Question: 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.
- 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.
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the “Google Ads – Measurement Certification” page.
