Google unveiled Meridian, an open up-resource internet marketing mix modeling (MMM) device aimed at tackling important measurement challenges. MMM tools gauge the effects of advertising and media investments on essential general performance indicators, this kind of as gross sales or profits, whilst also forecasting the earnings possible of promoting endeavors. In accordance to Forrester’s Advertising and marketing Study, 2023, about 30% of B2C marketers use MMM resources to better understand how marketing drives value for the company.
Unpacking Google Meridian’s Main Pillars
Google’s foray into furnishing an open-source MMM instrument reflects an comprehending that limited accessibility to essential data