“Meridian easily integrates incrementality experiment results as priors, agnostic of the channel or the experiment,” Nair wrote. “This means that your model can be calibrated with real-world results, for more accurate outcomes directly aligned with your actual business goals. In the coming months, we will continue investing in Meridian by adding new features and improving the methodology to make it even more powerful.”
Google Opens Up Meridian Marketing Mix Model, Helping Marketers Measure Across Channels
