Dentsu India has formally earned the Google Meridian Consultant Certification, placing it among a select group of certified partners qualified to work with Google’s open-source Marketing Mix Modelling (MMM) framework.

As privacy changes make it harder for brands to track individual customer journeys across platforms, marketers need new ways to understand a fundamental question: which marketing investments are actually driving business results?

Dentsu India will help solve this using Google Meridian. It will bring together digital and offline media data with business factors such as pricing, promotions and product availability to understand what is driving performance and where marketing budgets can work harder.

With this certification, dentsu India further strengthens its ability to help brands measure marketing effectiveness and make smarter investment decisions. Key capabilities include:

• Understanding reach and frequency: Measuring how the number of people reached and how often they see a campaign influence its overall impact.
• Separating paid and organic demand: Helping brands better understand what is being driven by advertising versus existing consumer interest.
• Improving measurement through experiments: Using real-world campaign tests to make marketing measurement more accurate and reliable.
• Optimising investments by market: Using local and regional data to identify where marketing budgets can deliver greater impact.

As the industry moves towards more privacy-safe ways of measuring marketing performance, Meridian gives marketers a clearer and more transparent view of what is working, what is not and where to invest next.

For dentsu India, the certification is another step towards helping brands move beyond traditional attribution models and adopt more modern, end-to-end approaches to marketing measurement.

By combining Google Meridian with dentsu’s expertise across media, data and analytics, dentsu India will help brands better understand the true value of their marketing investments and optimise their spend with greater clarity and confidence.