This article explores the two most powerful MMM tools on the market, helping you identify which solution best suits your business needs
Marketing is complex. Fragmented channels, siloed teams and evolving privacy laws are limiting access to user-level data. As a result, marketers are increasingly adopting Marketing Mix Modeling (MMM) to better understand the performance of their campaigns and optimize budget decisions.
But MMM has evolved and there are now multiple tools that marketers can choose from - the two most powerful being Meridian (Google) and Robyn (Meta). So which solution best suits your business needs?
Let’s break it down.
To make MMM more accessible to a broader range of businesses and analysts, both Google and Meta have introduced their open-source tools:
Meridian (by Google): A Bayesian-based solution built for depth and accuracy, offering transparent, scalable modeling, particularly effective for analyzing regional or multi-market data at scale.
Robyn (by Meta): A machine learning-driven framework that streamlines MMM through automation and is designed for speed, agility, and actionable budget recommendations.
Meridian vs Robyn: A Side-by-Side Comparison
Meridian: Strengths and Trade-offs
Google’s Meridian offers a more in-depth, statistically robust approach to MMM. Built on a Bayesian framework, it’s capable of modeling complex market dynamics such as delayed media effects and saturation points. This makes it ideal for businesses that operate across multiple regions, use a mix of media channels, or need to understand longer-term marketing trends. One of its key strengths is the ability to integrate reach and frequency data while scaling across geo-level data, allowing a more refined view of media exposure.
The trade-off? Meridian demands more from your team, both in terms of data availability and modeling expertise. It has a steeper learning curve. It is not designed for quick wins, but rather for organizations committed to building a deep and reliable measurement infrastructure.
Robyn: Strengths and Trade-offs
Robyn, Meta’s open-source MMM tool, shines in fast-moving environments where quick insights and flexible testing are essential. Its semi-automated workflow allows marketing teams to get up and running quickly, reducing the time typically required for model building. With built-in budget optimization features, it’s especially well-suited for digital-first businesses that need actionable recommendations fast.
However, Robyn isn’t without its limitations. Its machine learning-driven approach can lack the nuance required for more complex or traditional marketing structures. Teams needing deep statistical control or the ability to incorporate prior assumptions may find it less adaptable. Additionally, because it’s community-supported, enterprise-level users may find the available help and documentation lacking in consistency.
Which Tool Is Right for You?
The right choice depends on your goals, resources, and data maturity. Meridian is designed for businesses that need detailed, high-confidence modeling and have access to rich historical or geographic data. It’s a stronger choice for those with in-house analytics expertise and the need for more comprehensive insights across channels and markets.
Robyn, on the other hand, is likely the better fit if you’re working in a digital-heavy environment and need a relatively quick, flexible solution. It works well for iterative testing and optimizing performance without a steep technical barrier.
Whether you’re optimizing for scale, speed, or statistical depth, MMM can transform how you measure and allocate marketing spend. At Incubeta, we help brands implement, customize, and operationalize MMM frameworks that suit their unique business needs.
👉 Let’s talk MMM – Contact our team for a custom consultation
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Want to see MMM in action? Check out how Incubeta established true channel attribution for Carparts.com.