No more gut-feeling marketing. Why and how Google Meridian helps you make smarter budgeting decisions

Authors: Diana Górniak & Joanna Piechocińska

Download our practical guide: "7 Steps to Regaining Control Over Your Marketing Budget" and start making data-driven decisions instead of relying on intuition.

Rising campaign costs, shifting ad algorithms, the decline of third-party cookies, and growing pressure for measurability… marketers today operate in a highly volatile environment. 

Every penny must deliver returns, budgets are tighter, and boardroom expectations are higher than ever. 

On one hand, the pressure to deliver results is growing; on the other, it's harder than ever to predict what actually works and what’s draining resources.

The key question is: do we really know where our money is working best?

Why do traditional models fail?

For years, marketers relied on simple attribution models — last-click, multi-touch, and sometimes just... intuition.

These methods, while fast and convenient, have a fundamental flaw: they don’t show the full picture.

As a result:

• We underestimate the impact of brand-building (ATL) campaigns

• We overvalue last-touch sales channels

• We invest in places that don’t truly pay off

These aren’t just bad calls. They’re often money lost.

Google Meridian: The new planning standard

Google Meridian is a Marketing Mix Modeling (MMM) solution that:

• Analyzes historical data from online and offline channels to suggest the best marketing budget allocation by identifying which channels, campaigns, and initiatives delivered the highest return in similar situations.

• Accounts for saturation effects and the diminishing ROI of increasing investment.

• Measures memory effects (the long-term impact of campaigns on purchase decisions, even after the campaigns end) helping plan better-timed campaigns and optimal breaks between flights.

• Includes non-media variables such as pricing, promotions, and seasonality to analyze their effect on sales.

• Models spending efficiency taking into account the competitive environment.

This is not a dashboard. It’s a strategic marketing decision-making tool.

Regaining control

Meridian is not “magic tech.” It is an analytical package that forms the basis of a process enabling companies to manage marketing budgets with precision and intent. It includes four key stages:

• Data integration from digital campaigns (e.g., Google Ads, Facebook Ads), offline efforts (e.g., TV, outdoor), CRM, and sales data.

• Building a Marketing Mix Model tailored to your brand, incorporating seasonality, channel specifics, and other factors influencing campaign results — helping determine which initiatives truly deliver value.

• Scenario simulation: for example, what happens if we increase TV ad spend by 10% and decrease YouTube investment? Or how does shifting the budget between online and offline impact results? These simulations let you preview outcomes before implementation.

• Budget recommendations: guidance on where to increase or reduce spending without hurting efficiency, shifting marketing decisions from guesswork to data-backed strategy.

Example:

A company is planning a video campaign and must choose between YouTube, TikTok, or TV. Meridian analyzes historical campaign data, compares scenarios based on cost-efficiency and short- and long-term impact, and evaluates both sales lift and brand awareness and ultimately recommends the most profitable investment path.

Note: Meridian relies on historical data. If a channel (like TikTok) hasn’t been used before, the model can’t include it in its analysis.

What’s in it for you?

Companies implementing Meridian report:

• 15-30% increase in ROI through smarter budget allocation.

• Waste reduction by cutting spend in overestimated or underperforming areas.

• Greater confidence in decision-making, driven by robust analysis and hard data.

• Transparent reporting to leadership and stakeholders via clear forecasts and insights into how marketing efforts influence business outcomes.

• The ability to test campaign strategies before execution, reducing risk and helping select the best approach without gambling with the budget.

• Regained strategic control over marketing, shifting it from a cost center to a data-driven investment.

Is Meridian right for your company?

Google Meridian is a fit if:

• You manage complex budgets across online and offline channels. If you run cross-channel campaigns across digital, TV, radio, print, or outdoor, Meridian helps integrate the data and measure each channel’s real business impact

• You invest in ATL activities. Traditional ATL effectiveness metrics are often slow or imprecise. Meridian enables accurate modeling of impact and tighter budget control

• You need transparent reporting and precise ROI measurement. Meridian delivers detailed reports and forecasts that support investor communication and guide strategic decision-making

• You want to optimize spending strategically, not just operationally. Meridian improves your marketing management through automation, data analysis, and predictive planning

It’s a tool for companies ready to make better decisions faster and with more confidence.

Summary

In today’s unpredictable market, success doesn’t go to those who spend the most, but to those who spend the smartest. It’s no longer about being everywhere, it’s about being where your investments pay off.

Google Meridian is the foundation of modern, data-driven marketing. It enables you to:

• Plan ahead

• Forecast outcomes

• Test scenarios safely

• Optimize your media and strategy holistically

It’s time to stop guessing. It’s time to plan with precision.

Want to regain control over your marketing budget?

You don’t need to implement Meridian immediately. Start small with simple steps that help you take control of your spend.

👇 Download our practical guide: "7 Steps to Regaining Control Over Your Marketing Budget"

Find out what you can implement today, quickly and effectively. Start making data-driven budgeting decisions. Not gut decisions.