---
title: fifty-five | The next-generation Marketing Mix Modeling to revolutionize media and marketing management.
image: https://resources.fifty-five.com/hubfs/Fichier%2029.png
---
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Next-Generation MMM
by fifty-five
# INTRODUCTION
How Next-Generation MMM Revolutionizes
Media & Marketing Performance
With the phase-out of third-party cookies and the emergence of new channels, traditional tracking and analytics tools are no longer enough for advertisers to effectively manage their advertising budgets. How can marketers truly measure the ROI of their media investments when relying only on clicks—while overlooking video, offline media, brand impact, or external factors like competition?
To gain a more comprehensive understanding of these factors, Marketing Mix Modeling (MMM) has made a strong comeback. This analytical technique measures the impact of media and marketing strategies on key performance indicators such as sales and revenue. Businesses can leverage MMM insights to assess the effectiveness of their campaigns and allocate budgets for optimal media and marketing performance.
However, traditional MMM often comes with challenges—it can be complex, opaque, and expensive. Typically, it takes the form of static, external studies conducted periodically by consulting firms, making decision-making slow in an environment where agility is key.
**Cheat Sheets by fifty-five**
*Cheat Sheets by fifty-five* is our first video series on tech topics. Discover our 3 videos on the major topics of the end of 3rd-party cookies: 1st-party data, server-side and Consent Mode V2.
In this new video, discover Consent Mode, a new collection method that enables modeling to be applied, and figures to be adjusted within reports.
[watch the 3rd video](https://www.youtube.com/watch?si=lo-YZL2Zbstj5Fdk&v=gl5ZkEPgC_o&feature=youtu.be)
[watch the 2nd video](https://youtu.be/4Y8sKGj7WgQ?si=AYBxdovBXLWYVO3u)
[watch the 1st video](https://youtu.be/EsQXRII0v-w?si=mYsp1HnKJG_dzUIm)
Our solution puts MMM directly in the hands of marketing teams, offering:
Regularly updated insights, ensuring data remains fresh and relevant.
Enhanced granularity, powered by our deep data expertise.
Unmatched flexibility, with dynamic dashboards replacing static reports.
And with new open-source solutions like Google’s Meridian, this next-generation MMM is now more accessible and better suited to managing digital campaigns.
**Cheat Sheets by fifty-five**
*Cheat Sheets by fifty-five* is our first video series on tech topics. Discover our 3 videos on the major topics of the end of 3rd-party cookies: 1st-party data, server-side and Consent Mode V2.
In this new video, discover Consent Mode, a new collection method that enables modeling to be applied, and figures to be adjusted within reports.
[watch the 3rd video](https://www.youtube.com/watch?si=lo-YZL2Zbstj5Fdk&v=gl5ZkEPgC_o&feature=youtu.be)
[watch the 2nd video](https://youtu.be/4Y8sKGj7WgQ?si=AYBxdovBXLWYVO3u)
[watch the 1st video](https://youtu.be/EsQXRII0v-w?si=mYsp1HnKJG_dzUIm)
# MMM AT FIFTY-FIVE: OUR OFFERS
The Key Benefits of fifty-five's MMM Approach
1. Gain a Clearer Understanding of Your Performance History
1. What is the contribution of each marketing channel?
2. How does contribution evolve over time?
3. What would the estimated sales be without any investment?
1. What is the ROI of each channel?
2. Which channels deliver the highest return on investment?
3. How do online and offline channels differ?
1. What is the saturation level of each marketing channel, and what level of impact could be achieved with more investment?
2. Which channels are already saturated, and where should investments be limited for greater efficiency?
2. Plan and Optimize Your Media & Marketing Mix
3. A Solution Tailored to Your Needs and Budget
Define the ideal marketing mix with carefully allocated budgets per channel to maximize sales.
Determine how sales would evolve with increased investment in a specific marketing channel (e.g., doubling the social media budget).
Focus on a key performance indicator (KPI) at the national level.
Add-on modules for further in-depth analysis and even greater ROI.
2. Plan and Optimize Your Media & Marketing Mix
Define the ideal marketing mix with carefully allocated budgets per channel to maximize sales.
Determine how sales would evolve with increased investment in a specific marketing channel (e.g., doubling the social media budget).
Focus on a key performance indicator (KPI) at the national level.
3. A Solution Tailored to Your Needs and Budget
Focus on a key performance indicator (KPI) at the national level.
Add-on modules for further in-depth analysis and even greater ROI.
Focus on a key performance indicator (KPI) at the national level.
2. Planifier et optimiser votre mix et votre budget média-marketing
Optimisation du mix média
Définir le mix marketing idéal, avec une allocation des budgets par canal soigneusement calculée pour maximiser les ventes
Scénario planning
Déterminer comment les ventes évolueraient en cas d’augmentation des investissement sur un canal marketing spécifique (ex : doubler le budget réseaux sociaux)
3. Une solution adaptée à vos besoins et à votre budget
Core MMM
Focus sur un indicateur clé (KPI) au niveau national
Fonctionalités avancées
Ajout de modules complémentaires pour approfondir les analyses et renforcer encore le ROI
‟
We offer a wide range of models—from open-source solutions like Meridian to more advanced models such as our [Digital Twin Model](https://resources.fifty-five.com/white-paper-mmm?hsLang=en).
**Cheat Sheets by fifty-five**
*Cheat Sheets by fifty-five* is our first video series on tech topics. Discover our 3 videos on the major topics of the end of 3rd-party cookies: 1st-party data, server-side and Consent Mode V2.
In this new video, discover Consent Mode, a new collection method that enables modeling to be applied, and figures to be adjusted within reports.
[watch the 3rd video](https://www.youtube.com/watch?si=lo-YZL2Zbstj5Fdk&v=gl5ZkEPgC_o&feature=youtu.be)
[watch the 2nd video](https://youtu.be/4Y8sKGj7WgQ?si=AYBxdovBXLWYVO3u)
[watch the 1st video](https://youtu.be/EsQXRII0v-w?si=mYsp1HnKJG_dzUIm)
They Trusted Us With Their MMM
RETAIL & SERVICES BAYER
[BAYER: Optimizing Creative & Campaigns with a Global Reporting Dashboard](https://www.fifty-five.com/case-study/how-does-leroy-merlin-france-measure-and-optimize-its-marketing-and-media-actions-in-an-omnichannel-logic-thanks-to-an-internalized-media-mix-modeling-platform)
December 2023
[>>>](https://www.fifty-five.com/case-study/how-does-leroy-merlin-france-measure-and-optimize-its-marketing-and-media-actions-in-an-omnichannel-logic-thanks-to-an-internalized-media-mix-modeling-platform)
fifty-five is a Certified Meridian Partner
In January 2025, Google launched Meridian, its open-source MMM solution. As a certified Google partner, our team of data scientists and marketing experts is ready to help you unlock its full potential.
To combine speed, efficiency, and cost-effectiveness, fifty-five leverages its expertise from multiple Meridian deployments—having supported two-fifths of beta testers in France—along with our Google certification, making us one of the only four agencies certified for this solution in France.
RETAIL & SERVICES BAYER
[BAYER: Optimizing Creative & Campaigns with a Global Reporting Dashboard](https://www.fifty-five.com/case-study/how-does-leroy-merlin-france-measure-and-optimize-its-marketing-and-media-actions-in-an-omnichannel-logic-thanks-to-an-internalized-media-mix-modeling-platform)
December 2023
[>>>](https://www.fifty-five.com/case-study/how-does-leroy-merlin-france-measure-and-optimize-its-marketing-and-media-actions-in-an-omnichannel-logic-thanks-to-an-internalized-media-mix-modeling-platform)
Why Choose fifty-five for Your Meridian Implementation?
Reliable, precise measurement: With our proven expertise, fifty-five can develop a Meridian-based model to accurately measure your media investments.
Tailored solutions for your specific needs: From best-in-class consulting to custom model implementation, we adapt to your measurement objectives.
Accessible insights without the hassle: Partnering with fifty-five means gaining actionable insights from Meridian without the need for in-house expertise or extensive resources.
[Contact us >>>](https://www.fifty-five.com/contact)
## CLIENT IMPACT
Discover our latest case studies
[check all our e-books >>>](https://www.fifty-five.com/)
CASE STUDY
Agent55, fifty-five's Most Advanced MMM Solution
Building a decision-making tool that provides impact measurements for media investments both online and offline, on a regular and granular basis, to support continuous ROI improvement.
[Discover case study >>>](https://www.fifty-five.com/case-study/how-does-leroy-merlin-france-measure-and-optimize-its-marketing-and-media-actions-in-an-omnichannel-logic-thanks-to-an-internalized-media-mix-modeling-platform)
CASE STUDY
How can we internalise decision-making for real time marketing results?The In-house Marketing Modeling approach
Facing time-consuming and resource-heavy manual updates to product feed data, Salomon turned to our Generative AI solution to streamline and optimize the process.
An AI-driven strategy was implemented by fifty-five to enhance product titles and descriptions, with A/B testing via FeedX to ensure impactful results.
[Discover case study >>>](https://www.fifty-five.com/case-study/optimizing-product-feed-data-with-generative-ai)
CASE STUDY >> DATA GOVERNANCE
Measuring & Optimizing Marketing and Media Actions across Channels with an Internal Media Mix Modeling Platform
Generative AI is generating significant interest due to its potential for substantial gains, despite its limitations. This fast and adaptable technology cannot replace human experts, but those who don't master it risk being replaced by more competent candidates.
Discover case study >>>
[](https://fr.fifty-five.com/tea-house/chatbot-not-oracle-what-happened-when-we-tried-replacing-our-consultants-with-chatgpt)
CASE STUDY
Measuring & Optimizing Marketing and Media Actions across Channels with an Internal Media Mix Modeling Platform
Generative AI is generating significant interest due to its potential for substantial gains, despite its limitations. This fast and adaptable technology cannot replace human experts, but those who don't master it risk being replaced by more competent candidates.
[Discover case study >>>](https://www.fifty-five.com/tea-house/de-0-a-chatgpt-partie-1)
[](https://fr.fifty-five.com/tea-house/chatbot-not-oracle-what-happened-when-we-tried-replacing-our-consultants-with-chatgpt)
CASE STUDY
Measuring & Optimizing Marketing and Media Actions across Channels with an Internal Media Mix Modeling Platform
Generative AI is generating significant interest due to its potential for substantial gains, despite its limitations. This fast and adaptable technology cannot replace human experts, but those who don't master it risk being replaced by more competent candidates.
[Discover case study >>>](https://www.fifty-five.com/tea-house/de-0-a-chatgpt-partie-1)
[Check all our case studies >>>](https://www.fifty-five.com/case-studies)
[](https://resources.fifty-five.com/fifty-five-gen-ai?hsLang=en)
E-BOOK
Agent55, fifty-five's Most Advanced MMM Solution
[Découvrir l'e-book >>>](https://resources.fifty-five.com/white-paper-mmm?hsLang=en)
[](https://resources.fifty-five.com/fifty-five-data-science?hsLang=en)
E-BOOK
How can we internalise decision-making for real time marketing results?
[Découvrir l'e-book >>>](https://resources.fifty-five.com/e-book-imm-2023?hsLang=en)
# NEWS & INSIGHTS
Explore the latest MMM insights from our experts.
[Check all our content >>>](https://www.fifty-five.com/news-insights)
[](https://www.fifty-five.com/tea-house/the-best-genai-use-cases-for-2024-and-beyond)
BLOG - TEA HOUSE FEB 2024
Granularity: a key to measure and optimize marketing effectiveness?
By Mathieu Lepoutre
[Learn more >>>](https://www.fifty-five.com/tea-house/granularity-a-key-to-measure-and-optimize-marketing-effectiveness)
[](https://www.fifty-five.com/tea-house/genai-fueled-ultra-personalization-the-key-to-deeper-customer-relationships)
BLOG - TEA HOUSE SEPT 2024
Open-source MMM: transitional tool or permanent solution?
By Mathieu Lepoutre & Arnaud Parent
[Learn more >>>](https://www.fifty-five.com/tea-house/open-source-mmm-transitional-tool-or-permanent-solution)
[](https://www.fifty-five.com/tea-house/how-to-pick-a-cdp)
BLOG - TEA HOUSE SEPT 2024
Do you need an open-source MMM?
By Mathieu Lepoutre & Arnaud Parent
[Learn more >>>](https://www.fifty-five.com/tea-house/do-you-need-an-open-source-mmm)
[](https://www.fifty-five.com/case-study/how-does-leroy-merlin-france-measure-and-optimize-its-marketing-and-media-actions-in-an-omnichannel-logic-thanks-to-an-internalized-media-mix-modeling-platform)
CASE STUDY >> DATA PLATFORM
Leroy Merlin: Measuring & Optimizing Marketing and Media Actions across Channels with an Internal Media Mix Modeling Platform
[DOWNLOAD CASE STUDY >>>](https://www.fifty-five.com/case-study/how-does-leroy-merlin-france-measure-and-optimize-its-marketing-and-media-actions-in-an-omnichannel-logic-thanks-to-an-internalized-media-mix-modeling-platform)
[.png?width=1768&height=838&name=image%20(17).png "image (17)")](https://resources.fifty-five.com/white-paper-mmm?hsLang=en)
E-BOOK NOV 2024
Digital Twin Model, fifty-five's Most Advanced MMM Solution
By Romain Warlop
[DOWNLOAD E-BOOK >>>](https://resources.fifty-five.com/white-paper-mmm?hsLang=en)
[](https://www.fifty-five.com/tea-house/how-to-pick-a-cdp)
MMM SEPT 2024
Do you need an open-source MMM?
By Mathieu Lepoutre & Arnaud Parent
[Learn more >>>](https://www.fifty-five.com/tea-house/do-you-need-an-open-source-mmm)
[Check all our articles >>>](https://www.fifty-five.com/teahouse)
[Check all our articles >>>](https://www.fifty-five.com/teahouse)
[Check all our articles >>>](https://www.fifty-five.com/teahouse)
## CASE STUDIES
Discover all our case studies on Generative AI, and boost your business!
[Check all our case studies >>>](https://www.fifty-five.com/case-studies)
[](https://www.fifty-five.com/case-study/chronodrive-reinventing-the-grocery-shopping-experience)
CASE STUDY
CHRONODRIVE: Reinventing the grocery shopping experience in thirty days with Gemini AI
In a dynamic one-month collaboration, fifty-five, Chronodrive, and Mealz, embarked on a transformative journey, leveraging Google's groundbreaking LLM, Gemini, to enhance the Chronodrive client experience.
[Discover the case study >>>](https://www.fifty-five.com/case-study/chronodrive-reinventing-the-grocery-shopping-experience)
[](https://www.youtube.com/watch?v=EB87shEK-tg&list=PLmm1fOHcNBV0KHBzdTyyiOBz-Ad9GBh9S)
CASE STUDY
How Nespresso utilized Gen AI to improve its online shopping experience?
Discover our case study with Nespresso in the video below showcasing how Gen AI enhanced the performance of their shopping campaigns.
[Discover the case study >>>](https://www.youtube.com/watch?v=EB87shEK-tg&list=PLmm1fOHcNBV0KHBzdTyyiOBz-Ad9GBh9S)
GENERATIVE AI
Data Break Podcast Recap - How is Gen AI shaping the future?
By Robin Clayton
[read the article >>>](https://www.fifty-five.com/tea-house/how-is-genai-shaping-the-future)
[Check all our case studies >>>](https://www.fifty-five.com/case-studies)
Read more about all topics related to post-cookies
##### SERVER-SIDE
##### SERVER-SIDE
##### SERVER-SIDE
##### CONSENT MODE
##### CONSENT MODE
##### CONSENT MODE
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##### Cheat Sheet
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[Watch our video](https://www.youtube.com/watch?v=0E3uj5Ks25E)
## **BEFORE WE START**
While the resources listed below will help you tackle the cookieless era through e-books, dedicated articles, use cases, and more, let’s first examine what the end of third-party cookies implies.
Third-party cookies have always been the alpha and omega of digital marketing for advertising targeting. Enabling user tracking on the web, these small text files were read, shared, and sold between different actors for decades. But today, collective awareness around invasive tracking practices and privacy has led to their gradual disappearance.
As this cornerstone of digital marketing vanishes, its disappearance is mostly felt by advertisers, whose ability to achieve effective activation is compromised.
Indeed, how does one personalize content for a website visitor on the open web or maintain controlled advertising pressure on an individual? Can audience lists still be shared with partners?
For the nascent cookieless era, no standards are yet set. Still, plenty of solutions exist to fill the void left by the disappearance of third-party cookies. All you need to do is find the one best suited for you.
[LEARN MORE >>>](https://resources.fifty-five.com/hubfs/55%20Privacy%20-%20Reminder%20of%20third-party%20cookies%20roadmap%20and%20impact-1.pdf?hsLang=en)
**Get ready for the post-cookie era and build a digital marketing roadmap - Part 1**
Understand the post-cookie era and its impact on current marketing use cases deployment and performances.
[READ OUR E-BOOK](https://www.hubspot.com/)
**Get ready for the post-cookie era and build a digital marketing roadmap - Part 2**
Identify and understand new solutions for the post-cookie era. Start your transition by identifying the essential steps and best practices for your operational context.
[READ OUR E-BOOK](https://www.hubspot.com/)
-1.png?width=200&height=144&name=COVER%20(1)-1.png "COVER (1)-1")
**Future-proof your marketing strategy with Google Ads solutions**
Strategic advice to improve your existing Google stack and build a privacy-ready organization.
[READ OUR E-BOOK](https://www.hubspot.com/)
[Check all our e–books >>>](https://www.fifty-five.com/news-insights)
Découvrez toutes nos offres
Plongez dans l’univers de l’IA Générative, de la Data Science et du Cloud, et découvrez nos offres et trouvez la solution adaptée à vos besoins.
[.png?width=1200&height=630&name=Linkedin%20GEN%20AI%20(2).png "Linkedin GEN AI (2)")](https://resources.fifty-five.com/fifty-five-gen-ai?hsLang=en)
GENERATIVE AI
Découvrez le potentiel de l'IA Générative pour une transformation rapide des entreprises avec notre solution SyMAP, et explorez nos ressources ci-dessous, des rediffusions de webinars aux articles approfondis.
[En savoir plus >>>](https://resources.fifty-five.com/fifty-five-gen-ai?hsLang=en)
[](https://resources.fifty-five.com/fifty-five-data-science?hsLang=en)
DATA SCIENCE
Chez fifty-five, les données sont au cœur de tout. Ce sont les données qui nous ont donné notre nom, et chaque service que nous proposons est profondément ancré dans la science des données.
[En savoir plus >>>](https://resources.fifty-five.com/fifty-five-data-science?hsLang=en)
# CONTACT US
Marketing Mix Modeling by fifty-five
To learn more about our MMM solutions, contact us using the form below and transform your measurement strategy for smarter, high-impact decisions.
[CONTACT Us >>>](http://www.fifty-five.com/contact)
[](https://www.fifty-five.com/)
[Services](https://www.fifty-five.com/services)
[Case studies](https://www.fifty-five.com/case-studies)
[new & insights](https://www.fifty-five.com/news-insights)
[about us](https://www.fifty-five.com/about)
[Join us](https://www.fifty-five.com/career)
[Blog the tea house](https://teahouse.fifty-five.com/en/)
[Contact](https://www.fifty-five.com/contact)
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