SEPTENI CO., LTD. (Headquarters: Shinjuku-ku, Tokyo; Representative Director and President: Yusuke Shimizu; hereinafter "Septeni"), one of the dentsu Japan companies, has been certified as an APAC partner for Google's Marketing Mix Modeling (MMM) product, Meridian.*1

Amid the global changes in the privacy landscape, MMM is gaining attention as an analytical method that can measure the effectiveness of marketing initiatives without using cookies or personally identifiable information. By leveraging MMM, companies can statistically analyze the impact of various measures on business results across media channels, enabling them to optimize budget allocation and improve overall media effectiveness.

Meridian, provided by Google, is an open-source framework for implementing MMM.　Septeni has a history of leveraging causal inference methods, such as MMM and geo-tests, in its proprietary solution "XYhai" *2, which calculates optimal budget allocation for each media channel and measures the treatment effect of marketing initiatives. In December 2024, based on joint research with Google, Septeni introduced a new scheme using Double/Debiased Machine Learning (DML) into XYhai to support its clients' marketing decisions across the full funnel.
Based on these extensive achievements in marketing support using its data-driven solutions, deep expertise in advanced MMM analysis, and collaborative track record with Google, Septeni has been recognized as an APAC Partner as a member of dentsu Japan. Additionally, all analyst employees involved with XYhai have obtained their certified analyst qualifications.

This APAC Partner certification grants Septeni access to YouTube's reach and frequency data, as well as Google Search volume data showing monthly search counts. By leveraging this data, Septeni can optimize reach and frequency for its clients. By incorporating a structural causal model, Septeni can also improve the accuracy of its analysis for high-intent customer channels, such as search ads. This allows Septeni to use Meridian as one of the analytical frameworks within XYhai, enabling the formulation and execution of more precise strategies and supporting its clients' data-driven decision-making.

Going forward, Septeni will continue to collaborate with other dentsu group companies to leverage high-quality marketing methods that combine "people" and "technology," including Meridian, and aim to solve challenges in clients' marketing activities.

*1: The certification was granted to the "dentsu Japan" group, with Dentsu Digital Inc. as the contracting entity.
*2: A solution that uses statistical methods like MMM and causal inference to calculate the optimal budget allocation for each media channel and the treatment effect of marketing initiatives, thereby providing comprehensive support for clients' marketing decisions. By using MMM to determine the optimal media budget for maximizing marketing effectiveness and employing causal inference to analyze specific marketing measures, it can calculate non-arbitrary, data-driven results for the treatment effect of each initiative.

[Inquiries about the news]
Data Solutions Department, Solutions Technology Division, Septeni Japan Inc.
E-mail: xyhai@septeni.co.jp

[Inquiries about press release]
Onuma & Kojima, Public Relations Division, Public Relations Department, CEO Office, Septeni Holdings Co., Ltd.
E-mail：koho@septeni-holdings.co.jp

■Overview of SEPTENI CO., LTD.
Main Business: Digital marketing support business
Head Office: Sumitomo Fudosan Shinjuku Grand Tower 28F, 8-17-1 Nishishinjuku, Shinjuku-ku, Tokyo, Japan
Representative: Yusuke Shimizu, Representative Director and President
Corporate URL: https://www.septeni.co.jp/