Singapore: Analytic Edge (a C5i company), a provider of marketing and sales analytics solutions, has announced that it is now a certified partner in the Asia-Pacific (APAC) region for Google’s Meridian Marketing Mix Modelling (MMM) platform. Meridian, an open-source MMM platform developed by Google, enables advertisers to measure the impact of their marketing investments on sales and optimize their marketing strategy and budgets based on data-driven insights.
As a certified partner, Analytic Edge will serve as a consulting and modelling partner, assisting Google’s advertisers in developing and implementing MMMs using Meridian. With over 3000 MMMs delivered globally in the past three years across multiple domains, Analytic Edge’s expertise will be invaluable to advertisers. Additionally, advertisers will have access to Analytic Edge’s team of certified data scientists and analysts, who are well-versed in Meridian’s capabilities.
Analytic Edge has worked closely with Google for several years, serving as a Measurement Partner and delivering numerous MMMs for Google’s advertisers through its proprietary always-on MMM platform, Demand Drivers.
Santosh Nair, Co-Founder and Director of Analytic Edge, commented on the partnership, saying, “Analytic Edge is excited to apply our extensive MMM experience and to partner with Google on Meridian. 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. The seamless integration with the Google MMM Data Platform boosts productivity in data processing and improves the accuracy of the data used in the model. Our collaboration on Meridian will help advertisers better understand the interactions between channels and improve their campaign strategies.”
