Foxtel Group has appointed Choreograph, WPP Media's data solutions company, to deploy an open-source Marketing Mix Modelling solution across its portfolio including Kayo Sports, Binge, Hubbl and Foxtel.
The partnership leverages Google's Meridian codebase to create what the companies say is an industry-first transparent measurement platform. The solution will be deployed directly onto Foxtel's cloud infrastructure, providing full intellectual property ownership and enhanced data security.
"This project is a true game-changer for Foxtel's marketing measurement capabilities," said Tim Micallef, director of media at Foxtel.
"For the first time, we have a transparent, fully owned MMM solution that integrates seamlessly with our complex data ecosystem. This gives us the agility to adapt as our business evolves and ensures our marketing investments are truly optimised for growth."
This will enable Foxtel to quantify the impact of creative quality, programming strength and other non-media factors on business performance. It also supports advanced scenario planning to optimise media investment decisions.
Traditional Marketing Mix Modelling approaches have faced limitations around costs and data ownership. The open-source solution aims to provide transparency while allowing companies to retain control of their measurement infrastructure.
Tom Braybrook, managing director of Choreograph Australia & New Zealand, said the solution addresses modern marketing challenges.
"Often conventional MMM approaches have been limited by costs and lack of data ownership," he said.
"Our Meridian solution truly enables Foxtel to take the best of both worlds -- access to an intuitive, automated Marketing Mix Modelling platform; alongside the benefits of IP ownership and extensibility. We're excited to usher in a new era of transparency and client ownership for Foxtel with this open-source MMM solution."
The bespoke solution integrates with Foxtel's broader commercial analytics suite, supporting what the companies describe as composable martech architecture standards.
Google launched Meridian globally in January 2025 as an open-source, customisable MMM framework. The platform provides visibility into underlying code and methodology, integrates reach and frequency data for video campaigns, and uses Google Query Volume as a control variable for search advertising.
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