BOUYGUES TELECOM: Boosting Competitivity with an Agile, Internalized, Meridian-Based MMM

"With this MMM, we have really changed the way we operate and our acquisition strategy. We can clearly see where we have untapped potential, and we can make decisions fairly quickly and nimbly. It has also allowed us to be more daring, (...) to take risks, to test platforms, formats, etc. Our MMM gives us feedback fairly quickly, which is liberating: it gives us the courage to seek out other solutions and other ways of doing things."

Habi Hane, Head of Media, Bouygues Telecom

Leveraging Crucial Performance Insights to Optimize Media Investments

Bouygues Telecom, a major French telecom provider, wanted to optimize media investments for its B&You offer without increasing budgets in a highly competitive market. The company was focused on three goals:

• Assessing digital performance beyond last-click attribution,
• Understanding the impact of price competitiveness versus media actions,
• And establishing a reliable decision-making platform.

Bouygues Telecom had relied on Marketing Mix Modeling (MMM) before but was dissatisfied with its lack of actionable insights and internal expertise.

Implementing an Expertly Cutomized Internalized MMM

To address Bouygues Telecom’s needs, fifty-five developed a tailored internal MMM platform for their B&You offer using a collaborative and agile approach. This involved:

• Strengthening internal data and media capabilities,
• Selecting an interpretable and adaptable model through iterative testing,
• And customizing the solution to incorporate price sensitivity and weekly updates.

Ultimately, fifty-five selected Google's open-source Bayesian MMM, Meridian, as Bouygues Telecom’s base model for its simplicity, granularity, and ease of use.

Agile, Efficient, Rapid Decision-Making

Bouygues Telecom was successfully equipped with an expertly customized, highly efficient, and actionable MMM that facilitates decision-making on several levels:

1. Strategic - Negotiating objectives and budgets with internal finance teams,
2. Tactical - Testing new formats and channel,
3. Operational - Reallocating budgets during a promotional sequence.

Next, Bouygues Telecom’s MMM will be further fine-tuned with even more added granularity, and fifty-five will develop new models for various other offers.