Today we’re launching Meridian, the open-source marketing mix model (MMM) built by Google, available to all marketers and data scientists. To support marketers on their implementation, we’re also introducing a partner program with over 20 measurement partners trained and certified on Meridian.
Last year, we shared our vision for a more transparent, innovative and actionable approach to an MMM that is designed to help you better allocate your budget in today’s marketing landscape. After testing it with hundreds of brands globally and incorporating their feedback, Meridian is now ready for everyone to take advantage of its benefits.
Brands like Finder, an Australian financial company with presence in the UK, US and Canada, garnered actionable insights with Meridian because of its ability to be customized to their needs.
“At Finder, our mission is to help people make better financial decisions and we try to apply that approach to everything we do — including our own marketing. 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.” — Jennifer Snell, GM Marketing & Loyalty, Finder
Make smarter marketing decisions with Marketing Mix Models
Consumers engage with your brand while streaming, scrolling, searching and shopping, frequently doing them at the same time. To adapt to this reality, you need a way to understand how your marketing efforts drive real business outcomes. MMMs help you do that with established methodologies for budget allocation that take into account all elements of your business. They can also consider the impact of external factors such as seasonality, pricing and economics. Because they rely on aggregated data, MMMs measure performance in a privacy-centric way. MMM
