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Marketing Mix Modeling with Google Meridian

Overview​

Google Meridian enables modern MMM with adstock, saturation, and Bayesian priors — producing robust channel-level contributions and response curves.

Data Requirements​

  • Time series: spend, impressions, clicks, conversions by channel
  • Controls: seasonality, promos, pricing, macro indicators
  • Aggregated, privacy-safe, no user-level data required

Modeling​

  • Transformations: adstock (carryover), saturation (diminishing returns)
  • Bayesian estimation for uncertainty
  • Validation: backtests, cross-validation, MAPE

Optimization​

  • Use response curves to compute marginal ROAS and optimal budget allocations under constraints
  • Scenario planning: min/max budgets, pacing, risk appetite

Activation​

  • Push recommended budgets to ad platforms via APIs
  • Guardrails, staged rollouts, rollback on regression

Governance​

  • Model versioning, artifact storage, reproducibility
  • Observability dashboards and alerts