Unlike traditional MMMs, this open-source tool allows you to analyze multiple channels more accurately and quickly.
Google announced the launch of Meridian, its open-source Marketing Mix Model (MMM), designed to help marketers and data scientists more accurately analyze the impact of their advertising investments across multiple channels.
In addition, the company has introduced a partner program with more than 20 measurement partners trained and certified in this new tool to help users implement it optimally. These include companies such as Accenture, Jellyfish, Artefact and Publicis Media.
Meridian is now available on GitHub, where you can download the code for use.
How Meridian Works and Why It’s Important
Marketing Mix Modeling (MMM) is a technique that has been used for decades to evaluate the impact of different factors on business performance. This approach analyzes aggregate data from advertising campaigns and other external factors, such as seasonality or inflation, to determine which strategies are generating the most value.
However, traditional MMMs face certain challenges today. For example, they are not always able to accurately measure the impact of digital channels or AI-based campaigns. In addition, some models take weeks or months to process data, making real-time decision-making difficult.
Google has designed Meridian to overcome these limitations. This new model offers several advantages:
- Greater measurement accuracy: Unlike traditional methods, Meridian is able to deeply analyze the impact of digital ads, such as YouTube advertising, Google Ads campaigns, and other platforms.
- Privacy-focused: The model uses aggregated data rather than individual information, making it compatible with new privacy regulations and the demise of third-party cookies.
- Speed and flexibility: allows for faster models to be generated with a high degree of customization for each business.
- Ability to integrate with other experiments: when combined with incrementality studies, it offers a more detailed analysis of the effectiveness of advertising campaigns.
Google highlights that its model is especially useful for brands that want to evaluate the optimal frequency of ads, determine the ideal budget for each channel, and better understand the differences in performance based on geographic location or audience type.
The impact on brands
Several companies have already started using Meridian with positive results. One notable case is Finder, a financial services company with operations in Australia, the UK, the US and Canada.
According to Jennifer Snell, Finder’s general manager of marketing and loyalty, Meridian has enabled them to make more informed decisions about their digital advertising investments. “ With Meridian, we are now much more confident in our ability to measure the impact of our investments. The insights we have gained have reinforced the additional value that YouTube brings beyond what is visible with standard conversion tracking.”
This testimonial highlights one of Meridian’s key benefits: its ability to reveal insights that other attribution models can’t, such as the long-term impact of branding campaigns on new customer acquisition.
In addition to Finder, other brands have shown interest in the new model, especially those looking to optimize advertising budgets in an environment where acquisition costs are on the rise.
Google and its ecosystem of certified partners
To facilitate the adoption of Meridian, Google has launched a certified partner program in collaboration with more than 20 companies specializing in measurement. These partners have been trained to help brands implement the model effectively and extract maximum value from their data.
This program is key because not all companies have the internal resources to develop Marketing Mix Modeling models. With the help of these partners, more businesses will be able to access advanced tools without the need for large investments in technology or specialized talent.
Google has also made Meridian open source available on GitHub, allowing any company or researcher to adapt it to their specific needs. This reinforces the trend towards more data-driven marketing, where transparency and flexibility are essential.
The future of marketing measurement
The launch of Meridian is a clear indication that marketing measurement is evolving towards more sophisticated, privacy-focused approaches. As data protection regulations become stricter and digital platforms continue to transform, brands need tools that allow them to measure accurately without relying on individual identifiers.
Additionally, the combination of artificial intelligence and marketing mix modeling represents a major shift in the way companies evaluate marketing return on investment (ROI). Instead of relying solely on metrics such as cost per acquisition (CPA) or return on advertising spend (ROAS), brands can gain a more complete view of the impact of their strategies over time.
