The Digital Twin Model (DTM): fifty-five’s Next-Generation Marketing Mix Modeling Solution

When traditional MMM is no longer enough

Facing an ever-growing number of channels, tighter budgets, and increasing privacy constraints, it’s becoming increasingly challenging for marketers to make high-stakes budget decisions with confidence. And while traditional MMM can assist them in their decision-making process, it often proves unsatisfactory. A recent study by BCG and Google outlines a rather striking state of affairs: while 70% of advertisers use MMM, only 10% of them are satisfied with the solution. The issues cited are many: MMM often proves too aggregated, too slow to refresh, and, crucially, too retrospective.

Many models still arrive as static reports – sometimes hundreds of pages long – explaining what happened months ago, rather than as living tools that guide what to do next. Instead, modern organizations need MMM to become a continuous decision system, more GPS than rearview mirror.

Having worked with MMM for years, fifty-five’s team of experts came up with an innovative solution to this challenge: The Digital Twin Model, or DTM.

What is the Digital Twin Model (DTM)?

The Digital Twin Model (DTM) is fifty-five’s most advanced Marketing Mix Modeling (MMM) solution, a new generation of marketing measurement designed to help brands understand, predict, and optimize the real impact of their marketing investments.

Unlike traditional MMM, which models average responses to media pressure based on past data, the DTM models people. It creates a synthetic but statistically representative population of thousands of virtual consumers that replicate how real consumers react to marketing actions, competitive activity, and market conditions. 

These digital twins form a virtual market where brands can measure performance and simulate future strategies before budgets are committed. This approach makes it possible to observe how strategies affect not just “the market” on average, but different types of consumers, evolving over time and under changing conditions. The result: a virtual testing ground for marketing and business decision-making.

What brands can do with the Digital Twin Model

With the DTM, organizations can:

• Predict the impact of future media and marketing strategies
• Simulate budget reallocations before investing
• Optimize cross-channel effectiveness
• Understand how different populations truly respond
• Measure marketing performance in a privacy-safe, cookie-less environment
• Extend analysis beyond media to broader market dynamics

In short, it enables brands to move from observation to anticipation – with already proven results. The Digital Twin Model has already helped large advertisers like TotalEnergies reallocate budgets toward higher-impact levers, generate multi-million-euro savings, and significantly increase marketing efficiency. Read how the DTM helped TotalEnergies reallocate 4 million euros and achieve +20% in marketing efficiency here.

By combining advanced AI, behavioral modeling, and large-scale simulation, the DTM demonstrates how next-generation MMM can directly support commercial performance, and turn MMM from a reporting framework into a predictive and actionable platform.

A new standard for Marketing Mix Modeling

With the Digital Twin Model, fifty-five delivers a new generation of Marketing Mix Modeling built to help organizations move from measurement to prediction, and from prediction to growth, thus enabling better, faster, cheaper measurement.

Better

• More realistic behavioral modeling
• Deeper causal understanding
• Stronger precision in optimization decisions

Faster

• Automated model updates
• AI-assisted analysis and exploration
• Shorter distance between insight and action

Cheaper

• No dependency on recurring software licenses
• The model becomes a long-term internal asset instead
• With rapid returns through smarter budget allocation

If you’d like to know more about the DTM and how it could transform your marketing strategy, don’t hesitate to contact us!

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