{"id":23044,"date":"2025-02-11T00:18:02","date_gmt":"2025-02-11T05:18:02","guid":{"rendered":"https:\/\/leger360.com\/?p=23044"},"modified":"2025-06-26T15:26:15","modified_gmt":"2025-06-26T19:26:15","slug":"conseils-d-experts-mesurer-lefficacite-publicitaire","status":"publish","type":"post","link":"https:\/\/leger360.com\/fr\/conseils-d-experts-mesurer-lefficacite-publicitaire\/","title":{"rendered":"Cube AI\u00a0: mesurer l\u2019efficacit\u00e9 publicitaire \u00e0 l\u2019aide de l\u2019intelligence artificielle"},"content":{"rendered":"<p>[et_pb_section fb_built=\u00a0\u00bb1&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p>Chaque jour, plus de 4\u202f000 publicit\u00e9s rivalisent pour capter l\u2019attention des consommateur\u00b7rices. Dans un environnement aussi satur\u00e9, le d\u00e9fi est immense. Il ne suffit plus d\u2019\u00eatre vu. Les marques doivent dor\u00e9navant laisser une trace ind\u00e9l\u00e9bile dans les esprits.<\/p>\n<p>Comprendre le ressenti de la client\u00e8le devient alors un levier essentiel pour cr\u00e9er des publicit\u00e9s qui captivent, \u00e9meuvent et ultimement, incitent \u00e0 agir.<\/p>\n<p>Or, les m\u00e9thodes traditionnelles, bas\u00e9es sur des donn\u00e9es quantitatives, ont leurs limites lorsqu\u2019il s\u2019agit de d\u00e9crypter la complexit\u00e9 des r\u00e9actions \u00e9motionnelles humaines.<\/p>\n<p><a href=\"https:\/\/leger360.com\/fr\/test-publicitaire\/\"><strong>Cube AI<\/strong><\/a> propose une alternative innovante pour les entreprises. En d\u00e9codant chaque micro-expression du visage, elle permet d\u2019analyser en profondeur l\u2019impact \u00e9motionnel g\u00e9n\u00e9r\u00e9 par une publicit\u00e9 et l\u2019attention qui lui est port\u00e9e.<\/p>\n<p>En mesurant avec pr\u00e9cision comment une campagne r\u00e9sonne aupr\u00e8s de son audience, Cube AI aide les marques \u00e0 ajuster leurs campagnes publicitaires pour renforcer la connexion \u00e9motionnelle avec leur client\u00e8le et maximiser l\u2019efficacit\u00e9.<\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbMesurer les \u00e9motions et l\u2019attention : un incontournable\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2&Prime; title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0&Prime;]<\/p>\n<p>Selon Gerald Zaltman, professeur \u00e0 la Harvard Business School, 95 % des d\u00e9cisions d\u2019achat sont guid\u00e9es par des processus inconscients. (Source: <a href=\"https:\/\/www.hbrfrance.fr\/chroniques-experts\/2021\/01\/32972-quand-privilegier-les-chiffres-plutot-que-les-emotions-pour-vendre-un-produit\/\">HBR France<\/a>)<span style=\"text-decoration: line-through;\"><\/span><\/p>\n<p>En termes de consommation, les \u00e9motions jouent un r\u00f4le cl\u00e9 sur plusieurs fronts\u00a0:<\/p>\n<ul>\n<li>Elles favorisent la m\u00e9morisation<\/li>\n<li>Elles sont source de motivation et de mobilisation<\/li>\n<li>Elles sont \u00e0 l\u2019origine de l\u2019attachement<\/li>\n<\/ul>\n<p>Comprendre ce qui influence r\u00e9ellement les choix des consommateurs n\u00e9cessite donc de creuser davantage.<\/p>\n<p>Cube AI d\u00e9cortique les \u00e9l\u00e9ments les plus subtils pour r\u00e9v\u00e9ler les v\u00e9ritables moteurs des d\u00e9cisions des consommateurs.<\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbAllier intelligence artificielle et biom\u00e9trie pour mesurer l\u2019efficacit\u00e9 publicitaire\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh3&Prime; title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p>Plut\u00f4t que de s\u2019appuyer uniquement sur des r\u00e9ponses de sondages, la plateforme Cube AI emploie ces algorithmes sophistiqu\u00e9s pour plonger au c\u0153ur du comportement humain.<\/p>\n<p>Cette m\u00e9thode novatrice fait appel aux technologies de reconnaissance faciale automatis\u00e9es pour capter les diverses r\u00e9actions faciales des utilisateurs en temps r\u00e9el et analyser son effet.<\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbLe fonctionnement : un v\u00e9ritable laboratoire portatif\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh3&Prime; title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p>Cube AI emploie une plateforme de tests utilisateurs \u00e0 distance qui se pr\u00e9sente sous forme d\u2019application mobile.<\/p>\n<p>La plateforme se sert de la cam\u00e9ra int\u00e9gr\u00e9e aux ordinateurs, t\u00e9l\u00e9phones intelligents et tablettes, pour capter les expressions faciales et suivre les mouvements oculaires des participants plusieurs fois par seconde.<\/p>\n<p>[\/et_pb_text][et_pb_image src=\u00a0\u00bbhttps:\/\/leger360.com\/wp-content\/uploads\/2025\/02\/AdobeStock_276492766-1-scaled.jpeg\u00a0\u00bb title_text=\u00a0\u00bbYoung Man Identified by Biometric Facial Recognition Scanning Process from His Smartphone. Futuristic Concept: Projector Identifies Individual by Illuminating Face by Dots and Scanning with Laser\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb border_radii=\u00a0\u00bbon|10px|10px|10px|10px\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_margin=\u00a0\u00bb||20px||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb||20px||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p>En fonction des mouvements musculaires sp\u00e9cifiques et des configurations des traits du visage, Cube AI est en mesure de reconna\u00eetre et d\u2019interpr\u00e9ter\u00a0:<\/p>\n<ul>\n<li>Les sept \u00e9motions primaires ;\n<ul>\n<li>Joie, surprise, peur, tristesse, d\u00e9go\u00fbt, col\u00e8re, m\u00e9pris<\/li>\n<\/ul>\n<\/li>\n<li>Ainsi que l\u2019\u00e9tat neutre.<\/li>\n<\/ul>\n<p>En scrutant les micromouvements du visage, l\u2019outil peut d\u00e9celer :<\/p>\n<ul>\n<li>Les \u00e9motions ressenties<\/li>\n<li>Le niveau d\u2019attention port\u00e9 \u00e0 l\u2019\u00e9cran<\/li>\n<li>Le degr\u00e9 d\u2019engagement<\/li>\n<\/ul>\n<p>En identifiant les diff\u00e9rentes perceptions de cette mani\u00e8re, Cube AI est capable de d\u00e9celer de nouveaux \u00e9l\u00e9ments indiquant ce qui captive r\u00e9ellement le public\u00a0:<\/p>\n<ul>\n<li>En suivant pr\u00e9cis\u00e9ment les mouvements oculaires, le logiciel peut d\u00e9noter l\u2019attention r\u00e9elle port\u00e9e par l\u2019utilisateur.<\/li>\n<li>Les diff\u00e9rentes expressions faciales, elles, permettent de percevoir les \u00e9motions ressenties par les participants au fur et \u00e0 mesure qu\u2019elles sont d\u00e9clench\u00e9es.<\/li>\n<\/ul>\n<p>Les marques disposent donc de renseignements plus pouss\u00e9s pour mieux mesurer et optimiser leurs campagnes publicitaires.<\/p>\n<p><strong>Ne manquez pas le webinaire du 19 mars prochain pour lever le voile sur l\u2019innovation Cube AI et b\u00e9n\u00e9ficier de conseils d\u2019experts pour affiner vos strat\u00e9gies marketing en 2025.<\/strong><\/p>\n<p>[\/et_pb_text][et_pb_button button_url=\u00a0\u00bbhttps:\/\/documents.leger360.com\/cube-ai-fr%20&Prime; button_text=\u00a0\u00bbInscrivez-vous maintenant\u00a0\u00bb button_alignment=\u00a0\u00bbcenter\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_margin=\u00a0\u00bb20px||20px||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_button][et_pb_heading title=\u00a0\u00bbLe meilleur des deux mondes pour une approche 360\u00b0\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh3&Prime; title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb custom_margin=\u00a0\u00bb10px||10px||false|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb10px||10px||false|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb10px||10px||false|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb custom_padding=\u00a0\u00bb10px||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p>Pour enrichir la base d\u2019informations servant \u00e0 guider les strat\u00e9gies d\u2019affaires, Cube AI combine :<\/p>\n<ul>\n<li>Les donn\u00e9es biom\u00e9triques obtenues gr\u00e2ce aux analyses faciales<\/li>\n<li>Les donn\u00e9es issues de sondages traditionnels<\/li>\n<\/ul>\n<p>En unissant ces approches, l\u2019outil est capable d\u2019analyser des composantes encore peu explor\u00e9es.<\/p>\n<p>Il devient alors possible d\u2019\u00e9valuer des aspects jusque-l\u00e0 difficilement quantifiables et d\u2019examiner chaque composante d\u2019une campagne pour ajuster les strat\u00e9gies en fonction de l\u2019attention et des \u00e9motions suscit\u00e9es.<\/p>\n<p>[\/et_pb_text][et_pb_image src=\u00a0\u00bbhttps:\/\/leger360.com\/wp-content\/uploads\/2025\/02\/Videos-1.png\u00a0\u00bb title_text=\u00a0\u00bbVideos (1)\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][et_pb_heading title=\u00a0\u00bbIntervenir en amont\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh3&Prime; title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb custom_margin=\u00a0\u00bb10px||10px||false|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb10px||10px||false|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb10px||10px||false|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p>Contrairement aux \u00e9valuations post-campagne, il est d\u00e9sormais possible de tester les publicit\u00e9s en amont. Les diff\u00e9rentes donn\u00e9es recueillies permettent <a href=\"https:\/\/leger360.com\/fr\/?s=Cube+AI&amp;et_pb_searchform_submit=et_search_proccess&amp;et_pb_include_posts=yes&amp;et_pb_include_pages=yes\">d\u2019identifier les \u00e9l\u00e9ments susceptibles de capter le mieux l\u2019attention<\/a> et de susciter les meilleures r\u00e9actions \u00e9motionnelles pour augmenter les chances de succ\u00e8s.<\/p>\n<p>Les experts en recherche de Cube AI ont \u00e9galement cr\u00e9\u00e9 un calcul d\u2019indice d\u2019impact global qui peut servir pour se comparer \u00e0 la concurrence et trouver des fa\u00e7ons de se d\u00e9marquer. Avec cet outil, les marques ont acc\u00e8s \u00e0 des analyses approfondies pour comprendre les moindres d\u00e9tails et ajuster leurs strat\u00e9gies en cons\u00e9quence.<\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbAu-del\u00e0 du simple comptage de clics\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh3&Prime; title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb custom_margin=\u00a0\u00bb10px||10px||false|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb10px||10px||false|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb10px||10px||false|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p>Cube AI illustre le parcours \u00e9motionnel de la client\u00e8le, sans filtre. Plut\u00f4t que de se fier aux indicateurs classiques (taux de clics, etc.), qui ne se concentrent que sur les r\u00e9sultats en surface, cette technique explore diverses facettes du comportement humain pour mesurer des \u00e9l\u00e9ments intangibles, mais essentiels au succ\u00e8s\u00a0:<\/p>\n<ul>\n<li>L\u2019attention<\/li>\n<li>L\u2019\u00e9motion<\/li>\n<li>L\u2019engagement<\/li>\n<\/ul>\n<p>En transformant ces param\u00e8tres en donn\u00e9es exploitables, Cube AI aide \u00e0 identifier les \u00e9l\u00e9ments qui r\u00e9sonnent v\u00e9ritablement, ouvrant la voie \u00e0 une publicit\u00e9 mieux cibl\u00e9e, plus personnalis\u00e9e et, surtout, plus efficace.<\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbEn conclusion&#8230;\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh3&Prime; title_font=\u00a0\u00bb|600|||||||\u00a0\u00bb custom_margin=\u00a0\u00bb10px||10px||false|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb10px||10px||false|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb10px||10px||false|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p>Chaque seconde compte \u2014 transformez-les en un moment marquant avec Cube AI. Faites appel \u00e0 cette solution innovante pour peaufiner vos strat\u00e9gies et am\u00e9liorer la port\u00e9e de vos publicit\u00e9s.<\/p>\n<p>[\/et_pb_text][et_pb_button button_text=\u00a0\u00bbContactez-nous\u00a0\u00bb button_alignment=\u00a0\u00bbcenter\u00a0\u00bb module_class=\u00a0\u00bbhs-cta-trigger-button hs-cta-trigger-button-153049436245&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Chaque jour, plus de 4\u202f000 publicit\u00e9s rivalisent pour capter l\u2019attention des consommateur\u00b7rices. Dans un environnement aussi satur\u00e9, le d\u00e9fi est immense. Il ne suffit plus d\u2019\u00eatre vu. Les marques doivent dor\u00e9navant laisser une trace ind\u00e9l\u00e9bile dans les esprits. Comprendre le ressenti de la client\u00e8le devient alors un levier essentiel pour cr\u00e9er des publicit\u00e9s qui captivent, \u00e9meuvent et ultimement, incitent \u00e0 agir. Or, les m\u00e9thodes traditionnelles, bas\u00e9es sur des donn\u00e9es quantitatives, ont leurs limites lorsqu\u2019il s\u2019agit de d\u00e9crypter la complexit\u00e9 des r\u00e9actions \u00e9motionnelles humaines. Cube AI propose une alternative innovante pour les entreprises. En d\u00e9codant chaque micro-expression du visage, elle permet d\u2019analyser en profondeur l\u2019impact \u00e9motionnel g\u00e9n\u00e9r\u00e9 par une publicit\u00e9 et l\u2019attention qui lui est port\u00e9e. En mesurant avec pr\u00e9cision comment une campagne r\u00e9sonne aupr\u00e8s de son audience, Cube AI aide les marques \u00e0 ajuster leurs campagnes publicitaires pour renforcer la connexion \u00e9motionnelle avec leur client\u00e8le et maximiser l\u2019efficacit\u00e9.Selon Gerald Zaltman, professeur \u00e0 la Harvard Business School, 95 % des d\u00e9cisions d\u2019achat sont guid\u00e9es par des processus inconscients. (Source: HBR France) En termes de consommation, les \u00e9motions jouent un r\u00f4le cl\u00e9 sur plusieurs fronts\u00a0: Elles favorisent la m\u00e9morisation Elles sont source de motivation et de mobilisation Elles sont \u00e0 l\u2019origine de [&hellip;]<\/p>\n","protected":false},"author":15,"featured_media":23045,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","inline_featured_image":false,"footnotes":""},"categories":[34],"tags":[],"post_language_cat":[],"class_list":["post-23044","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-intelligence"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Cube AI\u00a0: mesurer l\u2019efficacit\u00e9 publicitaire \u00e0 l\u2019aide de l\u2019intelligence artificielle - 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