{"id":116715,"date":"2024-12-27T13:27:48","date_gmt":"2024-12-27T18:27:48","guid":{"rendered":"https:\/\/www.dacgroup.com\/?page_id=116715"},"modified":"2026-09-03T15:50:15","modified_gmt":"2026-09-03T20:50:15","slug":"blog","status":"publish","type":"page","link":"https:\/\/www.dacgroup.com\/fr\/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\/\">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\/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\":165574,\"title\":\"Publicit\u00e9s ChatGPT : une opportunit\u00e9 \u00e9mergente, mais pas encore une alternative aux canaux de performance\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/paid-media\\\/publicites-chatgpt-opportunite-emergente-canaux-performance\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"M\u00e9dias Payants\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/paid-media\\\/\"}],\"related_info\":{\"author\":\"Zhenya Brisker\",\"publishedDate\":\"16 septembre 2026\",\"read_time\":\"9 min\",\"difficulty\":\"Beginner\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/ChatGPT-Ads-Blog1-875x438-1.jpg\"},{\"id\":165086,\"title\":\"Fin des tokens gratuits. Tant mieux.\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/analytics\\\/tokens-gratuits-mieux-piloter-leconomie-de-lia\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Proove Analytics\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/analytics\\\/\"}],\"related_info\":{\"author\":\"Dan Temby\",\"publishedDate\":\"03 septembre 2026\",\"read_time\":\"9 min\",\"difficulty\":\"Beginner\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/Free-Token-Lunch-Blog1-875x438-1.jpg\"},{\"id\":163966,\"title\":\"Google AI Overviews : comment am\u00e9liorer ses chances d\u2019\u00eatre cit\u00e9\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/search-optimization\\\/google-ai-overviews-comment-faire-citer-votre-contenu\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Optimisation de la 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min\",\"difficulty\":\"Intermediate\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/What-Marketers-get-wrong-about-ad-frequency-Blog1-875x438-1.jpg\"},{\"id\":163692,\"title\":\"Publicit\u00e9s Apple Maps : ce que les marques multi-\u00e9tablissements doivent savoir\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/local-search\\\/publicites-apple-maps-marques-multi-etablissements\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"La Recherche Locale\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/local-search\\\/\"}],\"related_info\":{\"author\":\"Kyle Harris \\\/ Victoria Khinevich\",\"publishedDate\":\"29 juillet 2026\",\"read_time\":\"13 min\",\"difficulty\":\"Intermediate\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/Apple-Maps-advertising-Blog1-875x438-1.jpg\"},{\"id\":162998,\"title\":\"Les restrictions d\u2019\u00e2ge sur les 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tout\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/analytics\\\/ia-ne-corrigera-pas-mauvaises-donnees-client-preparation-crm\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Proove Analytics\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/analytics\\\/\"}],\"related_info\":{\"author\":\"Ruchika Dhunna\",\"publishedDate\":\"22 juin 2026\",\"read_time\":\"11 min\",\"difficulty\":\"Intermediate\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/AI-wont-fix-bad-customer-data-Blog1-875x438-1.jpg\"},{\"id\":162273,\"title\":\"Ce que les CMO doivent exiger d\u2019un partenaire m\u00e9dia aujourd\u2019hui\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/strategy\\\/ce-que-les-cmo-doivent-exiger-dun-partenaire-media-aujourdhui\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Strat\u00e9gie\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/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\":162294,\"title\":\"Google Marketing Live 2026 : 4 points cl\u00e9s\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/paid-media\\\/google-marketing-live-2026-points-cles\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"M\u00e9dias Payants\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/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\"}];\n    window.cta_label = 'En savoir plus'\n<\/script>\n\n<section id=\"hub-filter\" x-data=\"contentFilter\" data-language=\"fr\" data-role=\"hubspot-filter\"\n    data-selected-filter=\"all\"  class=\"d-flex flex-column align-items-center\">\n\n    \n        <div class=\"d-flex flex-row w-100 max-w-1400\" data-role=\"resouce-filter\">\n            <!-- Resouce Filter -->\n            <div class=\"d-flex flex-row\">\n                                                            <button @click=\"activeFilter = '';\" :class=\"activeFilter === '' ? 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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                                08 novembre 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                                Gavin Bowick                            <\/div>\n                        \n                        \n                        \n                    <\/div>\n\n                    <div class=\"main-post-text-content\">\n                                                 <p>\n                            Le 19 octobre 2026, Brock Purdy, quarterback des 49ers de San Francisco, est devenu le meilleur joueur de l\u2019histoire de la NFL au classement du passer rating en carri\u00e8re. Sa cinqui\u00e8me passe contre Washington lui a permis de franchir le seuil des 1 500 tentatives requis pour y figurer. Il est entr\u00e9 dans le livre des records avec un score de 105,6, soit pr\u00e8s de trois points de plus que Lamar Jackson, \u00e9lu deux fois meilleur joueur de la ligue. Pour les 49ers, c\u2019est une bonne nouvelle. Le passer rating est l\u2019un des indicateurs les plus cit\u00e9s pour \u00e9valuer la performance d\u2019un quarterback, et l\u2019\u00e9quipe a construit son attaque autour de Purdy. Pour un conseil d\u2019administration, un tel record serait exactement le type de chiffre que l\u2019on aimerait voir sur son tableau de bord. Son propre entra\u00eeneur est peut-\u00eatre moins impressionn\u00e9 par cette statistique. Kyle Shanahan a qualifi\u00e9 le passer rating de surestim\u00e9. Ce qu\u2019il appr\u00e9cie chez Purdy, c\u2019est sa volont\u00e9 de prendre des d\u00e9cisions qui font baisser son score lorsqu\u2019elles servent l\u2019\u00e9quipe : envoyer le ballon hors des limites du terrain plut\u00f4t que subir un sack, c\u2019est-\u00e0-dire un plaquage derri\u00e8re la ligne d\u2019engagement, ou, lorsque l\u2019\u00e9quipe est men\u00e9e, tenter une passe risqu\u00e9e susceptible d\u2019\u00eatre intercept\u00e9e parce qu\u2019une passe sans risque ne lui permettra pas de gagner. Purdy tient \u00e0 peu pr\u00e8s le m\u00eame discours. \u00c0 la fin d\u2019un match, il ne v\u00e9rifie pas si son score a d\u00e9pass\u00e9 100 ; il se demande s\u2019il a rempli son r\u00f4le aupr\u00e8s de ses co\u00e9quipiers. Toutes les organisations qui fixent des KPI peuvent en tirer une le\u00e7on. Si Purdy affiche le meilleur passer rating de l\u2019histoire, c\u2019est en partie parce qu\u2019il ne joue pas pour cet indicateur. Un quarterback \u00e9valu\u00e9 et r\u00e9mun\u00e9r\u00e9 uniquement sur cette base aurait toutes les raisons de jouer autrement, et moins bien. Un chiffre exact peut malgr\u00e9 tout orienter les d\u00e9cisions dans la mauvaise direction Le passer rating combine le pourcentage de passes r\u00e9ussies, le nombre de yards par tentative, le taux de passes de touchdown et le taux d\u2019interceptions. Il r\u00e9sume fid\u00e8lement les r\u00e9sultats du jeu de passe. Mais il pr\u00e9sente deux limites importantes. D\u2019abord, il attribue au quarterback une partie du travail des autres. Une passe parfaitement plac\u00e9e peut \u00eatre rel\u00e2ch\u00e9e par le receveur. Une passe courte peut se transformer en un gain consid\u00e9rable gr\u00e2ce au talent de celui-ci. La protection du quarterback, les sch\u00e9mas de jeu et l\u2019adversaire influencent tous cet indicateur. Ensuite, il laisse certains \u00e9l\u00e9ments de c\u00f4t\u00e9. Les sacks ne sont pas pris en compte. Un quarterback qui conserve le ballon et subit un sack pr\u00e9serve son score ; celui qui envoie le ballon hors du terrain pour l\u2019\u00e9viter se voit comptabiliser une passe incompl\u00e8te. Selon cet indicateur, la moins bonne d\u00e9cision para\u00eet donc meilleure. Cela ne signifie pas que le passer rating est faux. Le calcul est correct. Le probl\u00e8me appara\u00eet lorsqu\u2019on demande \u00e0 un chiffre exact de r\u00e9pondre \u00e0 une question \u00e0 laquelle il ne peut pas r\u00e9pondre, comme \u00ab qui est le meilleur quarterback ? \u00bb, ou lorsqu\u2019il devient le crit\u00e8re de r\u00e9compense d\u2019un joueur. Quand le KPI devient la mission D\u00e8s qu\u2019un indicateur d\u00e9termine une r\u00e9mun\u00e9ration, une promotion ou un budget, il cesse d\u2019\u00eatre un simple constat et devient une consigne. Les \u00e9quipes vont chercher \u00e0 l\u2019am\u00e9liorer. Le plus souvent, cela revient \u00e0 mieux faire leur travail. Parfois, cela consiste \u00e0 trouver un raccourci pour am\u00e9liorer le chiffre, g\u00e9n\u00e9ralement en exploitant ce que l\u2019indicateur ne mesure pas. Cela se produit \u00e0 tous les niveaux de l\u2019entreprise : Un responsable de campagnes m\u00e9dias \u00e9valu\u00e9 sur le co\u00fbt par acquisition constate que les conversions les moins ch\u00e8res proviennent de personnes qui \u00e9taient d\u00e9j\u00e0 sur le point d\u2019acheter : clients existants, internautes recherchant la marque ou visiteurs r\u00e9cents du site. L\u2019efficacit\u00e9 affich\u00e9e s\u2019am\u00e9liore. Les ventes suppl\u00e9mentaires, elles, n\u2019augmentent pas forc\u00e9ment, et les budgets s\u2019\u00e9loignent de la prospection qui alimente la demande future. Un directeur marketing qui suit le chiffre d\u2019affaires attribu\u00e9 le voit augmenter \u00e0 mesure que le mod\u00e8le d\u2019attribution s\u2019octroie le m\u00e9rite de ventes qui auraient eu lieu m\u00eame sans action marketing. Un directeur financier atteint son objectif de r\u00e9duction des co\u00fbts en reportant des op\u00e9rations de maintenance ou en choisissant des fournisseurs moins chers, mais moins fiables. Les co\u00fbts r\u00e9apparaissent plus tard, ailleurs dans les comptes. Un responsable des ressources humaines voit le d\u00e9lai de recrutement diminuer parce que les postes sont pourvus avec les candidats disponibles le plus rapidement, puis le taux de d\u00e9part augmenter un an plus tard. Une \u00e9quipe de service client \u00e9valu\u00e9e sur la dur\u00e9e moyenne de traitement raccroche plus vite, mais les m\u00eames clients rappellent. Dans chaque cas, personne n\u2019a \u00e9t\u00e9 malhonn\u00eate. Les \u00e9quipes ont fait ce que l\u2019indicateur leur demandait. L\u2019\u00e9chec tient au choix du KPI, pas aux personnes qui cherchent \u00e0 l\u2019atteindre. Partez de la question \u00e0 r\u00e9soudre, plut\u00f4t que du chiffre disponible Les KPI s\u2019imposent souvent parce qu\u2019ils sont familiers, faciles \u00e0 pr\u00e9senter ou couramment utilis\u00e9s dans un secteur. Ce sont des avantages pratiques, mais ils ne prouvent pas qu\u2019un indicateur convient \u00e0 une d\u00e9cision donn\u00e9e. Suivre la sant\u00e9 de l\u2019entreprise, diagnostiquer un probl\u00e8me, \u00e9valuer une initiative et appr\u00e9cier la performance d\u2019une personne r\u00e9pondent \u00e0 des objectifs diff\u00e9rents. Le chiffre d\u2019affaires est indispensable pour le premier et presque inutile, \u00e0 lui seul, pour le dernier. Avant de choisir un KPI, d\u00e9terminez ce que vous voulez comprendre et quelle d\u00e9cision la r\u00e9ponse doit \u00e9clairer. Il est \u00e9galement utile de distinguer l\u2019observation d\u2019un r\u00e9sultat de son attribution. Le b\u00e9n\u00e9fice, le chiffre d\u2019affaires et la fid\u00e9lisation d\u00e9pendent de nombreux facteurs. C\u2019est ce qui en fait de pr\u00e9cieux indicateurs de la sant\u00e9 de l\u2019entreprise, mais des crit\u00e8res peu fiables pour juger une \u00e9quipe isol\u00e9ment. Une \u00e9quipe commerciale peut \u00eatre performante alors que le chiffre d\u2019affaires baisse, parce que des contraintes d\u2019approvisionnement emp\u00eachent d\u2019honorer les commandes. Adaptez l\u2019indicateur aux responsabilit\u00e9s Les indicateurs de performance doivent refl\u00e9ter la contribution attendue d\u2019une personne ou d\u2019une \u00e9quipe. Cela ne signifie pas qu\u2019il faille \u00e9valuer les personnes uniquement sur ce qu\u2019elles ma\u00eetrisent enti\u00e8rement : des objectifs commerciaux communs \u00e9vitent que chaque service atteigne ses cibles pendant que l\u2019entreprise manque les siennes. Il s\u2019agit d\u2019expliciter le lien entre le travail de chaque \u00e9quipe et le r\u00e9sultat. Avant d\u2019associer un KPI \u00e0 un objectif, posez-vous cette question : si quelqu\u2019un am\u00e9liorait ce chiffre sans am\u00e9liorer les r\u00e9sultats de l\u2019entreprise, comment s\u2019y prendrait-il ? Si la r\u00e9ponse vient facilement, l\u2019indicateur a besoin d\u2019un contrepoids. Comparez ce qui est comparable Le passer rating montre aussi \u00e0 quel point les comparaisons peuvent \u00eatre trompeuses. Le jeu de passe est devenu beaucoup plus efficace au fil des d\u00e9cennies, si bien que les quarterbacks r\u00e9cents dominent le classement. Jimmy Garoppolo et Tua Tagovailoa y devancent Joe Montana et Dan Marino. Steve Young est le seul joueur du top 25 dont la carri\u00e8re a commenc\u00e9 il y a plus de 30 ans. Peu de gens soutiendraient pourtant que Garoppolo \u00e9tait le meilleur joueur. Les KPI de l\u2019entreprise \u00e9voluent de la m\u00eame mani\u00e8re. L\u2019inflation, la saisonnalit\u00e9, les changements dans la gamme de produits vendus et les transferts entre canaux peuvent faire varier un chiffre sans que la performance r\u00e9elle ait chang\u00e9. Les taux de conversion de produits de consommation courante et d\u2019achats co\u00fbteux et r\u00e9fl\u00e9chis refl\u00e8tent des d\u00e9cisions d\u2019achat diff\u00e9rentes, et pas seulement des diff\u00e9rences de qualit\u00e9 publicitaire. Le chiffre d\u2019affaires par salari\u00e9 varie selon le mod\u00e8le \u00e9conomique et le recours \u00e0 l\u2019externalisation. Le seuil des 1 500 tentatives est lui aussi instructif. Les petits \u00e9chantillons fluctuent fortement, ce qui explique pourquoi la NFL ne classe un quarterback qu\u2019apr\u00e8s un nombre suffisant de passes. Une campagne jug\u00e9e d\u00e8s sa premi\u00e8re semaine, ou une nouvelle recrue d\u00e8s son premier mois, m\u00e9rite la m\u00eame prudence. Sachez reconna\u00eetre les limites d\u2019un KPI \u00c0 la question \u00ab est-ce que cela a fonctionn\u00e9 ? \u00bb, aucun KPI ne peut r\u00e9pondre seul. Si une campagne, une baisse de prix et un \u00e9largissement de la distribution sont lanc\u00e9s au cours du m\u00eame trimestre, le choix d\u2019un indicateur plus sophistiqu\u00e9 ne permettra pas d\u2019attribuer la hausse des ventes \u00e0 l\u2019un de ces leviers en particulier. L\u2019attribution n\u00e9cessite une m\u00e9thode de mesure. Une exp\u00e9rimentation contr\u00f4l\u00e9e ou un test avec groupe t\u00e9moin peut estimer directement l\u2019effet d\u2019une initiative. Lorsque ce n\u2019est pas r\u00e9alisable, des comparaisons pertinentes et des mod\u00e8les statistiques peuvent apporter des \u00e9l\u00e9ments de r\u00e9ponse, \u00e0 condition d\u2019en pr\u00e9ciser les hypoth\u00e8ses et les incertitudes. La solidit\u00e9 de l\u2019affirmation doit \u00eatre \u00e0 la hauteur de celle des preuves. Construisez un ensemble \u00e9quilibr\u00e9 d\u2019indicateurs Une mesure efficace associe g\u00e9n\u00e9ralement un r\u00e9sultat, des \u00e9l\u00e9ments sur ses facteurs explicatifs et un contr\u00f4le des effets ind\u00e9sirables. Un objectif de co\u00fbts a besoin d\u2019un indicateur de qualit\u00e9. Un objectif de croissance, d\u2019un indicateur de rentabilit\u00e9. Le co\u00fbt par acquisition doit \u00eatre compl\u00e9t\u00e9 par un test d\u2019incr\u00e9mentalit\u00e9. Le d\u00e9lai de recrutement doit \u00eatre suivi en parall\u00e8le du taux de r\u00e9tention \u00e0 douze mois. Les analystes de football am\u00e9ricain proc\u00e8dent d\u00e9j\u00e0 ainsi, en examinant le passer rating aux c\u00f4t\u00e9s de mesures comme les points attendus ajout\u00e9s par action. L\u2019objectif est de constituer un ensemble restreint et coh\u00e9rent d\u2019indicateurs qui encourage les comportements recherch\u00e9s, plut\u00f4t que de tout r\u00e9sumer \u00e0 un score unique. Cinq questions \u00e0 se poser avant de d\u00e9finir un KPI Quelle d\u00e9cision ce chiffre doit-il \u00e9clairer ? Refl\u00e8te-t-il la contribution des personnes \u00e9valu\u00e9es ou un r\u00e9sultat auquel d\u2019autres contribuent \u00e9galement ? Que laisse-t-il de c\u00f4t\u00e9, et pourrait-on l\u2019am\u00e9liorer en d\u00e9gradant cet aspect ? Les comparaisons portent-elles sur des situations comparables ? De quelles preuves aurions-nous besoin avant d\u2019agir sur cette base ? Le record de Purdy est bien r\u00e9el, et les 49ers ont raison de le c\u00e9l\u00e9brer. Mais le d\u00e9tail le plus r\u00e9v\u00e9lateur est que le joueur en t\u00eate du classement est pr\u00e9cis\u00e9ment celui qui ne joue pas pour cet indicateur. Les meilleurs KPI sont ceux que vos \u00e9quipes peuvent poursuivre pleinement, parce qu\u2019am\u00e9liorer le chiffre et am\u00e9liorer les r\u00e9sultats de l\u2019entreprise vont de pair. Chez DAC, nous aidons les marques \u00e0 relier la mesure marketing aux r\u00e9sultats de l\u2019entreprise. Nous combinons analyse de donn\u00e9es, exp\u00e9rimentation et vision strat\u00e9gique pour comprendre ce qui s\u2019est pass\u00e9, mais aussi ce qui a r\u00e9ellement produit les r\u00e9sultats. Vous souhaitez en savoir plus ? Parlons-en.                        <\/p>\n                    <\/div>\n\n                    <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/analytics\/quand-atteindre-un-kpi-nuit-a-lentreprise\/\" 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\/10\/Home-Garden-ABM-Blog1-875x438-1.jpg\" alt=\"De la recherche au showroom : transformer l\u2019inspiration en projets maison et jardin\" aria-hidden=\"true\">\n                        <\/div>\n                        <section class=\"content-body\">\n                            <a class=\"title\" href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/strategy\/maison-jardin-recherche-showroom-parcours-client\/\">De la recherche au showroom : transformer l\u2019inspiration en projets maison et jardin<\/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                                    27 octobre 2026                                <\/div>\n                                                                \n                                                                <div class=\"post-author\" bis_skin_checked=\"1\" title=\"Ruchika Dhunna\">\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                                    Ruchika Dhunna                                <\/div>\n                                                            <\/div>\n                                                        <div class=\"topics\" bis_skin_checked=\"1\">\n                                                                    <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/strategy\/\">Strat\u00e9gie<\/a> |                                                                     <a href=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/strategy\/\">Strat\u00e9gie<\/a> |                                                                     <a href=\"https:\/\/www.dacgroup.com\/perspectives\/blog\/strategy\/\">Strat\u00e9gie<\/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\/10\/Local-Shopping-Blog1-875x438-1.jpg\" alt=\"La campagne a-t-elle \u00e9chou\u00e9 ou le r\u00e9seau local a-t-il rat\u00e9 des ventes ?\" aria-hidden=\"true\">\n                        <\/div>\n                        <section class=\"content-body\">\n                            <a class=\"title\" href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/campagne-marketing-echec-reseau-local-conversion\/\">La campagne a-t-elle \u00e9chou\u00e9 ou le r\u00e9seau local a-t-il rat\u00e9 des ventes ?<\/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                                    02 octobre 2026                                <\/div>\n                                                                \n                                                                <div class=\"post-author\" bis_skin_checked=\"1\" title=\"Ahmed Aden\">\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                                    Ahmed Aden                                <\/div>\n                                                            <\/div>\n                                                        <div class=\"topics\" bis_skin_checked=\"1\">\n                                                                    <a href=\"https:\/\/www.dacgroup.com\/fr\/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\/08\/AI-Search-Local-Choice-How-Restaurant-Brands-Win-Location-by-Location-Blog1-875x438-1.jpg\" alt=\"Recherche IA, choix local : comment les enseignes de restauration s\u2019imposent \u00e9tablissement par \u00e9tablissement\" aria-hidden=\"true\">\n                        <\/div>\n                        <section class=\"content-body\">\n                            <a class=\"title\" href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/local-search\/recherche-ia-choix-local-comment-les-enseignes-de-restauration-s-imposent-etablissement-par-etablissement\/\">Recherche IA, choix local : comment les enseignes de restauration s\u2019imposent \u00e9tablissement par \u00e9tablissement<\/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                                    17 septembre 2026                                <\/div>\n                                                                \n                                                                <div class=\"post-author\" bis_skin_checked=\"1\" title=\"Kyle Harris\">\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                                    Kyle Harris                                <\/div>\n                                                            <\/div>\n                                                        <div class=\"topics\" bis_skin_checked=\"1\">\n                                                                    <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/local-search\/\">La Recherche Locale<\/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<br class=\"d-none d-lg-block\"> les principales tendances du digital, directement dans votre bo\u00eete mail.                        <\/p>\n                    <\/div>\n\n                    <div data-role=\"form-group\">\n\n                        <form data-newsletter-form class='custom-hubspot-form' id='hubspot_form_6af124918ad6e'>\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_6af124918ad6e_status'><\/p>\n    <\/form>\n    <script>\n    document.addEventListener('DOMContentLoaded', function() {\n        var loadedAt = Date.now();\n        var form = document.getElementById('hubspot_form_6af124918ad6e');\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_6af124918ad6e_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\/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',\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_6af124918ad6e_status');\n                    }\n\n                    if(statusElement) {\n                        statusElement.textContent = \"Formulaire soumis avec succ\\u00e8s !\";\n                        statusElement.style.color = 'green';\n                        statusElement.style.paddingTop = '10px';\n                        statusElement.classList.add('showing-message');\n                        statusElement.classList.remove('d-none');\n                    }\n\n                    var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                    if(!!userInfo)\n                    {\n                        userInfo.event = 'Form_submit';\n                        userInfo.email = email;\n                        userInfo.form_name = 'Newsletter';\n                        window.dataLayer = window.dataLayer || [];\n                        window.dataLayer.push(userInfo);\n                    }\n\n                    emailInput.value = ''; \/\/ Clear the email field\n                    window.dispatchEvent(new CustomEvent('newsletter-submit'));\n                } else {\n                    if(statusElement) {\n                        statusElement.textContent = (result.data && result.data.message) || \"Une erreur s'est produite lors de la soumission du formulaire.\";\n                        statusElement.style.color = 'red';\n                        statusElement.classList.add('showing-message');\n                        statusElement.classList.remove('d-none');\n                        statusElement.style.paddingTop = '10px';\n                    }\n                }\n            }))\n            .catch(error => {\n                console.error('Error:', error);\n                \/\/ Ensure we have the correct status element for this specific form\n                if(!statusElement) {\n                    statusElement = document.getElementById('hubspot_form_6af124918ad6e_status');\n                }\n                if(statusElement) {\n                    statusElement.textContent = \"Une erreur s'est produite lors de la soumission du formulaire.\";\n                    statusElement.style.color = 'red';\n                    statusElement.style.paddingTop = '10px';\n                    statusElement.classList.add('showing-message');\n                    statusElement.classList.remove('d-none');\n                }\n            });\n        });\n    });\n<\/script>\n                        <button class=\"subscribe-btn\" type=\"button\" @click=\"handleTopSubmission()\">\n                            SOUMETTRE                            <span class=\"d-inline-block\">\n                                <svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" fill=\"none\"\n                                    xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\"\n                                        d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 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:class=\"activeType == 'all' ? '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' ? 'active' : ''\"\n                                @click=\"setActiveType('strategy', 'Strat\u00e9gie')\"\n                            >\n                                Strat\u00e9gie                            <\/button>\n                                                    <button\n                                data-index=\"4\"\n                                style=\"transition-delay: 200ms;\"\n                                class=\"topic-button\"\n                                :class=\"activeType == 'creative' ? '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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