Google has officially launched Meridian, its Open Source Mix Marketing Mixe (MMM) designed to help marketing specialists allocate budgets more effectively in a dynamic digital landscape.
After rigorous tests with hundreds of brands around the world, Meridian is now available for everyone, offering advanced personalization and usable ideas, said Google.
This decision gives marketing specialists and data scientists an open-source tool that could help them better understand how their marketing expenses affect trade results, especially in the complex digital landscape of today.
Overview. The Mix Marketing (MMM) models help companies measure marketing performance between the channels, but traditional versions have had trouble measuring digital campaigns and fueled by AI.
Dig more deeply: Rethink the modeling of the media mixture for the journey of complex consumers today
More details:
Meridian uses Bayesian causal inference to mix historical data with real world results The tool fits into the Google MMM data platform, giving access to basic measurements such as prints and clicks more 20 measurement partners are certified to help companies implement the tool
Why we care. Traditional marketing mixed models have struggled to measure digital advertising (especially research) and often treat too simple impressions. Meridian addresses this by providing better measurement of performance channels, considering the scope and frequency (not only gross impressions), and incorporating real experience results to validate its results.
Being open-source, you can customize it according to your needs rather than counting on black supplier solutions. In addition, direct integration with Google’s data platform means more precise and granular data for Google ADS campaigns.
Key characteristics:
MMM data platform. Gain access to Core MMM data for Google Media, including new dimensions like Google Query Volume, for more in -depth paid search performance.
Customizable framework. The open source structure of Meridian offers complete transparency, allowing marketing specialists to adapt the code and the model of parameters to their specific needs.
Smarter budget allocation. Analyze the performance of the campaign based on significant KPIs such as sales, websites and profits to execute optimization scenarios.
Improved range and frequency metrics. Go beyond traditional impressions and take into account the scope and frequency, offering a clearer view of the impact of video investments.
Information focused on experience. Integrate the results of the experience of incrementality as a priors for more precise results aligned with the commercial objectives of the real world.
How to start:
Download the code. Meridian is available on Github, offering immediate access to its robust modeling frame.
Partner program. Certified partners such as Analytics Edge are ready to help marketing specialists to implement Meridian and optimize their investments.
What is the next step. Google plans to add new features and improve Meridian’s methodology in the coming months.
Between the lines. This version comes as marketing specialists undergo increasing pressure to justify their expenses and measure the results in a confidentiality, especially since traditional monitoring methods become less reliable.
What they say. “With Meridian, we now have much more confidence in our ability to measure the impact of our investments,” said Jennifer Snell, GM Marketing & Loyalty at Finder, who tested the tool before launch.
