LEROY MERLIN: Measuring and Optimizing Marketing and Media Actions across Channels with an Internal Media Mix Modeling Platform

An innovative and methodological approach to ABM Modeling that takes into account the specificities of our omnichannel media mix, allowing us to be agile and make the models evolve over time.

Pol-Amaury Cresp, Trafic Media & CRM Manager, Leroy Merlin France

Measuring the impact of online & offline media investments on a regular and granular basis to support continuous ROI improvement

Modeling the behavior of consumers ("agents") instead of projecting each indicator

By using agents, our model can measure micro & macro KPIs instead of having one model per KPI, allowing not only for more precise results but also for the integration of internal (e.g., advertising) and external (e.g., weather, competition, inflation, other...) factors.

A dynamic interface to measure and predict marketing performance