Google has introduced "Scenario Planner," a no-code tool that enhances Meridian, its open-source Marketing Mix Model.

Released Thursday, Scenario Planner allows marketers to more easily access MMM data, test budgets, and receive real-time return on investment (ROI) estimates to take action on planning strategies and carrying them out.

When Google launched Meridian, the aim was to give advertisers clear insight into the effectiveness of using transparent methods of calculations and remove technical complexities.

Since Google began testing Meridian in March 2024, releasing it in January 2025, “we’ve been focused on addressing this long-standing challenge by making its insights accessible,” Harikesh Nair, senior director of data science & engineering at Google, wrote in a blog post.

Asos, Pandora, and Shopify are among Meridian’s enterprise clients.

MMMs are technically complex and usually need data-science expertise to understand the data and formula they produce.

Google called it a “usability gap, citing Harvard Business Review’s data that suggests nearly 40% of organizations struggle to apply MMM outputs to marketing choices.

Scenario Planner pulls historical performance data from channels like Google, Meta, and LinkedIn.

Advanced AI algorithms like “gradient-boosting regression trees,” the engines that make predictions possible, analyze the data to identify patterns and predict how future changes will impact the campaign and bottom line.

It enables marketers to map out the strategy before making financial commitments to the campaign or series of campaigns.

Internet reports suggest that even today, there are limitations. Marketers must train the MMM model on historical data before the planner can be used, and interpreting outputs still benefits from analytical skill or data scientists.

Another limitation is that Scenario Planner does not forecast the raw future key performance indicator values, such as the future of actual revenue. Instead, it estimates incremental changes based on historical patterns and assumptions.

Google launched a partner program in early 2025 with more than 20 measurement partners including Adswerve, and Kantar. These companies are trained and certified to help brands implement the framework.