Analytic Edge becomes Google's Meridian Certified partner

The marketing and sales analytics solutions provider Analytic Edge has been certified by Google as its partner for Meridian Marketing Mix Modelling (MMM) platform for Asia-Pacific (APAC).

Meridian is Google’s open-source marketing mix model (MMM) targeted at brand marketers, ad agencies, and data scientists. It enables brand advertisers to measure the impact and effectiveness of their campaigns and define their marketing strategies and budgets accordingly.

Meridian’s MMM data platform features metrics such as impressions, clicks, and cost for Google media, helping advertisers know exactly how their paid search has been influencing sales. Integrating seamlessly with Google’s advertising tools, Meridian allows marketers to track and optimise their expenditures on the go.

Being a certified partner, Analytic Edge will offer modelling and consulting services to brand advertisers using Meridian. Analytic Edge has been delivering MMMs while working with Google for many years. The company has already delivered 3,000+ MMMs globally during the past three years across industries. Its Meridian-certified data scientists and analysts will now help clients with technical implementation and in developing effective MMMs.

Santosh Nair, co-founder and director, Analytic Edge, said, “Meridian integrates technical innovations to assess the indirect impact of search on marketing channels in the consumer journey. It enhances the measurement of ‘Reach’ and ‘Frequency’ for YouTube campaigns, helping advertisers with campaign planning. Our collaboration on Meridian will help advertisers better understand the interactions between channels and improve their campaign strategies.”