Why Alaska Airlines Sees Promise In Google Meridian

Alaska Airlines is adopting Google’s open-source marketing measurement tool, Meridian, alongside GA4 and traditional media mix modeling, to better understand and optimize its advertising performance. According to Owen Bickford, the airline’s paid performance media director, no single measurement method suffices—combining multiple techniques helps deliver more accurate attribution insights. This multi‑tool strategy reflects a broader trend in airlines leaning into advanced analytics and AI to sharpen marketing impact. Have any of you worked with multi‑method attribution tools in your own campaigns—and did it improve your decision‑making?