Introducing the Meridian Playbook: Key Insights from Hakuhodo DY Group on Maximizing Marketing ROI

Understanding how marketing investments contribute to business outcomes is essential to making better decisions. Meridian, Google’s open-source Marketing Mix Modeling (MMM) solution, helps marketers evaluate advertising effectiveness and optimize budget allocation using aggregated data while protecting privacy.

Building on more than a decade of MMM expertise through Analytics AaaS, Hakuhodo DY Group has conducted a wide range of analyses using Analytics AaaS Powered by Meridian. Hakuhodo DY ONE, a member of H+, became a certified Meridian partner in 2025 and has since been implementing Meridian across the APAC region for over a year.

To further lower the barriers to adopting Meridian and promote its broader accessibility and adoption (democratization), Hakuhodo DY Group has developed the "Meridian Playbook Ver. 1.0." Bringing together our latest experience and practical know-how, the Playbook goes beyond theory to help marketers move from exploring MMM to implementation and ongoing use.

Key features include:

• ● Practical adoption steps: Clear guidance to help marketers understand how to apply Meridian and make informed implementation decisions.
• ● Materials designed for real-world use: An illustrated, intuitive format that supports internal discussions, reporting, proposals, and stakeholder alignment.
• ● Case studies from APAC: Examples covering implementation through the use of analytical findings, helping marketers visualize expected outcomes and day-to-day application.

Whether you are exploring MMM for the first time or considering Meridian for your organization, discover how the Playbook can help you take the next step toward more effective, data-driven marketing.