Join us for an afternoon of insights on the latest Marketing Mix Modelling solutions, from the simplest to the most advanced, and discover how major brands are unlocking growth with next-generation solutions.
With the gradual disappearance of third-party cookies and the limitations of current tracking techniques, advertisers can no longer rely on attribution only to shape their media budgets. As a result, MMM has become essential once again. But while this methodology has traditionally been complex, static, expensive, and opaque, the MMM landscape is being reshaped by the arrival of new solutions on the market, from open-source MMMs like Google’s Meridian to agent-based models like fifty-five’s Digital Twin.
fifty-five, one of the first companies to have tested Meridian and become Meridian-certified, invites you to discover the capabilities of this new tool, its potential to democratise MMM, and the results of its initial deployments in business settings.
Atteedees will also explore how the most advanced MMMs are using virtual agents for highly granular media and marketing management.
AU PROGRAMME
9h-9h30: Accueil et petit-déjeuner
9h30-10h30: Conférences
1. Introduction : la stratégie CRO de Renault
2. Le CRO Lab en action : le concours de prompts
3. Les use cases : la démonstration de force
4. Conclusion et Q&A session
10h30-11h: Networking
1. Introduction du Shift Project
Partage de leur rapport intermédiaire : grands messages-clés et points de repère sur les impacts environnementaux de l’IA.
2. Présentation de notre étude, en collaboration avec The Brandtech Group
Partage des résultats de notre étude sur les impacts environnementaux de l’IA, illustrée par des cas pratiques et une liste des axes de réduction d'impact.
3. Retour d’expérience sur l’empreinte carbone de l’IA et ses leviers d’action, avec Scope3
Détail des initiatives et solutions proposées par Scope3 pour réduire l'empreinte carbone dans le domaine de l'IA.
4. Table ronde & session Q/A
Une table ronde interactive avec les acteurs du secteur pour répondre à vos questions.
16h - 18h
Gen AI for Luxury & Fashion
Generative AI will be in the spotlight with conferences and roundtables, hosted by fifty-five, Google Innovation Partners and luxury players, to seize all the opportunities of generative AI with concrete business use cases.
Detailed agenda:
- An introductory keynote on AI and generative AI
- Optimizing product flows and product catalogs with generative AI
- Creative Analytics to improve marketing campaigns
- A round table on the vision of generative AI, its use, and feedback with ...
- A live demonstration of Gemini, with Chronodrive and Mealz, to exploit image recognition, text generation and image generation.
- A final keynote to get you started on generative AI topics
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AGENDA
What we will discuss
2:30pm - 3pm
Welcome & Coffees
3pm - 5pm
Introduction: The evolution of Media Mix Modelling
Presented by Abigail Long (Google) and Richard Wheaton, Managing Director (fifty-five)
Keynote Conversation: Google's vision for Next-Generation Testing and Measurement
Hear about the latest effectiveness research insights from Google and how advertisers can bridge the gap between performance-driven tactics and long-term brand value
Presented by Biren Kalaria, MD, Measurement and Data, Google UK
How can MMM support your measurement strategy
Deep dive into Google's MMM solution, Meridian, and explore how it can accelerate your measurement capabilities
Presented by Google UK
MMM and Agent-Based Modelling with 55: Your blueprint for in-house, Next-Gen media measurement
Discover how fifty-five’s MMM approach provides a fully automated, packaged approach to Meridian, empowering you to seamlessly transition your measurement in-house.
Presented by fifty-five
Agentic Solutions: The cutting edge for automation and simulation
Discover how agents are simplifying MMM deployment and how agents are used for real world simulations to answer the most complex 'what if' scenarios to power strategic decision making
Presented by fifty-five
Mastering the Mix: A collaborative discussion on modern measurement
Join fifty-five, Google experts, and brand leaders for a collaborative roundtable on the realities of media measurement in 2026. This open forum is designed to share cross-industry strategies, learn how other brands are adapting, and collectively address the complexities of incrementality, modern MMM, and resilient data infrastructure
Facilitated by fifty-five
5pm - 6pm
Drinks and networking
THE SPEAKERS
Discover the experts that will lead the conversation
Abigail Long
Industry Head (Agencies and Partners)
Biren Kalaria
Managing Director- Data, Measurement & Analytics
Richard Wheaton
Managing Director, UK
WHERE
Google London, Central Saint Giles
1-13 St Giles High St, London WC2H 8AG, United Kingdom
We are excited to see you!
We have a limited number of seats, don't wait to book your spot:
DÉCOUVREZ LE LIEU
Quai 8
Nous sommes ravis de vous accueillir dans nos nouveaux bureaux, lieu historique qui offre un grand espace convivial pour suivre nos conférences, mais également pour échanger lors d'un petit-déjeuner.
Adresse : 1 rue de Saint-Pétersbourg, 75008 Paris.
Stations de métro : Saint-Lazare, Liège, Europe, Rome
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Maxime Lamouroux
Data & Media Effectiveness Lead
François Rommel
Head of Analytics
INSCRIPTION
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