Retail & Services

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?

Service
Cloud Services
Client
Leroy Merlin
Date
March 2023
Key results
6
Months of the project to build the tool
50K
Scenarii tested upon 100K agents
20-25%
Global Contribution to the Turnover
An innovative and methodological approach to modeling by ABM that takes into account the specificities of our omnichannel media mix allowing us to be agile and make the models evolve over time.
Pol-Amaury Cresp, Trafic Media & CRM Manager, Leroy Merlin France:
Google Cloud Platform
Power BI

Challenge

Measure the impact of online & offline media investments (TV, radio...), on a regular and granular basis, in order to serve the continuous improvement of ROI

Leroy Merlin wishes to build a decision-making tool that measures the impact of their media investments on both their online and offline (TV, radio) forms.

Approach

Model the behavior of consumers (agents) rather than projecting each indicator

Agents being a fine mesh, the model can be used to measure micro & macro KPIs instead of having one model per KPI. This also helps having more precise results and allows the integration of factors internal to the brand (e.g. advertising) and external to the brand (e.g. weather, competition, inflation, other...)

Results

Dynamic interface to measure and predict marketing performance

fifty-five successfully developed a dynamic media mix modeling interface in Power BI/ Power apps based on ABM. In addition to giving users the possibility to update parameters such as budget, the tool helps Leroy Merlin marketing teams measure and optimize media channels ROI contribution by and automatically updating the figures every month. This allows for more informed and appropriate decision making.

6
Months of the project to build the tool
50K
Scenarii tested upon 100K agents
20-25%
Global Contribution to the Turnover