Marketing Mix Modeling (MMM)

What is MMM?

Marketing Mix Modeling (MMM) is a statistical method that identifies how each of your marketing channels (like digital ads, TV, email, and promotions) impact overall revenue or other business outcomes.

It helps businesses allocate their budget more effectively by identifying which channels drive the most value.

Why use MMM?

Privacy restrictions have led to much lower-quality user-level data in platforms like Google Analytics 4, Google Ads, and Meta ads.

In a privacy-first world, you need a more robust way to measure ROI of each marketing channel without relying on misleading ROAS data from ad platforms.

Who should use MMM?

MMM is ideal for businesses with diverse marketing channels and significant budgets, seeking to understand the holistic impact of their efforts. If you're looking to optimize spend across online and offline campaigns and gain data-driven insights for strategic growth, MMM is for you.

What is Google Meridian?

Google Meridian is Google’s open-source MMM software that was released to the public in January 2025. It utilizes Bayesian statistics and Google's data ecosystem to provide customizable, probabilistic forecasts for marketing effectiveness, enabling deeper insights and optimized campaign strategies. This empowers businesses with transparent and data-driven decision-making.

Why use Google Meridian?

Meridian helps you understand the true impact of all your marketing efforts, so you can get the most out of each dollar of ad spend. Key benefits include:

Analyze the impact of ads, promotions, email, social media, retail efforts, and more on your KPI’s.

Know your True ROI of all Channels

Optimize your budget

Get data-driven recommendations on how to allocate your budget for maximum impact.

Protect User Privacy

Use aggregated data for insights, ensuring a privacy-first approach.

Predict Future Performance

Forecast revenue and other key metrics based on different marketing scenarios.

Visualize Your Success

Present clear, insightful reports and visualizations to stakeholders.

Understand the Timing of Results

Discover how long it takes for your marketing investments to pay off.

Our Google Meridian MMM Process:

1) Strategic Alignment

  • We learn about your marketing strategy to understand your goals and identify the data we need.

2) Data Gathering

  • We gather and consolidate data from all your marketing channels and key KPI’s.

3) Model Development

  • We configure the model to precisely reflect your strategy.

4) Testing & Validation

  • We thoroughly test the model to guarantee its accuracy and reliability.

5) Actionable Strategy

  • Optimize the budget and make ongoing strategy adjustments, presented through compelling visualizations.