There's been a lot of excitement about Google's recent launch of Meridian - their open-source MMM framework. But does it live up to the hype?

Jim and Simon explore what sets Meridian apart from other tools like Meta's Robyn and PyMC Marketing. They also discuss the evolution and impact of open-source MMM, the role of new data streams such as Google Query Volume and Reach & Frequency data, and how the availability of Meridian might shift industry standards. Listen in to understand the features, benefits, and the potential gaps Meridian fills within the marketing measurement ecosystem.

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Links from the show:

Google's Meridian

Meta's Robyn

PyMC Marketing

Recast - Validating MMM

MMM Hub

00:00 Introduction and Host Switch-Up

00:37 Discussing Google's Meridian Announcement

02:00 Understanding Meridian's Name and Popularity

03:48 Google's Open Source MMM Framework

05:53 Comparing Lightweight MMM and Robyn

12:02 The Role of AI and Data in MMM

21:52 Debunking Meridian's Myths

22:13 Understanding Meridian's Role in Experimentation

22:54 The Importance of Competition in Open Source MMM

23:28 Unique Features of Meridian Compared to PyMC and Robin

23:49 Choosing the Right MMM Tool: Robyn, Meridian, or PyMC?

24:22 Explaining Time Varying Coefficients

24:30 Entry-Level Recommendations for MMM Tools

25:00 Static vs. Time Varying Baselines in MMM

28:44 Evaluating the Accessibility of MMM Tools

35:20 The Need for Robust Validation in MMM

37:38 Challenges in Incrementality Testing

39:07 Bridging the Gap Between MMM and Media Managers

43:17 Future of MMM: In-Platform Incrementality Testing

43:46 Final Thoughts and Joining the MMM Hub