{"id":"marketing-mix-modeling","title":"Marketing mix modeling and budget assumptions","summary":"Use channel spending, outcomes and relevant variables to estimate contributions, response curves and budget allocations.","concepts":["Inputs: organize outcomes, channel data and controls for confounding","Model: examine estimated distributions with lag, saturation and prior knowledge","Outputs: interpret contributions, uncertainty and response curves together"],"application":"Following the Meridian introduction, first record aggregation, metric definitions and causal assumptions. Check model fit and uncertainty before using budget scenarios in decisions.","limitations":"Outputs depend on assumptions and input data. Observational correlations do not guarantee causal effects, and an estimated optimal budget does not guarantee sales.","directions":["Measurement first: examine data quality and weak causal assumptions.","Allocation first: compare budget choices within the validated scope."],"category":"Marketing","kind":"method","kind_label":"Method","persona_ids":["performance-marketer"],"revision":1,"updated_at":"2026-10-08T00:00:00.000Z","sources":[{"title":"An introduction to Meridian","publisher":"Google","url":"https://developers.google.com/meridian/docs/basics/meridian-introduction","edition":"Viewed 2026-10-08","region":"Google public MMM methodology guidance","checked_at":"2026-10-08","reuse":"Independent editorial summary and source link; the original text is not republished."}],"review":{"status":"source-checked-editorial","expert_reviewed":false},"editorial_note":"Editorial English translation of the Korean edition. No professional translation or occupational expert review has been completed. Translation does not change the source jurisdiction.","language":"en","translation":{"status":"current","source_language":"ko","source_version":"kb-f5c741560b803c24","translated_at":"2026-10-08","professional_reviewed":false},"trust":"reference-data","version":"kb-53c7ee06f92a15e4","links":{"document":"/en/knowledge/marketing-mix-modeling","markdown":"/en/knowledge/marketing-mix-modeling.md","api":"/api/v1/knowledge/marketing-mix-modeling?lang=en"}}