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- 📌 Google’s Meridian—Shaping CMO Budget Decisions
📌 Google’s Meridian—Shaping CMO Budget Decisions
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💡 Today’s Insight
Google’s Meridian—Shaping CMO Budget Decisions
Google has released Meridian, an open-source marketing mix modeling (MMM) tool that helps marketers measure and allocate budget across channels more smartly. It’s designed to provide deeper insight into how each marketing channel performs and enables data-driven optimization.
Key Takeaways
Advanced channel tracking: Use a unified Python framework to analyze lift and baseline performance across advertising channels.
Customizable modeling: Tailor performance and visual outputs to fit your business context.
Baseline vs. marketing spend: Many conversions stem from baseline trends—not just campaign pushes—prompting a rethink of budget allocation.
Open‑source and extendable: Marketers can adapt Meridian, and third-party partners offering certified support make adoption easier.
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