// Performance Architecture Series

Architecting
Performance

Session 1: The Digital Nervous System

"Become the Architect, not the Operator."

3h SESSION START MODART EXCLUSIVE | 2026 EDITION

The Philosophy of Flow

Physics over Intuition

Marketing is often mistaken for a creative "feeling." In high-performance fashion, it is the physics of data flow.

We aren't building ads; we are building infrastructure. The circuit board of your business must be wired before the signal can be amplified.

NOTES: Commencer par casser le mythe du 'génie créatif'. Sans tracking, la créativité est aveugle.

Data is the Product

Reacting

Yesterday's sales. Guessing why. The "Operator" mindset.

Predicting

Real-time signals. Forecasting demand. The "Architect" mindset.

[ VALUATION: DATA ASSET > INVENTORY ]

NOTES: Mentionner LVMH vs Zara. La data permet une gestion chirurgicale des stocks.

The 0.1s Loop

Impulse

Click in Paris

Relay

Auth Layer

Logic

Cloud Logic

Action

Order Sent

NOTES: Expliquer la latence. Si le flux est mal architecturé, la machine s'effondre lors des Drops.

2026 Deadlines

1st Party Data

The Asset. Your Relationship. Collected via your own "Nervous System."

3rd Party Data

The Rent. Dying in 2026. Relying on Meta's black box is a strategic risk.

NOTES: Insister sur l'urgence. 2026 n'est pas le futur, c'est la deadline de survie technique.

The Thread of Ariadne

Universal Nomenclature

Without UTMs, your data is noise. With them, it's a map.

?utm_source=wagon&utm_medium=paid

Source: Domain origin.
Medium: Channel type.
Campaign: The Narrative.

NOTES: Enseigner 'The Wagon Rule' : Si ce n'est pas tracké, ça n'existe pas.

The Translator Layer

GTM

The Electrician. Manages the wiring. Decides where data goes and when.

GA4

The Brain. The database. Stores memories and patterns. Useless without the wiring.

NOTES: L'analogie la plus importante. Ne jamais installer GA4 directement. Toujours via GTM.

The 3 Pillars of GTM

Variables

"THE WHAT"

Dynamic values: SKU, Price, Page URL.

Triggers

"THE WHEN"

Conditions: Scroll, Click, Time spent.

AGENCY
SETUP

Formation: Groups of 4-5 Architects.
Naming: Your Brand matters.
Mission: Build the Drop Infrastructure.

"Stop being students. Start being Consultants."

NOTES: Briser le mode cours magistral. Créer une dynamique de compétition.

Account Genesis

Step 01: Create GA4 Account [Web stream].
Step 02: Create GTM Container [Web].
Step 03: Link via Measurement ID (G-XXXXXX).
Step 04: Publish "V1" (Empty Baseline).

SYSTEM STATUS: INITIALIZING...

NOTES: Tour de table. Vérifier que chaque groupe a son ID prêt.

Deployment Speed

Claude Code Deployment

No IT tickets. We deploy landing pages in real-time using terminal commands.

                    $ claude-code deploy --env production

                    [SUCCESS] Page Live: modart.ai/agency-1

NOTES: Montrer la vitesse. Un bon marketeur moderne sait 'pousser' du code.

OFFLINE

15 MIN RECHARGE

NOTES: Laisser ce slide pendant la pause.

// Phase 3: The Surgeon's Knife

DATA
SURGERY

The Mission

Tracking the "Click-to-Call." Turn an interaction into a Business KPI.

Goal: Isolate intent from noise.

NOTES: Entrer dans le vif du sujet technique. C'est ici qu'on fait la différence.

Variable Isolation

Click URL

Searching for links containing "tel:"

Device Type

Tracking Mobile triggers only to avoid pollution.

NOTES: Expliquer pourquoi on exclut le desktop pour les appels. Qualité de la data.

The Logic Switch

AND

The Logic Gate

IF URL contains "tel:"
AND Device is Mobile

= A surgical trigger. High intent. Verified data.

NOTES: Le 'AND' est la clé de la précision. Trop de marketeurs traquent 'OR' par erreur.

Routing the Signal

Type: GA4 Event.
Name: mobile_lead_call
Format: Snake Case (No spaces).

EVENT_SENT >> ga4_stream >> database_v1

NOTES: Pourquoi le Snake Case ? Car les bases de données détestent les espaces. Soyez pros.

The Preview Mode

X-Ray Vision

The Preview Mode shows exactly which tags are firing. If it doesn't fire here, it doesn't exist in your bank account.

NOTES: Démo du 'Smashed Button'. Si vous cliquez et rien ne bouge dans la console, c'est raté.

Real-Time Confirmation

BLUE DOT

The proof of existence.

When the blue dot appears in DebugView, you have bridged the physical world (human finger) with the digital brain.

NOTES: C'est le moment 'Aha!'. Le moment où la technique devient concrète.

The Shadow Audit

AMI PARIS

JACQUEMUS

Spy on the masters. Are they leaking data?

NOTES: Utiliser Meta Pixel Helper pour espionner les concurrents en direct.

Next Week // Session 2

THE ADSERVER

The Muscles of the Machine

Class Dismissed. Architect the World.

NOTES: Teaser la session suivante. On a construit le cerveau, on va construire les muscles.

ArchitectingPerformance