> ## Documentation Index > Fetch the complete documentation index at: https://docs.dema.ai/llms.txt > Use this file to discover all available pages before exploring further. # Planning future budgets > Learn how to use Dema's MMM to plan upcoming marketing budgets, optimize for profit targets, and test different allocation strategies. ## Why future planning matters After analyzing your historical performance, the next step is shaping your **upcoming marketing plan**. Dema's MMM enables you to forecast various spend allocations, set constraints and targets, and see projected impacts on profit before committing to changes. *** ## Planning with future date ranges To plan future budgets, select a forward-looking date range from the date picker: Date picker for selecting future periods | Option | Description | | ---------------- | ------------------------------------- | | **Next week** | Recommendations for the upcoming week | | **Next 4 weeks** | Recommendations for the next month | | **Custom range** | Select specific future dates | When viewing future periods, the model: * Incorporates predicted **seasonality** and trends * Uses the most recent **saturation curve parameters** * Applies your configured **guardrails and constraints** * Shows **forecasted recommendations** rather than historical analysis *** ## Configuring optimization settings Before viewing future recommendations, configure your optimization settings in the **Model settings** panel: Model settings panel ### 1. Select your optimization target Choose what metric to optimize for: | Target | Best for | | --------------------------- | ---------------------------- | | **Gross sales** | Revenue growth, market share | | **Net gross profit 2** | Balanced profitability | | **Net gross profit 3** | Maximum profit focus | | **New customer NGP2 + LTV** | Customer acquisition value | ### 2. Set budget constraints Define your overall budget parameters: * **Marketing spend min/max**: Set acceptable range as percentage of current spend * **Min ROAS**: Ensure minimum return threshold is met * **Min epROAS**: Ensure minimum profit return threshold is met ### 3. Configure guardrails Set limits on how much spend can change: * **Global guardrails**: Default max decrease/increase for all channels (e.g., ±30%) * **Channel-specific guardrails**: Override limits for specific channels that need different treatment See the [Model settings](/guides/mmm/model-settings) guide for detailed information on configuring optimization parameters. *** ## Interpreting future recommendations When viewing a future date range, the interface shows: ### Overview tab * **Metric cards**: Projected optimized vs. baseline performance * **Opportunities**: Markets and channels with highest forecasted potential * **Spend matrix**: Recommended allocation changes across markets and channels Overview showing spend matrix for future planning ### Details tab * **Spend recommendation table**: Specific recommendations per channel * **Saturation curves**: Projected optimal points based on forecasted parameters * **Contribution forecasts**: Expected contribution from each channel Spend recommendation table with future recommendations *** ## Working with constraints ### Budget-constrained planning If you need to work within a specific budget: 1. Set **Marketing spend max** to your target (e.g., 100% to maintain current spend) 2. The model will optimize allocation within that constraint 3. View the "missed potential" to understand what additional budget could achieve ### Performance-constrained planning If you need to maintain specific returns: 1. Set **Min ROAS** or **Min epROAS** to your threshold 2. The model will only recommend allocations that meet these targets 3. Some channels may receive zero spend if they can't meet the threshold ### Channel-specific constraints Use channel-specific guardrails for: * **Locked channels**: Set 0% increase/decrease to maintain current spend * **Testing channels**: Allow higher increase limits for channels you want to scale * **Protected channels**: Set lower limits for brand campaigns you want to maintain *** ## Scenario comparison Compare different future scenarios by: 1. **Create multiple configurations**: Set up different MMM configurations with different constraints 2. **View the same date range**: Compare recommendations across configurations 3. **Analyze trade-offs**: Understand how different constraints affect projected outcomes ### Example scenarios | Scenario | Marketing spend max | Global guardrails | Min return | | ---------------------- | ------------------- | ----------------- | ---------- | | **Conservative** | 100% | ±15% | 150% | | **Growth focused** | 130% | ±40% | 200% | | **Efficiency focused** | 80% | ±30% | 200% | *** ## From plan to execution ### Step 1: Review recommendations 1. Check the **spend recommendation table** for specific changes 2. Verify **certainty indicators** are acceptable 3. Review **saturation curves** to understand the rationale ### Step 2: Validate with constraints 1. Ensure recommendations respect your business constraints 2. Check that total spend aligns with your budget 3. Verify return projections meet your targets ### Step 3: Implement gradually 1. Don't make all changes at once if they're large 2. Use the guardrails as a guide for maximum weekly changes 3. Monitor early signals in ad platforms (CPC, CTR, conversion rates) ### Step 4: Track and iterate 1. Compare actual results to forecasted performance 2. Adjust constraints if recommendations consistently miss the mark 3. Re-run future analysis weekly to incorporate new data *** ## Best practices ### Start with realistic constraints * Keep ±30% default guardrails if you're new to optimization * Tighten constraints gradually as you gain confidence * Allow wider ranges for testing and scaling opportunities ### Account for seasonality * Future recommendations incorporate predicted seasonality * Compare to same period last year for context * Be cautious about extreme recommendations during peak periods ### Consider adstock timing * Changes in slow-adstock channels take weeks to show full impact * Don't expect immediate results from awareness channel adjustments * Give sufficient time before evaluating performance ### Balance certainty and opportunity * Prioritize high-certainty channels for large changes * Consider running incrementality tests for uncertain channels * Use smaller changes for channels marked "Run test" ### Iterate weekly * Dema's MMM updates with new data every week * Re-run future planning to incorporate latest performance * Adjust course based on actual vs. forecasted results Create a weekly rhythm: Review last week's performance on Monday, plan next week's budget on Tuesday, implement changes Wednesday, and monitor signals throughout the week.