LEROY MERLIN: Measuring and Optimizing Marketing and Media Actions across Channels with an Internal Media Mix Modeling Platform

Challenge

Measuring the impact of online & offline media investments on a regular and granular basis to support continuous ROI improvement

Leroy Merlin wished to build a decision-making tool to provide impact measurements for media investments online as well as offline (TV, radio…).

Approach

Modeling the behavior of consumers ("agents") instead of projecting each indicator

By using agents, our model can measure micro & macro KPIs instead of having one model per KPI, allowing not only for more precise results but also for the integration of internal (e.g., advertising) and external (e.g., weather, competition, inflation, other...) factors.

Results

A dynamic interface to measure and predict marketing performance

Successfully developed in ABM-based Power BI/Power apps by fifty-five, Leroy Merlin’s dynamic media mix modeling interface allows its marketing teams to update parameters  (such as budget) and measure ROI optimization across channels, automatically updating figures monthly. As a result, decision-making becomes better informed and more efficient.