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Meridian GeoX: Google’s new open-source Geo incrementality solution

Meridian GeoX powers transparent, trustworthy, and cost-effective geo experiments that anchors your marketing strategy in causal reality. This open-source solution enhances your modern measurement capabilities by enabling publisher-agnostic geo-experiments to isolate the true incremental impact of your media spend across any platform or channel globally. These causal results then seamlessly calibrate your Marketing Mix Models (MMM), ensuring your budget planning is anchored in proven, incremental performance.

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Key benefits

  • Enable cheaper and more reliable testing
    • Native Multi-Cell Execution: Accelerate your insights by comparing multiple treatments (e.g., publishers, tactics, channels) in the same study. Meridian GeoX offers a true multi-cell solution against a common control group, significantly reducing the total cost and time-to-insight.
    • Robust, Budget-Efficient Methodologies: Maximize statistical power while minimizing budget. Meridian GeoX pairs Time-Based Regression (TBR) with advanced Stratified Sampling to efficiently detect true lift. In the future, we will also add Synthetic Control and Synthetic Difference-in-Differences (SDiD) to optimize user choice.
    • Flexible Design Wrapper: Compare ranked designs across methodologies to pick the one best suited for your specific business data, objectives and budget constraints. Meridian GeoX will eventually house multiple methodologies for you to choose from.
  • Trusted transparency & usability
    • Open-Source Integrity: Provides visibility and customization, letting your teams audit the underlying methodologies for trust.
    • Maximized User Choice: Customize design constraints to suit your business requirements. Tailor your experiment designs, including Holdback, Go Dark, and Heavy Up, to meet specific objectives.
    • Ease of Use: Offers robust documentation, Colab notebooks, and industry standard versioning for seamless scalability.
  • Integrated Meridian solution
    • Improved accuracy: Integrates Geo experimentation and marketing mix models (MMM) to increase the accuracy of your budget allocations.
    • Channel recommendations: Recommends the best Meridian channels to run your GeoX experiments.
    • Calibrated results: Converts Meridian GeoX results into priors to calibrate MMM results.
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