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?

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.

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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...)

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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.