AnalyticaHouse Boosted ROI 7× with Google Meridian

Our Success Story Featured on Think with Google

AnalyticaHouse’s transformation project powered by Google’s open-source MMM framework Meridian was published on Think with Google under the title: “The dance of science in marketing: How AnalyticaHouse boosted ROI sevenfold with Meridian.”

Highlights

• 7× ROI increase
• 6× faster analysis
• +7% prediction accuracy
• Budget scientifically optimized with marginal ROI curves

Starting Point: A Complex Marketing Equation

Key challenges brands face

• Fragmented/disconnected data structures
• Lack of transparency in channel contribution measurement
• Rigid, months-long legacy MMM attempts

Result: Uncertainty and inefficiency in budget allocation.

The Solution: Leveraging Science and Technology as a Strategic Partner

Meridian at the core, data as the backbone

• Consolidated marketing, sales, and operational data on Google BigQuery.
• Applied Python-based Bayesian modeling to handle missing data and boost predictive power.
• Reduced analysis time from months to weeks/days.

Outcome: 6× faster analyses, +7% higher prediction accuracy.

Turning the Model into Action: More Than Just Analysis

We positioned the model as a decision-support system, combining the field expertise of our performance marketing specialists with the technical capabilities of our data science team.

With Meridian’s marginal ROI curves we:

• Identified which channels had reached saturation,
• Pinpointed where additional investment would deliver higher returns,
• Detected where spending should be reduced.

Impressive Results

• Uncovered a potential +360% revenue uplift.
• ROI elevated to 7× levels.
• Targeting precision reached top-tier performance.
• “Most likely to purchase” audiences identified through advanced custom models.

Client Testimonial

Arda Genç, CDO of SuperStep Group (Eren Perakende): “Meridian became our compass. It showed us not only which campaigns drove conversions but also which ones brought in the most valuable customers. We no longer rely on assumptions — we make informed decisions.”

Why It Matters

• Marketing budgets are now guided by science and data, not intuition.
• Months-long modeling processes are now completed in just days.
• Every budget line is managed for maximum ROI.

Conclusion: This project not only transformed AnalyticaHouse but also shines a light on the future of marketing for the entire industry.

Read More

You can explore the full story on Think with Google: “TURKEY – The dance of science in marketing: How AnalyticaHouse boosted ROI sevenfold with Meridian.”