You can now factor in pricing, promotions, and long-term effects as Google’s Meridian evolves into a smarter tool for budget decisions.
Google is enhancing Meridian, its open-source Marketing Mix Model (MMM), to help marketers make smarter, more precise budget decisions.
Why we care. Understanding ROI across channels is increasingly critical. These new Meridian updates allow for a more precise understanding of what drives sales, factoring in both media spend and non-media variables like pricing and promotions.
The big picture. Here’s what’s new:
- Non-media variables: Marketers can now include pricing, promotions, and other business levers to measure their impact on sales more accurately.
- Channel-level contribution priors: New features let you guide the MMM with your own business knowledge, improving the relevance of insights.
- Longer-term effects: Enhanced binomial adstock decay functions track how upper-funnel media influences purchases weeks later.
- Optimized spending: Marginal ROI (mROI) priors help pinpoint where the next dollar delivers the highest return, using past campaign performance.
Support and community. Meridian now has 30 certified global partners and an active Discord community, offering guidance to deploy the tool effectively and translate insights into business growth.
The bottom line: These updates aim to transform Meridian from a measurement tool to a strategic partner for budget allocation. This means Meridian can help marketers optimize spend across immediate conversions and longer-term brand impact.
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