An Expertly-Set Up Meridian-Based MMM to Measure True Marketing Impact
Partnering with fifty-five, Estee Lauder deployed Google Meridian, an open-source, privacy-centric Marketing Mix Modeling (MMM) framework.
By utilizing Bayesian causal inference, Meridian moves beyond simple attribution to measure the true incremental impact of media spend, including media contribution to incremental revenue, saturation curves by media channels and budget optimization recommendations to increase ROI and revenue generation.
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