Marketing budgets are being scrutinized more critically than ever. How do you know if your campaigns are truly effective? Google has an answer with the official launch of Meridian, an open-source marketing mix model (MMM). This means that the model is freely available, allowing advertisers to use and adapt it to their own needs. Meridian helps advertisers better understand the impact of their spending and deploy their budget more effectively.
After extensive testing with hundreds of brands worldwide, Meridian is now available to everyone. The tool offers in-depth insights and advanced customization options, allowing companies to no longer rely on closed analytical tools.
Why Meridian is Important for Marketers
Traditional marketing models struggle to accurately measure the impact of digital and AI-driven campaigns. Meridian addresses this with Bayesian causality, a method that examines both historical data and real outcomes to better determine what works. This provides companies with a clearer understanding of how their marketing expenditures contribute to their success.
The tool is integrated with Google’s MMM Data Platform, providing direct access to key metrics such as impressions and clicks. Additionally, over 20 measurement partners are already certified to assist companies with implementation.
What sets Meridian apart
One of the biggest challenges in marketing analysis is understanding the true impact of advertisements. Meridian goes beyond traditional models and offers enhanced measurements, such as:
More insight into search ads.
In addition to standard statistics, users gain access to deeper insights, such as Google Query volume.
Complete adaptability.
Because Meridian is open-source, companies can customize the model to meet their specific needs.
Better budget allocation.
Marketers can optimize campaigns based on KPIs such as sales, website visits, and profit.
Deeper insight into reach and frequency.
Instead of merely looking at raw impressions, Meridian provides a more complete picture of advertising impact.
Support for experiments.
Incrementality experiments are directly included in the analysis for more realistic predictions. These are tests that compare what happens to a group that sees the campaign with a group that does not. This clarifies the true effect of the campaign.
How companies can use Meridian
Meridian is easily accessible via GitHub, where the code is available directly. Additionally, Google provides support through certified partners who assist with the implementation and optimization of campaigns.
With this launch, Google responds to the growing need for reliable marketing measurement in a privacy-conscious world. As traditional tracking methods become less effective, Meridian offers a new way to accurately justify investments in digital advertising. Google continues to develop the tool and promises to add additional functionalities in the coming months.