Meridian MMM Dashboard
This project recreates selected Meridian marketing mix modeling outputs as an interactive dashboard, translating MMM results into budget-allocation visuals that marketing and finance stakeholders can discuss.
What The Dashboard Explores
Marketing mix modeling helps answer three critical questions:
- How much do different marketing channels contribute to sales?
- What is the modelled ROI for each channel?
- Where should budget shift for better incremental return?
As third-party cookies disappear and privacy regulations tighten, MMM becomes more useful because it does not rely on tracking individual users.
How Meridian Helps
Meridian makes sophisticated statistical analysis more accessible for marketing measurement. The framework:
- Separates baseline sales from incremental sales.
- Measures the impact of each marketing channel.
- Accounts for external factors like seasonality or economic trends.
- Provides visual outputs for budget-allocation decisions.
Seeing Through The Attribution Fog
Modern marketing is complex. Customers interact with multiple channels before purchasing, which makes it difficult to determine which touchpoints truly influence outcomes.
Meridian looks at the broader relationship between channel investment and business outcomes while accounting for other factors. This can reveal where channels are genuinely incremental and where they are mostly capturing demand that already exists.
Practical Applications
When implemented effectively, Meridian can help marketers:
- Identify undervalued channels that deserve more investment.
- Recognise diminishing returns in overfunded channels.
- Quantify the incremental value of marketing activity.
- Make more confident budget-allocation decisions.
- Demonstrate marketing's contribution to commercial outcomes.
The framework's recommendations are specific and actionable: move budget toward channels with stronger incremental return and away from overfunded channels showing diminishing returns.