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Google has officially introduced Meridian, an open-source marketing mix model (MMM) designed to help marketers and analysts more effectively allocate budgets in the dynamic digital market and gain actionable insights.
After extensive testing with hundreds of brands worldwide, Meridian is now available to the general public. Marketers now have a powerful open-source tool at their disposal to gain deeper insights into how their advertising investments impact business results.
Traditional marketing mix models have been a primary tool for evaluating the effectiveness of advertising campaigns for many years. They helped companies analyze the impact of various promotional channels and determine which ones deliver the highest return. However, with the rapid evolution of digital marketing, these models have faced significant challenges.
One of the main problems has been measuring the effectiveness of advertising on digital platforms, particularly search and AI-driven campaigns. These campaigns are characterized by dynamic nature, complex audience interaction scenarios, and large amounts of data that need to be analyzed in real time. Traditional MMMs often prove insufficiently flexible to accurately assess the impact of such investments.
Meridian addresses these challenges by adopting modern methodologies, including Bayesian causal inference, which combines historical data with real-world results. This allows marketers to gain more accurate and relevant insights that help optimize budgets and improve campaign efficiency. Integration with Google’s MMM Data Platform also provides access to more accurate and detailed metrics, such as search query volumes and clicks.
In an environment where data privacy requirements are tightening, and marketers face growing pressure to justify their spending, Meridian becomes an essential tool for analyzing advertising campaigns. Its open-source structure and integration with Google’s platform offer flexibility and precision for modern marketers.
Google has already announced plans to expand Meridian’s functionality and improve its methodology in the near future.
This article available in Ukrainian.
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