Only 44% of marketers currently use marketing mix modeling (MMM), attribution, and incrementality testing together. Google wants to change that.
To help more advertisers adopt a full-funnel measurement strategy, Google promoted the following updates:
- Meridian is an open source MMM solution that helps measure performance across online, offline, and TV channels. A group of certified partners is available to support businesses in implementing Meridian.
- Data-driven attribution assigns credit to each channel based on its role in the conversion path, helping you evaluate their contribution.
- Incrementality testing is now available to all advertisers with media budgets starting at 5,000 USD, making it more accessible.
With these tools, Google aims to make comprehensive measurement the norm, not the exception.
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