---
title: "TOTAL ENERGIES: Achieving 20% Marketing Efficiency with MMM"
description: TotalEnergies saved €4 million and improved marketing efficiency by 20% through an innovative in-house marketing mix modeling approach.
---
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ENERGY
# TOTALENERGIES: Saving 4M€ and Improving Marketing Efficiency by 20% with a Next-Gen, In-House MMM
Client
TotalEnergies
Service
Media
Date
March 2025
Download
Results
**+4M**
Euros saved and reallocated
**+20%**
Marketing Efficiency
**-20%**
Marketing carbon footprint
Navigation
- [CHALLENGE](https://resources.fifty-five.com/cs-totalenergies#challenge)
- [Solution](https://resources.fifty-five.com/cs-totalenergies#solution)
- [Results](https://resources.fifty-five.com/cs-totalenergies#results)
Tools
[](https://www.microsoft.com/fr-fr/power-platform/products/power-bi)
### “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*
CHALLENGE
## 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.
Solution
## Pairing an In-House, Agent-Based MMM With Incrementality Testing
TotalEnergies worked with fifty-five to set up a hybrid approach toward marketing optimization, combining an in-house, next-generation Marketing Mix Modeling (MMM) and incrementality testing.
As a first step, fifty-five set up a classic MMM to provide a broad overview of marketing efficiency. Then, we configured our agent-based MMM, the Digital Twin, to enable advanced simulations. This model simulates the behavior of 50,000 virtual consumers to determine which marketing levers hold the most potential, which ones are reaching saturation, and which ones should not receive further investment.
Our Digital Twin MMM is now fully integrated into TotalEnergies’ decision-making process and is actively used by its teams on a regular basis. TotalEnergies also requested that carbon footprint measurement be included on the platform to determine the impact of each marketing lever.
Incrementality testing then allowed TotalEnergies and fifty-five to validate the insights gained through modeling.
Results
## 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%**.
+4M Euros saved and reallocated
+20% Marketing efficiency
-20% Marketing carbon footprint
Case Studies
### Other cases you may be interested in
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[ENERGY](https://www.fifty-five.com/case-studies)
MEDIA CONSULTING
### [LEROY MERLIN: Measuring and Optimizing Marketing and Media Actions across Channels with an Internal MMM Platform](https://resources.fifty-five.com/cs-leroy-merlin?hsLang=en)
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### [QUITOQUE: Improving Media Measurement and User Experience through Server-side Data Collection](https://resources.fifty-five.com/cs-quitoque?hsLang=en)
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