{"id":36922,"date":"2017-02-16T00:00:00","date_gmt":"2017-02-16T00:00:00","guid":{"rendered":"https:\/\/www.smglanguages.com\/blog-it\/unkategorisiert\/google-trends-et-ses-atouts-comment-ca-marche"},"modified":"2025-05-29T15:27:14","modified_gmt":"2025-05-29T13:27:14","slug":"google-trends-et-ses-atouts-comment-ca-marche","status":"publish","type":"post","link":"https:\/\/www.smglanguages.com\/fr\/google-trends-et-ses-atouts-comment-ca-marche\/","title":{"rendered":"Google Trends et ses atouts, comment \u00e7a marche ?"},"content":{"rendered":"<p style=\"text-align: justify;\">Quelles seront les <strong>tendances<\/strong> mode de l\u2019ann\u00e9e prochaine\u00a0? Comment consomment les m\u00e9nages\u00a0? Comment les nouveaux <strong>acheteurs<\/strong> font-ils leurs courses\u00a0? Comment pr\u00e9dire la progression d\u2019une \u00e9pid\u00e9mie\u00a0? Pour r\u00e9pondre \u00e0 ces questions, les professionnels peuvent s&rsquo;aider\u00a0d\u2019un outil important\u00a0: <strong>Google Trends<\/strong>, qui apporte des informations offrant des pistes de r\u00e9flexion non n\u00e9gligeables. Mais qu\u2019est-ce que ce Google Trends\u00a0? C\u2019est un <strong>outil d\u2019analyse statistique<\/strong> des recherches effectu\u00e9es sur le Web. En service depuis 2004, il permet d\u2019observer quels sont les termes et mots-cl\u00e9s les plus pertinents dans un secteur donn\u00e9 afin de pouvoir les utiliser sur une plateforme web et attirer un plus grand nombre de visiteurs.<\/p>\n<p style=\"text-align: justify;\">Afin d\u2019illustrer cette explication, nous avons choisi d\u2019axer nos recherches sur un produit fran\u00e7ais particuli\u00e8rement appr\u00e9ci\u00e9 aux \u00e9tats-Unis\u00a0: le cognac. Ainsi, nous avons saisi les termes \u00ab\u00a0Cognac\u00a0\u00bb, \u00ab\u00a0Alcoholic beverage\u00a0\u00bb et \u00ab\u00a0Brandy cognac\u00a0\u00bb pour observer quels \u00e9taient les termes les plus recherch\u00e9s par des internautes am\u00e9ricains, et voici le <a title=\"Exemple Google Trends\" href=\"https:\/\/lc.cx\/4Jhw\" target=\"_blank\" rel=\"noopener\">r\u00e9sultat<\/a>. On remarque que l\u2019expression \u00ab\u00a0alcoholic beverage\u00a0\u00bb est la plus usit\u00e9e, suivie de \u00ab\u00a0brandy\u00a0\u00bb et \u00ab\u00a0cognac\u00a0\u00bb, il conviendra donc de les mettre en valeur lors de la promotion de ce produit. L\u2019outil de Google nous fournit \u00e9galement des informations g\u00e9ographiques, soit les pays, voire les r\u00e9gions et villes dans lesquels chacun de ces termes sont les plus populaires (dans notre exemple, le terme \u00ab\u00a0cognac\u00a0\u00bb est le plus utilis\u00e9 \u00e0 New York). Vous constaterez \u00e9galement que le graphique apporte des pr\u00e9cisions sur la p\u00e9riode analys\u00e9e et sur l\u2019\u00e9volution des requ\u00eates dans le temps, une fonction utile pour une entreprise qui souhaite vendre des produits en vogue \u00e0 une saison plut\u00f4t qu\u2019\u00e0 une autre (comme dans le secteur de l\u2019habillement par exemple).<\/p>\n<p style=\"text-align: justify;\">On se rend donc bien compte que ces donn\u00e9es peuvent s\u2019av\u00e9rer particuli\u00e8rement utiles pour conna\u00eetre les comportements des acheteurs sur Internet et pour mieux orienter les campagnes publicitaires des entreprises, devenant ainsi un service d&rsquo;<a title=\"Intelligence\" href=\"https:\/\/www.smglanguages.com\/intelligence-economique-strategie-commerciale\/?lang=fr\" target=\"_blank\" rel=\"noopener\">intelligence<\/a>. Au cours de la derni\u00e8re d\u00e9cennie, le nombre d\u2019Internautes effectuant des achats sur la toile a presque doubl\u00e9, passant de 13,9 \u00e0 34,7\u00a0M<a href=\"#_ftn1\" name=\"_ftnref1\">[1]<\/a>. De m\u00eame, <a href=\"http:\/\/www.entreprendre.fr\/les-nouveaux-comportements-des-francais-sur-les-sites-e-commerce\">70\u00a0%<\/a> de ces derniers ont d\u00e9j\u00e0 achet\u00e9 ou vendu un bien sur les sites C2C tels qu\u2019eBay ou Le Bon Coin. Et lorsqu\u2019ils ne passent pas commande, ils se renseignent sur le produit qu\u2019ils comptent acheter en magasin\u00a0; ces intentions d\u2019achat rev\u00eatent elles aussi une grande importance. Sur la base de telles requ\u00eates, Google a publi\u00e9 en 2015 un <a href=\"https:\/\/lc.cx\/4JhQ\">rapport<\/a> sur les pr\u00e9visions des tendances mode, annon\u00e7ant le succ\u00e8s des jupes en tulle et des joggings aux \u00c9tats-Unis. Il a aussi mis en \u00e9vidence certains flops, aidant ainsi les entreprises \u00e0 mieux g\u00e9rer leurs stocks.<\/p>\n<p style=\"text-align: justify;\">Mais <strong>Google Trends<\/strong> a \u00e9galement \u00e9t\u00e9 utilis\u00e9 \u00e0 des fins \u00e9conomiques afin d\u2019obtenir des indications sur la consommation des m\u00e9nages. En effet, l\u2019INSEE s\u2019est dot\u00e9 de cet outil afin de pallier le d\u00e9faut des indicateurs \u00e9conomiques g\u00e9n\u00e9ralement utilis\u00e9s\u00a0: un acc\u00e8s tardif \u00e0 l\u2019information. Avec Google Trends, les donn\u00e9es sont accessibles beaucoup plus rapidement, voire en temps r\u00e9el. En 2009, Askitas et Zimmermann l\u2019avaient utilis\u00e9\u00a0 pour pr\u00e9voir le taux de ch\u00f4mage en Allemagne. Idem pour Vosen et Schmidt qui s\u2019en \u00e9taient servi pour des pr\u00e9dictions sur la d\u00e9pense des m\u00e9nages am\u00e9ricains. Cet outil doit cependant \u00eatre utilis\u00e9 avec pr\u00e9caution en raison de ses limites (pour en savoir plus, cliquez <a href=\"http:\/\/www.insee.fr\/fr\/indicateurs\/analys_conj\/archives\/mars2015_d2.pdf\">ici<\/a>).<\/p>\n<p style=\"text-align: justify;\">Enfin, <strong>Google Trends<\/strong> trouverait \u00e9galement son utilit\u00e9 dans le domaine m\u00e9dical. Et oui, rappelez-vous de l\u2019application Google Flu qui pr\u00e9disait la progression de l\u2019\u00e9pid\u00e9mie de grippe. Toujours dans le domaine m\u00e9dical, des chercheurs australiens ont eu recours \u00e0 Google Trends pour comparer les donn\u00e9es recueillies sur le comportement de d\u2019Internautes avec celles du <a href=\"http:\/\/www.frenchweb.fr\/les-medecins-bientot-sur-google-trends-pour-predire-les-risques-de-maladies-graves\/189392\">Centre for Disease Control and Prevention<\/a>. En fonction des requ\u00eates saisies sur le net, Google Trends \u00e9tait parvenu \u00e0 pr\u00e9dire une incidence d\u201911,2\u00a0% du diab\u00e8te en Alabama et de 9,4\u00a0% dans le New Jersey. Les pr\u00e9dictions du centre scientifique \u00e9taient tr\u00e8s proches des pr\u00e9visions de Google, respectivement 11,8 et 8,8\u00a0%. M\u00eame si cet outil ne peut se r\u00e9v\u00e9ler parfaitement efficace, il est \u00e0 m\u00eame d\u2019apporter des informations importantes pour la pr\u00e9vention de certaines maladies, comme le nombre de requ\u00eates concernant des plats pr\u00e9par\u00e9s caloriques.<\/p>\n<p style=\"text-align: justify;\"><a href=\"#_ftnref1\" name=\"_ftn1\">[1]<\/a> Source\u00a0: M\u00e9diam\u00e9trie \u2013 Observatoire des Usages Internet<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quelles seront les tendances mode de l\u2019ann\u00e9e prochaine\u00a0? Comment consomment les m\u00e9nages\u00a0? Comment les nouveaux acheteurs font-ils leurs courses\u00a0? Comment<\/p>\n","protected":false},"author":2,"featured_media":36923,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[253,250],"tags":[231],"class_list":["post-36922","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-culture-et-societe","category-marches-internationaux","tag-internationalisation"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google Trends et ses atouts, comment \u00e7a marche ? - SMG Languages<\/title>\n<meta name=\"description\" content=\"Mais qu\u2019est-ce que ce Google Trends ? 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