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.
Meridian is a strong fit for the advertiser because it enables more accurate and actionable…
