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Google Launches ‘Meridian,’ Open-Source Marketing Mix Model for Marketers, Data Analysts

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Google has introduced Meridian, an open-source marketing mix model (MMM) that aims to help marketers and data scientists optimize budget allocation.

The tech and ad giant is also is rolling out a partner program with over 20 certified measurement partners to assist in implementation.

This comes as companies like Finder, an Australian financial firm, have leveraged Meridian to gain deeper insights into their marketing performance.

“With Meridian, we now have much more confidence in our ability to measure the impact of our investments,” Jennifer Snell, GM of Marketing & Loyalty at Finder said.

“The insights we’ve gained have reinforced the additional value that YouTube drives beyond what’s visible with standard conversion tracking,” she added.

According to Google, Meridian aims to address these limitations by incorporating Bayesian causal inference, allowing advertisers to blend prior knowledge with real-world data.

Key features of Meridian include:

• Deeper insights into performance media – Provides access to core MMM data such as impressions, clicks, and costs for Google media, along with new insights like Google Query volume to better understand how paid search impacts results.

• Full transparency and customization – Being open-source, marketers can examine the code and methodology, modifying it to suit their specific needs.

• More accurate budget decisions – Helps businesses optimize their marketing spend based on KPIs like sales, website visits, and conversions, while also factoring in external variables such as pricing and promotions.

• Better measurement of reach and frequency – Unlike traditional MMMs that rely solely on impressions, Meridian differentiates between unique reach and frequency, providing a clearer picture of audience engagement.

• Integration of incrementality experiments – Advertisers can calibrate models with real-world experimental results, improving the accuracy of their budget allocation.

Google added it will continue enhancing Meridian with new features and updates in the coming months. Marketers can access Meridian by downloading its open-source code on GitHub. (GFB)

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