← Vendor Landscape
Google Meridian
Marketing Mix Modelling · Incrementality
Google's open-source Bayesian marketing mix modelling framework (successor to LightweightMMM, general availability since early 2025), offered as a free, code-based alternative to commercial MMM platforms. 2026 additions include a no-code Scenario Planner (Looker Studio interface) and Meridian GeoX for geo-based incrementality.
Visit vendor website ↗Open-source framework (Python, GPU recommended), self-hosted and self-implemented; Scenario Planner offers a no-code layer on top for budget scenarios.
Typical customer problem
We have the internal data science capability to run our own MMM and want a modern, well-supported open-source framework rather than paying for a commercial platform.
Typical customer type
Organisations with an internal data science or analytics engineering team.
Things to evaluate
- Internal data science capability required to implement and maintain it
- Infrastructure needed to run the modelling pipeline (Python 3.11/3.12, GPU, 2–3 years of channel-level data)
- Ongoing maintenance burden versus a managed commercial platform
- Community support and documentation maturity
- Whether Scenario Planner's no-code layer reduces the need for a full data science build-out