Google releases its open source marketing mix model to all

On Wednesday, Google officially launched Meridian, his open code marketing model (mmm) designed to help retailers to allocate the budgets in a dynamic digital landscape more effectively.

After rigorous testing with hundreds of brands around the world, Meridian is now available to everyone, offering advanced adjustment and effective insights, Google said.

This move gives to traders and scientists with an open code tool that could help them better understand that their marketing consumption affects business results, especially in today’s complex digital landscape.

Big picture. Models of marketing mixes (MMMS) help companies to measure marketing performance on channels, but traditional versions struggled to accurately measure digital and AI campaigns.

You are deeper: Modeling Modeling Modeling for today’s complex trip to consumer

More details:

• Meridian uses Bayes’ causal to conclude for the merger of historical data with results in the real world
• The tool will integrate with the Google MMM Platform data, providing access to the core of the metric such as impression and clicks
• More than 20 measuring partners were certified to help companies implement a tool

Why do we care. Traditional marketing mix models fought for precise measurement of digital advertising (especially searches) and often treated too much impressions. Meridian is involved in providing a better measurement of the performance channel, taking into account the reach and the frequency (not just raw impressions) and the involvement of the actual results of the experiment to confirm its findings.

Because it is an open brawl, you can adjust it to your needs and not rely on the supplier solutions in a black frame. In addition, direct integration with Google’s data platform means more accurate and more detailed information for the Google ADS campaign.

Key features:

• Mmm data platform. Access Core MMM access for Google Media, including new dimensions such as the volume of Google inquiry, for deeper insights into paid search performance.
• Adaptable frame. Meridian’s open code structure offers complete transparency, allowing traders to adjust the code parameters and models to their specific needs.
• Smarter budget allocation. Analyze the performance of the campaign based on meaningful KPIs such as sales, visits to websites and profit to start the optimization scenario.
• Improved reach and frequency metrics. Go beyond traditional impressions and count on reach and frequency, offering a clearer view of the influence of video investment.
• Experiment-melted insights. Integrate the results of the experiment with incrementity as priorities for more specifically outcomes aligned with business goals in the real world.

How to start:

• Download the code. Meridian is available on Github, providing direct access to its robust modeling frame.
• Partner program. Certified partners like Analytics Edge are willing to help retailers in implementing meridians and optimizing their investment.

Which is next. Google plans to add new features and improve Meridian’s methodology in the coming months.

Between the lines. This edition comes because traders face increased pressure to justify their consumption and measures of results in a way aware of privacy, especially since traditional monitoring methods become less reliable.

What they say. “With Meridian, we now have a lot more confidence in our ability to measure the influence of our investment,” says Jennifer Snell, GM Marketing & Loyalty in Finder, who tested the tool before starting.