fluege.de - Better budget allocation with Meridian MMM
2025-03-11 | Case study | Insights
The aim was to no longer leave budget decisions to chance or gut feeling. The implementation of Meridian-MMM by our partner Digitl makes it possible to write a comparable ROI behind all channels now. A game changer for our future budget planning and management.
Frank Sieler | CMO
A Cookie-Free Future: Fluege.de Tackles the Challenges of Online Advertising Without Third-Party Cookies
A Cookie-Free Future: Fluege.de Tackles the Challenges of Online Advertising Without Third-Party Cookies
fluege.de is a well-known brand in the tourism industry, which heavily uses online advertising (e.g. paid search) as well as further online formats such as streaming and YouTube. With the decline of third party cookies, raising privacy regulations and other evolving tracking challenges, measuring campaign effectiveness and attributing revenue to the right channels became cumbersome. To overcome those challenges, fluege.de decides to use Meridian - the open-source Marketing Mix Modeling library launched beginning of 2025.
3 years of data and 10 channels being analysed with Meridian
Great model performance with 90% of revenue explained
3.8% incremental revenue with optimized allocation
Meridian is a MMM library from Google which is highly customizable, handles different levels of input data, and provides reports & scenarios to inform on marketing decisions. It can even incorporate experiments and reach/frequency data for better results as well as Google Query Volume data. With the MMM Tool Meridian questions like the following can be answered:
- What is the impact of marketing channels and activities on sales or revenue?
- What is the return on investment (ROI) per marketing channel?
- How can marketing budget allocation be optimized for the future?
Implementing Meridian: A Practical Guide to Custom Marketing Mix Modeling
Implementing Meridian: A Practical Guide to Custom Marketing Mix Modeling
The Digitl team conducted a Marketing Mix Modeling project that was tailored to the needs of fluege.de, by applying Meridian's innovative methodology. After several workshops, e.g. explaining the measurement of marketing effectiveness, defining the individual model setup as well as data collection and understanding, a suitable model was built. On top of this various optimization scenarios for future efficient budget allocation were calculated.
Meridian in Action: Delivering Clear Channel Insights and ROI
Meridian in Action: Delivering Clear Channel Insights and ROI
The use of Meridian's Data Platform simplified the entire data collection process, enabled the inclusion of Google Query Volume and valuable reach and frequency data. All this contributed to the best possible data quality, which is the basis for a superior MMM. An important result of the final Meridian model was the individual value contributions and return on investments (ROIs) of all marketing channels. In addition, the results provided insights into the level of the baseline and the response curves of each channel. With this knowledge and the model-based recommendations for budget optimization, future budget decisions can now be made. In addition, the project has fostered greater cross-channel discussion within fluege.de company, particularly with regard to the provision and automation of marketing data and Meridian model setup.
The Goals
- Overcome tracking challenges from cookie loss and privacy regulations
- Improve campaign measurement and revenue attribution
- Use Meridian for data-driven optimization
The Approach
- Execute a tailored Marketing Mix Modeling project using Meridian
- Run workshops on marketing effectiveness, model setup, and data collection
- Develop a model with optimization scenarios for budget allocation
The Results
- Streamlined data collection with Meridian (including Google Query Volume)
- Identified ROI and value contributions for each marketing channel
- Provided model-based recommendations for budget optimization and collaboration