"Google is rolling out Scenario Planner, a no-code tool designed to make its Meridian marketing mix model accessible to marketers who do not have a data science team on speed dial. Marketing mix modeling has long promised rigorous, data-driven budget optimization. The problem has always been usability. Scenario Planner aims to change that by turning complex model outputs into something marketing leaders can actually use."
"The interface is code-free, which means marketers can test different budget allocations and instantly see projected ROI without touching Python or spreadsheets. Instead of staring at regression outputs, you can run scenarios, shift spend across channels and evaluate potential impact in a visual, digestible format. It also moves beyond backward-looking reporting. Rather than just explaining what worked last quarter, the tool lets you simulate future investment strategies and stress-test them before you commit dollars."
Google's Scenario Planner provides a code-free interface for Meridian marketing mix modeling, enabling marketers without data science support to build and test budget scenarios. The tool translates MMM outputs into interactive simulations so users can shift spend across channels, run scenarios, and instantly see projected ROI without Python or spreadsheets. The Planner enables forward-looking planning by simulating future investments and stress-testing plans before committing dollars. By making MMM outputs actionable and accessible, the tool aims to close the gap between rigorous analysis and practical decision-making, helping organizations convert model results into real-time budget optimization and tradeoff exploration.
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