Harikesh Nair

📈 Google launched Meridian, an open-source marketing mix model (MMM), alongside a partner program with over 20 certified partners. Designed after global brand testing and feedback, Meridian customizes to specific needs, like those of Finder, an Australian financial company. Meridian applies Bayesian causal inference for more accurate budget decisions, blending prior knowledge with real-world data. It provides a more realistic view of media performance, including Google media, and can measure sales, website visits, profit, and conversions. It redefines reach and frequency for video investments and integrates with incrementality experiment results. The model's code is available on GitHub, and a network of experts helps maximize its potential for advertisers.