Join us on March 20 for the launch of Meridian, Google’s latest innovation in Marketing Mix Modeling (MMM).
Meridian is Google’s innovative open-source MMM framework that enables businesses to measure the effectiveness of their marketing campaigns across multiple channels. It takes MMM to the next level by leveraging advanced algorithms and data science to provide unparalleled accuracy in assessing marketing impact.
With extensive experience in applying MMM models and creating use cases for advertisers across diverse sectors, we are proud to co-organize this special event. This event offers a unique opportunity to discover how Meridian can revolutionize the way marketing efforts are measured and optimized. As one of the first Meridian Certified Partners in Northern Europe, Google Analytics Certified Partner, and the only Dutch player to hold both Google Marketing Platform Sales Partner and Google Cloud Platform Partner status, Artefact is uniquely positioned to provide you with the tools and expertise necessary to stay ahead in the ever-evolving digital landscape.
[Talk 1]: “Deep dive into Marketing Mix Modeling” by Sid Mohan & Johan Walda
Marketing Mix Modeling is essential for understanding the impact of marketing channels and optimizing budget allocation. In this presentation, Artefact will explore MMM, media effectiveness, attribution, and marketing ROI showing multiple use cases. We’ll show how our expertise, strengthened by our Google partnership, helps optimize marketing strategies.
[Talk 2]: “Introducing Meridian: Google’s Next-Gen MMM Solution — Why Now?” by Boudewijn Beks
MMM has a pivotal role in driving data-driven marketing decisions. As businesses navigate an increasingly complex landscape, MMM helps to quantify the impact of marketing activities across various channels. Building on this foundation, Google will introduce Meridian — a cutting-edge solution designed to enhance and optimize MMM. Meridian integrates advanced analytics and AI to provide deeper insights, more accurate forecasts, and real-time performance tracking, empowering businesses to make smarter, more agile marketing decisions.
More exciting presentations to be announced — stay tuned!
Event information
Speakers
Boudewijn Beks, Team Manager, Media Effectiveness, Northern Europe
Boudewijn is a seasoned digital analytics expert with 15 years of experience in the field. He currently leads Google Northern Europe’s Marketing Effectiveness team, where he helps businesses make better decisions through data-driven insights. Boudewijn’s career has taken him from the agency world to Google, where he has held various roles across data analytics, product specialist, and now manager. This diverse experience has given him a unique perspective on the challenges and opportunities facing marketers today.
When he’s not at work, Boudewijn enjoys spending time with his partner and two young children. He is also a DIY enthusiast and music lover.
Sid Mohan, Director of Data Science, GenAI & Causal Inference | Global Lead for Marketing Mix Modelling
Artefact Northern Europe
Sid has been a key contributor to Artefact’s success for over 6 years, progressing from Senior Data Scientist to his current role as Director of Data Science. He currently leads the Global Marketing Mix Modeling practice and spearheads the company’s efforts in GenAI and Causal Inference. His expertise includes advanced Machine Learning techniques, enabling data-driven solutions across various industries.
Johan Walda , Manager Data Science & Insights
Artefact Benelux
Johan Walda is the Manager of Data Science at Artefact, specializing in marketing measurement with a focus on Marketing Mix Modeling (MMM). With 10 years of experience across a global market research company and a SaaS MMM provider, he has worked with many global advertisers to help increase media effectiveness. Johan has deep expertise in brand building and integrating long-term media effects into MMM using brand metrics. He is well-versed in different methodologies and excels at bridging the gap between technology and business, translating complex analytics into actionable insights for sustainable growth.
