Full-funnel marketing mix modeling estimates both a direct sales path and an indirect path in which brand advertising builds demand that later affects purchases. In a single-stage model, branded search can mediate brand advertising while confounding paid search estimates.
The demo switches between one-stage and two-stage views of the same illustrative sale. Meridian's two-stage method first estimates how brand marketing changes a brand equity signal, then how that signal and marketing relate to sales.
Branded search is not the right signal for every business. Without credible confounder data for both stages, the more complex model is not necessarily more accurate.
When to use
Use it when assessing demand created by brand investment alongside lower-funnel sales.