Google Meridian - marketing mix modeling platform

[Andrés Plashal]

Meridian is an Marketing mix modeling (MMM) framework that enables advertisers to set up and run their own in-house statistical analysis models. Developed by Google to address critical measurement challenges for marketers. It is designed to enable privacy-durable, advanced measurement and supports marketers at various stages within the business necessities, (CMO budgeting and attribution to VP & Marketing Director Budget Forecasts based on campaign performance speculation) 

Key features/ solutions:

• Meridian evolves MMM approaches to fit various marketing departments buildouts.
• Offers open-source code and detailed methodology documentation.
• The platform provides actionable insights with robust data, guidance on methodology, and budget optimization tools. (super excited about this)
• Users are supported throughout the MMM cycle with step-by-step technical resources.

Meridian helps marketing operations by:

• planning outcomes by modeling reach and frequency.
• Improve lower funnel measurement accuracy by incorporating search query volume data. 🤯
• Calibrate MMMs using cross-channel incrementality experiments.

The platform integrates with Google Ads and Display Video 360 for streamlined campaign data gathering. Meridian can be used as a primary MMM solution, augment an existing one, or run in parallel with other models, making it flexible for diverse marketing strategy needs

• https://developers.google.com/meridian
• https://github.com/google/meridian
• https://developers.google.com/meridian/notebook/meridian-getting-started

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Andrés Plashal

Plashal, LLC. — Inclusive Marketing Intelligence

• https. andres.plashal.com • tel. (209) 752-7425
• @. and...@plashal.com • hours. plashal.com/meet

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