Meridian is an open-source framework for Marketing Mix Modeling (MMM), developed by Google, designed to help businesses measure the impact of their marketing efforts and make better budget planning decisions. MMM analyzes how various marketing channels contribute to key business outcomes like revenue or other KPIs, while also accounting for non-marketing factors. A significant benefit of Meridian is its privacy-safe approach—it doesn’t rely on cookies or user-level data, making it a modern solution for marketing measurement. What Meridian Offers: Actionable Insights: Meridian helps businesses answer key questions: — Which marketing channels drove the most revenue or impacted KPIs? — What was the return on investment (ROI) for marketing efforts? — How should marketing budgets be allocated to maximize effectiveness? Advanced Features: — Bayesian Causal Inference modeling framework uses advanced statistical methods to ensure reliable results. — It works with large-scale geo-level data or can adapt to national-level modeling if detailed data isn’t available. — Clear Visualizations: Meridian provides easy-to-understand visual outputs to guide decision-making. Flexibility and Customization: — The framework can be tailored to meet the unique needs of any business. — It includes methods to calibrate MMM models using experimental data and prior knowledge. Optimization and Planning: — Businesses can use Meridian to optimize their marketing budget allocation. — It also helps determine the ideal ad frequency by leveraging reach and frequency data. Enhanced Accuracy: — By integrating search query volume, it accounts for organic demand, making lower-funnel measurement more precise. — Experiments across channels can be incorporated to improve accuracy further. Why Use Meridian? — Built with privacy in mind, Meridian aligns with the modern, cookie-less digital ecosystem. — As an open-source solution, Meridian’s code and methodologies are openly accessible, ensuring users have full control. — Comprehensive technical guides and educational resources support users through every step of the MMM process. Who Is It For? Meridian is ideal for advertisers, marketers, and analysts who want to bring MMM capabilities in-house without relying on third-party providers. Whether you are a small business or a large corporation, Meridian provides the tools to measure, analyze, and optimize your marketing strategies. Meridian is available on GitHub: https://github.com/google/meridian Meridian enables businesses to confidently plan their marketing budgets, drive ROI, and achieve better business outcomes in a privacy-first world.