TOTALENERGIES: Saving 4M€ and Improving Marketing Efficiency by 20% with a Next-Gen, In-House MMM

“We couldn't have achieved this level of performance with a conventional MMM. This project really exceeded our expectations, and that's not something that happens every day; it enabled us not only to save money, but also to achieve our 2024 objectives, which were very ambitious.”

François Rommel, 
Head of Analytics at TotalEnergies

Optimizing Marketing Spend to Thrive in a Competitive Market

As France’s energy market grows more and more competitive, with recent drops in pricing driving consumers to consider changing providers, TotalEnergies wanted to invest its marketing budget in the smartest way possible for truly optimized ad campaigns. The company also needed to adapt to a constantly changing digital landscape, with third-party cookies being phased out and new marketing channels opening up while simultaneously reducing its digital footprint.

To achieve these goals, TotalEnergies could not solely rely on attribution: the company needed the best tools available for informed decision-making and to prove the potential worth of every investment.

Pairing an In-House, Agent-Based MMM With Incrementality Testing

Clear Improvements in Marketing Efficiency, Millions Saved and Reallocated, and A Reduced Carbon Footprint

Our approach helped TotalEnergies meet its commercial goals while saving €4 million by reallocating budgets toward high-potential levers. Improved insights empowered the team to make bolder, data-backed decisions for a 20% increase in marketing efficiency.

Now equipped with a clear view of each campaign’s carbon emissions, TotalEnergies also reduced its marketing carbon footprint by 20%.