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Marketing mix modeling (MMM) is a statistical analysis technique that measures
the impact of marketing campaigns and activities to guide budget planning
decisions and improve overall media effectiveness. MMM uses aggregated data to
measure impact across marketing channels and account for non-marketing factors
that impact revenue and other key performance indicators (KPIs). MMM is
privacy-safe and does not use any cookie or user-level information.
Meridian is an MMM framework that enables advertisers to set up and run
their own in-house models. Meridian helps you answer key questions such
as:
How did the marketing channels drive my revenue or other KPI?
What was my marketing return on investment (ROI1)?
How do I optimize my marketing budget allocation for the future?
Meridian is a highly customizable modeling framework that is based on
Bayesian causal inference. It is
capable of handling large scale geo-level data, which is encouraged if
available, but it can also be used for national-level modeling. Meridian
provides clear insights and visualizations to inform business decisions around
marketing budget and planning. Additionally, Meridian provides
methodologies to support calibration of MMM with experiments and other prior
information, and to optimize target ad frequency by utilizing reach and
frequency data.
Key features
Meridian supports all major MMM use cases by providing modeling and
optimization methodologies. For more information about Meridian
methodologies, see Model specification and
The Meridian model section.
Additionally, the key features include:
Hierarchical geo-level modeling: Meridian's hierarchical
geo-level model lets you make use of geo-level marketing data, which
potentially contains much more information about your marketing
effectiveness than national-level data. Additionally, you can examine the
effectiveness of marketing efforts at a local or regional level. The
hierarchical approach often yields tighter credible intervals on metrics
such as ROI. For more information, see Geo-level Bayesian Hierarchical
Media Mix
Modeling.
Meridian supports fully Bayesian models with 50+ geos and 2-3 years
of weekly data utilizing Tensorflow
Probability and its XLA
compiler. GPU hardware, available using
Google Colab Pro+ or other tools, can further optimize speed performance.
The standard national level approach is supported if you don't have
geo-level data available.
Incorporating prior knowledge about media performance:
Meridian's Bayesian model lets you incorporate existing knowledge
about your media performance through the use of ROI priors. In this model,
ROI is a model parameter which can take any prior distribution—no additional
calculations are needed to translate prior ROI information to the model
parameters. Knowledge can be derived from any available source such as past
experiments, past MMM results, industry expertise, or industry benchmarks.
The Bayesian method is flexible because you can control the degree to which
priors influence the posterior distribution. Priors can be used to estimate
a parameter when the signal in the current data is weak. Meridian
quantifies uncertainty for all model parameters, ROI, and marginal ROI. For
more information, see Media Mix Model Calibration With Bayesian
Priors.
Accounting for media saturation and lagged effects: Saturation and
lagged effects for paid and organic media are modeled using parametric
transformation functions. Saturation is modeled using a Hill function, which
captures diminishing marginal returns. Lagged effects are modeled using an
adstock function with geometric decay. Meridian utilizes Bayesian
Markov Chain Monte Carlo (MCMC) sampling methods to jointly estimate all
model parameters, including these transformation parameters. For more
information, see Bayesian Methods for Media Mix Modeling with Carryover and
Shape
Effects.
Optional use of reach and frequency data for additional insights: In
addition to using impressions, Meridian provides the option to use
reach and frequency data as model inputs to provide additional insights.
Reach is the number of unique viewers within each time period, and frequency
is the corresponding average number of impressions per viewer. This provides
a better prediction of how each media channel might perform with a change in
spending. For more information, see Bayesian Hierarchical Media Mix Model
Incorporating Reach and Frequency
Data.
Modeling lower funnel channels (such as paid search): Meridian
is designed based on causal inference theory to support rational
decision-making efforts. Model assumptions required for valid causal
inference are made fully transparent. Specifically, Meridian
provides an option to use Google Query Volume (GQV) as a control variable
when measuring the impact of paid search.
Media budget optimization: The optimization phase determines the optimal
budget allocation across channels based on your overall budget. There is
also an option for Meridian to suggest the optimal overall budget
based on your advertising goals. Additionally, Meridian provides
frequency optimization for any channel with reach and frequency data.
Estimation using what-if scenarios: With your fitted model, you can
estimate what your ROI would have been under different hypothetical media
scenarios, such as increasing or decreasing advertising spending on a
specific channel or re-allocating budget across channels.
Evaluating and reporting model goodness of fit: Meridian reports
model fit statistics, both within-sample and out-of-sample. You can use this
to compare different model configurations, such as prior distributions and
parameterizations.
Optional inclusion of non-media treatment variables: Non-media
treatments, such as changes to price and promotions, can optionally be
included to estimate the effectiveness of non-media marketing actions.
"ROI" and "iROAS" are being used synonymously throughout the documents, both denoting the measurement of the incremental return on investment. ↩
[[["Easy to understand","easyToUnderstand","thumb-up"],["Solved my problem","solvedMyProblem","thumb-up"],["Other","otherUp","thumb-up"]],[["Missing the information I need","missingTheInformationINeed","thumb-down"],["Too complicated / too many steps","tooComplicatedTooManySteps","thumb-down"],["Out of date","outOfDate","thumb-down"],["Samples / code issue","samplesCodeIssue","thumb-down"],["Other","otherDown","thumb-down"]],["Last updated 2025-08-23 UTC."],[[["\u003cp\u003eMarketing mix modeling (MMM) uses aggregated data to measure marketing campaign impact across channels, informing budget planning and improving media effectiveness while maintaining user privacy.\u003c/p\u003e\n"],["\u003cp\u003eMeridian is an open-source MMM framework that enables advertisers to build and run their own in-house models to understand marketing ROI, channel performance, and budget optimization.\u003c/p\u003e\n"],["\u003cp\u003eMeridian utilizes Bayesian causal inference, handles large-scale geo-level data, incorporates prior knowledge about media performance, and accounts for media saturation and lagged effects for accurate insights.\u003c/p\u003e\n"],["\u003cp\u003eThis framework offers advanced features including reach and frequency data integration, lower-funnel channel modeling, media budget optimization, and what-if scenario estimations to support comprehensive marketing analysis.\u003c/p\u003e\n"],["\u003cp\u003eMeridian facilitates robust model evaluation and reporting, including goodness of fit statistics and the optional inclusion of non-media treatment variables for a holistic understanding of marketing performance.\u003c/p\u003e\n"]]],[],null,["Marketing mix modeling (MMM) is a statistical analysis technique that measures\nthe impact of marketing campaigns and activities to guide budget planning\ndecisions and improve overall media effectiveness. MMM uses aggregated data to\nmeasure impact across marketing channels and account for non-marketing factors\nthat impact revenue and other key performance indicators (KPIs). MMM is\nprivacy-safe and does not use any cookie or user-level information.\n\nMeridian is an MMM framework that enables advertisers to set up and run\ntheir own in-house models. Meridian helps you answer key questions such\nas:\n\n- How did the marketing channels drive my revenue or other KPI?\n- What was my marketing return on investment (ROI^[1](#fn1)^)?\n- How do I optimize my marketing budget allocation for the future?\n\nMeridian is a highly customizable modeling framework that is based on\n[Bayesian causal inference](/meridian/docs/basics/bayesian-inference). It is\ncapable of handling large scale geo-level data, which is encouraged if\navailable, but it can also be used for national-level modeling. Meridian\nprovides clear insights and visualizations to inform business decisions around\nmarketing budget and planning. Additionally, Meridian provides\nmethodologies to support calibration of MMM with experiments and other prior\ninformation, and to optimize target ad frequency by utilizing reach and\nfrequency data.\n\nKey features\n\nMeridian supports all major MMM use cases by providing modeling and\noptimization methodologies. For more information about Meridian\nmethodologies, see [Model specification](/meridian/docs/basics/model-spec) and\n*The Meridian model* section.\n\nAdditionally, the key features include:\n\n- **Hierarchical geo-level modeling:** Meridian's hierarchical\n geo-level model lets you make use of geo-level marketing data, which\n potentially contains much more information about your marketing\n effectiveness than national-level data. Additionally, you can examine the\n effectiveness of marketing efforts at a local or regional level. The\n hierarchical approach often yields tighter credible intervals on metrics\n such as ROI. For more information, see [Geo-level Bayesian Hierarchical\n Media Mix\n Modeling](https://research.google/pubs/geo-level-bayesian-hierarchical-media-mix-modeling/).\n\n Meridian supports fully Bayesian models with 50+ geos and 2-3 years\n of weekly data utilizing [Tensorflow\n Probability](https://www.tensorflow.org/probability/overview) and its [XLA\n compiler](https://www.tensorflow.org/xla). GPU hardware, available using\n Google Colab Pro+ or other tools, can further optimize speed performance.\n\n The standard national level approach is supported if you don't have\n geo-level data available.\n- **Incorporating prior knowledge about media performance:**\n Meridian's Bayesian model lets you incorporate existing knowledge\n about your media performance through the use of ROI priors. In this model,\n ROI is a model parameter which can take any prior distribution---no additional\n calculations are needed to translate prior ROI information to the model\n parameters. Knowledge can be derived from any available source such as past\n experiments, past MMM results, industry expertise, or industry benchmarks.\n\n The Bayesian method is flexible because you can control the degree to which\n priors influence the posterior distribution. Priors can be used to estimate\n a parameter when the signal in the current data is weak. Meridian\n quantifies uncertainty for all model parameters, ROI, and marginal ROI. For\n more information, see [Media Mix Model Calibration With Bayesian\n Priors](https://research.google/pubs/media-mix-model-calibration-with-bayesian-priors/).\n | **Note:** If you don't have experiment priors and want to explore an open source option to get this data, you can try GeoX. GeoX experiments help address the typical technical issues encountered in analyzing randomized paired geo experiments. For more information about GeoX, see the [google/trimmed_match](https://github.com/google/trimmed_match) and [google/matched markets](https://github.com/google/matched_markets) repositories in GitHub.\n- **Accounting for media saturation and lagged effects:** Saturation and\n lagged effects for paid and organic media are modeled using parametric\n transformation functions. Saturation is modeled using a Hill function, which\n captures diminishing marginal returns. Lagged effects are modeled using an\n adstock function with geometric decay. Meridian utilizes Bayesian\n Markov Chain Monte Carlo (MCMC) sampling methods to jointly estimate all\n model parameters, including these transformation parameters. For more\n information, see [Bayesian Methods for Media Mix Modeling with Carryover and\n Shape\n Effects](https://research.google/pubs/bayesian-methods-for-media-mix-modeling-with-carryover-and-shape-effects/).\n\n- **Optional use of reach and frequency data for additional insights:** In\n addition to using impressions, Meridian provides the option to use\n reach and frequency data as model inputs to provide additional insights.\n Reach is the number of unique viewers within each time period, and frequency\n is the corresponding average number of impressions per viewer. This provides\n a better prediction of how each media channel might perform with a change in\n spending. For more information, see [Bayesian Hierarchical Media Mix Model\n Incorporating Reach and Frequency\n Data](https://research.google/pubs/bayesian-hierarchical-media-mix-model-incorporating-reach-and-frequency-data/).\n\n- **Modeling lower funnel channels (such as paid search):** Meridian\n is designed based on causal inference theory to support rational\n decision-making efforts. Model assumptions required for valid causal\n inference are made fully transparent. Specifically, Meridian\n provides an option to use Google Query Volume (GQV) as a control variable\n when measuring the impact of paid search.\n\n- **Media budget optimization:** The optimization phase determines the optimal\n budget allocation across channels based on your overall budget. There is\n also an option for Meridian to suggest the optimal overall budget\n based on your advertising goals. Additionally, Meridian provides\n frequency optimization for any channel with reach and frequency data.\n\n- **Estimation using what-if scenarios:** With your fitted model, you can\n estimate what your ROI would have been under different hypothetical media\n scenarios, such as increasing or decreasing advertising spending on a\n specific channel or re-allocating budget across channels.\n\n- **Evaluating and reporting model goodness of fit:** Meridian reports\n model fit statistics, both within-sample and out-of-sample. You can use this\n to compare different model configurations, such as prior distributions and\n parameterizations.\n\n- **Optional inclusion of non-media treatment variables:** Non-media\n treatments, such as changes to price and promotions, can optionally be\n included to estimate the effectiveness of non-media marketing actions.\n\n*** ** * ** ***\n\n1. \"ROI\" and \"iROAS\" are being used synonymously throughout the documents, both denoting the measurement of the incremental return on investment. [↩](#fnref1)"]]