Summary
Marketers face increasing complexity in measuring cross-channel media strategies due to fragmented consumption and privacy changes. Marketing Mix Models (MMMs) are seeing a resurgence, with 60% of US advertisers using them. Google introduced Meridian, an open-source MMM designed to be privacy-durable and advanced.
It features methodology innovations like calibration with incrementality experiments, reach and frequency incorporation, and search measurement guidance. Meridian is transparent, allowing users to modify code, and actionable with richer data inputs and budget optimization. It also provides educational resources.
According to Deloitte, leaders prioritizing MMMs are over 2X more likely to exceed revenue goals by 10%+. Meridian aims to help teams navigate toward better measurement and business outcomes.
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