Google is opening Meridian, its marketing mix modeling measurement system, to all marketers and data scientists globally.
Also in the plans is the launch of a certified partner program with more than 20 measurement experts, MediaPost reports. These experts have been trained to help advertisers implement Meridian.
Google says it wants Meridian to help advertisers understand their marketing efforts. But it also wants to contribute to the industry as a whole by introducing new methodologies for advertisers to measure against.
Media Mix Modeling (MMM) has gained attention as a tool for measuring the effectiveness of marketing campaigns and assessing the role different media play in achieving goals, such as driving conversions. MMM, an open-source modeling framework, lets marketers examine its code and methodology, offering full transparency.
According to MediaPost, Google in the coming months will add more features and improve the methodology, making the platform available by downloading its code on GitHub.
Google reportedly tested Meridian with hundreds of brands globally and incorporated their feedback.
iHeartMedia has introduced a comprehensive syllabus designed to help marketers better understand radio’s unique contributions and avoid common pitfalls in MMM. By equipping advertisers with the tools needed to analyze audio effectively, iHeartMedia aims to highlight radio’s significant role in driving results and optimizing campaigns.