Alaska Airlines anticipates up to $100 million in addressable advertising revenue increases by utilizing Google's open-source Meridian marketing mix model. This represents an 11% projected increase, with an analysis also indicating a potential return on investment rise of 3% through budget optimizations. Meridian offers advanced measurement capabilities, enabling marketers to evaluate various advertising channels and their impact on the customer journey, including factors like seasonality and world events. The tool was launched in March 2024 amid growing interest in marketing mix models among advertisers.
"We had MMM before, but this is a little more robust than what we had," said Owen Bickford, paid performance media director at Alaska Airlines. "It's providing data that we have not really had access to before."
Like other MMMs, Meridian helps marketers measure channels including television, radio and out-of-home advertising, giving them a holistic view of how channels affect the entire customer funnel.
Google launched Meridian in March 2024 as a way to provide marketers with the foundation for comprehensive, privacy-durable measurement capabilities.
The predictive analysis found a way for Alaska Airlines to secure a 3% increase in return on investment based on budget optimizations.
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