Google is rolling out Scenario Planner, a no-code tool designed to make its Meridian marketing mix model accessible to marketers who do not have a data science team on speed dial.
Marketing mix modeling has long promised rigorous, data-driven budget optimization. The problem has always been usability. Scenario Planner aims to change that by turning complex model outputs into something marketing leaders can actually use.
From model output to marketing decision
At its core, Scenario Planner translates MMM data into interactive simulations.
The interface is code-free, which means marketers can test different budget allocations and instantly see projected ROI without touching Python or spreadsheets. Instead of staring at regression outputs, you can run scenarios, shift spend across channels and evaluate potential impact in a visual, digestible format.
It also moves beyond backward-looking reporting. Rather than just explaining what worked last quarter, the tool lets you simulate future investment strategies and stress-test them before you commit dollars.
Why this matters
For years, MMM has had a credibility advantage but a practicality problem. The analysis was solid, but turning outputs into action often required specialized skills and additional interpretation. According to Harvard Business Review, nearly 40% of organizations struggle to translate MMM findings into real decisions.
Scenario Planner is clearly positioned to close that gap.
If marketers can model budget shifts, forecast returns and explore tradeoffs in real time, MMM stops being an annual analytics project and starts becoming a living planning tool.
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