Post by Luka Cempre

Google just announced their own open-source incrementality solution Meridian GeoX. The solution let's your run transparent Geo experiments to calibrate your MMM model (meridian) or update your marketing strategy. This is a perfect addition to Meridian MMM which relies on quality priors and also enables marketers to test the posteriors of their model in the "real world". Google promises open-source integrity, plenty of options (holdback, go dark, and heavy up) and ease of use. Feel free to reach out with any Meridian questions to me or Anže Kravanja (news credit).