CARMILA: Doubling Media Efficiency on the Same Budget with a Tailor-Made MMM

Increasing In-Store Traffic with Smarter Media Budget Decisions

Carmila manages more than 250 shopping centers across Europe. Its marketing team wanted to understand how every euro spent, both online or offline, drove in-store traffic. The objective: finding how to allocate media budgets to maximize performance.

After using a static, outdated MMM, Carmila needed a solution that was at once dynamic and reliable to guide smarter budget decisions both nationally and locally.

Designing a Cutomized Internalized MMM

fifty-five partnered with Carmila to design a custom internalized Marketing Mix Model, starting with its 10 largest centers. Relying on proven MMM expertise and through hands-on workshops and advanced data processing in BigQuery, fifty-five built a robust model using 2.5 years of media and traffic data.

This new, in-house MMM, based on Google’s Meridian algorithm and visualized with Looker Studio, gave Carmila a living dashboard to test different budget scenarios and see which channels could truly drive results.

Agile, Efficient, Rapid Decision-Making

The MMM insights showed that optimizing the media mix would prove 2.8× more effective than raising budgets. By reallocating media spend alone, Carmila could achieve +27% more visits across 10 major sites. Carmila’s new MMM is also essentially self-sufficient, its cost largely compensated by the value of its findings.

The project quickly became the cornerstone of Carmila’s 2026 media strategy, expanding to additional centers.