{"id":31488,"date":"2025-03-23T09:57:58","date_gmt":"2025-03-23T08:57:58","guid":{"rendered":"https:\/\/cmon-sports.com\/?p=31488"},"modified":"2026-03-29T09:18:24","modified_gmt":"2026-03-29T07:18:24","slug":"notre-etude-de-cas-avec-les-lions-de-geneve-strategie-de-billetterie-basee-sur-les-donnees-3","status":"publish","type":"post","link":"https:\/\/cmon-sports.com\/fr\/notre-etude-de-cas-avec-les-lions-de-geneve-strategie-de-billetterie-basee-sur-les-donnees-3\/","title":{"rendered":"Notre \u00e9tude de cas avec Gen\u00e8ve Sport et Arenametrix"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"31488\" class=\"elementor elementor-31488 elementor-31486\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e98c9f2 e-flex e-con-boxed e-con e-parent\" data-id=\"e98c9f2\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3b33da0 elementor-widget elementor-widget-image\" data-id=\"3b33da0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/cmon-sports.com\/wp-content\/uploads\/2025\/03\/Message-1-1024x576.png\" class=\"attachment-large size-large wp-image-31479\" alt=\"\" srcset=\"https:\/\/cmon-sports.com\/wp-content\/uploads\/2025\/03\/Message-1-1024x576.png 1024w, https:\/\/cmon-sports.com\/wp-content\/uploads\/2025\/03\/Message-1-300x169.png 300w, https:\/\/cmon-sports.com\/wp-content\/uploads\/2025\/03\/Message-1-768x432.png 768w, https:\/\/cmon-sports.com\/wp-content\/uploads\/2025\/03\/Message-1-1536x864.png 1536w, https:\/\/cmon-sports.com\/wp-content\/uploads\/2025\/03\/Message-1-2048x1152.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-590d0c4 elementor-widget elementor-widget-text-editor\" data-id=\"590d0c4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2><strong>Comment le marketing pilot\u00e9 par les donn\u00e9es a aid\u00e9 Gen\u00e8ve Sport \u00e0 \u00e9largir sa base de fans &#8211; Une \u00e9tude de cas avec C&#8217;mon Sports &amp; Arenametrix<\/strong><\/h2><p>Dans le paysage sportif actuel, qui \u00e9volue rapidement, la <strong>croissance d&#8217;une base de supporters<\/strong> n&#8217;est pas seulement une question de performance le jour du match &#8211; il s&#8217;agit d&#8217;atteindre les bonnes personnes avec le bon message au bon moment. C&#8217;est exactement ce que <a href=\"https:\/\/www.geneve-sports.ch\/\" target=\"_blank\" rel=\"noopener\">Gen\u00e8ve Sport<\/a> a r\u00e9alis\u00e9 en partenariat avec <strong>C&#8217;mon Sports<\/strong> et <a href=\"https:\/\/arenametrix.com\/\" target=\"_blank\" rel=\"noopener\">Arenametrix<\/a>. <\/p><p>Gr\u00e2ce \u00e0 une <strong>campagne de g\u00e9n\u00e9ration de leads<\/strong> tr\u00e8s cibl\u00e9e, le <a href=\"https:\/\/servettefc.ch\/\" target=\"_blank\" rel=\"noopener\">Servette FC<\/a> et le <a href=\"https:\/\/www.gshc.ch\/\" target=\"_blank\" rel=\"noopener\">Gen\u00e8ve-Servette Hockey Club<\/a> ont r\u00e9ussi \u00e0 attirer plus de <strong>2 600 nouveaux leads qualifi\u00e9s<\/strong>, \u00e0 augmenter l&#8217;engagement des fans et \u00e0 g\u00e9n\u00e9rer des revenus &#8211; tout cela avant m\u00eame le d\u00e9but de la saison.<\/p><h3><strong>Le d\u00e9fi : Atteindre de nouveaux fans, pas les m\u00eames<\/strong><\/h3><p>Gen\u00e8ve Sport g\u00e8re les droits marketing et commerciaux de plusieurs \u00e9quipes sportives professionnelles. En amont de la campagne d&#8217;abonnement, l&#8217;organisation s&#8217;est fix\u00e9 un objectif clair : <\/p><p><strong>\u00c9largissez la base de fans<\/strong> en ciblant <em>uniquement les nouveaux supporters<\/em>, et non les fans existants d\u00e9j\u00e0 dans la base de donn\u00e9es.<\/p><p>Cela a n\u00e9cessit\u00e9 une <strong>segmentation<\/strong> avanc\u00e9e <strong>des donn\u00e9es<\/strong>, un <strong>ciblage<\/strong> pr\u00e9cis <strong>de l&#8217;audience<\/strong> et une strat\u00e9gie num\u00e9rique compl\u00e8te pour obtenir des r\u00e9sultats mesurables.<\/p><p><strong>La strat\u00e9gie : Ax\u00e9e sur les donn\u00e9es, personnalis\u00e9e et fond\u00e9e sur l&#8217;exclusion<\/strong><\/p><p>La campagne a \u00e9t\u00e9 con\u00e7ue et ex\u00e9cut\u00e9e en quatre phases strat\u00e9giques :<\/p><ol><li><strong>Exclusion des fans existants : <\/strong>\u00e0 l&#8217;aide des outils Arenametrix, nous avons filtr\u00e9 les fans d\u00e9j\u00e0 pr\u00e9sents dans la base de donn\u00e9es du club afin de nous assurer que le budget \u00e9tait utilis\u00e9 uniquement pour atteindre de nouveaux prospects.<\/li><\/ol><ol start=\"2\"><li><strong>Campagnes payantes sur Meta (Facebook et Instagram) : <\/strong>Gr\u00e2ce \u00e0 un ciblage comportemental approfondi et bas\u00e9 sur les int\u00e9r\u00eats, nous avons lanc\u00e9 des publicit\u00e9s visant \u00e0 engager des audiences inexploit\u00e9es.<\/li><\/ol><ol start=\"3\"><li><strong>Cr\u00e9ation d&#8217;un contenu personnalis\u00e9 : <\/strong>Des visuels et des textes personnalis\u00e9s, adapt\u00e9s aux diff\u00e9rents segments de l&#8217;audience, ont permis d&#8217;augmenter l&#8217;engagement et les taux de conversion.<\/li><\/ol><ol start=\"4\"><li><strong>Analyse et suivi de la valeur \u00e0 vie : <\/strong>En utilisant Arenametrix, nous avons suivi la <strong style=\"font-style: inherit; text-align: var(--text-align); background-color: var(--ast-global-color-4); color: var(--ast-global-color-3);\">valeur \u00e0 vie de<\/strong><span style=\"font-style: inherit; font-weight: inherit; text-align: var(--text-align); background-color: var(--ast-global-color-4); color: var(--ast-global-color-3);\"> chaque fan acquis tout au long de la saison &#8211; de la vente de billets \u00e0 l&#8217;achat de marchandises.<\/span><\/li><\/ol><h3><strong>Les r\u00e9sultats : Un impact r\u00e9el, un retour sur investissement r\u00e9el<\/strong><\/h3><ul><li><strong>Plus de 2 600 prospects qualifi\u00e9s<\/strong><\/li><li><strong>16% ont effectu\u00e9 un achat de produits d\u00e9riv\u00e9s<\/strong><\/li><li><strong>CHF 83.- d\u00e9penses moyennes par prospect<\/strong><\/li><\/ul><p>Cette campagne ne s&#8217;est pas limit\u00e9e \u00e0 la vente de billets \u00e0 court terme. Elle a cr\u00e9\u00e9 une valeur \u00e0 long terme en identifiant les <strong>fans \u00e0 fort potentiel<\/strong> qui contribuent \u00e0 de multiples sources de revenus. <\/p><p><strong>Int\u00e9ress\u00e9 par une analyse compl\u00e8te ?  <\/strong><a style=\"text-align: var(--text-align); font-size: 1rem;\" href=\"https:\/\/cmon-sports.com\/fr\/etude-de-cas-lions-de-geneve-2\/\" target=\"_blank\" rel=\"noopener\">T\u00e9l\u00e9chargez l&#8217;\u00e9tude de cas<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2b3d170 e-flex e-con-boxed e-con e-parent\" data-id=\"2b3d170\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>D\u00e9couvrez comment Gen\u00e8ve Sport a utilis\u00e9 le ciblage bas\u00e9 sur les donn\u00e9es avec C&#8217;mon Sports et Arenametrix pour gagner plus de 2 600 nouveaux fans et augmenter ses revenus avant le d\u00e9but de la saison.<\/p>\n","protected":false},"author":1,"featured_media":31479,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[93],"tags":[83,94,68,69],"class_list":["post-31488","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-billetterie-et-recettes","tag-analyse-des-donnees","tag-billetterie","tag-lengagement-des-fans","tag-marketing-sportif"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00c9tude de cas : Gen\u00e8ve Sport &amp; Arenametrix Data-Driven Fan Engagement | C&#039;mon Sports<\/title>\n<meta name=\"description\" content=\"\u00c9tude de cas : Comment Geneve Sport a gagn\u00e9 plus de 2 600 nouveaux fans en utilisant le ciblage bas\u00e9 sur les donn\u00e9es avec Arenametrix. 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