Faces / Saudi Arabia / 2026Digital & Tech
Meridian Marketing Mix Model.
TRKKN built a Google Meridian marketing mix model for Chalhoub Group's Faces in Saudi Arabia, using three years of data across 11 channels to show where spend really drives sales.
- Brand
- Faces
- Agency
- TRKKN
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2026
The challenge
Faces needed a clear read on which online and offline channels were actually driving revenue.
The idea
Run Google's open-source Meridian MMM inside Faces' own Google Cloud setup, on 2023–2025 data from 11 channels, with TRKKN handling data engineering, modelling and deployment.
Results
- Model explained 81% of revenue, with about 19% attributed to campaigns
- Identified a potential 8.5% incremental revenue uplift and a 10.8-point ROI improvement
- Performance Max came out as the strongest channel
Case study source: Campaign Middle East Source ↗
