LEROY MERLIN: Optimizing Marketing Actions Across Channels with an Internalized MMM

"[This solution is] 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 to Improve ROI

Modeling Consumer Behavior with Agents Instead of Projecting Each Indicator

Leroy Merlin partnered with fifty-five to build the tool its teams needed. 

Relying on our data and machine-learning expertise, fifty-five designed an agent-based, internalized MMM for Leroy Merlin. By using agents to project the behavior of 100 000 individual customers, 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