---
title: "CARMILA: Doubling Media Efficiency on the Same Budget with a Custom MMM"
description: Carmila doubled media efficiency and saved over 170k Euros by implementing a custom MMM, with a projected 27% increase in in-store traffic.
---
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# CARMILA: Doubling Media Efficiency on the Same Budget with a Tailor-Made MMM
Client
Carmila
Service
Strategy
Date
November 2025
Download
Key Results
**x2.8**
Media efficiency\*
**\>170k**
Euros saved\*
**+27%**
Projected trafic increase\*
Navigation
- [CHALLENGE](https://resources.fifty-five.com/carmila-custom-mmm#challenge)
- [Solution](https://resources.fifty-five.com/carmila-custom-mmm#solution)
- [Results](https://resources.fifty-five.com/carmila-custom-mmm#results)
Tools
CHALLENGE
## 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After using a static, outdated MMM, Carmila needed a solution that was at once **dynamic and reliable** to guide **smarter budget decisions** both nationally and locally.
Solution
## 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**.
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.
x2.8 Media efficiency with an optimized media mix vs. a 15% budget increase\*
+27% Projected trafic growth with an optimized media mix vs. a 15% budget increase\*
\>170k Euros saved through media-mix-generated trafic increase\*
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### Other cases you may be interested in
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### [EUROPCAR MOBILITY GROUP: Reinforcing Trust in Data by Harmonizing Tracking and Auditing Collection Processes](https://resources.fifty-five.com/cs-emg?hsLang=en)
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### [HUGO BOSS: Achieving Up to 22% More Conversions with a Continuous CRO Strategy](https://resources.fifty-five.com/cs-hugo-boss?hsLang=en)
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CUSTOMER EXPERIENCE
### [CLAUDIE PIERLOT: Boosting Conversions by 120% with an Ongoing Performance Max Strategy](https://resources.fifty-five.com/cs-claudie-pierlot?hsLang=en)
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