An advertiser relies heavily on incrementality to measure offline and online media and is considering adopting a Marketing Mix Model for the first time. The director of analytics is considering both third-party and in-house solutions. They have a budget to run a third-party Marketing Mix Model (MMM) and a robust data science team who could build an in-house model. They spend the majority of their media budget on digital and prioritize measurement solutions that are digital-savvy. In what two ways would Meridian, Google's open-source MMM solution, be a good fit for this advertiser? Select two answers.
Choose an answer
Tap an option to check your answer.
Correct answer: Meridian helps advertisers evaluate all media, but especially digital, with more accuracy and actionability., The advertiser has in-house data science expertise to build and maintain Meridian..
Why this is the answer
Meridian is Google’s open-source Marketing Mix Modeling solution for measuring marketing impact across channels using aggregated data. It is built for modern media measurement, with features intended to improve digital media analysis and budget optimization. Its open-source design makes it appropriate when a business has internal data science resources to build, customize, and maintain the model. It complements incrementality work by allowing experiment results and domain knowledge to inform model calibration.
Pass your exam — without the endless answer hunt
Get every verified question and explanation for this exam in one place, and save hours of prep. 1,000+ certifications · 20+ languages · free to start.
Pass your exam faster → No card needed