Google Ads Measurement Certification
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.
Select all correct 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.
Correct Answers
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.