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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

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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.

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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.

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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.

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4. Table ronde & session Q/A

Une table ronde interactive avec les acteurs du secteur pour répondre à vos questions.

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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

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Harriet Williams
MMM lead

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Biren Kalaria

Biren Kalaria
Managing Director- Data, Measurement & Analytics

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Will Senior
Head of GMP, UKI

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Lauren Wainwright
Associate Director

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Nick YANG

Nick Yang
Managing Director- Data, Measurement & Analytics

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Richard Wheaton

Richard Wheaton
Managing Director, UK

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WHERE

Google London, Central Saint Giles

1-13 St Giles High St, London WC2H 8AG, United Kingdom

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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

Voir le plan

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Maxime Lamouroux
Data & Media Effectiveness Lead

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FR

François Rommel
Head of Analytics

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INSCRIPTION

Notre événement est passé !  Remplissez ce formulaire pour recevoir une synthèse des sujets abordés !

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