
Google on Wednesday officially launched Meridian, its open-source marketing mix model (MMM) designed to help marketers allocate budgets more effectively in a dynamic digital landscape.
After rigorous testing with hundreds of brands worldwide, Meridian is now available to everyone, offering advanced customization and actionable insights, Google said.
The move 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.
The big picture. Marketing mix models (MMMs) help companies measure marketing performance across channels, but traditional versions have struggled to accurately measure digital and AI-powered campaigns.
Dig deeper: Rethinking media mix modeling for today’s complex consumer journey
More details:
Why we care. 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.
Being open-source, you can customize it to your needs rather than relying on black-box vendor solutions. Plus, the direct integration with Google’s data platform means more accurate and granular data for Google Ads campaigns.
Key features:
How to get started:
What’s next. Google plans to add new features and improve Meridian’s methodology in the coming months.
Between the lines. This release comes as marketers face increasing pressure to justify their spending and measure results in a privacy-conscious way, especially as traditional tracking methods become less reliable.
What they’re saying. “With Meridian, we now have much more confidence in our ability to measure the impact of our investments,” says Jennifer Snell, GM Marketing & Loyalty at Finder, which tested the tool before launch.