January 30, 2025
Blog
Google has introduced Meridian, an open-source marketing mix model (MMM) designed to revolutionize how hotels measure and optimize their advertising spend. Built on Bayesian causal inference, Meridian helps hoteliers gain data-driven clarity on how different marketing efforts—across both online and offline channels—drive bookings and revenue.
Better Insights for Smarter Hotel Marketing
Traditional MMMs often struggled with digital channels, focusing primarily on offline branding efforts. Meridian changes the game by providing:
- Comprehensive ROI Measurement: Evaluate the true impact of all marketing efforts, from metasearch and paid search to TV and social media ads.
- Granular Data Integration: Use geo-level data for regional insights, incorporate pricing strategies, and analyze Google media metrics such as impressions, clicks, search query volume, and costs.
- Advanced Video Ad Insights: Track reach and frequency for YouTube campaigns to assess how often potential guests engage with your brand.
- Saturation & Lagged Effect Modeling: Understand the diminishing returns of ad spend and how campaigns influence bookings over time.
Customizable & Open-Source for Hotels
One of Meridian’s biggest strengths is its customizability and flexibility. Hotel marketers and data teams can adapt the models by:
- Incorporating external factors, such as economic conditions, competitor pricing, and seasonality.
- Using hierarchical geo-level modeling for hyper-local insights on marketing effectiveness.
- Optimizing media budgets with AI-driven recommendations on the best allocation strategy.
Expert Support for Seamless Implementation
To help hotels maximize Meridian’s potential, Google has partnered with over 20 certified agencies to assist with implementation, ensuring:
- Accurate campaign measurement across all digital channels.
- Seamless integration with existing marketing data platforms.
- Optimized ad spend for higher direct bookings and lower acquisition costs.
Why This Matters for Hotel Marketers
With the evolving complexity of digital advertising, hoteliers need reliable, data-driven insights to optimize spend and maximize revenue. Meridian’s open-source framework provides a flexible, transparent, and highly customizable solution to tackle modern marketing challenges.
What’s Next?
As hotel marketing evolves, data-driven decision-making will be key. Tools like Meridian will continue to shape the industry, ensuring that hoteliers can refine their strategies, measure real impact, and maximize ROI.
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