Google launches Scenario Planner to make MMM insights actionable for marketers

Google has introduced Scenario Planner, a no-code tool built on its Meridian marketing mix modeling (MMM) platform. The new solution is designed to help marketers turn complex analytics into real-world budget and ROI decisions—without the need for coding or data science expertise.

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Here’s a quick look at what’s inside:

• What is Scenario Planner, and why does it matter?
• How Scenario Planner works for marketers
• Industry context: MMM, analytics, and no-code trends
• What marketers should know

What is Scenario Planner, and why does it matter?

Scenario Planner is Google’s latest addition to its Meridian MMM platform, aiming to bridge the gap between analytics and actionable planning. According to a recent Harvard Business Review Analytic Services report, nearly 40% of marketers struggle to connect MMM outputs to business decisions. Scenario Planner addresses this by providing a user-friendly interface where marketers can experiment with different budget scenarios and see real-time ROI estimates—no coding required.

This tool transforms MMM from a backward-looking analytics project into a collaborative, forward-looking planning solution. By making measurement insights accessible to both decision makers and data scientists, Google is helping marketers use data to inform business decisions more effectively.

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How Scenario Planner works for marketers

Scenario Planner translates MMM data into interactive simulations. Marketers can:

• Test different budget allocations across channels
• Instantly see projected ROI and tradeoffs
• Run scenarios visually, without touching code or spreadsheets

Instead of interpreting regression outputs, users can shift spend, evaluate potential impact, and simulate future investment strategies in a digestible format. This enables teams to stress-test plans before committing budgets, making MMM insights practical for everyday marketing decisions.

Industry context: MMM, analytics, and no-code trends

The launch of Scenario Planner reflects a broader shift in marketing analytics toward usability and accessibility. While MMM has long been valued for its rigor, its complexity has limited adoption. No-code tools like Scenario Planner are closing this gap, allowing more marketers to leverage advanced analytics for budget optimization and planning.

The global MMM and scenario planning market is evolving rapidly, with leading players differentiating through AI-powered modeling, user-friendly interfaces, and integration with diverse marketing channels. Google’s move positions Meridian as a practical, privacy-centric solution for modern marketing teams.

What marketers should know

• MMM is becoming more accessible: Scenario Planner removes technical barriers, making advanced analytics available to a wider range of marketers.
• No-code planning tools are on the rise: Marketers can now simulate, forecast, and optimize budgets without relying on data science teams.
• Competitive landscape is shifting: Google joins companies like Nielsen, Analytic Partners, Meta Robyn, and Keen Decision Systems in offering user-friendly MMM solutions.
• Data-driven planning is now practical: Scenario Planner helps marketers move from annual analytics projects to continuous, collaborative planning.

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