Meridian, an open-source marketing mix model released by Google, helps marketers optimize budget allocation. Unlike traditional MMMs, this tool monitors media performance more accurately, including search ads and AI campaigns, and provides more detailed information. It has been tested globally and is now available to the public.
Meridian combines theoretical knowledge with real-world data to better measure marketing impact. Its features include customizable options, increased reach data, and experiment-based insights. Finder, an Australian company, effectively used Meridian’s customization capabilities to make more informed marketing decisions.
According to Finder, Meridian is a more efficient alternative than traditional methods, particularly when analyzing YouTube’s whole impact. Google has also developed a certified partner program with more than 20 measurement companies, including Analytic Edge, to help with platform adoption.
According to Analytic Edge’s inventor, Meridian enhances the measurement of search impact and YouTube campaign metrics. Additionally, its integration with the Google Marketing Data Platform boosts data accuracy and processing speed. This enables advertisers to gain a better understanding of channel interactions and optimize their advertising accordingly.
Source- Mumbrella
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