Today, marketers need to see a clear return on investment (ROI) from every marketing dollar. Google’s latest updates to Meridian, its open-source Marketing Mix Model (MMM), help make that easier. With these new features, marketers have better tools to analyze spending and make smarter, more accurate budget choices. Meridian now shows exactly how different marketing activities add value to your goals.
Takeaways 🚀
✅Adds non-media variable analysis
✅Custom channel contribution priors
✅Improved long-term impact measurement
✅Marginal ROI for smarter spending
✅Expanded support and user community
These updates focus on making results clearer and easier to understand. Meridian now offers more advanced analytics so you can see exactly how your campaigns perform. You make decisions based on solid data, not just gut feeling. Let’s look at the major changes and how they help you get the most from your budget.
What’s New in Meridian?
The new Meridian brings several powerful upgrades. These tools give you a broader, more detailed view of your marketing results. Now you can see more than just media performance—you can see everything that matters.
Add Non-Media Variables
One big update is support for non-media variables. You can now include things like price changes, promotions, or other business factors in your analysis. This means you get a more accurate picture of what boosts your sales and KPIs.
When you separate the effects of special offers or price tweaks from media spend, you learn what truly drives customers to buy. This avoids giving all the credit to ads when other factors matter too. With this honest look, you know exactly how marketing helps.
Use Your Own Business Knowledge
Meridian now lets you add channel-level contribution priors. You can guide the model with what you already know about your business. If you have data or good instincts about how important each channel is, add that info to customize your analysis.
This update helps you get tailored, actionable insights. Instead of always trusting the model’s automatic guesses, you shape your results to fit your unique situation. The results speak better to your business reality and guide your next steps.
See Long-Term Brand Impact
Marketing often influences buyers long after they see an ad. The new Meridian makes sure you don’t miss this long-term effect, especially from brand-building campaigns.
Better Adstock Decay Functions
Thanks to improved binomial adstock decay functions, Meridian now measures how ads stick in people’s minds. Customers might buy weeks or even months after seeing your campaign. Meridian recognizes these delayed effects, showing the true value of brand marketing.
This helps you justify investments in awareness campaigns and see their real impact over time. With more accurate modeling, you can make better choices for your brand.
Pinpoint Where to Spend Next
Meridian’s new marginal ROI (mROI) priors show you exactly where to spend your next dollar. This analysis finds where new spending brings the biggest gains.
By spotting which channels hit diminishing returns, you avoid overspending in the wrong spots. You can move money to channels where growth is still possible. This approach uses your budget more efficiently and gets better results.
More Support and Community for Users
Google wants every business to benefit from these tools. So, Meridian now comes with extra support to help you implement and understand the new features.
Certified Global Partners
Google added 30 new certified global partners who specialize in Meridian. These experts can help set up your model, analyze your data, and turn insights into real business growth. Even if you don’t have your own data science team, you get the help you need.
Join the Discord Community
Meridian now has a growing Discord community. Here, marketers, data pros, and developers connect, share advice, and solve problems together. You can learn from others, find best practices, and get more value from the open-source tool.
The updated Meridian puts powerful, simple-to-use analytics in your hands. You can see how every element of your marketing affects sales and ROI—including non-media factors and long-term brand impact. With more control, a network of certified partners, and an active community, you get the support you need to build smarter strategies. Meridian’s new features help make every marketing dollar count and guide you toward sustainable growth.
Resources 🚀
✅Google’s Meridian – Link
