Meridian: A New Era in Marketing Mix Modeling

The world of advanced marketing measurement is witnessing a significant advancement with the general availability of Google's Meridian econometrics model! As one of the first key Google partners in CEE to gain early access, Salestube has been rigorously testing and analyzing Meridian's capabilities in comparison to other leading models like Meta's Robyn, Google's own lightweightMMM, and traditional econometric approaches.

Over the past weeks, we've applied Meridian to real-world data across diverse industries, comparing its performance to our existing LightweightMMM models. We're excited to share that the econometric insights derived from both models have been remarkably consistent. This consistency is crucial for our clients who utilize our continuous modeling solution, sMMMart AI. Meridian seamlessly integrates into our existing analytical framework, representing a natural evolution of the LightweightMMM concept with significant enhancements in usability and performance.

Based on our extensive comparative testing, here’s how Meridian stands out:

Speed and Efficiency: Meridian delivers results up to 20 times faster than LightweightMMM for comparable model specifications, without compromising accuracy. This speed advantage translates to significant time savings, especially for projects demanding rapid iterations and agile decision-making.

Simplified Upper-Funnel Analysis: Meridian simplifies the analysis of upper-funnel marketing activities, such as brand-building campaigns. While LightweightMMM often required nested models and complex programming for this purpose, Meridian streamlines the process, enabling our team to focus on delivering valuable insights and optimizing strategies.

Enhanced Optimization Capabilities: Meridian offers advanced optimization options beyond budget allocation, including ROI optimization for individual channels. This granular level of control allows for more precise alignment of marketing strategies with specific business objectives.

Intuitive User Interface: Meridian boasts a user-friendly interface that enhances the efficiency and productivity of analytical teams.

Key Advantages of Meridian:

• Actionable Video Measurement: Model reach and frequency for more effective video campaign analysis.
• Improved Lower-Funnel Accuracy:? Enhance the precision of lower-funnel measurement.
• Integration with Incrementality Experiments: Increase overall MMM accuracy by incorporating insights from incrementality testing.

At Salestube, our early access to Meridian has allowed us to not only thoroughly test this solution but also seamlessly integrate it with our real-time continuous MMM product, sMMMart AI.? With Meridian's public launch, we're thrilled to offer our clients an even more powerful and refined solution that optimizes media budgets week after week, month after month, with a high level of granularity.

By leveraging the Vertex AI platform in conjunction with Meridian, our clients gain a comprehensive tool to assess the value of upper-funnel activities, optimize across the entire marketing funnel, and establish a robust framework for continuous experimentation driven by sMMMart AI predictions.

While both we and our clients have been highly satisfied with the quality of our LightweightMMM-based models, migrating to Meridian represents a logical and beneficial step forward. Meridian retains all the strengths of its predecessor while introducing significant improvements in speed, usability, and optimization capabilities.

A special thanks to our dedicated Data Science & Advanced Analytics team at Salestube who invested countless hours testing and refining Meridian during the early access phase. Their efforts have been instrumental in enabling us to share these valuable insights and deliver an improved and tailored sMMMart AI product to market at launch.

Intrigued? Learn more about sMMMart on our website and get in touch to explore how Meridian can elevate your marketing measurement.?