Google Launches Meridian for Smarter Marketing Decisions

Google has officially launched Meridian, a cutting-edge Marketing Mix Model (MMM) designed to help businesses make smarter, data-driven marketing decisions. This open-source tool is now available to all marketers and data analysts, offering an innovative approach to measuring marketing performance across different channels.

With Meridian, brands can now go beyond traditional conversion tracking to gain deeper insights into the real impact of their campaigns. The model introduces modern measurement techniques, making it easier to optimize budgets and maximize marketing ROI.

What is Meridian?

Marketing teams need smarter ways to evaluate how their advertising influences business growth. Meridian, Google’s open-source Marketing Mix Model (MMM), provides a powerful solution by helping businesses analyze marketing impact across multiple channels and optimize budget allocation.

With Meridian, brands can go beyond basic conversion tracking and gain deeper, data-driven insights into what truly moves the needle. And now, with its open-source availability, any business can leverage its advanced modeling capabilities to make more informed, strategic marketing decisions.

Why Businesses Need Modern Marketing Mix Models

Consumers interact with brands in multiple ways—through streaming, social media, online searches, and shopping, often at the same time. Traditional measurement methods often fail to capture this complexity, leading to inaccurate marketing decisions.

Marketing Mix Models (MMMs) help solve this challenge by analyzing aggregated data to reveal how different marketing efforts contribute to overall success. They also consider factors like seasonality, pricing, and economic trends, providing a more complete picture of marketing effectiveness.

How Meridian Improves Marketing Measurement

Traditional MMMs were originally designed for offline media like TV and print, making them less effective at measuring digital performance marketing such as Google Search and AI-powered campaigns. Meridian introduces a modern approach to overcome these limitations. Here’s how:

Uncover the True Value of Digital Advertising

Meridian provides businesses with access to essential MMM data from Google, including impressions, clicks, and costs. It also introduces new insights, like Google Search query volume, to help marketers understand how paid search directly influences customer actions.

Full Transparency and Customization

As an open-source model, Meridian allows businesses to review, modify, and tailor the framework according to their unique needs. This level of transparency ensures brands can optimize their strategies based on data that truly matters to them.

Better Budget Allocation with Accurate Data

Unlike traditional models, Meridian evaluates marketing impact based on a company’s specific key performance indicators (KPIs), such as sales, website visits, and profit. This helps businesses accurately assess past performance and plan future campaigns with data-backed budget decisions.

More Reliable Reach and Frequency Measurement

Older MMMs typically measure video campaigns based only on impressions. However, Meridian goes beyond that by distinguishing between reach and frequency. This ensures marketers understand whether they are reaching more unique users or simply showing the same ad multiple times to the same people, leading to more effective campaign optimization.

Integrates Real-World Experiment Data

Meridian incorporates results from incrementality experiments, which help marketers understand the true causal impact of their campaigns. This means the model doesn’t just rely on past assumptions—it evolves with actual market data, making insights more reliable and actionable.

How Brands Are Using Meridian for Growth

Businesses worldwide are already using Meridian to gain deeper insights and optimize their marketing efforts. For example, Finder, a global financial brand, found that Meridian gave them more confidence in measuring ad impact. Instead of manually creating models from scratch, they now use Meridian’s advanced capabilities to make faster, smarter marketing decisions.

Get Started with Meridian Today

Google has also launched a partner program to help businesses implement and maximize the benefits of Meridian. Certified partners, like Analytic Edge, provide expert guidance on using Meridian’s features, ensuring that marketers can extract the most value from their data.

Whether you’re a business owner, marketer, or data analyst, Meridian is a powerful tool that can transform the way you measure marketing success. By using modern, data-driven insights, you can make smarter decisions, optimize your advertising spend, and achieve better business results.

Ready to explore Meridian? Visit GitHub to download the model and start your journey toward smarter marketing today!