte plusieurs points de vente, ce n\u2019est pas le bon dilemme. Certaines d\u00e9cisions se prennent mieux \u00e0 l\u2019\u00e9chelle nationale, d\u2019autres au niveau local. Le mod\u00e8le le plus efficace repose g\u00e9n\u00e9ralement sur une strat\u00e9gie centralis\u00e9e qui donne une direction commune au r\u00e9seau, tout en laissant une marge de man\u0153uvre encadr\u00e9e selon les occasions propres \u00e0 chaque march\u00e9. Le marketing national apporte une port\u00e9e, une coh\u00e9rence et des apprentissages communs que chaque \u00e9tablissement aurait du mal \u00e0 obtenir seul. La strat\u00e9gie d\u2019affaires et de marketing, les publics prioritaires, les concepts de campagne, la mesure, la technologie et la gestion des m\u00e9dias gagnent tous \u00e0 reposer sur des bases communes. La centralisation permet aussi de partager les cr\u00e9ations, les donn\u00e9es, l\u2019expertise sp\u00e9cialis\u00e9e et les le\u00e7ons tir\u00e9es des campagnes dans l\u2019ensemble du r\u00e9seau, tout en profitant d\u2019\u00e9conomies d\u2019achat auxquelles les \u00e9tablissements n\u2019auraient pas acc\u00e8s individuellement. Cela dit, une approche qui fonctionne \u00e0 l\u2019\u00e9chelle nationale ne donnera pas n\u00e9cessairement les m\u00eames r\u00e9sultats d\u2019un march\u00e9 \u00e0 l\u2019autre. La demande, la concurrence, les co\u00fbts m\u00e9dia, le comportement des clients et la capacit\u00e9 op\u00e9rationnelle peuvent varier consid\u00e9rablement d\u2019un \u00e9tablissement \u00e0 l\u2019autre. Selon la situation, la marque pourrait devoir adapter : les investissements et la combinaison de m\u00e9dias, notamment la r\u00e9partition du budget, l\u2019intensit\u00e9 des campagnes et le choix des canaux le ciblage et les publics, notamment les limites g\u00e9ographiques et les priorit\u00e9s d\u2019audience les messages et le calendrier, notamment les offres promotionnelles, les appels \u00e0 l\u2019action et les r\u00e9ponses aux \u00e9v\u00e9nements locaux ou aux initiatives de la concurrence les investissements en fonction de la capacit\u00e9 op\u00e9rationnelle, pour \u00e9viter de g\u00e9n\u00e9rer une demande qu\u2019un \u00e9tablissement ne pourrait pas servir Une nuance s\u2019impose : adapter l\u2019approche localement ne veut pas dire laisser chaque \u00e9tablissement \u00e9laborer sa propre strat\u00e9gie en vase clos. La souplesse locale doit s\u2019inscrire dans un cadre convenu, avec des r\u00e8gles de d\u00e9cision et des donn\u00e9es communes pour d\u00e9terminer quand et comment ajuster l\u2019ex\u00e9cution. Un cadre national coh\u00e9rent peut \u2014 et devrait \u2014 mener \u00e0 des d\u00e9cisions diff\u00e9rentes d\u2019un march\u00e9 \u00e0 l\u2019autre lorsque les occasions le justifient. Comment relier les investissements marketing nationaux aux r\u00e9sultats locaux C\u2019est l\u00e0 que l\u2019analyse du seul d\u00e9but et de la fin du parcours client peut induire en erreur. Quand les ventes sont inf\u00e9rieures aux attentes, les r\u00e9sultats m\u00e9dia et les revenus finaux indiquent ce qui s\u2019est pass\u00e9 \u00e0 deux moments du parcours, mais pas n\u00e9cessairement ce qui s\u2019est produit entre les deux. Pour une marque qui compte plusieurs \u00e9tablissements, le parcours pourrait ressembler \u00e0 ceci : Investissement m\u00e9dia \u2192 demande et engagement \u2192 prospect ou demande de renseignements \u2192 capacit\u00e9 disponible \u2192 r\u00e9servation ou rendez-vous \u2192 vente \u2192 revenus Le marketing national cr\u00e9e ou capte une occasion, mais le r\u00e9seau local doit ensuite pouvoir y r\u00e9pondre et la concr\u00e9tiser. Pour comprendre les r\u00e9sultats, il faut relier les donn\u00e9es de tout le parcours plut\u00f4t que de juger le succ\u00e8s uniquement \u00e0 partir de ce qui s\u2019est pass\u00e9 au d\u00e9but ou \u00e0 la fin. Le marketing a-t-il g\u00e9n\u00e9r\u00e9 une demande qualifi\u00e9e? Commen\u00e7ons par le marketing. O\u00f9 les investissements ont-ils \u00e9t\u00e9 d\u00e9ploy\u00e9s? Quels \u00e9tablissements et quels territoires de desserte ont \u00e9t\u00e9 expos\u00e9s? Et surtout, ces investissements ont-ils suscit\u00e9 une demande r\u00e9elle? Une hausse des recherches li\u00e9es \u00e0 la marque, du trafic sur le site, des appels, des visites en magasin ou des demandes de renseignements peut indiquer que le marketing fait son travail. Le volume ne dit toutefois pas tout. Il faut aussi d\u00e9terminer si la demande est r\u00e9ellement attribuable aux efforts d\u00e9ploy\u00e9s et si l\u2019int\u00e9r\u00eat accru s\u2019est traduit par des prospects s\u00e9rieux qu\u2019on peut joindre. La qualit\u00e9 des prospects peut \u00e9galement varier beaucoup selon le march\u00e9, le canal ou la campagne. L\u2019int\u00e9r\u00eat accru a men\u00e9 \u00e0 des prospects s\u00e9rieux qu\u2019on peut joindre. Le r\u00e9seau local pouvait-il r\u00e9pondre \u00e0 cette demande? La demande ne cr\u00e9e de valeur que si l\u2019entreprise est en mesure d\u2019y r\u00e9pondre. Les rendez-vous, les produits, le personnel et les services \u00e9taient-ils vraiment disponibles? En combien de temps les clients pouvaient-ils r\u00e9server ou obtenir une r\u00e9ponse? C\u2019est ici qu\u2019une campagne qui semble r\u00e9ussir du point de vue m\u00e9dia peut se heurter \u00e0 des difficult\u00e9s. Le marketing suscite peut-\u00eatre beaucoup d\u2019int\u00e9r\u00eat, mais si les clients doivent attendre longtemps, si les stocks sont limit\u00e9s ou si le suivi tarde, cette demande pourrait ne jamais se traduire en revenus. La capacit\u00e9 op\u00e9rationnelle doit donc faire partie de l\u2019analyse des r\u00e9sultats. Rep\u00e9rer les \u00e9tablissements o\u00f9 la demande d\u00e9passe l\u2019offre aide la marque \u00e0 \u00e9viter d\u2019accro\u00eetre ses investissements dans des march\u00e9s o\u00f9 la publicit\u00e9 suppl\u00e9mentaire risque peu de g\u00e9n\u00e9rer des revenus additionnels. Cette occasion s\u2019est-elle traduite en revenus? Enfin, qu\u2019est-il advenu des occasions auxquelles l\u2019entreprise pouvait r\u00e9pondre? \u00c0 quelle vitesse les demandes de renseignements ont-elles \u00e9t\u00e9 prises en charge? Quelle proportion s\u2019est transform\u00e9e en rendez-vous, en visites ou en r\u00e9servations, puis en ventes? La comparaison des taux de conversion entre \u00e9tablissements peut r\u00e9v\u00e9ler o\u00f9 des occasions de valeur se perdent. Des revenus d\u00e9cevants ne signifient pas automatiquement que la campagne a \u00e9chou\u00e9. Le marketing a peut-\u00eatre g\u00e9n\u00e9r\u00e9 une demande int\u00e9ressante que le manque de capacit\u00e9, une faible disponibilit\u00e9 ou un suivi insuffisant a emp\u00each\u00e9 de concr\u00e9tiser. \u00c0 l\u2019inverse, de bonnes ventes locales ne prouvent pas que le marketing en est la cause : la demande existante, la saisonnalit\u00e9, la maturit\u00e9 de l\u2019\u00e9tablissement, les activit\u00e9s de la concurrence et d\u2019autres facteurs d\u2019affaires peuvent aussi jouer un r\u00f4le. L\u2019objectif n\u2019est pas d\u2019exempter le marketing de ses responsabilit\u00e9s ni de rejeter le bl\u00e2me sur les \u00e9quipes locales. Il s\u2019agit de trouver pr\u00e9cis\u00e9ment o\u00f9 la valeur potentielle a \u00e9t\u00e9 cr\u00e9\u00e9e, r\u00e9duite ou perdue afin que l\u2019entreprise puisse s\u2019attaquer au bon probl\u00e8me. B\u00e2tir un cadre de mesure fiable pour tous les \u00e9tablissements Relier les activit\u00e9s marketing aux r\u00e9sultats locaux n\u2019est possible que si tous les \u00e9tablissements sont mesur\u00e9s de la m\u00eame fa\u00e7on. Si l\u2019un parle de prospects et l\u2019autre de demandes de renseignements pour d\u00e9signer la m\u00eame interaction, les comparaisons perdent vite leur fiabilit\u00e9. Les \u00e9carts de r\u00e9sultats observ\u00e9s peuvent d\u00e9couler de d\u00e9finitions, de m\u00e9thodes de collecte, de r\u00e8gles d\u2019attribution ou de pratiques de rapport diff\u00e9rentes, plut\u00f4t que de v\u00e9ritables diff\u00e9rences entre les march\u00e9s. 1. Uniformiser les bases Il faut d\u2019abord \u00e9tablir une strat\u00e9gie globale pour tous les \u00e9tablissements et s\u2019entendre sur les limites g\u00e9ographiques ou les territoires de desserte. La marque doit aussi adopter des d\u00e9finitions communes pour les prospects, les demandes de renseignements, les r\u00e9servations, les rendez-vous, les ventes et les revenus, ainsi qu\u2019une nomenclature de campagne, des p\u00e9riodes de rapport, des fen\u00eatres d\u2019attribution et des r\u00e8gles uniformes pour traiter les doublons, les annulations, les clients r\u00e9currents et les donn\u00e9es manquantes. Ce n\u2019est peut-\u00eatre pas l\u2019aspect le plus passionnant d\u2019une strat\u00e9gie de mesure, mais ces normes sont essentielles. Elles cr\u00e9ent un langage commun dans le r\u00e9seau et permettent de comparer les r\u00e9sultats des \u00e9tablissements avec plus d\u2019assurance. 2. Relier tout le parcours client L\u2019\u00e9tape suivante consiste \u00e0 r\u00e9unir des donn\u00e9es souvent g\u00e9r\u00e9es s\u00e9par\u00e9ment. Les indicateurs marketing \u2014 port\u00e9e, activit\u00e9 de recherche, trafic, nombre de prospects et co\u00fbt par prospect ou par transaction \u2014 doivent \u00eatre mis en relation avec les r\u00e9sultats d\u2019affaires, comme les achats ou les prospects qualifi\u00e9s, qui g\u00e9n\u00e8rent des revenus. Les donn\u00e9es op\u00e9rationnelles apportent une autre dimension essentielle. La disponibilit\u00e9 des rendez-vous, l\u2019utilisation de la capacit\u00e9, le d\u00e9lai de prise en charge des prospects, les taux de contact, les temps d\u2019attente et les annulations peuvent expliquer pourquoi un niveau de demande marketing semblable entra\u00eene des r\u00e9sultats tr\u00e8s diff\u00e9rents selon l\u2019\u00e9tablissement. Les donn\u00e9es commerciales \u2014 notamment la conversion des prospects en ventes, la valeur moyenne des transactions, les revenus, la rentabilit\u00e9 et, lorsque c\u2019est pertinent, la valeur \u00e0 vie de la client\u00e8le \u2014 montrent ensuite si ces activit\u00e9s ont cr\u00e9\u00e9 une r\u00e9elle valeur pour l\u2019entreprise. 3. Distinguer les activit\u00e9s de leurs retomb\u00e9es Une fois ces indicateurs reli\u00e9s, les \u00e9quipes marketing peuvent commencer \u00e0 r\u00e9pondre \u00e0 quatre questions distinctes : Activit\u00e9 : qu\u2019a g\u00e9n\u00e9r\u00e9 la campagne? R\u00e9action : comment les clients ont-ils r\u00e9agi? Conversion : dans quelle mesure l\u2019entreprise a-t-elle bien donn\u00e9 suite? Effet incr\u00e9mental : qu\u2019est-ce qui s\u2019est produit gr\u00e2ce au marketing et qui ne se serait pas produit autrement? C\u2019est \u00e0 ce moment que le cadre devient utile \u00e0 la prise de d\u00e9cision. Un march\u00e9 o\u00f9 l\u2019engagement est \u00e9lev\u00e9, mais la capacit\u00e9 limit\u00e9e, a peut-\u00eatre besoin d\u2019une solution op\u00e9rationnelle plut\u00f4t que d\u2019investissements m\u00e9dia suppl\u00e9mentaires. Un autre \u00e9tablissement, qui dispose d\u2019une capacit\u00e9 suffisante mais o\u00f9 la demande est faible, pourrait au contraire b\u00e9n\u00e9ficier d\u2019investissements marketing additionnels. Un cadre de mesure commun ne sert donc pas seulement \u00e0 am\u00e9liorer les rapports. Il donne aux \u00e9quipes nationales et locales une vision partag\u00e9e des r\u00e9sultats et les aide \u00e0 d\u00e9terminer o\u00f9 de nouveaux investissements peuvent stimuler la croissance, o\u00f9 l\u2019ex\u00e9cution doit \u00eatre am\u00e9lior\u00e9e et o\u00f9 des d\u00e9penses suppl\u00e9mentaires ne feraient qu\u2019accentuer une contrainte existante. Ce que les \u00e9quipes marketing peuvent faire d\u00e8s maintenant Alors, la campagne marketing a-t-elle \u00e9chou\u00e9, ou le r\u00e9seau local n\u2019a-t-il pas r\u00e9ussi \u00e0 convertir? Parfois, la r\u00e9ponse se trouve du c\u00f4t\u00e9 du marketing. Parfois, c\u2019est l\u2019ex\u00e9cution locale qui est en cause. Et souvent, les deux entrent en jeu. Pour les marques ayant plusieurs \u00e9tablissements, une meilleure approche consiste \u00e0 combiner une strat\u00e9gie nationale coh\u00e9rente \u00e0 une souplesse locale r\u00e9fl\u00e9chie, puis \u00e0 relier les donn\u00e9es m\u00e9dia, op\u00e9rationnelles et commerciales pour comprendre ce qui influe r\u00e9ellement sur les r\u00e9sultats. Cette visibilit\u00e9 permet de distinguer un probl\u00e8me de demande d\u2019un probl\u00e8me de capacit\u00e9, une occasion marketing d\u2019un d\u00e9fi de conversion, et un march\u00e9 qui justifie de nouveaux investissements d\u2019un march\u00e9 o\u00f9 la publicit\u00e9 ne ferait qu\u2019amplifier une contrainte existante. Allier une strat\u00e9gie nationale coh\u00e9rente \u00e0 une souplesse locale r\u00e9fl\u00e9chie. Chez DAC, nous aidons les marques ayant plusieurs \u00e9tablissements \u00e0 relier leur strat\u00e9gie nationale \u00e0 l\u2019ex\u00e9cution locale, aux donn\u00e9es et \u00e0 la mesure afin de rep\u00e9rer o\u00f9 la demande se cr\u00e9e et o\u00f9 de la valeur potentielle se perd. Gr\u00e2ce \u00e0 une vision commune des r\u00e9sultats dans tout le r\u00e9seau, les \u00e9quipes marketing peuvent d\u00e9cider plus judicieusement o\u00f9 et comment investir pour soutenir la croissance.                        <\/p>\n                    <\/div>\n\n                    <a href=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/paid-media\/campagne-marketing-echec-reseau-local-conversion\/\" class=\"custom-cta\">\n                        En savoir plus                    <\/a>\n                <\/div>\n\n            <\/div>\n\n            \n            <div data-role=\"related-content-list\" class=\"max-w-1400\">\n            <div class=\"cards-row\">\n                                <div class=\"row-item\">\n                    <article class=\"content-card\">\n                        <section class=\"content-header\">\n                            <span class=\"d-inline-block\">BLOG<\/span>\n                        <\/section>\n                        <div class=\"content-image-container\" bis_skin_checked=\"1\">\n                            <img decoding=\"async\" class=\"content-image\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/09\/ChatGPT-Ads-Blog1-875x438-1.jpg\" alt=\"Publicit\u00e9s ChatGPT : une occasion \u00e9mergente, mais pas encore une solution de rechange aux canaux de performance\" aria-hidden=\"true\">\n                        <\/div>\n                        <section class=\"content-body\">\n                            <a class=\"title\" href=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/paid-media\/publicites-chatgpt-occasion-emergente-canaux-performance\/\">Publicit\u00e9s ChatGPT : une occasion \u00e9mergente, mais pas encore une solution de rechange aux canaux de performance<\/a>\n                            <div class=\"aditional-info\" bis_skin_checked=\"1\">\n                                                                <div class=\"post-date\" bis_skin_checked=\"1\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    16 septembre 2026                                <\/div>\n                                                                \n                                                                <div class=\"post-author\" bis_skin_checked=\"1\" title=\"Zhenya Brisker\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"#171616\"><\/circle>\n                                            <path d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\" stroke=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    Zhenya Brisker                                <\/div>\n                                                            <\/div>\n                                                        <div class=\"topics\" bis_skin_checked=\"1\">\n                                                                    <a href=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/paid-media\/\">M\u00e9dias Payants<\/a>                                                            <\/div>\n                                                    <\/section>\n                    <\/article>\n                <\/div>\n\n                                <div class=\"row-item\">\n                    <article class=\"content-card\">\n                        <section class=\"content-header\">\n                            <span class=\"d-inline-block\">BLOG<\/span>\n                        <\/section>\n                        <div class=\"content-image-container\" bis_skin_checked=\"1\">\n                            <img decoding=\"async\" class=\"content-image\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/09\/Free-Token-Lunch-Blog1-875x438-1.jpg\" alt=\"Les jetons gratuits, c\u2019est fini. Tant mieux.\" aria-hidden=\"true\">\n                        <\/div>\n                        <section class=\"content-body\">\n                            <a class=\"title\" href=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/analytics\/jetons-gratuits-mieux-piloter-leconomie-de-lia\/\">Les jetons gratuits, c\u2019est fini. Tant mieux.<\/a>\n                            <div class=\"aditional-info\" bis_skin_checked=\"1\">\n                                                                <div class=\"post-date\" bis_skin_checked=\"1\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    03 septembre 2026                                <\/div>\n                                                                \n                                                                <div class=\"post-author\" bis_skin_checked=\"1\" title=\"Dan Temby\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"#171616\"><\/circle>\n                                            <path d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\" stroke=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    Dan Temby                                <\/div>\n                                                            <\/div>\n                                                        <div class=\"topics\" bis_skin_checked=\"1\">\n                                                                    <a href=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/analytics\/\">Proove Analytics<\/a>                                                            <\/div>\n                                                    <\/section>\n                    <\/article>\n                <\/div>\n\n                                <div class=\"row-item\">\n                    <article class=\"content-card\">\n                        <section class=\"content-header\">\n                            <span class=\"d-inline-block\">BLOG<\/span>\n                        <\/section>\n                        <div class=\"content-image-container\" bis_skin_checked=\"1\">\n                            <img decoding=\"async\" class=\"content-image\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/08\/Latest-Innovations-in-Google-AI-Overviews-875x438-Blog1-1.jpg\" alt=\"Google AI Overviews : les nouveaut\u00e9s \u00e0 conna\u00eetre pour faire citer votre contenu\" aria-hidden=\"true\">\n                        <\/div>\n                        <section class=\"content-body\">\n                            <a class=\"title\" href=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/search-optimization\/google-ai-overviews-comment-faire-citer-votre-contenu\/\">Google AI Overviews : les nouveaut\u00e9s \u00e0 conna\u00eetre pour faire citer votre contenu<\/a>\n                            <div class=\"aditional-info\" bis_skin_checked=\"1\">\n                                                                <div class=\"post-date\" bis_skin_checked=\"1\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    14 ao\u00fbt 2026                                <\/div>\n                                                                \n                                                                <div class=\"post-author\" bis_skin_checked=\"1\" title=\"Michael McManus\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"#171616\"><\/circle>\n                                            <path d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\" stroke=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    Michael McManus                                <\/div>\n                                                            <\/div>\n                                                        <div class=\"topics\" bis_skin_checked=\"1\">\n                                                                    <a href=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/search-optimization\/\">Optimisation de la Recherche<\/a>                                                            <\/div>\n                                                    <\/section>\n                    <\/article>\n                <\/div>\n\n                            <\/div>\n\n            <div data-role=\"email-subscription-container\" class=\"w-100 email-area\">\n                <div class=\"form\">\n                    <div class=\"d-flex flex-column text-content\">\n                        <h4>\n                            Plus de nouvelles                        <\/h4>\n                        <p class=\"subtitle\">\n                            Recevez des analyses exclusives sur les tendances cl\u00e9s du num\u00e9rique, directement par courriel.                        <\/p>\n                    <\/div>\n\n                    <div data-role=\"form-group\">\n\n                        <form data-newsletter-form class='custom-hubspot-form' id='hubspot_form_6ac32b2512bb7'>\n        <div class='d-flex input'>\n            <input type='email' class='form-control me-2 input' placeholder='Courriel' aria-label='Email' name='email' required>\n            <button type='submit' class='btn_primary-filled_white'>Soumettre<\/button>\n        <\/div>\n        <input type='text' name='dac_hp' value='' tabindex='-1' autocomplete='off' aria-hidden='true' style='position:absolute;left:-9999px;height:0;width:0;border:0;padding:0;overflow:hidden'>\n        \n        <p class='hubspot-status' id='hubspot_form_6ac32b2512bb7_status'><\/p>\n    <\/form>\n    <script>\n    document.addEventListener('DOMContentLoaded', function() {\n        var loadedAt = Date.now();\n        var form = document.getElementById('hubspot_form_6ac32b2512bb7');\n        form.addEventListener('submit', function(event) {\n            if (!form.checkValidity()) {\n                event.preventDefault();\n                form.reportValidity();\n                return; \/\/ Exit the function\n            }\n\n            event.preventDefault();\n            \/\/ Collect the form data\n            var emailInput = this.querySelector('input[name=\\'email\\']');\n            var email = emailInput.value;\n\n            \/\/ Email validation\n            var emailPattern = \/^[^\\s@]+@[^\\s@]+\\.[^\\s@]+$\/; \/\/ Simple email regex\n            \/\/ Use custom selector if provided, otherwise use the specific status element for this form\n            var statusElement = '.hubspot-status' ? document.querySelector('.hubspot-status') : document.getElementById('hubspot_form_6ac32b2512bb7_status');\n\n            if (!emailPattern.test(email)) {\n                statusElement.textContent = 'Please enter a valid email address.';\n                statusElement.style.color = 'red';\n                statusElement.style.paddingTop = '10px';\n                statusElement.classList.add('showing-message');\n                statusElement.classList.remove('d-none');\n                return; \/\/ Stop the form submission\n            }\n\n            \/\/ Submit through the site's form proxy (form IDs stay server-side)\n            fetch('https:\/\/www.dacgroup.com\/fr-ca\/wp-json\/api\/v1\/forms\/submit', {\n                method: 'POST',\n                headers: {\n                    'Content-Type': 'application\/json'\n                },\n                body: JSON.stringify({\n                    form: 'newsletter',\n                    source: 'newsletter-inline',\n                    lang: 'fr-ca',\n                    email: email,\n                    hp: form.querySelector('input[name=\\'dac_hp\\']').value,\n                    turnstileToken: (form.querySelector('[name=\\'cf-turnstile-response\\']') || {}).value || '',\n                    elapsed: Date.now() - loadedAt,\n                    pageUri: window.location.href,\n                    pageName: document.title\n                })\n            })\n            .then(response => response.json().catch(function() { return {}; }).then(result => {\n                if (response.ok && result.success) {\n                    \/\/ Status element should already be properly defined, but fallback to form-specific element if needed\n                    if(!statusElement) {\n                        statusElement = document.getElementById('hubspot_form_6ac32b2512bb7_status');\n                   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'active' : ''\" @click=\"setActiveType('all', 'SEE ALL')\">\n                        TOUS                        <\/button>\n\n                                                    <button\n                                data-index=\"0\"\n                                style=\"transition-delay: 0ms;\"\n                                class=\"topic-button\"\n                                :class=\"activeType == 'paid-media' ? 'active' : ''\"\n                                @click=\"setActiveType('paid-media', 'M\u00e9dias Payants')\"\n                            >\n                                M\u00e9dias Payants                            <\/button>\n                                                    <button\n                                data-index=\"1\"\n                                style=\"transition-delay: 50ms;\"\n                                class=\"topic-button\"\n                                :class=\"activeType == 'search-optimization' ? 'active' : ''\"\n                                @click=\"setActiveType('search-optimization', 'Optimisation de la Recherche')\"\n                            >\n                                Optimisation de la Recherche                            <\/button>\n                                                    <button\n                                data-index=\"2\"\n                                style=\"transition-delay: 100ms;\"\n                                class=\"topic-button\"\n                                :class=\"activeType == 'local-search' ? 'active' : ''\"\n                                @click=\"setActiveType('local-search', 'La Recherche Locale')\"\n                            >\n                                La Recherche Locale                            <\/button>\n                                                    <button\n                                data-index=\"3\"\n                                style=\"transition-delay: 150ms;\"\n                                class=\"topic-button\"\n                                :class=\"activeType == 'strategy' ? 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'active' : ''\"\n                                @click=\"setActiveType('creative', 'Cr\u00e9ative')\"\n                            >\n                                Cr\u00e9ative                            <\/button>\n                                                    <button\n                                data-index=\"5\"\n                                style=\"transition-delay: 250ms;\"\n                                class=\"topic-button\"\n                                :class=\"activeType == 'analytics' ? 'active' : ''\"\n                                @click=\"setActiveType('analytics', 'Proove Analytics')\"\n                            >\n                                Proove Analytics                            <\/button>\n                                                    <button\n                                data-index=\"6\"\n                                style=\"transition-delay: 300ms;\"\n                                class=\"topic-button\"\n                                :class=\"activeType == 'development' ? 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