dentsu and Google Meridian: Elevating Marketing Measurement for the Modern Era

With over 25 years of expertise in Marketing Effectiveness and having been the first agency to be certified for Incrementality testing last year, dentsu continues to lead the way in helping clients navigate the complexities of modern media measurement.  The partnership with Google’s Meridian MMM marks a significant step forward in enabling brands to make smarter, data-driven decisions that drive sustainable growth.

Meridian is Google’s open-source Marketing-Mix-Modelling solution, designed to meet marketers where they are – offering transparency, adaptability, and analytical rigour.  It empowers brands to:

• Calibrate MMMs with incrementality experiments - by integrating observed experimentation data brands can validate and fine-tune their MMM outputs leading to more accurate insights
• Access granular Google media data – including reach, frequency and search query volume via the Google MMM data platform, solving a long-standing pain-point for UK advertisers
• Benefit from an interoperable process workflow – where MMMs can be worked on by hybrid agency and client teams.

dentsu’s proprietary suite of MMM, testing & experimentation methodologies sits neatly alongside Meridian and the Google Causal Impact tool, enabling our specialists to diagnose and select the most appropriate methodology and approach to meet client’s objectives.

“I’m delighted that dentsu has achieved partner accreditation with Google for both Meridian MMM and experimentation; our clients have access to both the best talent and the tools to continuously improve the effectiveness of their marketing investment.”  Says Mary Jeffries, Chief Analytics & Data Officer at dentsu.

As the industry faces increasing pressure to prove ROI amidst signal loss and regulatory shifts, Meridian offers a future-proof foundation for marketers to plan, optimise and grow with confidence.

“Meridian is a modern MMM approach, uniting the latest in technological innovation with our 25+ years of experience in the world of Econometrics and enables us to deliver growth for our clients in a complex changing media World” says Alison Drummond, MD for Marketing Effectiveness at dentsu.

Drummond continues: “The collaboration between dentsu and Google ensures access to the most detailed Google media data available, meticulously sourced and segmented for superior accuracy and actionable insights that can be used to drive better media decisions and meets the demands of modern measurement”.