Analytic Edge is Certified Partner in APAC for Google’s Meridian Marketing Mix Modelling platform

Analytic Edge, a C5i company and a Singapore-based marketing and sales analytics solution provider, has become a certified partner in APAC for ’s Meridian marketing mix modelling (MMM) platform. As a Meridian partner, Analytic Edge will serve as a consulting partner for Google’s advertisers to develop marketing mixed models using Meridian and gain access to the company’s data scientists and analysts who are certified to work on this platform.
Analytic Edge has been a Measurement Partner to Google, delivering multiple MMMs for advertisers on ‘Demand Drivers’, its own always-on MMM platform. The integration with Google’s MMM data platform is expected to boost productivity in data processing and improve the accuracy of the data used in the model.
Santosh Nair, Co-Founder and Director, Analytic Edge, said, “Analytic Edge is excited to apply our extensive MMM experience and to partner with Google on Meridian. Meridian integrates technical innovations to assess the indirect impact of search on marketing channels in the consumer journey. It enhances the measurement of “Reach” and “Frequency” for YouTube campaigns, helping advertisers with campaign planning. Our collaboration on Meridian will help advertisers better understand the interactions between channels and improve their campaign strategies.”
Recently, Google made Meridian open source, releasing it to the public with a partner program that would provide support for its implementation. With this open-source MMM platform, advertisers can get access to granular metrics like impressions and clicks, customizable code and model parameters, with the ability to analyse campaign performance based on business-specific KPIs such as sales and website visits. The platform is also capable of measuring video effectiveness through reach and frequency metrics rather than just rely on impressions.
Meridian was developed to address the limitations of traditional MMMs, which were built for offline media and were unable to measure performance media like Search ads and AI-powered campaigns accurately. According to Google, the platform can incorporate incrementality experiment results and also factor in external variables like seasonality and pricing.