{"id":6297,"date":"2026-04-06T12:46:44","date_gmt":"2026-04-06T12:46:44","guid":{"rendered":"https:\/\/stage.indigital.marketing\/project\/in-sourced-experimentation-driving-award-winning-impact"},"modified":"2026-04-08T16:36:16","modified_gmt":"2026-04-08T16:36:16","slug":"une-strategie-dexperimentation-internalisee-et-primee","status":"publish","type":"project","link":"https:\/\/indigital.marketing\/fr\/project\/une-strategie-dexperimentation-internalisee-et-primee","title":{"rendered":"Une strat\u00e9gie d’exp\u00e9rimentation internalis\u00e9e et prim\u00e9e"},"content":{"rendered":"

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D\u00e9couvrez comment nous avons aid\u00e9 le Financial Times \u00e0 d\u00e9velopper une capacit\u00e9 d’exp\u00e9rimentation interne ayant g\u00e9n\u00e9r\u00e9 12,5 M\u00a3 de revenus et remport\u00e9 le prix de la \u00abMeilleure Campagne Exp\u00e9rimentale\u00bb aux PMA Awards 2025.<\/p>\n

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Le Financial Times est l’une des principales organisations mondiales d’information \u00e9conomique, avec une audience print et digitale de plus d’un million d’abonn\u00e9s. Op\u00e9rant selon un mod\u00e8le dual (abonnements et publicit\u00e9), le FT fait face au d\u00e9fi permanent d’\u00e9quilibrer croissance de l’audience et mon\u00e9tisation durable.<\/p>\n

En tant qu’\u00e9diteur premium naviguant dans un paysage digital en constante \u00e9volution, le besoin de d\u00e9cisions fond\u00e9es sur la data et scalables n’avait jamais \u00e9t\u00e9 aussi critique.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb2_5″ _builder_version=\u00a0\u00bb4.16″ global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_image src=\u00a0\u00bbhttps:\/\/indigital.marketing\/wp-content\/uploads\/2026\/03\/FT-square-image-templates-3.png\u00a0\u00bb title_text=\u00a0\u00bbFT square image templates\u00a0\u00bb align=\u00a0\u00bbcenter\u00a0\u00bb force_fullwidth=\u00a0\u00bbon\u00a0\u00bb src_last_edited=\u00a0\u00bboff|desktop\u00a0\u00bb _builder_version=\u00a0\u00bb4.26.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb overflow-x=\u00a0\u00bbvisible\u00a0\u00bb overflow-y=\u00a0\u00bbvisible\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb src__hover_enabled=\u00a0\u00bboff|desktop\u00a0\u00bb][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00a0\u00bb2_5,3_5″ custom_padding_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb _builder_version=\u00a0\u00bb4.26.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb90%\u00a0\u00bb module_alignment=\u00a0\u00bbcenter\u00a0\u00bb custom_margin=\u00a0\u00bb150px||150px|auto|true|false\u00a0\u00bb custom_margin_tablet=\u00a0\u00bb125px||125px||true|false\u00a0\u00bb custom_margin_phone=\u00a0\u00bb125px||125px||true|false\u00a0\u00bb custom_margin_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb custom_padding=\u00a0\u00bb0px|100px|0px||false|false\u00a0\u00bb custom_padding_tablet=\u00a0\u00bb|0px|||false|false\u00a0\u00bb custom_padding_phone=\u00a0\u00bb|0px|||false|false\u00a0\u00bb custom_css_main_element=\u00a0\u00bbdisplay: flex;||flex-wrap: wrap;\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb2_5″ _builder_version=\u00a0\u00bb4.22.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_css_main_element_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb custom_css_main_element_tablet=\u00a0\u00bborder:1;\u00a0\u00bb custom_css_main_element_phone=\u00a0\u00bborder:1;\u00a0\u00bb][et_pb_image src=\u00a0\u00bbhttps:\/\/indigital.marketing\/wp-content\/uploads\/2026\/03\/FT-square-image-templates-1-1.png\u00a0\u00bb title_text=\u00a0\u00bbFT square image templates (1)\u00a0\u00bb force_fullwidth=\u00a0\u00bbon\u00a0\u00bb _builder_version=\u00a0\u00bb4.26.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][\/et_pb_column][et_pb_column type=\u00a0\u00bb3_5″ _builder_version=\u00a0\u00bb4.21.0″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.26.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Le Financial Times devait structurer son \u00e9quipe d’exp\u00e9rimentation interne et faire cro\u00eetre marketing et revenus d’audience sans compromettre ses abonnements. Une approche transformatrice de la mon\u00e9tisation de l’audience s’imposait.<\/p>\n

Plus pr\u00e9cis\u00e9ment, le FT cherchait \u00e0 \u00e9largir son pool d’utilisateurs enregistr\u00e9s (mais pas encore payants), tout en pr\u00e9servant l’int\u00e9grit\u00e9 de son tunnel d’abonnement. Sans cadre solide de test and learn, les d\u00e9cisions autour des paywalls, des invitations \u00e0 l’inscription et de la segmentation des audiences manquaient de fondements data. Par ailleurs, la d\u00e9pr\u00e9ciation imminente des cookies tiers rendait urgente la construction d’une strat\u00e9gie first-party data capable de p\u00e9renniser leur mod\u00e8le commercial.<\/p>\n

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In Digital a mis en place une capacit\u00e9 int\u00e9gr\u00e9e au sein des \u00e9quipes du FT, en s’appuyant sur leur stack Martech pour d\u00e9ployer un programme de test and learn \u00e0 fort impact. Nous avons d\u00e9velopp\u00e9 des mod\u00e8les pr\u00e9dictifs, d\u00e9fini les arbitrages optimaux entre abonnement et inscription, et construit un mod\u00e8le de test en 2 phases avec des contr\u00f4les de mitigation des risques en temps r\u00e9el.<\/p>\n

Plut\u00f4t que d’op\u00e9rer comme une agence externe, In Digital s’est int\u00e9gr\u00e9 directement aux \u00e9quipes existantes du FT, travaillant aux c\u00f4t\u00e9s des fonctions \u00e9ditoriales, produit et data pour garantir un alignement d\u00e8s le premier jour. Cette approche int\u00e9gr\u00e9e nous a permis d’adapter notre m\u00e9thodologie aux dynamiques d’audience et aux priorit\u00e9s commerciales propres au FT. Le mod\u00e8le de test en 2 phases a \u00e9t\u00e9 con\u00e7u pour \u00e9quilibrer les objectifs de conversion \u00e0 court terme avec la LTV de l’audience \u00e0 long terme, offrant au FT un cadre de d\u00e9cision reproductible, bien au-del\u00e0 de la dur\u00e9e de la mission.<\/p>\n

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Les r\u00e9sultats du programme ont significativement d\u00e9pass\u00e9 les objectifs initiaux sur chaque indicateur cl\u00e9.<\/p>\n

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600 000<\/p>\n

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Utilisateurs enregistr\u00e9s et activables en ann\u00e9e 1<\/p>\n

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2,5x<\/p>\n

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Plus de revenus publicitaires g\u00e9n\u00e9r\u00e9s par les utilisateurs enregistr\u00e9s<\/p>\n

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26%<\/p>\n

[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.26.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb text_font_size=\u00a0\u00bb30px\u00a0\u00bb custom_margin=\u00a0\u00bb||||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px|||||\u00a0\u00bb text_font_size_tablet=\u00a0\u00bb26px\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

De r\u00e9duction du CPA en paid media<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00a0\u00bb1_2,1_2″ _builder_version=\u00a0\u00bb4.26.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_2″ _builder_version=\u00a0\u00bb4.26.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_image src=\u00a0\u00bbhttps:\/\/indigital.marketing\/wp-content\/uploads\/2026\/03\/1747906844442.jpg\u00a0\u00bb title_text=\u00a0\u00bb1747906844442″ _builder_version=\u00a0\u00bb4.26.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb97%\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_2″ _builder_version=\u00a0\u00bb4.26.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.26.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

PMA Awards 2025<\/strong>: Meilleure Campagne Exp\u00e9rimentale<\/h1>\n

[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.26.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Cette reconnaissance aux \u00ab\u00a0Performance Marketing Awards\u00a0\u00bb valide notre approche comme l’une des meilleures du march\u00e9. Elle sert de mod\u00e8le de r\u00e9f\u00e9rence pour les \u00e9diteurs souhaitant d\u00e9velopper des capacit\u00e9s de croissance durables et data-driven depuis l’int\u00e9rieur de leurs organisations.<\/p>\n

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R\u00e9alis\u00e9 par l’\u00e9quipe In Digital<\/h2>\n

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Rivelles\u00a0\u00bb position=\u00a0\u00bbHead of Innovation\u00a0\u00bb image_url=\u00a0\u00bbhttps:\/\/indigital.marketing\/wp-content\/uploads\/2026\/03\/Ind-team-new-maria.png\u00a0\u00bb module_class=\u00a0\u00bbteam-member team-member–magenta team-member–right-text\u00a0\u00bb _builder_version=\u00a0\u00bb4.26.1″ header_font=\u00a0\u00bbNunito Sans|600|||||||\u00a0\u00bb header_text_color=\u00a0\u00bb#000000″ position_font=\u00a0\u00bbNunito Sans||||||||\u00a0\u00bb position_text_color=\u00a0\u00bb#000000″ width=\u00a0\u00bb100%\u00a0\u00bb height=\u00a0\u00bb100%\u00a0\u00bb custom_margin=\u00a0\u00bb||||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb||||false|false\u00a0\u00bb custom_css_main_element=\u00a0\u00bbposition:relative;\u00a0\u00bb custom_css_member_image=\u00a0\u00bbwidth:100%!important;||max-width:100%!important;\u00a0\u00bb custom_css_member_description=\u00a0\u00bbposition: absolute;||top: 0;||left: 0;||width: 100%;||height: 100%;||display: 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Pr\u00eats \u00e0 am\u00e9liorer vos performances?<\/h2>\n

 <\/p>\n

Contactez notre \u00e9quipe pour en savoir plus sur nos services et d\u00e9couvrir comment nous pouvons acc\u00e9l\u00e9rer votre croissance.<\/p>\n

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D\u00e9couvrez comment nous avons aid\u00e9 le Financial Times \u00e0 d\u00e9velopper une capacit\u00e9 d’exp\u00e9rimentation interne ayant g\u00e9n\u00e9r\u00e9 12,5 M\u00a3 de revenus et remport\u00e9 le prix de la \u00abMeilleure Campagne Exp\u00e9rimentale\u00bb aux PMA Awards 2025.Le Financial Times est l’une des principales organisations mondiales d’information \u00e9conomique, avec une audience print et digitale de plus d’un million d’abonn\u00e9s. Op\u00e9rant […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"project_category":[95],"project_tag":[],"class_list":["post-6297","project","type-project","status-publish","hentry","project_category-analytics"],"acf":[],"_links":{"self":[{"href":"https:\/\/indigital.marketing\/fr\/wp-json\/wp\/v2\/project\/6297","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/indigital.marketing\/fr\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/indigital.marketing\/fr\/wp-json\/wp\/v2\/types\/project"}],"author":[{"embeddable":true,"href":"https:\/\/indigital.marketing\/fr\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/indigital.marketing\/fr\/wp-json\/wp\/v2\/comments?post=6297"}],"version-history":[{"count":5,"href":"https:\/\/indigital.marketing\/fr\/wp-json\/wp\/v2\/project\/6297\/revisions"}],"predecessor-version":[{"id":6347,"href":"https:\/\/indigital.marketing\/fr\/wp-json\/wp\/v2\/project\/6297\/revisions\/6347"}],"wp:attachment":[{"href":"https:\/\/indigital.marketing\/fr\/wp-json\/wp\/v2\/media?parent=6297"}],"wp:term":[{"taxonomy":"project_category","embeddable":true,"href":"https:\/\/indigital.marketing\/fr\/wp-json\/wp\/v2\/project_category?post=6297"},{"taxonomy":"project_tag","embeddable":true,"href":"https:\/\/indigital.marketing\/fr\/wp-json\/wp\/v2\/project_tag?post=6297"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}