Question: 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.
- The advertiser has allocated funds to run an MMM through a third-party vendor.
- 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.
- Meridian is a replacement for the advertiser's own multitouch attribution and incrementality testing.
Explanation
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.
Why the other options are incorrect
Measurement prompt is only a question label, not a Meridian use case.
Multitouch attribution and incrementality testing is incorrect because Meridian complements these methods rather than replacing them.
Third-party vendor budget is not the main fit because Meridian is especially useful when internal teams can implement and maintain an open-source model.
Source for verification
https://developers.google.com/meridian
https://developers.google.com/meridian/docs/basics/about-the-project
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