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si vous analysiez enfin le comportement de vos utilisateurs ou la conversion de vos leads de la bonne fa\u00e7on ? D\u00e9couvrez l'analyse de cohorte, illustr\u00e9e par des exemples concrets.","_yoast_wpseo_title":"L'analyse de cohorte : d\u00e9finition et exemples","contenu_de_larticle":"Pour analyser l'\u00e9volution d'un groupe d'utilisateurs ou de leads dans le temps, <strong>tout professionnel devrait ma\u00eetriser l'analyse de cohorte<\/strong>. Marketing, produit, finance, ventes, il n'y a pas un m\u00e9tier qui passe \u00e0 la trappe.\r\n\r\nL'objectif de cet article est de vous expliquer les bases de l'analyse de cohorte pour vous aider \u00e0 comprendre en quoi elle est essentielle et comment elle peut vous aider \u00e0 prendre de meilleures d\u00e9cisions.\r\n<h2>D\u00e9finition de l'analyse de cohorte<\/h2>\r\nMais commen\u00e7ons d'abord par une d\u00e9finition. <strong>Une cohorte est un groupe d\u2019\u00e9l\u00e9ments qui partagent une ou plusieurs caract\u00e9ristiques communes<\/strong>. Historiquement, c\u2019\u00e9tait une unit\u00e9 tactique de base de la l\u00e9gion romaine (environ 600 hommes, soit un dixi\u00e8me de la l\u00e9gion).\r\n\r\nOn peut par exemple parler d'une cohorte d\u2019humains, d'une cohorte de moutons\u2026 Bref, vous avez compris l\u2019id\u00e9e.\r\n\r\nDans un univers professionnel et plus proche de nos sujets, <strong>une cohorte peut \u00eatre<\/strong> :\r\n<ul>\r\n \t<li>Le groupe de tous les utilisateurs qui se sont inscrits en juillet 2020;<\/li>\r\n \t<li>Le groupe de tous les utilisateurs qui se sont inscrits en juillet 2020, sur iOS;<\/li>\r\n \t<li>Le groupe de tous les utilisateurs qui se sont inscrits en juillet 2020, sur iOS, aux \u00c9tats-Unis\u2026<\/li>\r\n<\/ul>\r\n<strong>La notion d'analyse de cohorte est utilis\u00e9e tr\u00e8s r\u00e9guli\u00e8rement en data analyse, et notamment dans le calcul de la r\u00e9tention produit<\/strong>. Pourquoi ? Parce que la cohorte permet d\u2019appr\u00e9hender si le produit \/ service propos\u00e9 s\u2019am\u00e9liore dans le temps et donc si le travail des \u00e9quipes produit porte ses fruits.\r\n<h2>Les avantages de l'analyse de cohorte<\/h2>\r\nPrenons l\u2019exemple de Shapr.\r\n\r\n<strong>Partons du principe que l\u2019un des KPIs que l\u2019\u00e9quipe produit doit suivre et am\u00e9liorer est le taux de conversion d\u2019un utilisateur gratuit en utilisateur payant<\/strong>. En effet, a priori, plus la proportion de gens qui payent un abonnement est grande, plus l\u2019entreprise gagne de l\u2019argent (toute chose \u00e9gale par ailleurs).\r\n\r\nSi nous n\u2019avions pas la notion d'analyse de cohorte, comment concr\u00e8tement pourrions-nous calculer chaque semaine ce taux de conversion au premium et donc mesurer son \u00e9volution ? <em>En divisant le nombre de nouveaux abonn\u00e9s premium d\u2019une semaine donn\u00e9e par le nombre de nouveaux inscrits d\u2019une semaine donn\u00e9e ? Ou par le nombre d\u2019actifs d\u2019une semaine donn\u00e9e ?<\/em>\r\n\r\nLe probl\u00e8me, c\u2019est qu\u2019en faisant cela, nous m\u00e9langeons les torchons et les serviettes. En effet, si l\u2019on compte tous les nouveaux abonn\u00e9s premium d\u2019une semaine donn\u00e9e, vous aurez \u00e9videmment parmi eux des nouveaux utilisateurs de Shapr (au sens o\u00f9 ils viennent de s\u2019inscrire) mais vous aurez aussi des utilisateurs qui se sont inscrits il y a 2 semaines, 1 mois, 6 mois\u2026\r\n\r\nOr ceux-ci auront eu une exp\u00e9rience du service compl\u00e8tement diff\u00e9rente depuis leur inscription, ils se seront peut \u00eatre inscrits sur un produit avec une interface diff\u00e9rente, auront d\u00e9j\u00e0 rencontr\u00e9 des gens\u2026 Et dans ce cas, est-il pertinent de m\u00e9langer ces <strong>cohortes<\/strong> d\u2019utilisateurs diff\u00e9rents pour calculer leur taux de conversion ?\r\n\r\nDe plus, en raisonnant de la sorte, nous omettons intellectuellement la notion de temps de conversion au premium, \u00f4 combien importante pour l\u2019entreprise et l\u2019\u00e9quipe produit. En effet, il est beaucoup plus int\u00e9ressant pour une entreprise de parvenir \u00e0 convertir rapidement les utilisateurs gratuits en utilisateurs payants pour maximiser ses chances de faire des revenus.\r\n\r\nLe Data Analyst suit donc le taux de conversion au premium en regroupant <strong>ses utilisateurs par date d\u2019inscription (= \u201cune cohorte par date d\u2019inscription\u201d).<\/strong> Il lui est alors possible de mesurer si l\u2019exp\u00e9rience produit s\u2019est am\u00e9lior\u00e9e du point de vue de la conversion au premium, toute chose \u00e9gale par ailleurs.\r\n\r\nAttention enfin, les chiffres de cohorte que vous observez sont susceptibles d\u2019\u00e9voluer (s\u2019ils ne sont pas fig\u00e9s dans le temps).\r\n\r\nPar exemple, si vous regardez combien de personnes sont pass\u00e9es premium parmi les utilisateurs inscrits en f\u00e9vrier 2020 sur votre service, les chiffres vont s\u00fbrement varier si vous les regardez en f\u00e9vrier 2020 ou en juin 2020.\r\n\r\nUne des mani\u00e8res de vous pr\u00e9munir de ce genre d\u2019erreur est alors de figer dans le temps les KPIs que vous observez en cohorte. Au lieu de regarder le <strong>taux de conversion global<\/strong> d\u2019une cohorte, vous pourrez regarder <strong>le taux de conversion \u00e0 7 jours, 14 jours, 30 jours\u2026<\/strong>\r\n<h2>Un exemple concret d'analyse de cohorte<\/h2>\r\nPour illustrer l'analyse de cohorte sur le cas Shapr, prenons des donn\u00e9es chiffr\u00e9es fictives.\r\n\r\nImaginons que vous ayez un produit freemium : les utilisateurs ont acc\u00e8s gratuitement au service, puis peuvent opter pour la version premium. C'est souvent le cas pour des applications B2C - Spotify ou Tinder par exemple.\r\n<figure class=\"w-richtext-figure-type-image w-richtext-align-center\" data-rt-type=\"image\" data-rt-align=\"center\">\r\n<div><img src=\"https:\/\/uploads-ssl.webflow.com\/611254555fa2707a2e39c087\/619d056a72bd65ae3d67368b_Capture%20d%E2%80%99e%CC%81cran%202021-11-23%20a%CC%80%2014.50.17.png\" width=\"auto\" height=\"auto\" \/><\/div><\/figure>\r\nL'indicateur-cl\u00e9 dans ce type de business model est donc le taux de conversion des inscrits gratuits en inscrits payants.\r\n\r\nSi on n'utilisait pas l'analyse de cohorte, on utiliserait une formule de ce type : nombre d'inscrits payants \/ nombre d'inscrits gratuits x 100.\r\n\r\nSi l'on prend les donn\u00e9es de la semaine 28, on aurait donc : 40\/100*100 = 10%.\r\n\r\nMais dans la r\u00e9alit\u00e9, ce ne sont pas forc\u00e9ment pas forc\u00e9ment 40 inscrits gratuits de la semaine 28 qui ont tout de suite convertis.\r\n\r\nSi l'on compl\u00e8te notre analyse :\r\n\r\nParmi les 40 personnes <strong>qui ont achet\u00e9 l\u2019abonnement<\/strong> la semaine 28 ****:\r\n<ul>\r\n \t<li>10 s\u2019\u00e9taient inscrits la semaine 26<\/li>\r\n \t<li>10 s\u2019\u00e9taient inscrits la semaine 27<\/li>\r\n \t<li>20 s\u2019\u00e9taient inscrits la semaine 28<\/li>\r\n<\/ul>\r\nParmi les 400 personnes <strong>qui se sont inscrites<\/strong> la semaine 28 ****:\r\n<ul>\r\n \t<li>20 ont achet\u00e9 l\u2019abonnement la semaine 28<\/li>\r\n \t<li>30 ont achet\u00e9 l\u2019abonnement la semaine 29<\/li>\r\n \t<li>10 ont achet\u00e9 l\u2019abonnement la semaine 30<\/li>\r\n<\/ul>\r\nOn change donc la question pour : \u201cParmi les <strong>inscrits gratuits<\/strong> d\u2019une p\u00e9riode donn\u00e9e, combien sont devenus des <strong>inscrits payants<\/strong> ?\u201d\r\n\r\nSi l'on reprend les chiffres de l'exemple, pour calculer le taux de conversion de la semaine 28, nous allons prendre les 20 personnes s'\u00e9tant abonn\u00e9es en semaine 28, mais aussi les 30 de la semaine 29 et les 10 de la semaine 30.\r\n\r\nCe qui fait : 60\/400x100 = 15%.\r\n<figure class=\"w-richtext-figure-type-image w-richtext-align-center\" data-rt-type=\"image\" data-rt-align=\"center\">\r\n<div><img src=\"https:\/\/uploads-ssl.webflow.com\/611254555fa2707a2e39c087\/619d05861c70a63a0e239fbb_Capture%20d%E2%80%99e%CC%81cran%202021-11-23%20a%CC%80%2014.55.10.png\" width=\"auto\" height=\"auto\" \/><\/div><\/figure>\r\nPour d\u00e9couvrir les KPIs de base utilis\u00e9s en data analyse, s'initier au langage SQL, ma\u00eetriser Google Data Studio et apprivoiser les APIs, d\u00e9couvrez <a href=\"https:\/\/www.emil.school\/programmes\/data-analyse\">la formation Emil \u00e0 la Data Analyse<\/a>.\r\n\r\n\u200d","_contenu_de_larticle":"field_6412588b55814","titre_de_la_banniere":"","_titre_de_la_banniere":"field_6422eb732c237","paragraphe_de_la_banniere":"","_paragraphe_de_la_banniere":"field_6422ed834a968","intitule_du_bouton_de_la_banniere":"","_intitule_du_bouton_de_la_banniere":"field_6422ed934a969","lien_du_bouton_de_la_banniere":null,"_lien_du_bouton_de_la_banniere":null,"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>L&#039;analyse de cohorte : d\u00e9finition et exemples<\/title>\n<meta name=\"description\" content=\"Et si vous analysiez enfin le comportement de vos utilisateurs ou la conversion de vos leads de la bonne fa\u00e7on ? 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