Google has introduced new features to Meridian, its open-source Marketing Mix Model (MMM), aimed at improving budget decisions by delivering clearer insights into marketing ROI.
The updated Meridian enables users to incorporate non-media factors like pricing and promotions to better assess their sales impact. It also offers channel-level contribution priors, allowing businesses to integrate their own knowledge for more actionable results.
Another significant enhancement is the ability to measure the long-term effects of upper-funnel media through improved binomial adstock decay functions, which track brand recall and influence weeks after exposure. Additionally, new marginal ROI (mROI) based priors help identify where to allocate the next marketing dollar for maximum returns, using strategic adjustments grounded in past performance.
To support users, Meridian has expanded its network with 30 new certified global partners and an active Discord community, providing expert assistance to deploy the platform and translate its insights into business growth.