--- title: event fifty-five | next-generation MMM | London description: 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. --- ![Capture d’écran 2024-07-15 à 19.53.22](https://resources.fifty-five.com/hubfs/Capture%20d%E2%80%99%C3%A9cran%202024-07-15%20%C3%A0%2019.53.22.png "Capture d’écran 2024-07-15 à 19.53.22") ![Capture d’écran 2024-07-15 à 19.53.18](https://resources.fifty-five.com/hubfs/Capture%20d%E2%80%99%C3%A9cran%202024-07-15%20%C3%A0%2019.53.18.png "Capture d’écran 2024-07-15 à 19.53.18") ![Capture d’écran 2024-07-15 à 19.52.59](https://resources.fifty-five.com/hubfs/Capture%20d%E2%80%99%C3%A9cran%202024-07-15%20%C3%A0%2019.52.59.png "Capture d’écran 2024-07-15 à 19.52.59") ![LOccitane](https://resources.fifty-five.com/hubfs/LOccitane.png "LOccitane") [![LOGOS23_RED-W](https://resources.fifty-five.com/hs-fs/hubfs/LOGOS23_RED-W.png?width=200&height=44&name=LOGOS23_RED-W.png "LOGOS23_RED-W")](https://fifty-five.com) # EVENT Insights to impact: How brands are unlocking growth with next-generation MMM When:  Thursday, May 14th - 2:30pm Where :  Google London, Central Saint Giles ![Google White background LP](https://resources.fifty-five.com/hs-fs/hubfs/Google%20White%20background%20LP.png?width=395&height=175&name=Google%20White%20background%20LP.png "Google White background LP") ![LRM](https://resources.fifty-five.com/hs-fs/hubfs/LRM.png?width=2000&height=1023&name=LRM.png "LRM") --- Registrations for this event are now closed. [Contact us](https://www.fifty-five.com/contact) if you have any questions!   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. ![Group 10122](https://resources.fifty-five.com/hs-fs/hubfs/Group%2010122.png?width=100&height=87&name=Group%2010122.png "Group 10122") 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. ![New picto - books](https://resources.fifty-five.com/hs-fs/hubfs/New%20picto%20-%20books.png?width=100&height=94&name=New%20picto%20-%20books.png "New picto - books") 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. ![MEDIA-2](https://resources.fifty-five.com/hs-fs/hubfs/MEDIA-2.png?width=80&height=71&name=MEDIA-2.png "MEDIA-2") 4. Table ronde & session Q/A Une table ronde interactive avec les acteurs du secteur pour répondre à vos questions. ![Group 10121](https://resources.fifty-five.com/hs-fs/hubfs/Group%2010121.png?width=80&height=71&name=Group%2010121.png "Group 10121") ### INSCRIVEZ-VOUS À L'ÉVÉNEMENT      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 ## Subscribe to the event Complete the form # AGENDA What we will discuss  2:30pm - 3pm  Welcome & Coffees  3pm - 5pm  Introduction With Will Senior, Head of GMP, UKI, Google and Richard Wheaton, Managing Director, fifty-five   **Google’s Meridian:** How can Meridian support your measurement strategy? Deep dive into Google's MMM solution, Meridian, and explore how it can accelerate your measurement capabilities  With Harriet Williams, MMM Lead, Google    Media Mix 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. With Lauren Wainwright, Associate Director, fifty-five and Nick Yang, Head of MarTech, fifty-five   A client perspective: Media Mix Modelling with Meridian & 55   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 With Nick Yang, Head of MarTech, fifty-five   Fireside Chat: Google's vision for Next-Generation Testing and Measurement With Biren Kalaria, Managing Director, Measurement and Data, Google UK   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 With Google, 55 and our clients  5pm - 6pm  Drinks and networking # THE SPEAKERS Discover the experts that will lead the conversation ![Group 10245](https://resources.fifty-five.com/hs-fs/hubfs/Group%2010245.png?width=236&height=272&name=Group%2010245.png "Group 10245") **Harriet Williams** MMM lead ![Google logo](https://resources.fifty-five.com/hs-fs/hubfs/Google%20logo.png?width=120&height=41&name=Google%20logo.png "Google logo") ![Biren Kalaria](https://resources.fifty-five.com/hs-fs/hubfs/Biren%20Kalaria.png?width=236&height=261&name=Biren%20Kalaria.png "Biren Kalaria") **Biren Kalaria** Managing Director- Data, Measurement & Analytics ![Google logo](https://resources.fifty-five.com/hs-fs/hubfs/Google%20logo.png?width=120&height=41&name=Google%20logo.png "Google logo") ![Group 10283](https://resources.fifty-five.com/hs-fs/hubfs/Group%2010283.png?width=236&height=272&name=Group%2010283.png "Group 10283") **Will Senior** Head of GMP, UKI ![Google logo](https://resources.fifty-five.com/hs-fs/hubfs/Google%20logo.png?width=120&height=41&name=Google%20logo.png "Google logo") ![Group 10282](https://resources.fifty-five.com/hs-fs/hubfs/Group%2010282.png?width=236&height=272&name=Group%2010282.png "Group 10282")   **Lauren Wainwright** Associate Director ![63e60d2411c928f9e97bf9a4_LOGOS23_RED](https://resources.fifty-five.com/hubfs/63e60d2411c928f9e97bf9a4_LOGOS23_RED.svg "63e60d2411c928f9e97bf9a4_LOGOS23_RED") ![Nick YANG](https://resources.fifty-five.com/hs-fs/hubfs/Nick%20YANG.png?width=236&height=261&name=Nick%20YANG.png "Nick YANG") **Nick Yang** Managing Director- Data, Measurement & Analytics ![63e60d2411c928f9e97bf9a4_LOGOS23_RED](https://resources.fifty-five.com/hubfs/63e60d2411c928f9e97bf9a4_LOGOS23_RED.svg "63e60d2411c928f9e97bf9a4_LOGOS23_RED") ![Richard Wheaton](https://resources.fifty-five.com/hs-fs/hubfs/Richard%20Wheaton.png?width=236&height=261&name=Richard%20Wheaton.png "Richard Wheaton") **Richard Wheaton** Managing Director, UK ![63e60d2411c928f9e97bf9a4_LOGOS23_RED](https://resources.fifty-five.com/hubfs/63e60d2411c928f9e97bf9a4_LOGOS23_RED.svg "63e60d2411c928f9e97bf9a4_LOGOS23_RED") ## WHERE Google London, Central Saint Giles 1-13 St Giles High St, London WC2H 8AG, United Kingdom [maps](https://maps.app.goo.gl/VkaeHnQUrTXLqXk87) We are excited to see you! We have a limited number of seats, don't wait to book your spot:  [Register now](https://resources.fifty-five.com/event-london-next-generation-mmm#event-cro-quai8) ## 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 [Voir le plan](https://maps.app.goo.gl/gDWP1nCtvT2hc6hi7) ![DF7A0776 (1)](https://resources.fifty-five.com/hs-fs/hubfs/DF7A0776%20(1).jpg?width=2000&height=1333&name=DF7A0776%20(1).jpg "DF7A0776 (1)") ![Group 9928 (4)](https://resources.fifty-five.com/hs-fs/hubfs/Group%209928%20(4).png?width=274&height=302&name=Group%209928%20(4).png "Group 9928 (4)") Maxime Lamouroux Data & Media Effectiveness Lead ![Google logo](https://resources.fifty-five.com/hs-fs/hubfs/Google%20logo.png?width=100&height=34&name=Google%20logo.png "Google logo") ![FR](https://resources.fifty-five.com/hs-fs/hubfs/FR.png?width=274&height=302&name=FR.png "FR") **François Rommel** Head of Analytics ![Logo_TotalEnergies.svg](https://resources.fifty-five.com/hs-fs/hubfs/Logo_TotalEnergies.svg.png?width=100&height=79&name=Logo_TotalEnergies.svg.png "Logo_TotalEnergies.svg") ![Group 10155-1](https://resources.fifty-five.com/hs-fs/hubfs/Group%2010155-1.png?width=177&height=206&name=Group%2010155-1.png "Group 10155-1") ![Google logo](https://resources.fifty-five.com/hs-fs/hubfs/Google%20logo.png?width=100&height=34&name=Google%20logo.png "Google logo") ### INSCRIPTION Notre événement est passé !  Remplissez ce formulaire pour recevoir une synthèse des sujets abordés ! ### OUR VALUES The 3 pillars of the fifty-five community ![luxury](https://resources.fifty-five.com/hs-fs/hubfs/luxury.png?width=110&height=110&name=luxury.png "luxury") Excellence We encourage fifty-fivers to go above and beyond to deliver the best for our clients. ![sharing](https://resources.fifty-five.com/hs-fs/hubfs/sharing.png?width=110&height=110&name=sharing.png "sharing") Sharing Sharing is centered first and foremost around sharing knowledge, but also around sharing good times. ![caring](https://resources.fifty-five.com/hs-fs/hubfs/caring.png?width=110&height=110&name=caring.png "caring") Caring Caring is essential as well. 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