Meridian: Google's Open-Source Marketing Mix Model

Music City Center 

Our work at Google Ads introduces Meridian, an open-source Marketing Mix Modeling (MMM) platform designed to help marketers navigate the complexities of measuring cross-channel media effectiveness in a privacy-conscious world. As a highly customizable modeling framework based on Bayesian causal inference, Meridian employs a single Bayesian model that performs joint estimation of all model coefficients and parameters, including those of nonlinear transformation functions like Adstock and diminishing returns curves. This empowers businesses to build custom MMM models with enhanced accuracy through innovations such as: the ability to handle large-scale geo-level data; calibration with incrementality experiments; incorporation of reach and frequency data for added insights; and robust search measurement. This transparent platform also provides full user control, enabling adaptation to unique business needs and facilitating informed decision-making through scenario planning and budget optimization. With Meridian, marketers can build best-in-class MMMs, gain insights to inform budget and planning decisions, and drive better business outcomes.

Bayesian Causal Inference