I tested Google's new Marketing Mix Model aka Meridian with simulated data and it demonstrates how dangerous data science models can be in the wrong hands. Video breakdown here: https://youtu.be/wQbk2TWaH50 

I simulated data so we know the exact relationship between marketing channels and bookings; we know precisely the share of bookings that each channel provided. But importantly, I tested the model using data that has real-world challenges including multicollinearity (spending can trend similarly across marketing channels) and endogeneity (marketers may choose to increase spending at times of high demand). 

While I found some positives from the model, there were also some results that -- if taken as truth without triangulating data points from geo-experiments or conversion lift studies -- could lead to making huge mistakes in budget allocation across channels. 

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