Marketing mix modeling (MMM) is having a moment, and Google Meridian is at the center of it. As signal loss and cross-channel complexity make legacy attribution less reliable, more teams are turning to MMM to make defensible, data-driven budget decisions. But standing up a model is only the beginning. Getting real business value out of Meridian means asking the right questions, preparing the right data, and knowing what to do when the results come in.
Join Adswerve's Dani Brandtjen and Zach Mitchell on June 25 for a practical, client-informed walkthrough of what great Meridian implementations look like in practice. Drawing on builds across a range of industries, they'll cover the decisions that matter most: from data readiness and model configuration to how teams are using Meridian outputs to shift budgets and earn organizational buy-in.
Key takeaways:
- What separates a well-built Meridian model from one that stalls out — and how to set your implementation up for success from the start
- How real clients are using Meridian to reallocate media spend, justify upper-funnel investment, and get CFO-level buy-in
- The Google-exclusive signals that make Meridian different from other MMM approaches
- When and how to embed geo lift testing into your planning cycle to keep the model working beyond the initial build
