Certain gaps in paid digital marketing channels

[bhavikdataslush]

What if customer has only paid digital marketing channels only - does this is still effective and in that as well what if they have few gaps or inconsistency in their performance marketing?

[cpulavarthi]

Hello @bhavikdataslush,

Thank you for contacting us!

Meridian can be used to model paid digital marketing channels and their impact on target KPI as long as you have access to an impressions metric and corresponding spend data on these channels. It is definitely possible to conduct a valuable MMM even when you only have data that is primarily focused on paid digital channels. Even within digital, you have diverse channels. MMM can reveal the relative contribution of each to your desired outcomes, and you can analyze how changes in spend within each digital channel affect performance, allowing for optimization.

Please note that gaps or inconsistencies in performance marketing may reduce the quality of the data and thus the effectiveness of the model and its predictions. If it is missing data during certain periods, then you may choose to consider those timestamps as holdout values and model the rest. This isn’t a fool-proof solution as having too many gaps and/ or too little data will result in the model being unable to converge properly or give meaningful results.

What type of gaps or inconsistencies does your data have? In particular, do you mean there are inconsistencies in channel effectiveness? You may choose to set custom priors based on incrementality experiments, previous MMM results, etc., if you have prior beliefs on these channel performances. Please check our documentation on Setting Custom Priors using Past Experiments for detailed guidance with this.

You may check our documentation on Collecting and Organizing your Data and Amount of Data Needed to better understand the data requirements in Meridian. The choice of time-granularity, geo-level granularity, etc., are crucial considerations while building the model.

Feel free to reach out for any further queries regarding Meridian.

Thank you

Google Meridian Support Team