{"id":33854,"date":"2026-04-24T08:00:00","date_gmt":"2026-04-24T06:00:00","guid":{"rendered":"https:\/\/cmon-sports.com\/notre-etude-de-cas-avec-yverdon-sport-des-donnees-fragmentees-sur-les-fans-a-une-croissance-mesurable-de-la-billetterie\/"},"modified":"2026-04-27T10:36:56","modified_gmt":"2026-04-27T08:36:56","slug":"notre-etude-de-cas-avec-yverdon-sport-des-donnees-fragmentees-sur-les-fans-a-une-croissance-mesurable-de-la-billetterie","status":"publish","type":"post","link":"https:\/\/cmon-sports.com\/fr\/notre-etude-de-cas-avec-yverdon-sport-des-donnees-fragmentees-sur-les-fans-a-une-croissance-mesurable-de-la-billetterie\/","title":{"rendered":"Notre \u00e9tude de cas avec Yverdon Sport : Des donn\u00e9es fragment\u00e9es sur les fans \u00e0 une croissance mesurable de la billetterie"},"content":{"rendered":"\t\t
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Le d\u00e9fi : construire un mod\u00e8le commercial bas\u00e9 sur des donn\u00e9es apr\u00e8s la promotion<\/h2>

Yverdon Sport, promu en Swiss Super League pour la saison 2023-2024, est en pleine ascension tant sur le plan sportif que marketing. Suite \u00e0 un changement de direction majeur, le club s’est fix\u00e9 un objectif ambitieux : s’imposer comme une organisation de premier plan dans le football suisse en professionnalisant sa performance commerciale et en construisant un actif de donn\u00e9es first-party durable. <\/p>

Comme pour de nombreux clubs, le d\u00e9fi \u00e9tait d’ordre structurel. Les donn\u00e9es relatives aux supporters et aux ventes \u00e9taient r\u00e9parties entre plusieurs syst\u00e8mes, mais il n’existait pas de mod\u00e8le op\u00e9rationnel unifi\u00e9. Une segmentation limit\u00e9e emp\u00eachait une acquisition et un reciblage pr\u00e9cis, et les actions de croissance \u00e9taient difficiles \u00e0 mesurer d’une mani\u00e8re li\u00e9e aux revenus. Yverdon Sport avait besoin d’un partenaire pour l’aider \u00e0 transformer une activit\u00e9 num\u00e9rique fragment\u00e9e en performance \u00e9conomique structur\u00e9e. <\/p>

La solution : L’approche Data Factory de C’mon Sports<\/h2>

C’mon Sports a d\u00e9ploy\u00e9 sa m\u00e9thodologie Data Factory – un cadre structur\u00e9 con\u00e7u pour centraliser les donn\u00e9es marketing et transactionnelles, am\u00e9liorer la qualit\u00e9 des donn\u00e9es, cr\u00e9er des segments de fans exploitables et les activer par le biais de campagnes cibl\u00e9es. L’approche suit une logique claire : Collecter \u2192 Int\u00e9grer \u2192 Segmenter \u2192 Activer<\/strong>. <\/p>

Phase 1 : Configuration de l’usine de donn\u00e9es<\/h2>

Nous avons int\u00e9gr\u00e9 des sources de donn\u00e9es cl\u00e9s dans Arenametrix, notamment les donn\u00e9es de billetterie de Ticketmaster et les donn\u00e9es de merchandising du fournisseur CMS. Cela a permis de cr\u00e9er une vue unique et unifi\u00e9e de la base de fans – la base de toutes les actions qui ont suivi. <\/p>

Phase 2 : Activation segment\u00e9e<\/h2>

Gr\u00e2ce \u00e0 des donn\u00e9es fiables, les campagnes payantes ont \u00e9t\u00e9 adapt\u00e9es \u00e0 des segments d’audience sp\u00e9cifiques. Les performances cr\u00e9atives ont \u00e9t\u00e9 test\u00e9es sur l’ensemble des canaux et le reciblage a \u00e9t\u00e9 d\u00e9ploy\u00e9 pour am\u00e9liorer l’efficacit\u00e9 des conversions. Chaque euro d\u00e9pens\u00e9 a \u00e9t\u00e9 optimis\u00e9 en fonction des profils de fans d\u00e9finis. <\/p>

Phase 3 : Mesure et optimisation<\/h2>

Des am\u00e9liorations en mati\u00e8re de suivi ont \u00e9t\u00e9 mises en \u0153uvre via Google Tag Manager et Google Analytics 4, ce qui a permis de r\u00e9affecter des budgets sur la base des performances du troisi\u00e8me et du quatri\u00e8me trimestre et d’optimiser de mani\u00e8re it\u00e9rative la segmentation et les cr\u00e9ations, transformant ainsi l’intuition en d\u00e9cisions \u00e9tay\u00e9es par des donn\u00e9es. <\/p>

Phase 4 : Enrichissement des donn\u00e9es<\/h2>

Pour am\u00e9liorer encore la qualit\u00e9 des donn\u00e9es, nous avons mis en place des quiz interactifs, des bulletins d’information contextuels, des campagnes d’engagement social et des documents imprim\u00e9s le jour du match avec des codes QR int\u00e9gr\u00e9s. Chaque point de contact a \u00e9t\u00e9 con\u00e7u pour collecter des attributs suppl\u00e9mentaires pour une segmentation plus approfondie. Les r\u00e9sultats : une croissance mesurable sur tous les canaux<\/strong><\/p>

D\u00e9couvrez l’\u00e9tude de cas compl\u00e8te<\/strong><\/a> pour plus de d\u00e9tails sur l’ex\u00e9cution, les indicateurs cl\u00e9s de performance et la m\u00e9thodologie Data Factory.<\/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

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FAQ<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t<\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t<\/i><\/span>\n\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\tSur quoi porte l'\u00e9tude de cas sur les donn\u00e9es des supporters d'Yverdon Sport ?<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t
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L'\u00e9tude de cas d\u00e9taille comment C'mon Sports s'est associ\u00e9 \u00e0 Yverdon Sport FC pour mettre en \u0153uvre une strat\u00e9gie d'engagement des supporters et de billetterie bas\u00e9e sur les donn\u00e9es. Elle couvre les d\u00e9fis li\u00e9s \u00e0 la mise en place d'une infrastructure de donn\u00e9es commerciales apr\u00e8s la promotion en Super League, la m\u00e9thodologie Data Factory appliqu\u00e9e et les r\u00e9sultats mesurables obtenus en termes de croissance de la base de donn\u00e9es de supporters et d'augmentation des ventes de billets de saison. <\/p><\/span>\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t<\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t<\/i><\/span>\n\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\tComment les clubs de football peuvent-ils am\u00e9liorer leurs performances en mati\u00e8re de billetterie gr\u00e2ce aux donn\u00e9es ?<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t
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Les clubs de football peuvent am\u00e9liorer la billetterie en centralisant les donn\u00e9es des supporters et les donn\u00e9es transactionnelles dans une plateforme unifi\u00e9e, en cr\u00e9ant des segments d'audience bas\u00e9s sur le comportement et l'historique des achats, en d\u00e9ployant des campagnes payantes cibl\u00e9es avec reciblage, et en mesurant continuellement les performances gr\u00e2ce \u00e0 un suivi analytique ad\u00e9quat. Les activations saisonni\u00e8res et les points de contact d'enrichissement des donn\u00e9es - tels que les quiz et les codes QR - permettent d'approfondir les profils des supporters au fil du temps. <\/p><\/span>\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t<\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t<\/i><\/span>\n\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\tQuels r\u00e9sultats les clubs sportifs peuvent-ils attendre d'une strat\u00e9gie de billetterie bas\u00e9e sur les donn\u00e9es ?<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t
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Les clubs qui mettent en \u0153uvre des strat\u00e9gies de donn\u00e9es structur\u00e9es constatent g\u00e9n\u00e9ralement une augmentation de la taille de leur base de donn\u00e9es, des taux d'engagement par e-mail plus \u00e9lev\u00e9s, une efficacit\u00e9 publicitaire accrue gr\u00e2ce \u00e0 un meilleur ciblage, des taux de renouvellement et d'acquisition des abonnements plus \u00e9lev\u00e9s et une valeur ajout\u00e9e pour les sponsors gr\u00e2ce \u00e0 des donn\u00e9es d'audience plus riches et \u00e0 des capacit\u00e9s d'activation.<\/p><\/span>\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\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\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Le d\u00e9fi : construire un mod\u00e8le commercial bas\u00e9 sur des donn\u00e9es apr\u00e8s la promotion Yverdon Sport, promu en Swiss Super League pour la saison 2023-2024, est en pleine ascension tant sur le plan sportif que marketing. Suite \u00e0 un changement de direction majeur, le club s’est fix\u00e9 un objectif ambitieux : s’imposer comme une organisation […]<\/p>\n","protected":false},"author":1,"featured_media":33409,"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 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