Posts tagged with: mmm

Google Meridian Model for MMM studies

Marketing mix modeling has evolved rapidly, driven by open-source tools that combine econometrics, machine learning, and accessibility. In this context, Meridian, developed by Google, stands out for its Bayesian modeling approach and transparent implementation. But it’s not alone: models like Robyn (from Meta), LightweightMMM by PyMC Labs, and other custom libraries are also part of this wave of analytic democratization. Each has pros and cons depending on use case, team maturity, and available resources—and often the choice simply comes down to technical stack compatibility or internal team preferences.