Google launches Meridian to help marketers and data scientists
By Ralph Tathagata
To help them measure the effectiveness of their efforts, Google has released Meridian, its open source Marketing Mix Model (MMM) to marketers and data scientists. The latest tool is designed to help marketers allocate budgets more effectively in a dynamic digital landscape.
According to Google, after rigorous testing with hundreds of brands worldwide, Meridian is now available to everyone, offering advanced customisation and actionable insights.
The launch is coming on the heels of increasing pressure faced by marketers to justify their spending and measure results in a privacy-conscious way, especially as traditional tracking methods become less reliable.
Jennifer Snell, GM Marketing & Loyalty at Finder, which tested the tool before launch, said, “With Meridian, we now have much more confidence in our ability to measure the impact of our investments.”
The offering, Google, added, gives marketers and data scientists an open-source tool that could help them better understand how their marketing spending affects business outcomes, especially in today’s complex digital landscape.
“Meridian uses Bayesian causal inference to blend historical data with real-world results
The tool will integrate with Google’s MMM Data Platform, providing access to core metrics like impressions and clicks
“Traditional marketing mix models have struggled to accurately measure digital advertising (especially search) and often treat impressions too simplistically. Meridian addresses this by providing better measurement of performance channels, considering reach and frequency (not just raw impressions), and incorporating real experiment results to validate its findings.”
Meridian will help users to gain access to core MMM data for Google media, including new dimensions like Google Query volume, for deeper insights into paid search performance.
What’s more, Meridian’s open-source structure offers complete transparency, allowing marketers to adapt the code and model parameters to their specific needs. It also analyses campaign performance based on meaningful KPIs such as sales, website visits, and profit to run optimisation scenarios.
It moves beyond traditional impressions and account for reach and frequency, offering a clearer view of video investments’ impact.
Experiment-driven insights. It also integrates incrementality experiment results as priors for more accurate outcomes aligned with real-world business goals.
Meridian is available on GitHub, providing immediate access to its robust modeling framework. Google also promised to add new features and improve Meridian’s methodology in the coming months.
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