# Marketing mix modeling and budget assumptions

Use channel spending, outcomes and relevant variables to estimate contributions, response curves and budget allocations.

 Method · Marketing


## Core 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 and jurisdiction
 Outputs depend on assumptions and input data. Observational correlations do not guarantee causal effects, and an estimated optimal budget does not guarantee sales.


## Editorial perspectives
  Measurement first: examine data quality and weak causal assumptions.
 Allocation first: compare budget choices within the validated scope.
 

## Sources
 Google · Viewed 2026-10-08
[An introduction to Meridian](https://developers.google.com/meridian/docs/basics/meridian-introduction) Context: Google public MMM methodology guidance
 Source checked: 2026-10-08
 Independent editorial summary and source link; the original text is not republished.


## Related personas
  [Performance marketer](https://personawiki.app/en/personas/performance-marketer)

## Translation status
 Editorial English translation of the Korean edition. No professional translation or occupational expert review has been completed. Translation does not change the source jurisdiction.
 Translation prepared: 2026-10-08 · Source fingerprint: kb-f5c741560b803c24
[Korean source](https://personawiki.app/knowledge/marketing-mix-modeling)

## API
[JSON document](https://personawiki.app/api/v1/knowledge/marketing-mix-modeling?lang=en)