Google has introduced Meridian, an open-source Marketing Mix Model (MMM) aimed at helping marketers and data scientists make more informed, data-driven decisions. Now accessible to all, Meridian comes with a partner program that includes over 20 certified measurement partners.
Meridian provides a transparent, innovative, and actionable solution for MMM, allowing businesses to optimize budget allocation in the complex marketing environment. The platform has been extensively tested with hundreds of global brands, incorporating valuable feedback to enhance its functionality and user experience.
“At Finder, our mission is to help people make better financial decisions, and we apply that approach to everything we do – including our own marketing,” said Jennifer Snell, GM Marketing & Loyalty, Finder. “With Meridian, we now have much more confidence in our ability to measure the impact of our investments. This has moved us from investing time and resources into creating linear regression models from scratch, to an agile, best-in-class solution that our team can still own and manage. The insights we’ve gained have reinforced the additional value that YouTube drives beyond what’s visible with standard conversion tracking.”
In today’s omnichannel landscape, consumers interact with brands across multiple platforms and devices. Marketing Mix Models (MMMs) offer critical insights into how marketing efforts drive business results. Meridian applies proven methodologies for budget allocation, factoring in key business aspects such as seasonality, pricing, and economic trends. Using aggregated data, Meridian delivers privacy-focused measurement for accurate, data-driven decision-making.
Google is launching a Meridian Partner Program, bringing together select agencies and measurement vendors trained in best practices. These partners provide expert guidance, tailored solutions, and support to help marketers fully leverage Meridian’s capabilities.
Analytics Edge is among the first partners ready to assist marketers in optimizing Meridian’s potential.
“Analytic Edge is excited to apply our extensive MMM experience and to partner with Google on Meridian,” said Santosh Nair, Founder & Director, Analytic Edge. “Meridian integrates technical innovations to assess the indirect impact of search on marketing channels in the consumer journey. It enhances the measurement of ‘Reach’ and ‘Frequency’ for YouTube campaigns, helping advertisers with campaign planning. The seamless integration with Google Marketing Data Platform boosts productivity in data processing and improves the accuracy of the data used in the model. Our collaboration on Meridian will help advertisers better understand the interactions between channels and improve their campaign strategies.”
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