Google's Meridian GeoX - A Comprehensive Deep Dive

A Detailed Review of Google's new Open Source Incrementality / Geo-Experimentation / Geo Testing tool, GeoX, closely aligned with Meridian MMM. We look at the code base, the developer documentation, the guides as well as the source paper that forms the theoretical basis of GeoX. I argue that GeoX is actually a pretty good tool insofar open-source solutions go. And it does exactly what it's supposed to do - provide marketers with an opportunity to get started with geo-experimentation, from the very basics of design principles to the detailed implementation. Official GeoX links: https://github.com/google/meridian-geox https://developers.google.com/meridia...